Between 2013 and 2023, the soap (excluding solid soap) market in Italy observed a general stability in its per capita value, starting at $5.41 and rising modestly to $5.55 in 2023. From 2021 to 2023, the market per capita value grew by approximately 1.8%. The compound annual growth rate (CAGR) from 2018 to 2023 indicates a slight average annual increase.

Future trends to watch for include:

Potential shifts towards sustainable and eco-friendly products, driving premium pricing.
Innovation in liquid soap formulations and packaging potentially impacting consumer preferences.
Economic factors and consumer behavior post-pandemic likely influencing market dynamics.