Humectants Market Analysis By Product (Alpha-hydroxy Acids & Polysaccharides, Glycerol, Sugar Alcohol, Glycols), By Application (Skincare Products, Hair Care Products, Oral Care Products, Food & Beverages, Pharmaceuticals), By Source (Natural Humectants, Synthetic Humectants) & By Region - Global Market Insights 2023 to 2033
Analysis of Humectants Market Covering 30+ Countries Including Analysis of US, Canada, UK, Germany, France, Nordics, GCC countries, Japan, Korea and many more
Humectants Market Outlook (2023 to 2033)
The global humectants market is valued at US$ 27.86 billion in 2023 and is projected to reach US$ 42.44 billion by 2033. Fact.MR predicts worldwide sales of humectants to increase steadily at a CAGR of 4.3% during the next 10 years.
Humectants are organic compounds that are hygroscopic and capable of forming hydrogen bonds with water molecules. They can be obtained from natural sources, such as honey, aloe vera, glycerin, and lactic acid, or they can be produced synthetically. Their main function is to absorb moisture from the environment and retain it in the upper layer of the skin, known as the stratum corneum. Due to their ability to soften and hydrate the skin, reduce flakiness, and prevent cracking or chaffing, humectants are widely used in the production of beauty and personal care products.
Glycerol and other humectants types are commonly used as essential ingredients to control moisture and water activity in the manufacturing of various products, including cigarettes and skincare lotions. Humectants’ significant role as additives in the production of organic substances remains a driving force for their demand worldwide.
- Alpha-hydroxy acids & polysaccharides, glycerol, sugar alcohol, and glycols are some of the types of humectants. Demand for glycerol is expected to increase at the faster at a CAGR of 4.9% from 2023 to 2033.
Demand for glycerol is increasing globally due to its versatile applications across various industries. Glycerol is used as a humectant in the food and beverage industry to maintain the moisture content of products such as baked goods, candy, and confectionery.
In the pharmaceutical industry, it is used as a solvent, preservative, and sweetener in syrups, cough medicines, and other formulations. Additionally, it is used in the production of cosmetics and personal care products such as lotions, creams, and soaps to improve their moisturizing properties.
Humectants Market Size (2023E)
US$ 27.86 Billion
Forecasted Market Value (2033F)
US$ 42.44 Billion
Global Market Growth Rate (2023 to 2033)
United Kingdom Market Growth Rate (2023 to 2033)
United States Market Growth Rate (2023 to 2033)
China Market Value (2033)
US$ 7.13 Billion
Japan Market Value (2033)
US$ 3.01 Billion
South Korea Market Value (2033)
US$ 1.69 Billion
Key Companies Profiled
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Why is Consumption of Humectants Growing in Several Applications?
“Essential Role of Humectants in Preserving Packed Food”
As consumers opt for products with longer shelf lives to suit their hectic routines and evolving lifestyles, the demand for food humectants is growing. The use of humectants in ready-to-eat products is particularly advantageous as it helps to maintain the moisture content in food over an extended period. Moreover, there is a growing demand for crystalline sorbitol granules, which are used in the production of various products, including frostings, mints, chewing gums, ice creams, and tablets, among others, thereby expanding the demand for these products.
Increasing demand for high-quality, nutritious, and convenient ready-to-eat food products is contributing to the growth of the market for humectants. The demand for bakery products and frozen or stored seafood products is expected to drive the sales of humectants during the next 10 years. Sorbitol, being a common humectant is widely used in various food products, including cakes, bread, cookies, and jams, as well as low-moisture foods such as peanut butter or fruit preserves. These factors are expected to propel the demand for humectants in the coming 10 years.
“Effective Hydration Qualities of Humectants Increasing Sales of Oral & Personal Care Products”
Humectants are widely used in personal care products to help retain moisture in the skin, preventing it from drying out and promoting hydration, softness, and smoothness. These compounds act as magnets, drawing water molecules into the skin and keeping it moisturized. Given the growing concern around dry skin and hair, the adoption of humectants in personal care products is expected to increase swiftly during the next 10 years. A wide range of humectant formulations is available, tailored to specific skin and hair types, including those that reduce frizz and moisturize the skin.
Demand for face washes of various types is growing, with celebrity endorsements playing a significant role in their popularity. The use of influencers and detailed product descriptions highlighting their benefits is expected to further contribute to humectant sales growth. The market for humectants is growing due to the popularity of DIY at-home face packs designed to hydrate, lighten, and brighten the skin.
Sorbitol, a naturally occurring organic compound, is highly recommended by dental professionals as a sugar substitute in chewing gum. It is effective in preventing caries in children.
- According to a recent study published in the Journal of Cancer, sorbitol has been proven to be a powerful anti-cariogenic sweetener, with 14 studies supporting this claim.
What May Slow Down the Production of Humectants?
“Side-effects Associated with Excessive Use”
FDA-approved amounts of humectants are safe to use in food preservation and quality maintenance, but excessive amounts can be detrimental. Overuse of humectants can damage food quality, reduce nutrition, and even cause food poisoning if consumed. Similarly, excessive use of humectants in personal care products can cause dryness and skin damage, thereby impeding the revenue growth of humectant producers.
