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The global hand wash market size was USD 2.67 billion in 2019 and is projected to reach USD 4.56 billion by 2027, exhibiting a CAGR of 2.8% during the forecast period.
Hand wash is a widely popular personal care item as it provides effective germ protection to the hands. Rising incidence of diseases such as diarrhea, intestinal diseases, 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 for making a purchasing decision. Launching innovative solutions, as well as inventory, and supply chain management are crucial factors in the development of personal care products.
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Uncertain Occurrences of the Pandemic Diseases & Growing Awareness Regarding Personal Hygiene to Drive Growth
Growing 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 in a proper manner is still a no 1 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 the infectious diseases would result in the revenue generated from these items and simultaneously would drive the market.
Increasing Heath Consciousness of an Individual is Projected 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 of the 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 is a total of 23,582 number of government hospitals and 710,761 numbers of 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 Drive Growth
Various governmental promotions and programs related to personal hygiene and care influence the demand for personal care items which would thereby, drive 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 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 a respiratory infection, and also 29-57% by gastrointestinal illness.
Manufacturers’ Focus on Launching Innovative and Naturally Made Skin Care Products to Flourish Growth
Manufacturers are keenly focusing on various innovative products which provide cleanliness and protection from viruses and bacteria as well as help to limit the problems of dead skin, anti-aging, dark spots, and others. For instance, the launch of an anti-aging hand washes from Vaadi Herbals named ‘Anti-Wrinkle Olive and Green Apple’ acts as a great opportunity for the growth of the market. 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 market growth. Moreover, an increasing shift of the consumers towards naturally made skincare groceries create newer 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.
Higher Cost of Raw Materials and Availability of Substitute Products to Restrain Growth
The higher cost of materials used for the manufacturing of washers such as glycerine, 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 to some extent. Additionally, the availability of substitutes such as sanitizers, soaps, hand wipes, and others would also act as a restraining factor for the market growth.
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Based on product, the market is segmented into ordinary hand wash 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 help to dry the palms after the application of the foam and spray-based waterless items.
By end user, 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 owing to the growing necessities regarding cleaned and hygienic environments among schools, hospitals, clinics, and other commercial places that would give rise to the demand for the cleansing items. The residential segment is showcasing the fastest growth owing to the increasing demand for personal care products from the households and residencies. Moreover, increasing government support regarding the growth of the residential housing sector enhances the necessities to keep sanitation and hygiene in their households and thereby, foster the demand for the washing items. According to the report ‘National Infrastructure Delivery Plan 2016-21’, published by the Infrastructure and Projects Authority, the U.K. government is expected to invest USD 5,21,920 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 along with their increasing demand for skin cleansers would propel the growth 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.
Based on sales channel, market is grouped into supermarket/hypermarkets, pharmacies, and online channels. 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, as well as 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 a considerable growth due to a large amount of grocery supplies 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.
Asia Pacific Hand Wash Market Size, 2016-2027 (USD Million)
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Asia Pacific Hand Wash Market Size (2019): USD 818.02 Million
Asia Pacific is anticipated to hold a major share in the market over the forecast period of 2019-2026. The escalating urbanization rate in countries such as China and India would lead to the adoption of healthier and hygienic routines among the people. Furthermore, the growing manufacturing industries in the countries would result in an increase in the dust and air pollution problems and thereby, support the demand for the products. Additionally, the rising awareness regarding hygiene and cleanliness by various governmental promotions and programs is set to further propel the growth of the segment. According to a report released by Press Information Bureau (PIB) Government of India, due to the launch of Swachh Bharat Mission by the government of India, sanitation coverage in rural India upsurge considerably from 39% in 2014 to 76% in January 2018.
North America is expected to hold the second position in the market owing to the growing demand for the palm cleansing products owing to an extensive hit of the COVID-19 outbreak in countries such as the United States 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.
Europe is estimated to be the fastest-growing region during the forecast period on account of the presence of giant hand cleaners manufacturing brands such as L’Oréal, Unilever, Avon, and others. These brands utilize more advanced methods of promotional campaigns to attract a large consumer base 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.
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 give rise to the consumption of personal hygiene products.
Product Innovation & Promotional Activities Plays 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 the usage of naturally benefitting ingredients such as lemon, strawberry, passion fruit, aloe vera, and others in the product which helps to heal the skin and provides smoothness. Also, the implementations of effective promotional strategies, as well as distribution strategies, are the important aspects for the key players in the market.
An Infographic Representation of Hand Wash Market
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The hand wash market report provides 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 hand wash market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several 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 2.67 billion in 2019 and is projected to reach USD 4.56 billion by 2027.
In 2019, the market value stood at USD 2.67 billion.
Growing at a CAGR of 2.8%, the market will exhibit strong growth in the forecast period (2020-2027).
Ordinary hand wash segment is expected to be the leading segment-based product in the market during the forecast period.
Increasing health consciousness of an individual is driving the market.
Unilever and Reckitt Benckiser are the leading players in the global market.
Asia Pacific dominated the market in 2019.
Introduction of non-toxic products by manufacturers and increasing awareness of personal hygiene, especially among the rural population would drive the adoption of hand wash products.
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