Between 2025 and 2035, the humectants market is projected to gain momentum on the back of increasing application of moisture retaining ingredients across food & beverages, cosmetics, personal care and pharmaceutical sectors. Increasing consumer inclination towards clean-label, skin-friendly, and naturally derived products is driving up the use of plant-based humectants. It is estimated that the market is going to be worth USD 16,228.8 million in 2025 and USD 25,689.4 million in 2035, hearing a compound annual growth rate (CAGR) of 4.7% throughout the forecast period.
Hygroscopic humectants retain moisture by absorbing water molecules from the surrounding atmosphere. They have a number of uses in formulations to help improve thickness, preserve foods, and increase stability of products. Some of the most common humectants include glycerine, sorbitol, hyaluronic acid and propylene glycol, with new plant-based options coming to the forefront as clean beauty and health-conscious trends take hold.
Market Metrics
| Metric | Value (USD) |
|---|---|
| Industry Size (2025E) | USD 16,228.8 million |
| Industry Value (2035F) | USD 25,689.4 million |
| CAGR (2025 to 2035) | 4.7% |
Manufacturers are also creating multifunctional humectants, which provide hydration while delivering some antioxidant, antimicrobial or soothing effects. Humectants are increasingly used in vegan food formulations and clean-label skincare. Bio-based options are regaining a focus in the name of sustainability, while synthetics like propylene glycol are undergoing reformulations to lessen irritation potential. Increasing regulatory scrutiny on ingredient safety and claims regarding origin of products is impacting R&D direction across geographies.
The North American market continues to be a significant consumer of humectants driven by high demand from cosmetics, pharmaceuticals, and processed foods. There is an extensive use of natural humectants in skin hydration products and low-calorie sweeteners, as well as functional beverages in the United States. Innovation in ingredient portfolios is driven by regulatory clarity through the FDA, a growing adoption of cruelty-free and vegan-certified formulations being sought after.
Changes driven by strong clean beauty developments in Europe, as well as their regulatory landscape that incentivizes safe, natural, and traceable ingredients further drive market growth. Germany, France, the UK, these countries are investing in eco-conscious personal care formulations, with humectants including glycerine and hyaluronic acid as major moisture players. Furthermore, food & beverage manufacturers are widening the application scope of humectants in sugar-free confectionery and baked products.
Rising consumer awareness of ingredients for topical use has the potential to drive growth in humectants, specifically in the Asia-Pacific region which accounts for high consumption and production of high volume humectants with the popularity of functional foods and mass-scale cosmetic manufacturing hubs.
The main markets are China, Japan, South Korea, and India, with fast growth of tree-free personal care brands that include plant-based humectants like aloe Vera and honey extracts. This has been the main factor for pharmaceutical applications also growing, driven by the aging population in the region and OTC skin hydration treatment.
Regulatory Pressures and Safety Perception
Manufacturers are under increasing scrutiny regarding the use of synthetic humectants, such as propylene glycol and polyethylene glycol, which are on regulatory watch lists in various countries over concerns about skin sensitivity and toxicity. Evolving ingredient regulations and increasing consumer demand for transparency on labels are driving brands to reformulate and substantiate claims about ingredient safety and sustainability.
Demand for Natural and Multifunctional Formulations
This trend towards natural, organic and multifunctional ingredients creates tremendous potential for humectant suppliers. Consumers are also turning to plant-derived versions, such as glycerine from coconut or soy, honey-based variations, and hyaluronic acid for their skin care. These ingredients are increasingly well-known in the market to not only support hydration, but also speak to clean-label, cruelty-free and sustainable product positioning.
The demand for humectants market remained strong from year 2020 to 2024 due to its wide application scope in market for personal care and cosmetics, food & beverage, and pharmaceutical sectors. Humectants (glycerine, sorbitol, propylene glycol, hyaluronic acid), so-called because they attract moisture, gained popularity, and use spiked as consumers became more aware of skincare and wellness during COVID-19. Consumers embraced health-conscious, hydration-forward formulations, fuelling demand for natural and plant-based humectants.
It hasn’t been smooth sailing for the market. Price volatility in petrochemical-based ingredients, increasing regulatory scrutiny around synthetic components and an expanded call for clean-label transparency were driving reformulation strategies across industries. The theme of sustainable sourcing, ethical manufacturing and ingredient traceability, rose as the holy grail for brand innovation and consumer loyalty.
As such, the period 2025 to 2035 could see the humectants market driven by biotechnology-led ingredient innovation, integration into personalized skincare and functional nutrition. Bio-fermented and upcycled humectants will come into their own, while AI-driven formulation systems will optimize blends according to climate, skin type or dietary needs. Pain and opportunity exist, and the collision of beauty, wellness, and sustainability will detail the next-gen product pipelines and supply chain models.
