The US natural surfactants market is projected to witness robust growth from 2025 to 2035, driven by increasing demand for eco-friendly cleaning formulations and sustainability across multiple industries. With advancements in green chemistry and biotechnological processes, manufacturers are focusing on developing plant-derived and biodegradable surfactants. Expansion in applications such as personal care, household cleaners, and industrial uses continues to fuel market uptake. Regulatory support for bio-based products and rising consumer awareness are setting the stage for strong market expansion, with key players intensifying R&D and strategic collaborations.
Latest Market Dynamics
Key Drivers
Rising consumer preference for sustainable and biodegradable home and personal care products is shaping industry growth. For example,
has significantly expanded its green surfactant product line, answering consumer and regulatory demands for lower environmental impact.
Stringent regulatory norms promoting the use of natural ingredients over synthetic chemicals give a clear push to natural surfactants. Recent moves by AkzoNobel to reformulate its cleaning agents with plant-based surfactants illustrate this trend.
Key Trends
The adoption of biotechnology and green chemistry for surfactant production is gaining momentum. Companies like Croda International Plc are investing in fermentation-based biosurfactants to unlock new applications and higher performance.
Increasing partnerships between surfactant manufacturers and CPG brands aim to boost the use of bio-based inputs. For example, Stepan Company recently partnered with leading consumer brands to supply natural surfactants for sustainable product lines.
Key Opportunities
Rising demand from the agricultural chemicals sector for high-performance, sustainable surfactants opens new revenue streams. Clariant AG's expansion into bio-based solutions for agrochemicals marks a prime example.
Growing e-commerce penetration in specialty and personal care products creates new distribution opportunities. Galaxy Surfactants Ltd. has leveraged online sales channels to reach niche green product markets.
Key Challenges
High production costs and complex supply chains for natural surfactants compared to synthetics pose profitability challenges. Companies like Evonik Industries face pressure to maintain cost competitiveness.
Technical performance limitations in certain applications, such as industrial cleaning, can impede market adoption. Huntsman Corporation is addressing this through ongoing product innovation and enhanced R&D.
Key Restraints
Volatile prices of natural raw materials can disrupt supply and affect pricing. Emery Oleochemicals faces periodic raw material procurement challenges.
Limited awareness regarding the benefits of natural surfactants among some buyers slows the overall market uptake, prompting companies like Innospec Inc. to invest in educational campaigns.
In 2025, non-ionic surfactants retain the largest market share among natural surfactants due to their broad compatibility and stability across applications. Anionic surfactants rank second, favored for cost-effective use in home care and cleaning products. Alkyl polyglucosides, known for their superior biodegradability and safety, are fast gaining market traction and have emerged as a key niche. These shifts reflect manufacturers' strategic pivots toward high-performance, eco-friendly ingredients.
Detergents and cleaners are the leading application for natural surfactants in the US, accounting for the largest share in 2025, followed closely by personal care which benefits from rising demand for natural cosmetics and toiletries. Industrial and institutional cleaning is another significant segment, where stringent hygiene standards drive natural surfactant uptake. These trends underscore the broadening role of natural surfactants across both consumer and commercial sectors.
US Natural Surfactants Market Revenue (USD Million), 2020–2035
The US natural surfactants market is set to grow remarkably between 2020 and 2035. In 2025, revenue is projected at $3,620 million, advancing to $6,850 million by 2030, and expected to reach approximately $10,530 million by 2035. This sustained double-digit CAGR is fueled by escalating demand in cleaning and personal care, regulatory pushes toward green chemistry, and expanding industrial adoption. The robust revenue trajectory indicates increasing supplier investments and continual market entry by innovative players.
US Natural Surfactants Market YOY Growth (%), 2020–2035
Year-on-year (YOY) growth in the US natural surfactants market is robust. Growth stands at 8.1% in 2025, peaking to 10.4% in 2030 as manufacturers ramp up supply to meet eco-conscious demand. By 2035, the YOY is forecast to normalize to 8.5%. This pattern indicates strong momentum in mid-forecast years, underpinned by technological innovations and new product launches, before stabilizing as adoption matures.
Within the US, the South leads natural surfactants consumption, attributed to a strong industrial and agricultural base. The Midwest follows, boosted by leading agrochemical industries and food processing. The West shows substantial growth, thanks to green initiatives and clean tech start-ups. Regional differences illustrate how localized demand and industrial clustering impact adoption rates.
In 2025, BASF SE holds the leading share in the US natural surfactants market, driven by an extensive green chemistry portfolio and strategic supply partnerships. Dow Chemical Company and Stepan Company are next, leveraging scale and innovation. Emerging challengers like Croda International and Clariant AG are steadily increasing their market presence through focused R&D initiatives and rapid product rollouts.
Buyer Share in US Natural Surfactants Market, 2025
Leading buyers in the US natural surfactants market include major home care and personal care brands, which account for almost half of total demand in 2025. Industrial cleaning companies and agrochemical firms also form significant buyer segments. The market is demonstrating a shift toward multi-sectoral adoption, as sustainability becomes a priority across diverse end users.
June 2024: BASF SE announced an expanded partnership to supply bio-based non-ionic surfactants to major personal care manufacturers in the US.
July 2024: Stepan Company launched a new line of high-performance, eco-certified surfactants tailored for industrial use.
August 2024: Clariant AG invested $20 million to increase natural surfactant production capacity at its Texas facility.
August 2024: Croda International debuted a novel fermentation-derived surfactant for green cleaning applications.
September 2024: AkzoNobel introduced a new portfolio of renewable surfactants targeting the US home care market.
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About the Author
Mike
Lead Industry Analyst
Mike is a Lead Industry Analyst specializing in market research, industry analysis, and business consulting across Chemical & Material. Mike brings a commercially grounded perspective to sectors shaped by changing demand, innovation, and competitive dynamics, helping turn complex market trends into clear strategic insights for business decision-makers. With 10+ years of experience across research, analytics, and strategic advisory roles, Mike has helped organizations translate data into actionable growth strategies.
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