“High Cost of Raw Materials and Availability of Alternatives”
The high cost of raw materials and availability of substitutes are anticipated to hinder humectant product sales during the forecast period. The procurement of natural and organic humectants is expensive due to limited supply, resulting in high manufacturing costs that may negatively affect market players' revenue growth.
Alternative ingredients such as glycerin, urea, hyaluronic acid, and lactic acid, which also offer hydrating properties, can be used as a substitute for humectants, further impacting humectant solution demand growth.
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How Can New Companies Penetrate This Competitive Space?
“Plant-based Humectants - The Next Big Thing”
The humectants market can be beneficial for newcomers in several ways. The global demand for humectants is growing across industries such as personal care, food and beverages, pharmaceuticals, and animal feed. This trend is likely to continue in the coming 10 years, which can create several opportunities for newcomers who can offer innovative products or cater to specific niche markets.
Consumers are increasingly looking for natural and organic products, which is generating a demand for plant-based humectants. Newcomers who can offer these types of products may find a receptive market.
Why is the United States a Prominent Market for Humectant Producers?
“Leading Pharmaceutical Companies Paving Way in Humectants Procurement”
- The United States market for humectants is expected to reach US$ 11.58 billion by 2033.
The skincare, beauty, and cosmetics industries are experiencing a rapid demand for humectants due to growing awareness among United States consumers about toxic-free and skin-friendly products. As household incomes rise, more consumers are adopting such products.
- In 2021, the median household income in the United States was US$ 70,784, according to the United States Census Bureau.
Leading companies in personal care and pharmaceuticals, including GSK, Novartis, and Pfizer, are actively procuring humectants. Additionally, there is a growing trend towards eco-friendly products and solutions, prompting companies to invest in such products, which is further driving the revenue growth of the market players.
What Market Dynamics are Influencing the Sales of Humectant Solutions in the United Kingdom?
“Increasing Demand for Plant-based Humectants Due to Growing Concerns about Chemical Reactions”
Demand for humectant solutions in the United Kingdom is increasing due to the growing demand for natural and organic products. Sales of humectant products in the United Kingdom are expected to increase at a CAGR of 3.9% from 2023 to 2033 and are likely to reach US$ 2.24 billion by the end of the forecast period.
Consumers are becoming more aware of the potential dangers associated with chemicals and are seeking safer, more sustainable alternatives. This has prompted many manufacturers to develop plant-based humectants and other natural products, which are becoming increasingly popular in the country.
How is Demand for Humectants Evolving in Japan?
“Humectants-based Personal Care Products Gaining Popularity among Japanese Consumers”
Demand for humectants in Japan is growing healthily, fuelled by the country's highly developed personal care and cosmetics industries. According to market research by Fact.MR, the market for humectants in Japan is projected to increase at a CAGR of 5.7% from 2023 to 2033, reaching a market size of US$ 3.01 billion by the end of the forecast period.
Use of humectants in skincare and beauty products is becoming increasingly popular in Japan, with consumers seeking products that can provide long-lasting hydration and improve skin health. The rapidly growing demand for humectant-based personal care products is generating several growth opportunities for humectant solution providers.
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Which End-use Industry is a Major Consumer of Humectant Solutions?
“Hydration Hero: Humectants Gaining Popularity in Skincare Products”
Demand for humectants in skincare products is growing healthily due to their ability to improve skin hydration and prevent dryness. Humectants attract and retain moisture in the skin, making them a popular ingredient in moisturizers, serums, and other skincare products.
Use of humectants in skincare products is expected to increase at a CAGR of 4.7% during the next 10 years. As consumers become more aware of the importance of proper hydration for skin health, the demand for humectant-containing skincare products is growing.
- A natural skincare brand based in the United States, Derma E, launched a line of anti-wrinkle products in September 2022 that incorporates humectant ingredients.
Cargill, Dow Chemical, BASF SE, and Lubrizol Corp are major manufacturers of humectants. Innovation, partnerships, and new product launches are some of the tactics of leading humectant companies.
- Roquette Frères introduced Beauté by Roquette PO 160 on April 5, 2022, a plant-based humectant and moisturizer with excellent bacteriological qualities that have received COSMOS approval. Beauté is a natural humectant used in hair, skin, and oral care products.
Key Segments of Humectants Industry Research
By Product :
- Alpha-hydroxy Acids & Polysaccharides
- Sugar Alcohol
By Application :
- Skincare Products
- Hair Care Products
- Oral Care Products
- Food & Beverages
By Source :
- Natural Humectants
- Synthetic Humectants
By Region :
- North America
- Latin America
- East Asia
- South Asia & Oceania
- FAQs -
The global humectants market stands at a valuation of US$ 27.86 billion in 2023.
Worldwide sales of humectant solutions are expected to reach US$ 42.44 billion by 2033.
Demand for humectant products is predicted to expand at a CAGR of 4.3% during the next 10 years.
Cargill, Dow Chemical, and BASF SE are leading manufacturers of humectants.
Demand for humectants in Japan is increasing at a healthy pace due to their growing use in skincare products.