Hand sanitiser is an effective disinfectant that helps to remove the microorganisms and is available in the form of gel, liquid and others. Hand sanitiser contains 80% of ethyl alcohol that provides more protection against various viruses and bacteria. Hand sanitiser also includes 70% of isopropyl alcohol that becomes more effective against viruses. Hand sanitiser is also available in the form of hand wipes which contains antifungal and antibacterial properties that also help in skincare. Rising awareness among consumers regarding the importance and significance of hand hygiene to prevent transmissible diseases is expected to boost market growth. The portability and convenience served by hand sanitisers over handwashes are drawing a substantial consumer base, majorly augmenting the sales of gel-type sanitisers. The global hand sanitiser market is estimated to reach at a high CAGR of 9.6% during the forecast period 2022-2029.
Growing awareness about personal hygiene among consumers
The rising awareness among consumers about personal hygiene owing to rising infectious diseases is a major factor that is increasing the growth of this market. Increasing awareness towards hand hygiene is gaining prominence on account of being an important measure to restrict the occurrence of nosocomial infections. Therefore, hand hygiene forms the most important element of personal care, thereby driving the popularity of hand sanitisers. According to findings, there is a preference for using hand sanitiser by 77.0% of the population covered in a survey, while 23.0% claim not to use the product. The 77.0% population in the favor of using hand sanitiser is comprised of 37.5% male users and 62.5% of female users. Especially after the breakdown of COVID-19, health awareness has increased and that is pushing the demand for the hand sanitiser market. This rise in importance is a change from the past. In addition, the government further promotes the usage of hand care products to increase awareness as well as avoid health issues among consumers. For instance, the WHO and FDA have taken initiatives to make people aware of hand hygiene and the risks associated with not maintaining the hygiene.
Moreover, the rising influence of social media and online advertisements has exposed people to the recent trends of personal care and hygiene which is also accelerating the usage of hand sanitisers among consumers. These advertisements also allow people to get exposed to information regarding cleansers and healthy lifestyles. Key companies such as Reckitt Benckiser Group plc and Hindustan Unilever are also leading among consumers with their initiatives on spreading awareness about basic hand hygiene.
Gel based hand sanitiser is expected to hold the highest market share of XX% in the year 2020
Gel sanitisers are usually thin and watery in the formulation and therefore provide the convenience of getting spread easily and penetrating the skin to kill most of the bacteria. Easy product availability and wider access to this type of hand sanitiser are driving the growth of the segment in the market in the last few years. The product results in decreased microbial populations in different ways. Moreover, the inclusion of different flavours affecting the fragrance is driving segment growth in the hand sanitiser market. For instance, in May 2020, L Brands launched a line of hand sanitisers under its Victoria's Secret brand. Himalaya Wellness has launched new sanitisers which are available in fruit flavours including green apple, strawberry, litchi, and orange.
The foam-based hand sanitiser segment is expected to grow with a CAGR of XX% from 2021 to 2028. The product is gaining prominence in the market owing to its ability to penetrate the skin and stay there for a longer period. Foam based sanitisers provide easy application on hands as it does not need to get rubbed off and thus provide the convenience of saving time. This product is expected to witness a surge in demand owing to its greater convenience of handling. For instance, in April 2018, Arrow Solutions launched KR10 Hand Sanitizer Foam, which is an alcohol-free foam sanitiser designed for frequent use.
North America is expected to dominate the global hand sanitisers market
Owing to the high awareness among consumers about hand hygiene, regulatory authorities like the FDA and WHO initiated awareness campaigns to support the usage of hand sanitisers in the North American region. Acknowledging the market potential, giant manufacturers in the United States are branching out to launch production lines for hand sanitisers to supplement their segments’ sales. The local players in the country are also introducing new products to fulfil the growing current demand, owing to the spread of COVID-19 across the region. For instance, in March 2020, the vegan beauty brand, Sparitual, pledged to produce 75% alcohol-based hand sanitisers from its Los Angeles-based factory to help fight the spread of COVID-19. Additionally, due to high price sensitivity, a large number of private-label players are introducing hand sanitisers at lower prices, thereby gaining considerable market shares. Purell is one of the leading brands holding a significant market share across the country.
On the other hand, Asia Pacific is expected to be the fastest-growing region, with a CAGR of XX% during the forecast period. The growth is attributed to the growing awareness about hygiene among consumers. Therefore, innovative and different types of personal care and hygiene products are available in the market stressing convenience factors for consumers. The increasing dominance of online shopping has reshaped the growth of the market in the region and is expected to fuel the demand for hand sanitisers in the future years. For instance, online websites such as Amazon, Flipkart, Grofers, and other online delivery service firms are offering different types of hand hygiene products.
The major players in the market include Reckitt Benckiser Group, Unilever PLC, and GOJO Industries Inc., among others. There has been a massive surge in the demand for hand sanitisers due to the COVID-19 pandemic. To cater to this demand, existing companies have increased their production as well as many new companies have entered the market. Companies are focusing on expanding their production capacity and are adopting innovative technologies to meet consumer demand for hand sanitisers. For instance, in May 2020, 3M increased the production of some of their products including hand sanitisers, disinfectants, and filtration solutions to maximum capacity to cater for the increased demand. The strategy helped the company in strengthening its market position. In April 2020, SC Johnson built a plant for manufacturing hand sanitisers for health workers. The company also planned to manufacture around 75,000 hand sanitiser bottles in this plant. This strategy enhanced the company’s revenue and attracted a larger customer base. In September 2020, owing to the increasing demand for liquid hand soaps and sanitisers, Colgate-Palmolive expanded its project at Cambridge, OH production facility, Ohio. In May 2020, Unilever ANZ (Australia and New Zealand) initiated the local production of Lifebuoy sanitisers to cope with the rising demand.
COVID-19 Impact: Emphasis on hygiene protocols to aid market development during coronavirus
Due to the sudden spike in COVID-19 cases, the World Health Organization (WHO) has recommended self-prevention using hand sanitisers and regular practice of handwashing. Therefore, these efforts have increased the demand for hand sanitisers due to their convenience and growing awareness regarding sanitization. The global outbreak of coronavirus, which was declared a pandemic in March 2020 due to its rapid transmissibility, has majorly impacted consumer behaviour and led consumers to take more preventive measures regarding personal hygiene, especially hand hygiene. According to Worldometer, as of July 26, 2021, the coronavirus had infected almost 195 million people globally, and the number of deaths had reached almost 4.18 million. The most severely affected countries include the United States, India, Brazil and Russia. Thus, the increasing number of deaths caused by the virus triggered an alarming response from consumers, with increased attention regarding hand hygiene as a preventive measure from contracting the infection.
Moreover, due to the sudden increase in demand for hand sanitizers from April to July (2020), most retailers and pharmacies/drug stores ran out of stock. To counter such situations, government bodies of various countries and companies have struggled hard to meet consumer demand. For instance, in India, more than 45 distilleries and 564 other manufacturers have been granted permission by the Indian government to produce hand sanitizers. Additionally, more than 55 distilleries are likely to be permitted in one or two days, and many more are being motivated to manufacture sanitizers in this scenario.
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