The per capita value of the soap (except solid soap) market in Thailand stood at USD 0.90 in 2023. In 2024, the forecasted value is USD 0.92, representing a year-on-year increase of approximately 2.22%. By 2025, this value is expected to rise to USD 0.94, showing an additional growth of about 2.17%. Continuing this trend, the market is projected to reach USD 0.96 in 2026 (up by 2.13%), USD 0.98 in 2027 (up by 2.08%), and finally, USD 1 in 2028 (up by 2.04%). Over this five-year period, the compound annual growth rate (CAGR) is anticipated to be 2.13%.

Future trends to watch for:

Increasing consumer awareness about hygiene and wellness driving demand.
Growth in eco-friendly and organic liquid soap products.
Innovations in packaging and formulations that appeal to health-conscious consumers.