MARKET TRENDS
FOR HAND SANITIZERS AND WIPES

Today, consumers recognize the importance of maintaining hand hygiene driven by the need to prevent the spread of viruses and germs, but also the consumer’s growing awareness and importance on health and wellness.

According to the Journal of Hospital Infections, the number of times humans touch their face (skin, mouth, eyes, and nose) is 23 times per hour. We rarely remember every exact thing that our hands come into contact with. It is easy for us to get infected if we just touch our face. 

Hand washing with soap and water is the best form to prevent the spread of germs. The use of hand sanitizers is the second-best option to keep hands free of bacteria. According to Consumer Reports, fragrance formulations that contain at least 70% alcohol or more is one of the most important steps to avoid the spread of germs. 

Hand Sanitizer History  

Hand sanitizers were originally introduced to medical settings and healthcare facilities in 1966. The product was popularized to the general public in the early 1990s by consumer goods companies like Purell who marketed the product for consumer use. The invention of hand sanitizers as we know them today is attributed to a student nurse in Bakersfield, California named Lupe Hernandez. She discovered that alcohol delivered through gel could clean hands in situations where there was no access to soap. Today, we have many options and formulas in the marketplace, from lotions to sprays and wipes. All deliver convenience and ease of hand hygiene. 

Wipes technology was introduced in the 1970s as a portable way to clean and disinfect and quickly increased in popularity and multitude of use due to its convenience. The top global hand sanitizer formats are gel, foam, liquid, and spray. 

Hand Care Category Growth 

The global hand sanitizer market reached around US$ 4.20 Billion in 2020. The US sanitizer market reached US$ 2,152 M in 2020, with the US dominating the market. 

The category has seen an evolution over the last few years and is dubbed “the rescue” category. This market will start to see a level of sophistication over just function mirroring other beauty sectors. Hand care today encompasses skin and hand care, safety and sanitation, wellness and nature, health and hygiene, and fragrance.

Drivers impacting market growth are concerns towards hand hygiene, on account of the sudden outbreak of the Covid-19 pandemic. Eco-friendly products that are plant-based, vegan, sulfate-free, paraben-free, and cruelty-free. Awareness programs that promote the regular usage of hand sanitizers that lock moisture are also fueling market growth. In addition to the varied offerings available to consumers today from packaging innovations (of sizes and forms) to the varied fragrance offerings and the growing number of players entering the category.

The Importance of Fragrance for Hand Sanitizers and Wipes

According to an Agilex national survey, since Covid-19 consumers are paying more attention to the scent of products and overall scent is playing a major role in their purchasing decisions. 69% of consumers are looking for longer-lasting fragrances and 59% of consumers wish hand sanitizers smelled better. Consumers are also looking for products that do not smell medicinal/hygienic. But rather consumers are looking for scents that convey freshness and cleanliness, contain natural ingredients, are longer-lasting, more intense, and more indulgent.

Agilex Fragrances Category Expertise

Agilex Fragrances is setting the standard for fragrance excellence in the fastest segments and categories, with over 100 years of combined perfumery experience ranging from large multinational to entrepreneurial brands. Our expertise is to develop winning fragrances that meet every environmental and quality standard. Contact us to discover our latest olfactive innovations in the hand care category and to preview our latest category overview highlighting the current and future trends in the hand sanitizer and wipes segment.