The Hong Kong liquid hand soap market was valued at approximately USD 39.8 million in 2024, and it is anticipated to expand at a compound annual growth rate (CAGR) of 7.0% during the forecast period from 2025 to 2030. A major driving force behind this market expansion is the increasing public awareness regarding the importance of hand hygiene in preventing the spread of bacterial and viral infections. As people become more conscious of health and cleanliness, especially in urban environments, the regular use of liquid hand soaps is gaining significant traction.

In particular, the rising incidence of infectious diseases—including COVID-19, diarrhea, stomach infections, influenza, and others—has brought the necessity of proper handwashing practices to the forefront. The heightened sensitivity toward personal hygiene during health crises has encouraged frequent handwashing behavior, setting a strong foundation for sustained market growth in Hong Kong.

During the height of the COVID-19 pandemic, the Hong Kong government took proactive measures to mitigate the spread of the virus. One such initiative was the enforcement of strict hygiene protocols across commercial establishments, requiring them to install hand-washing stations and supply hand sanitizers. In addition, television campaigns and other public awareness initiatives were launched to reinforce the importance of regular hand hygiene among citizens.

As environmental concerns grow, consumer preferences are increasingly shifting towards biodegradable and eco-friendly liquid hand soaps—those that naturally decompose without causing long-term environmental harm. Responding to this trend, key players in the industry are investing in sustainable hygiene products, prioritizing natural, non-toxic, and biodegradable ingredients, along with reusable or recyclable packaging materials to reduce environmental impact.

A survey published by CleanLink in August 2022 revealed that more than 30% of consumers in Hong Kong are now aware of the harmful environmental consequences associated with non-biodegradable products. This marks a notable increase from 24% in 2020, indicating a growing consciousness among consumers about sustainability. As a result, the demand for green or eco-friendly liquid hand soaps is expected to grow steadily over the coming years in Hong Kong.

Additionally, consumer usage patterns vary by gender, as highlighted in an article published by the Morning Post in October 2022. The findings show that women in Hong Kong are more inclined to use liquid hand soaps, whereas men tend to prefer bar soaps. This distinction is largely due to the perception that bar soaps are harsher and tend to strip the skin of its natural moisture. In contrast, liquid hand soaps often include moisturizing agents, making them more appealing to users who prioritize skin care—particularly women. This behavioral insight further supports the growing popularity of liquid hand soaps in the region.

Key Market Trends & Insights:

• In 2024, the gel hand soap segment dominated the market in Hong Kong, capturing a significant market share of 80.1%. The strong preference for gel formulations can be attributed to their ease of use, appealing texture, and efficient lathering properties, which make them highly suitable for everyday use. Gel hand soaps are often formulated with moisturizing ingredients and gentle cleansers, which contribute to their popularity, particularly among consumers with sensitive skin.

• The conventional liquid hand soap segment accounted for a dominant market share of 88.0% in 2024. This high share indicates a continued reliance on traditional formulations by the majority of consumers. Conventional liquid hand soaps are widely available, cost-effective, and trusted for their broad-spectrum germicidal properties, making them a go-to choice for maintaining basic hygiene in both households and commercial settings.

• In terms of application, the household segment emerged as the leading end-use category, representing 61.9% of the market share in 2024. This indicates that the majority of liquid hand soap consumption in Hong Kong takes place in domestic settings. The increase in health consciousness among families, combined with a stronger emphasis on home hygiene practices post-pandemic, has led to more frequent handwashing habits within households.

• With regard to sales channels, the offline segment—which includes supermarkets, pharmacies, retail stores, and specialty shops—dominated the market in 2024, holding an impressive market share of 85.4%. This preference for offline purchases is driven by consumers' desire to physically examine products, assess packaging, verify ingredients, and take advantage of in-store promotions. Additionally, the presence of liquid hand soaps in essential retail outlets ensures accessibility and convenience, further supporting strong offline sales.

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Market Size & Forecast:

• 2024 Market Size: USD 39.8 Million

• 2030 Projected Market Size: USD 59.8 Million

• CAGR (2025-2030): 7.0%

Key Companies & Market Share Insights:

The Hong Kong liquid hand soap market is defined by the presence of several key, well-established players, each contributing to the market through distinct strategies and brand positioning. Prominent companies operating in this space include Blue Moon Group Holdings Limited, Whealthfields Lohmann (Singapore) Pte Ltd, Aesop, Reckitt Benckiser Group PLC (Dettol), and Lion Corporation.

Blue Moon Group Holdings Limited stands out as a market leader, supported by a comprehensive portfolio of hygiene and cleaning products. The company has built a strong reputation through its consistent focus on quality, product innovation, and consumer trust, which has enabled it to maintain a significant market presence across the region.

Whealthfields Lohmann (Singapore) Pte Ltd emphasizes affordability and eco-friendliness in its product offerings. Its strategy revolves around expanding market reach by providing consumers with budget-friendly, sustainable solutions that appeal to environmentally conscious buyers without compromising on efficacy.

Aesop, a globally recognized premium skincare and personal care brand, targets the luxury segment of the market. It differentiates itself by offering plant-based, aesthetically packaged liquid hand soaps, appealing to discerning consumers who value both functionality and a high-end, sensory experience in their hygiene routines.

Reckitt Benckiser Group PLC, operating through its widely known Dettol brand, places a strong emphasis on antibacterial protection. Dettol has long been associated with trusted germ-fighting solutions, and its liquid hand soaps are designed to deliver reliable hygiene benefits, especially in the context of increasing health awareness.

Lion Corporation takes a balanced approach, offering products that combine affordability with proven effectiveness. Its range of personal hygiene products, including liquid hand soaps, is geared towards everyday consumers seeking dependable solutions at accessible price points.

Key Players

• Blue Moon Group Holdings Limited

• Whealthfields Lohmann (Singapore) Pte Ltd.

• Aesop

• Reckitt Benckiser Group PLC

• Lion Corporation

• Will Legend Eco Living Ltd.

• Bathe to Basics.

• Bath & Body Works, Inc.

• SOAPNUT REPUBLIC HK

• RAZE

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Conclusion:

The Hong Kong liquid hand soap market is experiencing steady growth driven by increased hygiene awareness and changing consumer preferences. Demand is rising for natural, organic, and eco-friendly products, particularly among younger consumers. Gel-based soaps dominate due to their widespread use in both homes and commercial spaces. While offline retail remains strong, online channels are expanding rapidly. The commercial sector is growing as public facilities and businesses prioritize hygiene post-pandemic. The market is competitive and fragmented, with both global and local brands offering a variety of products. Innovation, sustainability, and effective branding are key factors shaping the market’s future.