Increased hygiene awareness boosted sales of hand sanitisers in 2020 and higher consumption levels will remain post-pandemic. As consumers incorporate hand sanitisers into their daily routines, they become more demanding. Functional benefits, safety, efficacy, brand extension and environmental impact will be key purchase decision factors for consumers in regions where penetration is already high.
From cleaning groceries and delivered packages, to changing clothes when arriving at home, to frequent handwashing, COVID-19 triggered a combination of consumer reactions and solutions to hygiene, both personal and for the home.
According to Euromonitor’s Voice of the Consumer: Beauty Survey, fielded June to July 2020, 61% of respondents in 20 selected countries used hand sanitisers at least twice a day in 2020.
Antibacterial claims increased from 12% to 15% in liquid soap, from 70% to 71% in home care disinfectants, and from 10% to 13% in general purpose wipes in 2020 compared to 2019, according to Euromonitors’ Product Claims and Positioning system, showing the industry response to consumer needs during the crisis.
From the sales performance perspective, 2020 was a great year for hygiene products globally. Products such as bar soap, multi-purpose cleaners, bleach and disinfectants saw double–digit growth after flat or moderate growth over 2015-2019. Liquid soap, wipes and home care disinfectants were the big winners of this sales explosion, growing by 79%, 30%, and 40%, respectively.
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