The Soap Segment in United States of America registered a Market volume of 1,849.97 million units in 2025
The indicator recorded a historical growth (CAGR) of 2.69% between 2022 to 2025, and is expected to grow by...
GlobalData projects the indicator to grow at a CAGR of...
Market volume of Soap market in the US recorded a single-digit YoY growth in 2021
Market volume of Soap market in the US recorded a significant growth between 2018-2021.
The personal hygiene market consists of retail sale of anti-perspirants and deodorants, bath & shower products, and soap. Soap includes both bar soap and liquid soaps. Market volume is defined as the total number of transactions.
Five forces analysis
The personal hygiene market will be analyzed taking manufacturers of personal hygiene products as players. The key buyers will be taken as retailers of personal hygiene products such as supermarkets and convenience stores, and suppliers of packaging and raw materials such as surfactants, biofuels (e.g. palm oil), and aluminum salts as the key suppliers.
The market is well developed with many players selling similar products. In terms of rivalry, players in the personal hygiene market face high operating and exit costs; however, it is tempered by a high degree of product and geographical diversification.
Switching costs for buyers in the market are low. As such, major market players have established strong brands that retailers are compelled to stock in order to meet customers' demands. Though buyers in this market tend to be large and possess a high degree of buyer power, large manufacturers can mitigate this through the development of strong brand identities, among other methods.
Like both buyers and market players, suppliers tend to be large organizations, and are able to leverage economies of scale in order to boost their position in the market. Moreover, quality raw materials are important to players in this market. That said, market players can sometimes source alternatives to certain ingredients, and backward integration is not unheard of – these factors limit supplier power.
Competitive landscape
The US personal hygiene market has experienced a moderate value growth and weak volume growth in recent years. Unilever is the leading player in the sector in value terms and also gained maximum value share during 2016-2020. Furthermore, L Brands Inc, and Procter & Gamble also have strong presence in the country, accounting for second and third largest value shares respectively, in 2020.
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