Market Shifts: A Comparative Analysis (2020 to 2024 vs. 2025 to 2035)
| Market Shift | 2020 to 2024 Trends |
|---|---|
| Regulatory Landscape | Compliance with IFRA, REACH, FDA, and national cosmetics/food codes; focus on allergen and toxicity disclosures. |
| Technological Innovation | Use of traditional humectants (e.g., glycerol, sorbitol); early incorporation of naturally derived hyaluronic acid. |
| Industry Adoption | Personal care, food preservation, and pharma dominated use; hydration claims on the rise in wellness products. |
| Smart & AI-Enabled Solutions | Formulations guided by R&D teams using static databases and traditional efficacy testing. |
| Market Competition | Led by Dow, BASF, Cargill, Ashland, and Roquette; product range centered on proven multifunctional humectants. |
| Market Growth Drivers | Hydration-focused personal care trends, sugar alcohol use in foods, and growing pharma applications. |
| Sustainability and Environmental Impact | Gradual shift from synthetic to natural humectants; concerns over palm derivatives and petrochemical bases. |
| Integration of AI & Digitalization | ERP systems and formulation databases for ingredient management. |
| Advancements in Product Design | Focus on cost-effective humectant blending for moisture retention and stability. |
| Market Shift | 2025 to 2035 Projections |
|---|---|
| Regulatory Landscape | Tighter global transparency laws, mandatory ingredient origin disclosure, carbon footprint labeling, and biodegradable certification frameworks. |
| Technological Innovation | Rise of lab-engineered humectants, precision fermentation techniques, encapsulated moisture systems, and AI-optimized absorption matrices. |
| Industry Adoption | Expanded use in climate-adaptive skincare, plant-based meat texturizers, smart wound care, and bio-personalized nutrition supplements. |
| Smart & AI-Enabled Solutions | AI-powered ingredient synergy engines, climate-aware skincare platforms, and real-time feedback loops between consumer wearables and product design. |
| Market Competition | Entry of biotech firms, direct-to-lab skincare startups, and agricultural waste valorisation players producing novel humectant compounds. |
| Market Growth Drivers | Climate-resilient beauty, sustainability mandates, biocompatible packaging trends, and wellness stack integrations in personalized care platforms. |
| Sustainability and Environmental Impact | Sourcing from food/agricultural waste, carbon-neutral fermentation processes, water-saving ingredient production, and closed-loop packaging ecosystems. |
| Integration of AI & Digitalization | AI-led R&D modelling , blockchain-based traceability in sourcing, and real-time personalization based on user biosignal and geographic humidity. |
| Advancements in Product Design | Creation of smart humectant complexes for timed hydration release, multifunctional ingredient systems (e.g., humectant + antioxidant), and sensorial enhanced textures. |
The USA humectants market is one of the major owing to high demand with personal care, food & beverage and pharmaceutical industries growing steadily. Humectants such as glycerine and hyaluronic acid are key ingredients in moisturising and anti-ageing skincare/cosmetic formulations. The growth of clean-label beauty and health conscious food products are also driving the market. The surge in R&D of multifunctional ingredients and growing consumer consciousness regarding skin wellness adds fuel to the market traction.
| Country | CAGR (2025 to 2035) |
|---|---|
| USA | 5.0% |
With a surge in the demand for natural content in personal care and wellness products, the humectants market is witnessing an upsurge in the UK. With the rising appeal of clean beauty, the use of humectants such as honey, sorbitol, and aloe Vera extract have surged in cosmetics. Also, the food industry is adopting humectants to improve palace moisture retention and increase shelf life in confectionery and bakery products. Regulatory backing for safer, transparent formulations further supports sustained market growth.
| Country | CAGR (2025 to 2035) |
|---|---|
| UK | 4.5% |
With widespread use in cosmetics, food preservation, and oral care products, the laws of humectants in the EU is a most growing area. Germany, France, and Italy are some of the countries performing strongly on consumption due to their developed consumer goods industries, and their focus on product quality and sustainability.
And data with regulatory force, like EU standards in favour of safe, bio-based ingredients, has led many manufacturers to look for humectants sourced from nature. Humectants popular in the food industry are used for maintaining moisture equilibrium and texture in ready-to-eat meals and sugar-free confections.
| Region | CAGR (2025 to 2035) |
|---|---|
| EU | 4.6% |
The humectants market in Japan is going gradually with the influence on the country’s developed beauty industry and aging population. Humectants are instrumental for moisture retention and sensitivity control in functional skincare, haircare, and oral hygiene products.
Japanese consumers value quality, purity, and gentle formulations, and have been leaning toward natural humectants, fuelling demand. Food and pharmaceutical applications mainly in functional snacks and health supplements - are further contributing to broader market growth.
| Country | CAGR (2025 to 2035) |
|---|---|
| Japan | 4.4% |
The potentially strong humectants market in South Korea is driven in part by the county's world-leading beauty and personal care industry. The K-beauty industry’s obsession with dewy, hydrates skin has put humectants front and center as a key ingredient in serums, creams and masks.
