Humectants

Humectants

Humectants are substances that attract water. As the cosmetic industry continues to grow globally, the demand for humectants is rising due to their ability to attract and retain moisture, helping to hydrate and plump the skin. This is particularly beneficial in skincare products, where maintaining skin moisture is essential for healthy and youthful-looking skin. Additionally, if air humidity exceeds 70%, they draw water from the surrounding environment to the skin. In hair care, humectants perform a similar function. They attract water to the hair shaft, helping keep it hydrated. The Humectants Market is growing at a steady rate of 6.38% in the forecast period owing to the growing adoption of natural and synthetic humectants in the cosmetic industry and growth in the global cosmetic industry. Furthermore, there’s a growing consumer preference for skincare products that offer adequate hydration. Manufacturers respond to this demand by formulating products. For instance, in 2024, Bubble Skincare launched Moonwalk Gentle Exfoliating Serum. A blend of acids, fruit extracts and humectants, the serum smooths, sooths and brightens sensitive skin without irritation. The serum contains a 7% exfoliating blend inclusive of lactic, glycolic, azelaic, and maleic acids, which dislodge the “glue” binding dead cells to unveil a fresher, newer complexion. Therefore, manufacturers prioritize humectant-based cosmetics to meet consumer demand for adequate hydration, gain a competitive edge in the market, leverage scientific advancements, and enhance brand reputation as skincare experts, propelling the humectant market demand.

• Based on the source, the market is fragmented into natural and synthetic. The natural humectant segment dominated the market in 2023 and is expected to dominate in the forecast period. The significant factors contributing to the growth of the segment included the rise in health-conscious consumers, growth in the aging population, increase in consumer awareness regarding nutritious diet, and rise in consumer health concerns related to the consumption of high-calorie foods are expected to drive the humectants market in the food & beverage segment. Additionally, there is a growing shift of consumers to natural humectants as consumers become more aware of the potential dangers associated with chemicals and seek safer, more sustainable alternatives, leading to an increasing demand for natural and organic products. Moreover, the growing sales of ready-to-eat food due to individuals' changing schedules and lifestyles allows manufacturers to meet the demand for ready-to-eat food by using humectants, which increase the shelf lives of a product and cater to the demand for the market.
• Based on the application, the market is segmented into food and beverages, personal care and cosmetics, pharmaceuticals, animal feed, agrochemicals, textiles, and others. The food and beverage segments generated the most significant revenue in 2023 for the humectants market, and are expected to showcase in the same fashion in the forecast period. The rise in urbanization, changing lifestyles, and the growing working population have led to a surge in demand for convenient and ready-to-eat food products. Humectants play a crucial role in maintaining these products' texture, freshness, and shelf-life. Moreover, humectants are widely used in bakery and confectionery products to retain moisture, prevent stalling, and improve texture. For instance, Moisture-Rich Brioche Buns" was introduced by Puratos, a leading global manufacturer of bakery ingredients and solutions. These brioche buns were launched in early 2023 and feature a proprietary humectant blend called "SaporeUmectante," designed to enhance moisture retention and extend the product's shelf-life.
• For a better understanding of the market of the humectants market, the market is analyzed based on its worldwide presence in countries such as North America (The US, Canada, and Rest of North America), Europe (Germany, The UK, France, Italy, Spain, Rest of Europe), Asia-Pacific (China, Japan, India, Rest of Asia-Pacific), Rest of World. The North America humectant market is expected to dominate in the forecast period due to several factors, such as increased demand for clean-label and natural products, growing technological advancements, and the presence of leading food and beverage manufacturers. North America, particularly the United States, is home to some of the world's largest food and beverage companies, such as PepsiCo, Mondelez International, and The Kraft Heinz Company. These companies are significant consumers of humectants for various applications, driving the demand in the region. Additionally, consumers demand naturally derived humectants such as glycerin, sorbitol, and xylitol products, and manufacturers are reformulating their products to meet this demand. The region's commitment to technological advancements and innovation has led to the development of advanced humectant formulations and delivery systems. For instance, in 2022, Ingredion, a leading ingredient solutions company based in the US, launched a new line of humectant systems called PRECISA, designed to provide superior moisture management and shelf-life extension in various food applications.
• Some of the major players operating in the market include ADM, Cargill, Incorporated, SpecialChem, BASF SE, Ashland, Croda International Plc, DuPont, Ingredion, Lonza, and Eastman Chemical Company.