Liquid Hand Wash Market

Market Overview

Liquid hand wash is an anti-bacterial liquid that has an active substance used to inhibit, destroy, or render harmless the active bacteria on hands. Liquid hand washes are generally preferred over soaps due to ease of use and the ability of liquid soaps to maintain the skin’s natural moisture. Liquid hand wash is a multi-million-dollar industry, with continuous opportunities for the market due to advancements in technologies and research and development, which have resulted in new offerings in the form of organic hand washes and hand washes for sensitive skin, among others. The recent coronavirus pandemic has seen an upsurge in the use of personal hygiene products and, thus, bolsters the growth of the liquid hand wash market.

Market Dynamics

Market Drivers

Rising Awareness Regarding the Impact of Synthetic Chemicals on Human Health

As per the Centers for Disease Control (CDC), people can prevent several illnesses and diseases and inhibit the spread of bacteria by simply washing their hands regularly. In today’s times, consumers are conscious about environment-friendly products and the source of the ingredients, and liquid hand wash is no exception. The recent trend in the liquid hand wash market is the use of organic liquid hand washes. People are opting for paraben and sodium lauryl sulfate (SLS) free products since these chemical ingredients cause cancer in the longer run (source: Environmental Health Perspectives journal).

Pollution from Synthetic Chemicals & Environment Consciousness

As per the Environmental Protection Agency (EPA), personal care products that contain synthetic chemicals, such as parabens and SLS, are key sources of pollution, since these chemicals find their way into groundwater sources via household drains. The contaminated water can subsequently enter food sources and result in toxic accumulation in the food chain. Companies, such as Hindustan Unilever Ltd (HUL), that offer organic liquid hand washes have expanded their product portfolio to include herbal and natural ingredients, such as honey, green tea, rose, turmeric, and aloe vera.

Restraint 

Scarcity of Water & Hand Wash Facilities

Personal care, particularly hand hygiene, is gaining importance as one of the primary measures to prevent infections that occur due to personal health negligence. International authorities and national governments are also promoting the use of hand wash products with the help of celebrities to prevent issues related to poor hygiene among consumers. However, as per the WHO, around 40% of the total global population has limited or no access to a basic hand wash facility. This is a key factor deterring the growth of the liquid hand wash market in certain parts of the world since liquid hand wash is a water-intensive technique of cleaning/washing hands.

Segmental Analysis

Household Segment by End-Use to Register the Most Substantial Growth in Coming Years

Improving Personal Hygiene Habits & Measures to Increase Awareness to Curb the Transmission of COVD-19

The COVID-19 pandemic has impacted people across borders. Governments and global organizations are working at war footing to stop the spread of the disease and find a solution, which has led to the dissemination of information through various channels, such as print, television, and internet, about the way one can maintain hygiene and prevent transmission of the virus. For instance, the Centers for Diseases Control and Prevention (CDC) has launched a national campaign to motivate adults and children to wash hands before eating, after using the washroom, and after coming home from outside. Such campaigns positively influence people to prioritize hand hygiene at homes and hence, augment the value of the liquid hand wash market.

Low Awareness in a Few Under-Developed & Developing Countries

Global estimates regard that two out of five people around the globe lack basic handwashing facilities. Furthermore, personal hygiene is grossly underrated in most developing countries due to the lack of education. As per UNICEF, around 4.2 billion people lack basic safe sanitation, and around 18% (1.4 billion people) globally had absolutely no provision or facility for hand washing. These factors hinder market growth in certain regions, adversely impacting the overall liquid hand wash market.

Impact of covid-19

Proliferating COVID-19 Cases & Their Impact on the Liquid Hand Wash Market

Amid the global coronavirus outbreak, hand washing has become as imperative as breathing. The COVID-19 pandemic has compelled people to use the hand wash liquids as a minimum measure for preventing the transmission of the disease. As of April 16, 2020, as many as 2,083,304 coronavirus cases were confirmed globally, of which the confirmed death toll stood at 134,615. A total of 213 countries, including China, Italy, the U.S., and India, have seen an alarming increase in the number of deaths in the past two months.

With Russia, Iran, and other developing countries reporting a spike in the number of new cases and the emerging second wave of COVID-19 in China, cost-effective ways of curbing infection spread, such as social distancing and basic hand hygiene, are gaining prevalence. The uncertainty looming over the time period regarding the release of a vaccine has instilled fear in consumers, encouraging them to use hand washes. The World Health Organization (WHO), along with the FDA and the CDC, recommends hand washing to prevent infection.

Awareness regarding hand hygiene is rising as hand hygiene is a significant measure in mitigating the occurrence of Health-Care Associated Infections (HCAI), also known as nosocomial infections. Hand hygiene forms an important part of personal care. Hospital induced infections (HAIs) affect 15.5% of patients in developing countries and provide antimicrobial resistance, resulting in 700,000 deaths every year. They also lead to other infections and long-term disability.

Acute respiratory infections, such as pneumonia, represent another leading cause of death in children under the age of five. Pneumonia alone accounts for around 13% of child deaths. Hand washing by liquid soaps or hand sanitizers mitigates the rate of respiratory infections by eliminating the respiratory pathogens from hands, thereby preventing them from entering the body.

Regional Analysis

Asia-Pacific to Remain the Largest Liquid Hand Wash Market throughout the Forecast Period

Asia-Pacific is the largest region in terms of geography and is one of the fastest-growing regions in the world. The region is expected to record the highest growth rate in the liquid hand wash market. The COVID-19 outbreak in China and its spread globally has led to the panic buying of liquid hand washes and hand sanitizers among the region’s populace. Corporates, restaurants, and other end-users have been promoting the use of hand washes and hand sanitizers, which is expected to result in consumers embracing this habit, which will propel the growth of the liquid hand wash market.

In the region, the COVID-19 outbreak has affected China the worst. Other countries, such as India, are actively educating their populaces with guidelines and hygiene techniques, which include regular hand washing, to curb the spread of infection. The high internet penetration in the region also positively serves the liquid hand wash market as the information is more readily available to the general population.

October 15 is observed as the Global Hand Washing Day every year, with participants looking to design, test, and replicate creative ways of encouraging children and adults to wash their hands regularly. While the overall growth prospects for the region’s liquid hand wash market are expected to be positive, the U.S.-China trade ware and the disruptions in the supply chain due to the COVID-19 outbreak are expected to pose hurdles to market growth.

Liquid Hand Wash Market Segmentation

By Nature

• Organic
• Conventional

By End Use

• Household
• Commercial
  • Hospitality Industry
  • Healthcare Industry
  • Others

By Distribution Channel

• B2B
• B2C
  • Store-Based Retail
  • Hypermarket and Supermarket
  • Convenience Store
  • Online Retail

By Region

North America

• The U.S.
• Canada
• Mexico

Europe

• Germany 
• France
• Italy
• The U.K.
• The Rest of Europe

Asia-Pacific

• China 
• India
• Japan
• South Korea
• Australia
• The Rest of APAC

Central and South America and the Caribbean 

• Brazil
• Argentina
• Colombia
• The Rest of Central and South America and the Caribbean 

The Middle East

• Saudi Arabia
• The UAE
• Qatar
• Oman
• Turkey
• The Rest of the Middle East

Africa 

• Nigeria
• South Africa
• Rest of Africa