The global hand wash market size is estimated to account for a value of USD 2.9 billion in 2020 and is projected to grow at a CAGR of 6.6 % from 2020, to reach a value of USD 4.6 billion by 2027. Increasing awareness related to the role of hand hygiene in infection control is one of the key factors driving the market. Additionally, an increase in the number of influenza-like diseases, such as COVID-19, has been raising the importance of regular hand wash practices among people across the globe. The growing urgency of frequent hand washing behaviour has set the tone for the market.
Researches from a large number of renowned healthcare institutes prove that cleaning hand reduces the spread of all types of germs. According to the Centers for Diseases Control and Prevention (CDC) recommendations, one should wash hands with soap and water whenever possible as regular cleaning reduces the amounts of germs and chemicals on hands. Similarly, based on a recent research pertaining to COVID-19 by the Massachusetts Institute of Technology (MIT) in February 2020, improving the rates of hand washing by travellers passing through just 10 of the world's leading airports could significantly reduce the spread of many infectious diseases.
Hand wash products have been gaining traction among consumers as these products have been considered to be more impactful for providing deep hand cleaning as compared to other alcohol-based disinfectants and sanitizers. According to a research by the U.S. Department of Health & Human Services (HHS), hand sanitizers can reduce the number of microbes on hands in some conditions, however, they do not eliminate all types of germs, such as cryptosporidium, norovirus, and clostridium difficile, which can cause severe diarrhoea. On the other hand, washing certainly reduces the maximum amounts of germs, pesticides, dirt, and metals from the hand.
Manufacturers of hand wash products have been constantly trying to make their products appealing to a large consumer base by focusing on including earth-friendly and plant-based organic ingredients in the product. For instance, The Caldrea Company’s brand Mrs. Meyers Clean Day offers liquid hand soap made with essential oils, aloe vera, and olive oil as well as offers clear floral scent, such as lavender and rose. This is in consonance with increasing acceptability of natural products in other industries, such as food and beverage and personal care industry. Moreover, the word organic in itself has been one of the key factors driving the sales of these products.
Hypermarkets emerged as the largest distribution channel with more than 39.0% share of the overall revenue in 2019. These stores attract a large number of consumers and are usually located in the central parts of the city. Consumers generally visit these stores on weekends and holidays with the intention of full-fledged household shopping and also tend to buy skincare and personal hygiene products.
The commercial category led the hand wash market and accounted for more than 61.0% share of the global revenue in 2019. An increasing number of hospitals, healthcare centers, and restaurants is a major factor boosting segment growth. The common practice of washing hands before the treatment of the first patient, in between each patient, and at the completion of the day has been considered to be an effective measure to interrupt the transfer of germs and pathogens by all healthcare professionals.
Asia Pacific accounted for the largest share of more than 32.0% in 2019. Increasing cases of diseases, such as influenza, in the region is one of the important factors fueling the growth of the market. According to a December 2017 report by the Centers for Diseases Control and Prevention, death rates owing to influenza-related conditions have been increasing considerably in the Southeast Asian countries, including Indonesia, Malaysia, Thailand, and Vietnam. Cleaning hands properly through regular hand wash can significantly reduce the risk of these contagious diseases.
Europe is anticipated to expand at the fastest CAGR of 6.6% from 2020 to 2027 as a result of the changing consumer viewpoint towards hand hygiene and overall health owing to recent COVID-19 virus spread cases in the region. Furthermore, historically, this region has been prone to diseases, such as avian flu and H1N1 disease, thus significantly increasing the demand for hand wash products.
Key players are: Unilever; Procter & Gamble; Johnson & Johnson Services, Inc.; Reckitt Benckiser; Lion Corporation; The Caldrea Company; Henkel Corporation; 3M; Medline Industries, Inc.; and Amway.