Bar Soap Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Organic, Synthetic), By Application (Dish Washing, Bathing, Hand Washing, and Others), By Sales Channel (Online, Supermarkets/Hypermarkets, Drugstores/Pharmacies, Departmental Stores, and Others (Direct Sales, etc.)), By Region, By Competition 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 39.69 Billion
CAGR (2026-2031)	5.51%
Fastest Growing Segment	Organic
Largest Market	Asia Pacific
Market Size (2031)	USD 54.76 Billion

Market Overview

The Global Bar Soap Market will grow from USD 39.69 Billion in 2025 to USD 54.76 Billion by 2031 at a 5.51% CAGR. Bar soap is a solid cleansing agent produced through the saponification of vegetable or animal fats, primarily serving as a fundamental product for personal hygiene and skin care. The market is propelled by the product's inherent cost-effectiveness compared to liquid alternatives and the enduring global necessity for accessible sanitation solutions, which ensures consistent demand across both developing and developed economies. According to Cosmetics Europe, in 2024, the toiletries category, which comprises essential hygiene products including soaps, generated €24.7 billion in retail sales across the European market, demonstrating the sector's robust economic scale.

Despite this stability, the market encounters a significant challenge from the widespread consumer preference for liquid body washes and shower gels. This shift is largely attributed to the perception that liquid formats offer superior convenience and hygiene, which restricts the expansion of the bar soap segment, particularly within higher-income consumer demographics.

Key Market Drivers

The Growing Consumer Preference for Natural and Organic Ingredients is fundamentally reshaping the bar soap landscape as users increasingly reject synthetic additives in favor of botanical formulations. This shift is characterized by a heightened scrutiny of ingredient lists, with a specific demand for products that offer clean label transparency and environmental certification. Even amidst broader economic challenges, this segment displays distinct resilience, as consumers view organic hygiene as a non-negotiable wellness necessity rather than a discretionary luxury. According to the Soil Association Certification, April 2024, in the 'Organic Beauty and Wellbeing Market Report 2024', while the wider organic beauty market faced a downturn, the Health and Personal Care category, which includes essential hygiene products, defied the trend and grew by 6% in 2023.

Simultaneously, Innovation in Multifunctional and Therapeutic Skincare Formulations is revitalizing the category by elevating bar soap from a basic cleanser to a value-added beauty treatment. Manufacturers are actively integrating dermatological ingredients to rival the sensory benefits traditionally associated with liquid body washes, a strategy known as "skinification" that allows brands to premiumize their offerings. According to Unilever, February 2024, in the '2023 Full Year Results', the Lux brand achieved double-digit growth, explicitly driven by the success of soap bars infused with its elevated ProGlow skin care technology. This continued industrial momentum is evident in global trade flows; according to the World Bank's World Integrated Trade Solution (WITS), in 2023, Germany stood as the top global exporter of bar soap (HS Code 340111), with exports valued at approximately $487.5 million.

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Key Market Challenges

The global bar soap market faces a distinct obstacle in the form of a widespread consumer shift toward liquid body washes and shower gels. This preference is deeply rooted in the perception that liquid formats are more hygienic, as they avoid the physical contact associated with shared soap bars, and offer superior convenience through ergonomic dispensers. In mature and higher-income markets, this transition has effectively substituted traditional solid soaps with liquid alternatives, relegating bar soap to a basic commodity status. This substitution effect directly hampers market expansion by limiting the volume of sales and constraining the premiumization potential of the solid format, as consumers increasingly allocate their personal care budgets to perceived sophisticated liquid products.

The restricting influence of this trend is reflected in the comparative performance of hygiene categories. While the sector continues to grow, it lags behind other personal care segments that are predominantly composed of liquid or value-added formulations. According to Cosmetics Europe, in 2024, the toiletries category recorded a retail sales growth of 5.4%, which notably trailed behind the robust 8.9% growth seen in the fragrances sector and the 6.6% increase in skin care products. This performance disparity highlights how the dominance of liquid formats and the consumer migration toward specialized care products are moderating the expansion rate of the foundational toiletries segment, which includes bar soaps.

Key Market Trends

The Shift Toward Plastic-Free and Biodegradable Packaging is compelling manufacturers to reimagine product presentation as consumers increasingly associate personal hygiene with zero-waste lifestyles. Unlike the focus on ingredient purity, this trend addresses the post-consumer environmental footprint, driving demand for "naked" or paper-wrapped solid bars that eliminate the single-use plastics ubiquitous in the liquid wash segment. This solid format appeal is proving financially significant for brands that centralize sustainability and minimal packaging in their operational model. According to Lush, April 2025, in the 'Financial report FY24', the group generated a turnover of £690.1 million, underscoring the substantial commercial viability of packaging-free and ethically presented personal care products in the global market.

