Just about a year ago, it was nearly impossible to find liquid soap and hand sanitizer—key components consumers wanted within arm’s reach as health experts lauded both as smart ways to mitigate the spread of COVID-19. Consumers were washing their hands and using hand sanitizers multiple times a day—sometimes even when they hadn’t left their homes or interacted with anyone outside of their own family.

That shift in behavior lifted the personal cleanser marketplace.

While liquid hand soap sales rose an impressive 66.3% to $1.44 billion, its growth was dwarfed by a whopping 583.9% rise in hand sanitizers. Category sales soared to $1.55 billion with units rising 375.3% for the 52 weeks ended Jan. 24, 2021, according to data from Information Resources, Inc. (see chart).



“Increased usage of hand sanitizers coupled with more frequent usage led to skyrocketing sales growth for the hand sanitizer market, noted Olivia Guinaugh, a home and personal care analyst with Mintel.

As store shelves were raided and online shopping carts emptied warehouse stockpiles, new companies stepped into the fill the void. Some came in to shore up supply for frontline workers and some came purely for profit—and some managed to accomplish both.

According to Guinaugh, brands across categories, particularly within the beauty space, pivoted manufacturing to produce hydro-alcoholic gels unveiling a host of new competitors for Purell and Germ-X (which is manufactured by Vi-Jon).

One newcomer they are facing came via Unilever, which last year rolled out hand sanitizers under its popular Suave label. The CPG giant proved nimble enough to ramp up production and bring Suave products to market in just six weeks. The brand donated $1.2 million worth of hand sanitizers to frontline workers, and since its May 2020 launch has become the No. 3 player in the mass market (see chart).



According to Berengere Loubatier, global vice president, Suave masterbrand, consumers flocked to Suave because they trusted the name.


“Suave’s core proposition has always been to provide high-quality beauty products, made accessible to all. We are known as a trusted brand, and are proud that Suave is currently in 60.8% of American households,” she told Happi. “Our commitment to developing quality products that meet the consumer’s ever-changing needs—and providing such products at an affordable price point—remained at the core of the development of the new hand sanitizer range. In times of stress, consumers stick with the products and brands they know they can rely on, and that rings true with the positive response we garnered at launch,” she said, pointing out that the 10oz spray garnered “16,000 five-star ratings on Amazon.”

Unfortunately, in the flurry of new products hitting the marketplace in 2020, not all were up to snuff, or safe for that matter.

Over the course of the pandemic, there was a sharp increase in hand sanitizer products from Mexico that were labeled to contain ethanol (ethyl alcohol) but instead tested positive for methanol contamination. It became so concerning that in January, the US Food and Drug Administration (FDA) placed all alcohol-based hand sanitizers from Mexico on a countrywide import alert, marking the first time the agency had ever issued that level of alert for any category of drug product. Shipments coming in from Mexico were subject to heightened FDA scrutiny and could be detained by the agency.

“FDA’s first priority is to protect the public from these unsafe hand sanitizers. Since July 2020, we’ve regularly updated the list of hand sanitizers with confirmed and potential methanol contamination. FDA’s work protecting consumers from contaminated hand sanitizer from Mexico is ongoing and the agency will provide additional information as it becomes available,” said an FDA spokesperson.

In early March, the FDA staffer told Happi that the agency “is continually assessing the needs and circumstances related to this policy, and as relevant needs and circumstances evolve, FDA intends to update or modify this policy as appropriate.” At press time, the import alert was still in place and warning letters were still being sent to makers that were sending adulterated and misbranded products.

According to the agency spokesperson, “within 60 days following the termination of the public health emergency, FDA intends to revise and replace this guidance with any appropriate changes based on comments received on this guidance and the agency’s experience with implementation.”


Pressure To Produce

In 2020, the highest profile player in the hand sanitizer sector found itself under great pressure to keep up with demand.

By investing $400 million and expanding capacity, Gojo is now producing and shipping 300% more Purell hand sanitizers into every market and geography than in 2019, according to Rishi Dhingra, CMO and consumer GM, Gojo. To get there, the company activated 2.5 million square feet of manufacturing space and added facilities in Maple Heights, Navarre, Ashland and Cleveland, OH, pulling forward 10 years of capital spending for new lines and equipment. Gojo also hired 500 new employees.

“Today, our supply has caught up with demand, with no allocation on any products for any market,” Dhingra told Happi. “Gojo has the inventory, production capacity and fulfillment capabilities in place to support schools nationwide, vaccination centers, hospitals, grocery stores, consumers at stores/online retailers, restaurants, mail and parcel carriers, airports and other businesses with Purell products.”

The Purell brand name is synonymous with the category and carries great weight with consumers, and Gojo plans to leverage that in the New Normal.

“We believe this pandemic will forever change the world and see this translating to a sustained increase in awareness of the importance of safe and effective hygiene practices across all markets and product categories, including consumers, resulting in ongoing, heightened demand for our essential Purell skin care and surface solutions,” said Dhingra.

