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The global hand wash market size was USD 3.29 billion in 2020. The global impact of COVID-19 has been unprecedented and staggering, with hand wash witnessing a positive demand shock across all regions amid the pandemic. Based on our analysis, the global market exhibited a growth of 26.66% in 2020 as compared to the average year-on-year growth during 2017-2019. The market is expected to grow from USD 2.74 billion in 2021 to USD 4.29 billion by 2028 at a CAGR of 6.6% in 2021-2028. The sudden rise in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over.
Hand wash is a widely popular personal care item as it provides adequate germ protection to the hands. The rising incidence of diseases such as diarrhea, intestinal disorders, and others, coupled with the increasing hygiene awareness among the global population, influences the demand for personal care accessories. Furthermore, increasing dust and environmental pollution problems across the globe give rise to the necessities for skin hygiene and sanitary groceries.
Nowadays, manufacturers are keen to incorporate newer synthetic and naturally available ingredients in the design of the various personal care groceries to provide effective cleaning solutions. Companies have come up with different shapes of bottled sanitary items to attract consumers to purchase. Launching innovative solutions and inventory and supply chain management are crucial factors in developing personal care products.
Uncertain Occurrences of the Pandemic Diseases & Surging Awareness of Personal Hygiene to Drive Growth
The rising awareness related to personal hygiene, especially in the rural areas and the uncertain occurrences of pandemic diseases such as COVID-19, SARS, and MERS, are likely to boost the demand for sanitary items. These groceries help to contribute to the prevention of human-to-human infection transmission rates. According to the American Academy of Family Physicians article, April 2020, washing of palm and fingers properly is still a practical tip to safeguard oneself against the spread of coronavirus.
Additionally, the outbreak of the COVID-19 virus is forcing the manufacturers to work overtime so that they can upsurge the manufacturing process and meet the exponentially growing consumer demand. Moreover, the rising demand for personal protection items such as skin rubs, face masks, eye masks, and gloves for dealing with infectious diseases would result in the revenue generated from these items and simultaneously drive the market.
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Manufacturers’ Focus on Launching Innovative and Natural Skin Care Products is a Vital Trend
Manufacturers are keenly focusing on various innovative products that provide cleanliness and protection from viruses and bacteria and help limit the problems of dead skin, anti-aging, dark spots, and others. For instance, the launch of an anti-aging hand wash from Vaadi Herbals named ‘Anti-wrinkle Olive and Green Apple’ acts as a great opportunity for the market's growth.
Additionally, the innovation in the design of the bottled skin cleansers with an ability to automatically pump out the liquid solution acts as a great opportunity for hand wash market growth. Moreover, an increasing shift of the consumers towards naturally made skincare groceries creates new opportunities for the companies to expand their business in the natural personal care segments. Also, increasing demand for the scented skincare items would create newer opportunities in the aromatic skincare category.
Increasing Hygiene Consciousness of People to Drive Growth
The growth of the global economy has resulted in a changing lifestyle and a higher standard of living and, thereby, the adoption of a health-conscious approach towards life. This increases the consumption of personal care products for health protection purposes. Nowadays, people are more inclined towards yoga activities and stretching practices to keep their body fit and active during the lockdown period and to increase the immunity of the body to get rid of pandemic diseases such as COVID -19.
Moreover, the large presence of the hospitals and clinical facilities is likely to boost the demand for sanitary items, as various hygiene and personal care groceries are essentially used in hospitals to maintain sanitation and a germ-free environment. According to the data published by the Ministry of Health & Family Welfare, Government of India, as of March 2017, there are 23,582 government hospitals and 710,761 beds available in India. Additionally, the growing infrastructural facilities such as schools & colleges, hotels and restaurants, corporates, and residencies are fostering the demand for the products.
Government Initiatives and Promotions Regarding Personal Care and Cleanliness to Aid Growth
Various governmental promotions and programs related to personal hygiene and care influence the demand for personal care items, driving the market growth. According to the report ‘Personal Hygiene,’ published by Victoria State Government of Education & Training, the Government of Victoria has launched a personal hygiene care and learning plan to spread awareness regarding hand hygiene products among school students, teachers, and other staff.
Furthermore, the increasing awareness regarding the importance of sanitation with the help of various promotional campaigns through websites, radio, television, social media sites, print media, and others is likely to boost the usage of palm and finger cleansing groceries. For instance, according to the article, ‘Show Me the Science - Why Wash Your Hands?’ published by the Centres for Disease Control and Prevention, in the United States, handwashing education is estimated to result in the reduction of 23-40% of sickness caused by diarrhea, 16-21% by respiratory infection, and also 29-57% by gastrointestinal illness.
Higher Cost of Raw Materials and Availability of Substitute Products to Restrain Growth
The higher cost of materials used for manufacturing washers such as glycerin, fragrances, sodium lauryl, ether sulfate, and others creates hindrances in the manufacturing process. The raw materials with a higher cost are expected to result in the higher pricing of the products, which is likely to decrease the demand for the products. Additionally, the availability of substitutes such as sanitizers, soaps, hand wipes, and others would also restrain the market growth.
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Ordinary Segment Dominates Backed by High Bacterial Protection Property
Market segmentation can be done in the products such as ordinary and waterless hand wash. The ordinary segment dominates the market as these items provide more hydration and bacterial protection to the skin. Ordinary hand wash items are available in the form of gel and liquid. However, the waterless segment exhibited significant traction in their demand as they quickly helped dry the palms after applying the foam and spray-based dehydrated items.
