HYGIENE


Personal care hygiene, now and forever?


Jennifer Hermitage - Cornelius


Since early 2020, when COVID-19 first made the headlines, hygiene has been a key consideration for consumers when thinking about how best to protect themselves, and others from an invisible virus that we still have so much to learn about. Many concerned individuals took to social media to connect with others and share experiences during the early months of the pandemic and discussions about hygiene practices were a common theme. Online discussions about the importance of hygiene peaked in March 2020, with 673,000 conversations in the US, the UK and China all related to hygiene1


. But what is the current


thinking behind hygiene two years on? As lockdowns eased and people started


to venture back out, keeping safe from germs emerged as a major concern. Many were worried about cleanliness and unmanageable risks outside the home, especially when in crowded public spaces. In short, hygiene became a top priority for many and, to a greater or lesser degree, many of us now use products that we never even thought about pre-COVID. Many of us now keep sanitisers, wipes


and masks in our bags or car. We all know that regular handwashing is a powerful way to stop the spread of infection but this is not always possible when out and about, hence the massive increase in the use of hand sanitiser. February 2020 saw a year-on-year increase of 255% in demand for hand sanitiser, according to data published last year by market research firm Kantar.2


Sanitiser the saviour At the start of the pandemic, major sanitiser manufacturers ramped up production capacity to cater to the unprecedented worldwide spike in consumer demand. Whilst the market probably peaked during March 2020, it seems certain that sales will remain higher than they were pre-pandemic. According to a report by Grand View


Research, the global hand sanitiser market is anticipated to reach $13.7 billion by 2027, expanding at a CAGR of 22.6%. Gel-based sanitisers are anticipated to dominate this market sector. For example, Boot’s own brand anti-


viral hand foam kills 99.9% of viruses and harmful bacteria whilst being gentle on the


skin. Its active ingredients, didecyldimonium chloride and chlorhexidine digluconate, are effective against influenza A virus sub-type H1N1, rotavirus, Staphylococcus aureus, Pseudomonas aeruginosa, Enterococcus hirae, Escherichia coli and MRSA. Pure Touch Moisturising Hand Cream by


UK beauty brand Creighton’s is biocidal and designed to kill 99.9% of bacteria and viruses instantly, in the same manner as a sanitiser. This moisturising and nourishing formulation is ethanol-free to reduce the chance of it drying the skin. Additionally, the cream is substantive to the skin, maximising its efficacy between uses.


Sanitising wipes have also proved hugely


popular during the pandemic. Their portability and ability to clean objects as well as human hands easily and effectively, combined with their mechanical action, which provides users with an added sense of security1 their attractiveness to the consumer.


21


, have ensured


House & hands Disinfectant products saw their strongest growth ever in 2020, with sales in the UK peaking at £236 million.3


Reckitt Benckiser, maker of


Dettol and the well-known US cleaning and disinfectant brand Lysol, achieved sales of £14 billion in that year, growing by 11.8%.4


According


to the Financial Times, this was the company’s biggest year of growth since its formation in 1999. Although sales of disinfectants have


dropped since the height of the pandemic, they look set to remain high even when the virus is no longer rampant.5


Handwashing with soap


Virtuous circle of


AD-Resyl


and water for at least 20 seconds is the first line of defence in stopping the spread of infection. According to a study last year by OnePoll, 78% of the 2,000 Brits surveyed now wash their hands more frequently, with the average person washing their hands for 19 seconds, eight times a day.6


With the focus on hand cleanliness,


attention has turned to the products we use to wash our hands. Liquid soap is an increasingly valuable market in the UK and Carex is our most popular choice - in 2020, an estimated 23.7 million people used the brand. Dove and Imperial Leather ranked second and third.4 Consumers around the world have different


www.personalcaremagazine.com Figure 1: Virtuous cycle of AD-Resyl


preferences when choosing a hand wash. Chinese consumers prefer soap with a superior sensorial profile. They also value antibacterial properties and favour products that rinse easily.1


March 2022 PERSONAL CARE


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