Olika CEO Alastair Dorward also predicts a new normal for hand sanitizers in which the category moves away from its largely functional and medicinal positioning. Typically, in the US, hand sanitizer was what one would break out on the subway or when a family member had the stomach flu rather than a “top of mind regimen,” according to Dorward.

When the pandemic hit, Olika sold out of product in a week, and it came at a time when the firm was ramping up for a big relaunch.

“We had no product to sell,” Dorward told Happi.

Hardly anyone did, and as a result retailers stocked whatever they could get their hands on. And even when product was safely formulated with proper ingredients, many had an off-putting smell, felt sticky and came in packaging that was utilitarian at best. None elevated the category—which is what Olika is out to do.

Olika, which entered in the market in 2017, has rolled out new refillable and recyclable forms of its signature sanitizer. Formerly known as Minnie and Birdie, Olika’s revamped Hydrating Hand Sanitizer Spray is made with natural aloe, glycerin and essential oils, contains 65% ethyl alcohol and is housed in a refillable container that delivers more than 500 mists, which is 15x the number of uses compared to a traditional gel of similar size. Olika’s new Hydrating Hand Sanitizer Clip-On, which is perfect for on-the-go sanitization, holds 300-plus mists per package. Olika has also launched a refill that replenishes both. The brand offers six essential oil fragrances—Charcoal (a purifying and slightly woodsy fragrance); Cucumber Basil (a classic crisp, herbal garden scent); Lavender; Mint Citrus; Orange Blossom and fragrance-free.

When Dorward took over as chief executive in 2019, Olika set in motion a plan to make key improvements around portability, experience and sustainability—and those attributes are baked into the company’s new collection.

“As we look at the future, it isn’t about hype and hysteria,” he said. “It is about establishing hand sanitizers as a regimen” that fits with consumer expectations and behaviors.

For example, “visible hygiene” is increasingly important, said Dorward, and Olika’s carbineer clip-on and distinctive shape pack are meant to be seen, not stowed away inside a pocketbook or backpack.

It sounds similar to the strategy deployed by Method—where Dorward was the founding CEO. Under his tenure, Method disrupted boring categories like liquid hand soap by revamping the household staple with a tear-shape bottle design that was counter-worthy.

More Competition

Since the hand sanitizer space is low profit/low margin, Mintel anticipates that some brands selling hand sanitizers now are just in it for the short-term gain.

“On the other hand, given that the heightened demand for hand sanitizer is not expected to go away any time soon, some of these pivots could have longer-term strategy at play, suggesting that private label will no longer be the only threat to leading companies,” said Guinaugh of Mintel.

Competition is coming from many directions, including Touchland, which had great success with its unique packaging and more sophisticated scent profiles. Colgate-Palmolive-owned Hello Products included foaming hand soaps and hand sanitizer in its recent product line expansion and Unilever’s Love Beauty and Planet’s new Beloved bath range features hand sanitizers and foaming soap in sophisticated scents such as Cactus Flower & Basil, Lavender & Hyssop, Patchouli & Orange Blossom and Coconut & Warm Vanilla.

Suave appears to be committed to the category, too. In January, it expanded its line with new Suave Essentials Hand Sanitizers, formulations that are infused with aloe and moisturizers that leave skin feeling and smelling fresh, without drying them out. There are two scents—Ocean Breeze and Pink Honeysuckle Hand Sanitizer—as well as an unscented version.

Gojo isn’t backing down.

“We know that what goes into hand hygiene products makes a big difference in both the efficacy and the way they feel and smell. The Purell brand uses leading scientific research to carefully choose high-quality ingredients as the basis for all our formulations. With state-of-the-art technology and a team and network of highly qualified scientists, we consider every aspect of the products and their intended uses,” said Chuck Crawford, PhD, chief innovation officer at Gojo.

Crawford insists that while manufacturing and distribution has been on overdrive at the company, Gojo is also focused on future needs of the marketplace.

“In fact, the demand for innovation has never been greater, and the number of initiatives and volume of effort to serve the surging needs of the market and public were—and remain—unprecedented,” he said, citing novel new dispensing systems and innovative formulations such as its new Purell Prime Defense Advanced Hand Sanitizer and Purell 2in1 Moisturizing Advanced Hand Sanitizer as proof of the company’s commitment to NPD.

Soap Stars

In the soap sector, new launches are also focused on visual appeal and cater to the concerns of modern consumers.

Colgate-Palmolive’s SoftSoap brand, for example, has teamed up with Joy Cho, founder and creative director of the Oh Joy! lifestyle graphic design studio, to launch their second collaboration—the Oh Joy! Collection by SoftSoap. Available exclusively at Target, the new collection comes in four scents: Juicy Grapefruit, Peach Party, Midnight Macadamia and Blooming Iris.

According to Emily Fong Mitchell, general manager of personal care North America for SoftSoap, this collection of soaps embodies the joyful element that Cho brings from a household brand that consumers love and trust.

“Now more than ever, handwashing has become such an important part of our everyday lives so being able to provide a splash of color to a task that is keeping us safe can certainly make all the difference,” Fong Mitchell said in a statement when the collection was released in early February.