Commercial Segment to Lead Stoked by Rising Cleanliness in Schools and Hospitals
By end-users, the market is segmented into residential, commercial, and industrial.
The commercial segment includes offices, schools, restaurants, hotels, and others. This segment is projected to hold a major share in the market due to the growing necessities regarding cleaned and hygienic environments among schools, hospitals, clinics, and other commercial places, giving rise to the demand for the cleansing items. Additionally, the thriving commercial sector is further likely to fuel the segmental revenues.
The residential segment showcases the fastest growth owing to the increasing demand for personal care products from households and residencies. Moreover, increasing government support regarding the development of the residential sector enhances the necessities to keep sanitation and hygiene in their homes and thereby fosters the demand for washing items.
According to the report ‘National Infrastructure Delivery Plan 2016-21’, published by the Infrastructure and Projects Authority, the U.K. government’s investments are expected to reach USD 521,920 million for a total of 600 infrastructural projects by 2020-21.
However, the industrial segment is set to experience considerable growth within the forecasted period. The growing numbers of working populations in the manufacturing industries and their increasing demand for skin cleansers would propel the development of this segment. According to the Bureau of Labor Statistics data, 12.7 million people are estimated to be working in the manufacturing industries in the United States.
Supermarket/hypermarket Segment to Dominate Fueled by Availability of Numerous Products
The market is grouped into supermarket/hypermarkets, pharmacies, and online channels based on the sales channel.
The supermarket/hypermarket segment is expected to dominate the market owing to the easy availability of a wide variety of products in a single store and the provision of coupons, vouchers, and discounts by the stores, which attract the consumers to shop various products in these stores. Furthermore, the pharmacies segment is also exhibiting considerable growth as many grocery supplies are getting sold for the hospitals, clinics, and medical facilities for cleanliness purposes. However, the online channel of distribution is expected to exhibit flourishing growth due to the growing demand for e-commerce and drop shipping businesses across the globe.
North America Hand Wash Market Size, 2020 (USD Billion)
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The North American hand wash market stood at USD 1.12 billion in 2020. North America is expected to hold a leading position in the market due to the growing demand for palm cleansing products due to an extensive hit of the COVID-19 outbreak in countries such as the U.S. and Canada. According to the data released by Worldometer, on May 4th, 2020, there is an estimation of 1.19 million infected, 68.61 thousand deaths, and 178.59 thousand recovery cases of coronavirus in the United States. Moreover, the strong presence of various beauty and personal care companies such as Gojo Industries Inc., Hand Sanitizer Inc., and others in the region is likely to foster the supply of sanitary items.
Asia Pacific is anticipated to hold the second position in the market over 2021-2028. The escalating urbanization rate in developing countries such as China and India would lead to healthier and hygienic routines among the people. Furthermore, the growing manufacturing industries in the countries would increase the dust and air pollution problems and support the demand for the products.
Additionally, various governmental promotions and programs' rising awareness regarding hygiene and cleanliness is set to propel the segment's growth further. According to a report released by the Press Information Bureau (PIB) Government of India, due to the launch of the Swachh Bharat Mission by the government of India, sanitation coverage in rural India rose considerably from 39% in 2014 to 76% in January 2018.
Europe is estimated to be the fastest-growing region during the forecast period because of the presence of giant hand cleaners manufacturing brands such as L'Oréal, Unilever, Avon, and others. These brands utilize more advanced promotional campaigns to attract a large number of consumers in the region. Additionally, the fostering tourism sector in countries such as France, Spain, the U.K., and Italy, along with the growing construction of facilities such as hotels, resorts, restaurants, and others, is likely to increase the demand for the product in the region. As per the Lodging Econometrics (LE) Research's data, in December 2019, Europe's hotel construction pipeline climbed to 1710 projects and 264,080 rooms, up from 18% over the previous year.
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South America and the Middle East & Africa are also projected to observe substantial growth owing to the increasing practice of attending several programs and campaigns to keep oneself clean and in a hygienic environment. For instance, according to Work 4 Work, Unilever’s Lifebuoy soap brand has established advanced body washing programs in various countries of Latin America and sub-Saharan Africa. Moreover, robust facilities related to the hospitals and clinics in the rural areas of countries such as Brazil and Argentina would increase the consumption of personal hygiene products.
Product Innovation & Promotional Activities Play an Important Role for Key Players for Business Expansion
Key players are keenly working on the innovation in the washing item’s design to provide efficient personal hygiene solutions to the people. This includes using naturally benefitting ingredients such as lemon, strawberry, passion fruit, aloe vera, and others in the product, which helps heal the skin and provides smoothness. Also, the implementations of effective promotional strategies and distribution strategies are important aspects for the key players in the market.
An Infographic Representation of Hand Wash Market
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The global market research report includes a detailed analysis of the market and focuses on key aspects such as leading companies, product types, and leading application areas of the product. Besides this, the report offers insights into the market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several major factors that have contributed to the growth of the market over recent years.
Value (USD Billion)
By Sales Channel
Fortune Business Insights says that the global market size was USD 3.29 billion in 2020 and is projected to reach USD 4.29 billion by 2028.
In 2020, the market value stood at USD 3.29 billion.
Growing at a CAGR of 6.6%, the market will exhibit strong growth in the forecast period (2021-2028).
The ordinary hand wash segment is expected to lead the market during the forecast period.
The increasing health consciousness of an individual is driving the market.
Unilever and Reckitt Benckiser are the leading players in the global market.
North America dominated the market in 2020 in terms of share.
The introduction of non-toxic products by manufacturers and the increasing awareness of personal hygiene, especially among the rural population, would drive the adoption of this type of wash.
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