Attitudes Towards Germs - UK - March 2014
“Continued growth in sales of germ-killing products will come from giving younger people in particular more information on hygiene and germ hotspots, as well as through promoting specific products as being better for use on surfaces coming into contact with food. Brands also have an opportunity across the wider household and personal care market to increase their sales by expanding their offer in categories where antibacterial claims are less common.”
– Richard Caines, Senior Household Care Analyst
Some questions answered in this report include:
- Using fear of germs to grow market for existing germ-killing products
- Adding value to germ-killing products to gain a competitive edge
- Improving hygiene behaviour to stimulate future growth
- Expanding the range of germ-killing products in undeveloped areas
The core market for germ-killing multipurpose cleaning products grew to an estimated £239 million in 2013, but the market for antibacterial household care products is much wider than this and the proportion of new launches in household care making antibacterial claims increased from 2009 to 2013. Hard surface and toilet cleaning account for the majority of claims, but research for this report shows considerable interest in antibacterial products in other categories.
The big question is whether this interest in antibacterial product variants in areas that currently have a limited focus on killing germs is strong enough to be able to be converted into regular sales and usage of products such as laundry cleansers, antibacterial kitchen roll, antibacterial cleaning cloths or scouring products and household fresheners that kill bacterial odours, etc.
This report looks at where bleaches, disinfectants and antibacterial cleaners are used in the home, which factors are most important in determining the choice between different products, interest in products with antibacterial features, and household and personal hygiene behaviour. It also looks at attitudes towards killing germs and the usage of germ-killing products, revealing a range of opinions that are important to understand when looking at future product development and hygiene campaign.
The number of products making antibacterial claims has been on the increase across household care, but how much more can people’s fear of germs be targeted to increase sales and frequency of usage of antibacterial and germ-killing products?
This report focuses on the market for multipurpose germ-killing cleaning products, including the following three sectors:
- Bleaches, including thick and thin liquid bleaches and bleach sprays
- Disinfectants, including disinfectant liquids and sprays, and antiseptic disinfectant
- Antibacterial multipurpose cleaners.
The market size excludes other cleaning products with an antibacterial component, such as specialist toilet cleaners/fresheners, other hard surface cleaners for specific surfaces or rooms, and cleaning equipment, although these are referred to in the Who’s Innovating? section where the core germ-killing market is put into the context of all household care products making antibacterial claims.
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