Dial is tapping into the “free from” trend with Dial Clean + Gentle, new hypoallergenic and antibacterial foaming hand washes and body washes made without dyes, parabens, phthalates and silicones. In launching the Clean + Gentle line, Dial plans to create what it called “impactful partnerships and activations” that underscore the gentle and dye-free formulas with a focus on vegan, gluten-free and naturally-derived ingredients. In addition, 5,000 doctor’s offices, including dermatologists and allergists, will be sampling products with their patients. The Clean + Gentle line is housed in bottles that are recyclable—a first for Dial—and comes in four scents—Aloe, Waterlily, Grapefruit and Fragrance Free.

The Clean + Gentle launch follows Henkel’s recent $23 million investment in its North American manufacturing facilities, including new equipment and a series of improvements to support additional production of Dial liquid hand soap and hand sanitizers at its Geneva, NY and West Hazleton, PA sites.

To support new lines, which will contribute about 45-55% of total production at the Geneva facility, the company will create 180 new jobs at the plant. According to Henkel, $17.3 million of new equipment and technology was earmarked for the Geneva facility to support production of Dial hand sanitizers and foaming hand wash with $2.5 million designated for the West Hazleton facility. As part of this overall expansion, Henkel has invested $3 million in additional equipment to support on-site production at both facilities. Some of the upgrades have been operational since November 2020, and the remainder will be up and running by June 2021, according to the company.

Hand Health

Experts say demand will rise for formulations that maintain skin health as hand washing and hand sanitizing practices remain high.

“As consumers move through the recovery phase of the pandemic and embrace the “next normal,” secondary influencers, such as scent and added skin care benefits, will become important factors in addition to efficacy,” said Mintel’s Guinaugh. “Frequent usage of alcohol-based hand sanitizers can leave skin dry, red and cracked; leading 28% of adults to say they don’t like how hand sanitizers make their hands feel. While hand moisturizer is an easy solution for dry/irritated hands, some consumers don’t like the idea of having to carry an additional product with them on-the-go.”

Guinaugh insists hand sanitizers that feature skin-conditioning agents—think aloe vera, hyaluronic acid or even CBD—and replace the need for hand lotion will appeal to convenience-driven consumers. Additionally, incorporating skin-conditioning ingredients that are typically found in skin care products will convince consumers to look beyond the functional nature of hand sanitizer.

Even heritage brands are focused on building modern formulations that deliver comfort and performance. Safeguard’s hand soap and hand sanitizer, for example, rely on micellar technology to assure germ reduction and deep cleansing while being safe and gentle. The micellar technology deeply penetrates the skin to reach areas like nails, while leaving hands clean and hydrated, according to the brand. Both formulations are approved by the Skin Health Alliance.

Growing the Market

According to Dorward, household penetration of hand sanitizers topped 80% soon after the onset of COVID compared to below 20% prior to the outbreak. Dorward insists that Olika has been designed for engagement that will drive greater levels of compliance that can grow the category overall.

But he insists that retailers have a role to play, too. Stores must stock brands that delight consumers, or compliance is likely to decline.

Olika, in fact, is looking outside of mass to grow the hand sanitizer category. The brand’s new refillable collection can be found at supermarkets like Wegmans, Albertson’s, Safeway, Raley’s and on Amazon, but also at Anthropologie, Thrive Market, Urban Outfitters, Bloomingdale’s and Macy’s Backstage—channels that never stocked hand sanitizers before.

“Retailers outside FDM are now embracing hand sanitizers as part of a broader self-care mission,” he said.

Industry insiders are confident that hand sanitizers will remain a necessity for consumers, although a slowdown from the frenzied pace of the pandemic is expected.

“We see, as expected, the category settling in from the peak demand to a level that is still higher, by 2-3X, than the pre-pandemic level. Consumer sanitizer sales were 7.5X higher in the last year, and it’s become not just smart, but essential to have Purell Hand Sanitizer with you on the go and to use it in public—before you shake someone’s hand or reach for the bread basket at a restaurant, or dig into your pretzels on a flight,” said Dhingra.

“Badge brands like Purell—brands that are the most trusted in their category—play a powerful role in our return to a ‘new normal’ post-pandemic,” he added.

Gojo’s research has found that 84% of adults expect to see hand sanitizer offered in public places, and 69% of those expect to see the Purell brand.

“There is a really good reason for that,” said Crawford. “Gojo invented Purell Hand Sanitizer 33 years ago, and unlike some CPG companies, our total focus is helping people clean their hands and the surfaces their hands touch with products that are good for them and good for the environment.”

“We know that what goes into hand hygiene products makes a big difference in both the efficacy and the way they feel and smell. The Purell brand uses leading scientific research to carefully choose high-quality ingredients as the basis for all our formulations. With state-of-the-art technology and a team and network of highly qualified scientists, we consider every aspect of the products and their intended uses.”

Brands that hit the mark on efficacy and experience will fuel compliance—which is paramount to maintaining public health and the wellbeing of the personal cleanser market overall.