The per capita value of the US soap market (excluding solid soap) is forecasted to grow modestly from $3.41 in 2024 to $3.51 in 2028. In 2023, the market value per capita stood slightly lower, but precise figures are not provided here. The year-on-year growth from 2024 to 2028 suggests a stable annual increase of around 0.7% to 0.9%, indicating a steady but slow expansion.

Future trends to watch for include:

Increased consumer preference for sustainable and eco-friendly liquid soaps, influencing market dynamics.
Potential innovation in product formulation and packaging, boosting market growth.
Shifts in retail channels, with online purchasing possibly gaining further traction due to convenience factors.