The Expansion of Specialized Men’s Grooming Bars is further diversifying the sector by targeting a male demographic previously underserved by generic family soaps. Brands are moving away from unisex positioning to offer products specifically engineered for men's skin textures and scent preferences, utilizing aggressive digital marketing and masculine branding to capture younger consumers. This demographic-specific focus has fostered rapid growth for direct-to-consumer challengers that leverage humor and distinct formulations to build loyalty. According to Storyboard18, June 2025, in the article 'Unilever acquires Dr. Squatch', the men's personal care brand Dr. Squatch achieved estimated revenues surpassing $400 million in 2024, highlighting the lucrative potential of this specialized niche.

Segmental Insights

The Organic segment is currently distinguishing itself as the fastest-growing category within the Global Bar Soap Market, driven by a pronounced consumer shift toward chemical-free personal care. Shoppers are increasingly prioritizing skin health, actively seeking formulations devoid of synthetic additives like parabens and sulfates which are often associated with irritation. This demand is heavily reinforced by stringent certification standards from institutions such as the United States Department of Agriculture (USDA), whose National Organic Program validates ingredient authenticity. Consequently, the assurance of product safety and transparency is propelling the rapid adoption of organic bar soaps globally.

Regional Insights

Asia Pacific maintains the leading position in the global bar soap market, primarily due to the extensive consumer base in densely populated nations like China and India. The region exhibits a strong cultural preference for solid soap formats over liquid alternatives, driven by affordability and established usage habits. Market expansion is further supported by rising disposable incomes and government-led sanitation initiatives that encourage frequent hand hygiene. Consequently, multinational and local manufacturers prioritize this region, introducing herbal and moisturizing variants to meet the evolving requirements of a growing urban population.

Recent Developments

• In November 2024, men's personal care brand Dr. Squatch unveiled two distinct limited-edition soap collaborations to broaden its appeal in the Global Bar Soap Market. The company partnered with beverage brand Liquid Death to release the "Dirt Destroyer" bar, which incorporated mountain water and dead sea salt into its formula. Simultaneously, a holiday-themed collaboration with the movie franchise Elf introduced the "Ninny Scrubbins" bar, featuring festive scents. These partnerships illustrated a marketing strategy focused on cross-industry co-branding to create unique, experiential products that engage consumers and differentiate standard bar soap offerings in a competitive retail landscape.
• In October 2024, personal care brand evolvetogether announced a strategic collaboration with the wellness and lifestyle company goop to create a sustainable exfoliating bar soap. This partnership resulted in a product that combined eco-conscious packaging with high-performance skincare ingredients, featuring a formula designed to smooth and cleanse the skin without harsh abrasives. The bar was encased in dissolvable paper packaging, emphasizing a commitment to reducing waste in the beauty industry. This collaboration demonstrated how companies in the Global Bar Soap Market are leveraging partnerships to drive innovation in both product formulation and environmental sustainability.
• In August 2024, skincare brand Topicals expanded its presence in the body care sector by launching the "Faded Brightening & Cleansing Bar." This new solid cleanser was formulated to address specific skin concerns such as hyperpigmentation and uneven texture on the body, utilizing active ingredients like kojic acid and niacinamide. The product's introduction marked a significant move for the company into the functional bar soap category, offering a specialized solution beyond basic hygiene. This development underscored the trend of "skinification" in the Global Bar Soap Market, where products are increasingly expected to deliver targeted dermatological benefits.
• In March 2024, Dove introduced a new range of cleansing bars designed to cater to the growing consumer demand for premium and moisturizing solid soap options. The "Plant Milk Cleansing Bar" collection was launched with formulations infused with plant-based ingredients such as coconut milk, turmeric, and macadamia milk. This product release aimed to provide superior hydration compared to standard soap bars, addressing concerns about skin dryness often associated with traditional bar soaps. The launch highlighted the brand's commitment to evolving its product portfolio within the Global Bar Soap Market by incorporating popular skincare ingredients into daily hygiene essentials.

Key Market Players

• Unilever
• Lush Retail Ltd.
• Chagrin Valley Soap & Salve Co.
• Ethique, Inc.
• The Body Shop
• Johnson & Johnson
• Kirk’s Natural LLC
• Dr. Bronner's
• Galderma S.A.
• Tom's of Maine

By Type	By Application	By Sales Channel	By Region
Organic Synthetic	Dish Washing Bathing Hand Washing Others	Online Supermarkets/Hypermarkets Drugstores/Pharmacies Departmental Stores Others (Direct Sales, etc.)	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Bar Soap Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Bar Soap Market, By Type:

• Organic
• Synthetic

• Bar Soap Market, By Application:

• Dish Washing
• Bathing
• Hand Washing
• Others

• Bar Soap Market, By Sales Channel:

• Online
• Supermarkets/Hypermarkets
• Drugstores/Pharmacies
• Departmental Stores
• Others (Direct Sales, etc.)

• Bar Soap Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE