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The sanitizer market size is estimated to grow at a CAGR of 4.78% between 2022 and 2027. The market size is forecast to increase by USD 1,129.1 million. The growth of the market depends on several factors, including the increase in hygiene consciousness, the rising outbreak of diseases, and the growing number of hospital stays.
This sanitizer market report extensively covers market segmentation by product (hand sanitizer and food contact surface sanitizers), distribution channel (offline and online), and geography (North America, Europe, APAC, South America, and Middle East and Africa). It also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.
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The increase in hygiene consciousness is notably driving the market growth, although factors such as health risks associated with sanitizers may impede the market growth. Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
The increase in hygiene consciousness is notably driving the sanitizer market growth. Hand sanitizer is recommended in case of a shortage of soap and water. It contains alcohol or a persistent antiseptic that kills many types of bacteria, including antibiotic-resistant bacteria and tuberculosis. According to research, hand sanitizer is more effective at fighting the common cold than hand washing. Likewise, it is important to thoroughly clean and disinfect food contact surfaces as they can become contaminated with microorganisms during use, which can be harmful if transferred to food.
Younger generations and people with high incomes are increasingly aware and have a more positive perception of the benefits that disinfectants bring. Access to information and the ability to purchase these products are the main reasons for their popularity and recognition among high-income consumers. As a result, increasing awareness of the importance of hygiene has led to an increase in demand for disinfectant products such as hand sanitizers and food contact surface sanitizers. These factors will contribute to the growth of the market during the forecast period.
Rising demand from developing regions is the primary trend shaping the global sanitizer market growth. Disinfection habits in rural areas of developing regions such as APAC, MEA, and South America are low due to differences in awareness and low awareness among people. However, the urban populations of developing countries such as India, China, Japan, Mexico, and Brazil are increasing. Improved job opportunities are one of the reasons people move from rural to urban areas. The increase in urban population has increased people's disposable income, leading to lifestyle changes and improved living standards.
The number of working women has also increased significantly. This creates a financial boost in total household income, allowing consumers to purchase basic necessities as well as luxuries. This has led vendors to focus on these regions to target untapped potential. Vendors are adopting advertising campaigns to educate customers about the importance of disinfection and expanding their market shares. As a result, the market is witnessing an increase in the adoption of disinfectants from developing regions, which is likely to drive the global disinfectant market during the forecast period.
Health risks associated with sanitizers are major challenges impeding the growth of the global sanitizer market. There are various health risks associated with the use of hand sanitizer. Hand sanitizers contain triclosan. Regular use of hand sanitizer can not only kill bacteria but also create resistance to antibiotics. Triclosan is a key element that increases antibiotic resistance by killing good bacteria. Triclosan is an antibacterial chemical used in cleaning products, soaps, and other personal care products. Other materials in clothing, toys, and furniture also contain triclosan to reduce bacteria levels.
Triclosan may have negative effects on immune system function and hormone regulation. Immune system disruptions can make people more susceptible to allergies and toxic chemicals like bisphenol A, which is found in plastics. Also, most liquid sanitizers contain large amounts of ethyl alcohol or isopropyl alcohol, which should be kept out of the reach of children. Hence, increasing research on the harm caused by hand sanitizer may hinder the market growth during the forecast period.
The report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Global Sanitizer Market Customer Landscape
Vendors are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
3M Co.: The company offers sanitizers such as 3M littman BT avagard handrub.
The report also includes detailed analyses of the competitive landscape of the market and information about 15 market vendors, including:
Qualitative and quantitative analysis of vendors has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize vendors as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize vendors as dominant, leading, strong, tentative, and weak.
The market share growth by the hand sanitizer segment will be significant during the forecast period. Vendors are constantly rolling out a variety of hand sanitizers to keep the market untouched. For example, there are different forms of dispensers, such as vaporizers, portable bottles, and manual and non-touch dispensers, providing consumers with a wide range of options. In addition, the launch of skin-friendly, durable, and eco-friendly products is expected to drive the growth of the segment.
