Bath soaps are personal care products made from a combination of alkalis, such as caustic soda and caustic potash. They also comprise glycerin, animal or vegetable fats, propylene glycol, allantoin, sodium laureth sulfate (SLS), and triethanolamine. They assist in unclogging pores, removing dirt and debris, and conditioning the skin. Due to the significant rise in pollution levels, there is an increase in the utilization of bath soaps around the world for protecting skin from infectious pollutants. This represents one of the key factors positively influencing the market. Apart from this, the easy availability of eco-friendly bath soaps made from organic and vegan ingredients are strengthening the growth of the market.

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Market Dynamics

Maintaining cleanliness is of utmost importance to reduce occurrence and spread of diseases caused due to unhygienic practices. Washing off infectious microorganisms from hands helps to limit the spread of germs.These initiatives are making people more aware of the importance of washing hands with surfactant products before cooking, before and after eating, and also after using the toilet, which is important to prevent illnesses. Prevalence of infectious diseases such as diarrhea, pneumonia, and SARS, among others, can be significantly reduced by following proper hand-hygiene. 

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Segment Analysis

Solid soaps are traditionally the most widely used form of bath soaps globally. Solid soaps include bars, paper strips, flakes, and powders of typical chemical formulation. Bars also come in varied sizes such as square, round, and oval, among others, and also in an opaque or clear format. Floating solid washing and bathing surfactant products with the shape of animals or birds are also popular among children. Therefore, a wide variety offered in a solid category makes it a dominant segment. Additionally, washing and bathing surfactant bar products are more cost-effective as they do not need bottle packaging or dispensers as compared to their liquid counterpart. However, liquid washing and bathing surfactant products are considered more convenient to use and therefore, are considered to be one of the fastest-growing segments in this market.

Competitive Landscape

The global bath soap market is highly fragmented with many players. Unilever, Procter & Gamble, Johnson & Johnson Services, Inc., Paris Presents, Inc., and Himalaya Wellness Company ae some of the leading companies in the market. The key players are adopting various key strategies such as product launches, collaborations, mergers & acquisitions which are contributing to the market globally. For instance, in August 2020, RSPL initiated its foray into bathing soaps by starting 'Glori,' its new soap brand. In February 2020, Beiersdorf AG announced the acquisition of STOP THE WATER WHILE USING ME, a brand based in Hamburg, Germany. The brand offers innovative soaps, shower gels, and shampoo that is expected to strengthen Beiersdorf AG’s position in the country. In April 2020, Procter & Gamble launched water-free ‘swatches’ of soaps and detergents, which will foam when water is added, and is expected to reduce the use of water during the production process significantly.

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