Domestic manufacturers are also looking to innovate with sugar alcohols and amino acid-based humectants that fit in with the clean beauty trend. They are also increasingly used in the manufacturing of processed foods and health drinks, a trend underpinned by the increasing consumption of functional and convenience products.
| Country | CAGR (2025 to 2035) |
|---|---|
| South Korea | 4.8% |
Product Type Market Share (2025)
| Product Type | Value Share (%) |
|---|---|
| Sugar Alcohol | 38.2% |
Sugar alcohols are expected to represent 38.2% of the global humectants market value by 2025, becoming the most lucrative type of product. Such compounds - sorbitol, xylitol, maltitol, etc. are extensively applied in food, cosmetics and pharmaceuticals due to their moisture-retaining, low-calorie, naturally sweet properties.
In particular, sugar alcohols work effectively as a sweetener & humectant in sugar-free confectionary, baked items, chewing gum & personal care products that require moisture balance & texture management. Thanks to the fact they do not promote tooth decay, they are also ideal as ingredients in dental health products and diabetic-friendly foods.
As demand increases for clean-label, functional, and reduced-sugar products, sugar alcohols are forecast to continue to be a choice of choice for manufacturers across multiple sectors and will maintain its dominant position in the humectants landscape.
Application Market Share (2025)
| Application | Value Share (%) |
|---|---|
| Food & Beverage | 41.7% |
This non-toxic characteristic of humectants allows them to take up water in numerous applications, which is anticipated to foster growth in the industry. In 2025, food & beverage, based on application, is anticipated to dominate the humectants market, where 41.7% of total value of humectants market derives from food & beverage segment. Humectants are used in food processing for moisture retention, shelf-life extension, improvement of mouthfeel, and freshness maintenance in products such as baked foods, confections, jams, and syrups.
Such components are essential for delivering product stability in fluctuating storage environments, but also for the development of low- and no-sugar products that align with current health expectations of consumers. Humectants are integral to shaping the development of food trends like functional foods, clean label and sugar reduction.
The continued growing food & beverage industry in developing markets and premiumization in developed regions upholds consistent demand for humectants because of their multifunctional properties.
Humectants are substances that are particularly effective in enhancing the moisture retention in both texture and shelf life of various goods. Glycerine, sorbitol, propylene glycol and hyaluronic acid are among the most common humectants. Market growth is attributed to the rising consumer preference toward clean-label, multi-functional ingredients, advancements in bio-based formulations, and the growing trend of sustainable and natural alternatives for cosmetics and food applications.
Market Share Analysis by Key Players
| Company/Organization Name | Estimated Market Share (%) |
|---|---|
| Cargill, Incorporated | 15 - 18% |
| The Dow Chemical Company | 13 - 16% |
| BASF SE | 10 - 14% |
| Archer Daniels Midland Company | 8 - 11% |
| Roquette Frères | 6 - 9% |
| Others | 32 - 38% |
| Company/Organization Name | Key Offerings/Activities |
|---|---|
| Cargill, Incorporated | In 2024, Cargill expanded its portfolio of naturally derived humectants for use in clean-label bakery, confectionery, and personal care products. |
| The Dow Chemical Company | Released a new line of multifunctional humectants in 2023, including propylene glycol blends designed for pharmaceutical and industrial use. |
| BASF SE | In 2025, BASF launched plant-based personal care humectants with strong moisturizing properties, targeting premium skincare and haircare brands. |
| Archer Daniels Midland (ADM) | Expanded sorbitol production in 2024 to meet increasing demand from the beverage, oral care, and nutraceutical industries. |
| Roquette Frères | Introduced sustainable sugar-derived humectants for food preservation and cosmetic hydration applications, aligning with EU clean beauty trends. |
Key Market Insights
Cargill, Incorporated (15-18%)
A key global supplier of food-grade humectants, Cargill focuses on naturally sourced, GMO-free ingredients for F&B and personal care markets, supported by broad distribution and regulatory compliance.
The Dow Chemical Company (13-16%)
Dow leads in synthetic and multifunctional humectants for industrial, pharmaceutical, and hygiene applications, offering reliable performance and regulatory approvals across geographies.
BASF SE (10-14%)
BASF’s strength lies in R&D-driven innovation, particularly in the personal care space, where it provides high-purity, sensory-enhancing humectants aligned with consumer wellness trends.
Archer Daniels Midland Company (8-11%)
ADM specializes in carbohydrate-based humectants like sorbitol and maltitol, with strong positions in oral care, beverage stabilization, and low-calorie sweetener markets.
Roquette Frères (6-9%)
Roquette is known for plant-based, biodegradable humectant solutions catering to clean-label demands in food, pharma, and dermocosmetic, with deep roots in European markets.
Other Key Players (Combined Share: 32-38%)
Numerous regional and niche producers support market diversity by supplying customized, application-specific, and sustainable humectant formulations for emerging markets and specialty segments:
The overall market size for the humectants market was USD 16,228.8 million in 2025.
The humectants market is expected to reach USD 25,689.4 million in 2035.
Demand will be driven by increasing use in personal care and cosmetic products, rising consumption in food and beverage formulations, expanding applications in pharmaceuticals and animal feed, and growing awareness around moisture-retaining ingredients in health and wellness sectors.
The top 5 countries driving the market are the United States, China, Germany, Japan, and India.
The food & beverage segment is expected to command a significant share over the assessment period.
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Humectants Market
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