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The hand sanitizer segment was valued at USD 2,368.57 million in 2017 and continued to grow until 2021. The growth of this segment is directly influenced by the increase in the Internet user base. The Internet acts as a distribution medium between retail solution providers and consumers. The frequency of searching for hygiene products online has increased significantly over the past five years, creating a platform for expanding market growth opportunities. An online platform with better accessibility, reputation, and diversity increases the chances of success. Ratings given by users are more relevant to customers and are taken into account when making purchasing decisions. Therefore, online shops may continue to be the most important channel for selling hand sanitizers. The growing e-commerce industry and the increasing number of websites selling hygiene products will drive the growth of this segment during the forecast period.
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APAC is estimated to contribute 34% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. The APAC sanitizer market is very lucrative. India, Japan, China, Indonesia, Malaysia, Singapore, and Australia have high growth potential due to the increasing importance of hygiene. The region represents a large pool of sanitation-underserved people and therefore presents a rational growth opportunity for providers. With such increased product availability and a strong distribution network, product availability in these countries has become easier.
Currently, APAC is experiencing product innovation and category normalization, and presentation and design are gradually becoming the key to increasing product appeal. Hospitals, restaurants, and schools are encouraging the use of disinfectants to prevent the spread of infection in these public places. As a result, vendors seek to differentiate through pricing, positioning, and distribution channels to capitalize on widespread demand for their products. Other countries such as Vietnam, Thailand, and Indonesia will also see more brick-and-mortar retail over online channels in the coming years due to rising disposable incomes and increasing availability of products for daily hygiene, such as sanitizers. All these factors drive the growth of the sanitizer market in APAC.
This report forecasts the contribution of all the segments to the growth of the market. In addition, we have included the COVID-19 impact and the recovery strategies for each segment. In 2020, the outbreak of COVID-19 in various APAC countries increased the demand for sanitizers in APAC. Consumers took various precautions, including regular hand washing to protect against COVID-19, which increased the use of sanitizers in the region. The APAC sanitizer market also witnessed an increase in the number of new product launches by vendors, which is expected to drive the growth of the regional market during the forecast period.
The sanitizer market report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027.
Technavio categorizes the global sanitizer market as a part of the global personal products market within the global household and personal products market. The parent global personal products market covers products and companies engaged in research and development (R&D) and the production of personal and beauty care products, including cosmetics and perfumes. Our market research report has extensively covered external factors influencing the parent market growth during the forecast period.
Sanitizer Market Scope |
|
Report Coverage |
Details |
Page number |
166 |
Base year |
2022 |
Historic period |
2017-2021 |
Forecast period |
2023-2027 |
Growth momentum & CAGR |
Accelerate at a CAGR of 4.78% |
Market growth 2023-2027 |
USD 1,129.1 million |
Market structure |
Fragmented |
YoY growth 2022-2023(%) |
4.54 |
Regional analysis |
North America, Europe, APAC, South America, and Middle East and Africa |
Performing market contribution |
APAC at 34% |
Key countries |
US, China, Japan, Germany, and UK |
Competitive landscape |
Leading Vendors, Market Positioning of Vendors, Competitive Strategies, and Industry Risks |
Key companies profiled |
3M Co., Bath and Body Works Direct Inc., Boots UK Ltd., Dabur India Ltd., Ecolab Inc., Godrej Consumer Products Ltd., GOJO Industries Inc., Henkel AG and Co. KGaA, Himalaya Global Holdings Ltd., Kimberly Clark Corp., Lion Corp., LOreal SA, PZ Cussons Plc, S.C. Johnson and Son Inc., Saraya Co. Ltd., The Clorox Co., The Procter and Gamble Co., Unilever PLC, Vi Jon LLC, and Amway Corp. |
Market dynamics |
Parent market analysis, market growth inducers and obstacles, fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and market condition analysis for the forecast period. |
Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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