Global Sanitizer Market Analysis North America, Europe, APAC, South America, Middle East and Africa - US, China, Japan, Germany, UK - Size and Forecast 2023-2027

Sanitizer Market Forecast 2023-2027

The sanitizer market size is forecast to increase by USD 1.13 billion at a CAGR of 4.78% between 2022 and 2027. Market growth is contingent upon several factors, foremost among them being the heightened emphasis on hygiene awareness, the escalating prevalence of diseases, and the surging frequency of hospitalizations. With an increasing focus on health and cleanliness, consumers are prioritizing products and services that promote hygiene and sanitation. This trend is particularly pronounced in light of recent disease outbreaks, which have underscored the importance of maintaining a germ-free environment. Furthermore, the rise in hospital admissions necessitates the implementation of stringent hygiene protocols to minimize the risk of infection transmission. As a result, there is a growing demand for hygiene-related products and services across various sectors, including healthcare, hospitality, and residential settings. These factors collectively contribute to the expansion of the market, driving innovation and investment in hygiene solutions to meet evolving consumer needs and regulatory requirements.

What will be the Size of the Market During the Forecast Period?

To learn more about this report, View Report Sample

Market Segmentation

The hand sanitizer market witnesses a surge in demand for sanitizing products and skin care products, driven by growing awareness of hygiene and the need to combat germs and viruses. Consumers prioritize cleanliness for palms and fingers, leading to increased adoption of cleaning practices and reliance on trusted manufacturers. Natural ingredients like Aloe Vera and Tea oil are favored over synthetic ingredients in various forms including foam, gel, and sprays. Market dynamics include merger and acquisition activities and strategic approaches such as television marketing and online marketing.

This 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.

By Product 

The market share growth by the hand sanitizer segment will be significant during the forecast period. Companies are constantly rolling out a variety 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.

Get a glance at the market contribution of various segments View the PDF Sample

The hand sanitizer segment was valued at USD 2.37 billion in 2017. 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.

By Region

For more insights on the market share of various regions Download PDF Sample now!

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 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, companies 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. All these factors drive the growth of the market in APAC.

Market Dynamics and Customer Landscape

The market caters to the increasing demand for sanitizing products and skin care products, emphasizing the importance of cleanliness for palms, fingers, and overall hygiene. With rising concerns about germs and viruses, consumers are adopting rigorous cleaning practices and seeking effective solutions from manufacturers. Natural ingredients like Aloe Vera and Tea oil are preferred for their gentle yet potent properties in foam, gel, and sprays formulations. Market dynamics include merger and acquisition activities and strategic marketing approaches such as television marketing and online marketing. Products range from foaming hand sanitizers to skin sanitizing lotions, offering versatility in applications like shampoos and oils, with various scents like Black Cherry Merlot and Champagne Toast targeting consumer preferences amidst concerns about infectious diseases. 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.

Key Market Driver

The increase in hygiene consciousness is notably driving 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.

Further, 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. These factors will contribute to the growth of the market during the forecast period. 

Significant Market Trends

Rising demand from developing regions is the primary trend shaping the 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.

Further, 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 companies to focus on these regions to target untapped potential. Market players 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. 

Major Market Challenge

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. 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.

Furthermore, 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, such factors may hinder the market growth during the forecast period.

Market Customer Landscape

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 market forecasting report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.

 Market Customer Landscape

Who are the Major Market Players?

Companies 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 companies, including:

• 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
• Amway Corp.

Qualitative and quantitative analysis of companies 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 companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Segment Overview

The 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. 

• Product Outlook 
  • Hand sanitizer
  • Food contact surface sanitizers

• Distribution Channel Outlook 
  • Offline
  • Online

• Region Outlook 
  • North America
    • The U.S.
    • Canada
  • Europe
    • The U.K.
    • Germany
    • France
    • Rest of Europe
  • APAC
    • China
    • India
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • Rest of the Middle East & Africa
  • South America
    • Argentina
    • Brazil
    • Chile

Market Analyst Overview:

The market is experiencing significant growth, driven by increasing awareness of hand hygiene and the rising demand for precautionary measures against infections. Available in various forms, such as hand sanitizer gels and sprays, these products are categorized as alcohol-based or non-alcohol based, catering to diverse consumer preferences. They are widely distributed through pharmacy stores, online retail channels, and specialized stores, serving a broad spectrum of users, including colleges, hotels, and residential facilities. With fragrance-effective chemicals like glycerin and propylene glycol, natural hand sanitizers are gaining popularity, emphasizing moisture retention and health safety. However, concerns regarding environmental hazards and toxic properties of chemical hand sanitizers pose challenges, urging for alternative solutions and government initiatives to promote safer options.

Further, in the market, merger and acquisition strategies are increasingly common as companies strive to enhance their market position. Spray hand sanitizers are gaining popularity due to their convenience, available in various retail outlets including shopping malls and clinics. Analysts closely monitor the market's growth rate, geographical coverage, and production consumption analysis to identify market opportunities. The sector caters to diverse segments, including consumer goods, foodservice restaurants, and the commercial sector, serving food industry workers, chefs, waiters, and barbers. While there's a growing focus on wellness and healthcare expenditure, challenges like lack of knowledge about alternative hand sanitizers and concerns regarding standard hand sanitizers' impact on human health remain as market restraints.

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 1.13 billion
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 Companies, Market Positioning of Companies, 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.

View PDF Sample

What are the Key Data Covered in this Market Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the market growth and forecasting of the market between 2023 and 2027
• Precise estimation of the market size and its contribution to the parent market
• Accurate predictions about upcoming market trends and analysis and changes in consumer behavior
• Growth of the market across Europe, North America, APAC, South America, and Middle East and Africa
• Thorough market growth analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive market analysis and report on the factors that will challenge the market research and growth of market companies

We can help! Our analysts can customize this market research report to meet your requirements. 

Get in touch