Global Hand Sanitizer Market - 2021-2028
Hand sanitizer is an effective disinfectant that helps to remove the microorganisms and is available in the form of gel, liquid and others. Hand sanitizer contains 80% of ethyl alcohol that provides more protection against various viruses and bacteria. Hand sanitizer also includes 70% of isopropyl alcohol that becomes more effective against virus. Hand sanitizer is also available in the form of hand wipes which contains antifungal and antibacterial properties that also helps in skin care. Rising awareness among consumers regarding the importance and significance of hand hygiene to prevent transmissible diseases is expected to boost the market growth. The portability and convenience served by hand sanitizers over handwashes are drawing a substantial consumer base, majorly augmenting the sales of gel-type sanitizers. The global hand sanitizer market is likely to reach USD xx million in 2028, from its recorded value of USD xx million in 2020, growing with a CAGR of XX% during the forecast period.
Market Dynamics: Growing awareness about the personal hygiene among consumers
The rising awareness among consumers about the 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 sanitizers. According to findings, there is a preference for using hand sanitizer 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 sanitizer 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 sanitizer market. This rise in importance is a change from the past. In addition, government further promotes the usage of hand care products in order to increase awareness as well as avoid health issues among consumers. For instance, the WHO and FDA have taken initiatives in order 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 sanitizers 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.
Market Segmentation: Gel based hand sanitizer is expected to hold highest market share of XX% in the year 2020
Gel sanitizers are usually thin and watery in formulation and therefore provide the convenience of getting spread easily and penetrate into the skin to kill most of the bacteria. Easy product availability and wider access to this type of hand sanitizer 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 flavors affecting the fragrance is driving segment growth in the hand sanitizer market. For instance, in May 2020, L Brands launched a line of hand sanitizers under its Victoria's Secret brand. Himalaya Wellness has launched new sanitizers which are available in fruit flavors including green apple, strawberry, litchi, and orange.
The foam-based hand sanitizer 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 of time. Foam based sanitizers provide easy application on hands as it does not need to get rubbed off and thus provides 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 sanitizer designed for frequent use.
Geographical Penetration: North America is expected to dominate the global hand sanitizers 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 sanitizers in the North American region. Acknowledging the market potential, giant manufacturers in the United States are branching out to launch production lines for hand sanitizers to supplement their segments’ sales. The local players in the country are also introducing new products to fulfill 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 sanitizers 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 sanitizers 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 on 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 sanitizers in the future years. For instance, online websites such as Amazon, Flipkart, Grofers, and other such 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 massive surge in the demand for hand sanitizers 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 sanitizers. For instance, in May 2020, 3M increased the production of some of their products including hand sanitizers, disinfectants, and filtration solutions to maximum capacity in order to cater the increased demand. The strategy helped the company in strengthening its market position. In April 2020, SC Johnson built a plant for manufacturing hand sanitizers for health workers. The company also planned to manufacture around 75,000 hand sanitizer bottles in this plant. This strategy enhanced the company’s revenue and attracted larger customer base. In September 2020, owing to the increasing demand for liquid hand soaps and sanitizers, 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 sanitizers 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 sanitizers and regular practice of handwashing. Therefore, these efforts have increased the demand for hand sanitizers 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 behavior 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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