North America Hand Sanitiser Market Outlook
According to the report by Expert Market Research (EMR), the North America hand sanitiser market size stood at a value of around USD 2046 million in 2023. Aided by the heightened awareness of hand hygiene and innovation in product formulations, the market is further expected to witness healthy growth in the forecast period of 2024-2032.
Hand sanitiser is a liquid, gel, or foam formulation designed to eliminate or reduce the presence of pathogens on the hands. It is widely used as an effective alternative to handwashing with soap and water, especially when these are not readily available. Hand sanitisers play a crucial role in maintaining hand hygiene and preventing the spread of infectious diseases, including viruses, bacteria, and other microorganisms.
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The North America hand sanitiser market has experienced substantial growth, primarily driven by heightened awareness of hand hygiene, the COVID-19 pandemic, and evolving consumer preferences. This market expansion has been marked by significant changes in product innovation, distribution channels, and consumer behaviour, which continue to shape its trajectory. The increased demand for hand sanitisers, initially spurred by the pandemic, has established lasting trends that are likely to persist in the post-pandemic era.
One of the most notable trends in the North America hand sanitiser market is the surge in demand for hygiene products. The COVID-19 pandemic underscored the importance of regular hand hygiene as a crucial preventive measure against infectious diseases, leading to a dramatic rise in hand sanitiser usage across households, workplaces, healthcare settings, and public places. This heightened awareness has sustained the demand for hand sanitisers even as the immediate threat of the pandemic recedes. Consumers have now integrated hand sanitisers into their daily routines, making them a staple in personal hygiene practices.
Innovation in product formulations and packaging has been a key driver of the North America hand sanitiser market growth. Manufacturers have introduced a variety of formulations to cater to diverse consumer preferences, including alcohol-based, non-alcohol-based, and natural ingredient-based hand sanitisers. Alcohol-based sanitisers, containing at least 60% alcohol, are widely recognised for their efficacy in killing germs and viruses, making them the preferred choice among consumers.
Meanwhile, non-alcohol-based sanitisers, which use alternative antimicrobial agents like benzalkonium chloride, are gaining traction among consumers with sensitive skin or those seeking gentler options. Additionally, the rise of natural and organic hand sanitisers, formulated with plant-based ingredients and essential oils, is appealing to health-conscious consumers looking for eco-friendly and skin-friendly alternatives.
Packaging innovation has also played a significant role in the North America hand sanitiser market expansion. Hand sanitisers are now available in various formats, including portable pocket-sized bottles, refillable dispensers, sprays, gels, and wipes, catering to the convenience needs of different consumer segments. The introduction of aesthetically pleasing and functional packaging has not only enhanced user experience but also boosted product appeal. Furthermore, the development of touchless dispensing systems and bulk refill stations in public places and workplaces is contributing to increased usage and accessibility.
The expansion of distribution channels has been another critical factor in the North America hand sanitiser market development. The pandemic led to a surge in online shopping, with e-commerce platforms becoming a primary distribution channel for hand sanitisers. The convenience of online shopping, coupled with the availability of a wide range of products and competitive pricing, has driven consumers to purchase hand sanitisers online. Retailers and manufacturers have also expanded their presence on digital platforms, enhancing their online marketing strategies to reach a broader audience. In addition to e-commerce, traditional retail channels such as supermarkets, pharmacies, and convenience stores continue to play a vital role in the distribution of hand sanitisers, ensuring widespread availability and accessibility.
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The shifting consumer preference has significantly aided the North America hand sanitiser market development. The pandemic has heightened consumers’ awareness of the importance of maintaining good hand hygiene to prevent illness, leading to sustained demand for hand sanitisers. This increased awareness has also driven consumers to seek products that offer additional benefits, such as moisturising properties, pleasant fragrances, and skin-soothing ingredients. As a result, manufacturers are focusing on enhancing product formulations to meet these evolving consumer preferences.
The healthcare sector remains a significant end-user of hand sanitisers, given the critical importance of infection control in medical settings. Hospitals, clinics, and other healthcare facilities have continued to maintain stringent hygiene protocols, driving consistent demand for high-quality hand sanitisers. In addition, the reopening of businesses, schools, and other public institutions has led to increased institutional demand for hand sanitisers to ensure the safety and well-being of employees, students, and visitors.
Sustainability is emerging as a key trend in the North America hand sanitiser market. With growing environmental concerns, consumers are increasingly seeking sustainable products that minimise environmental impact. Manufacturers are responding by developing eco-friendly hand sanitisers, using biodegradable and recyclable packaging materials, and incorporating sustainable practices into their production processes. This shift towards sustainability is expected to drive further innovation and differentiation in the market.
Geographically, the United States dominates the North America hand sanitiser market share, driven by its large population, high levels of consumer awareness, and the presence of key market players. Canada also represents a significant market, with similar trends in consumer behaviour and demand for hand hygiene products. The strong emphasis on health and wellness, combined with supportive government initiatives promoting hand hygiene, continues to bolster the market growth in these countries.
Market Segmentation
The North America hand sanitiser market can be divided based on form, type, formulation, end use, distribution channel, and country.
Market Breakup by Form
- Gel
- Liquid
- Foam
Market Breakup by Type
- Alcohol Free
- Alcohol Content 50
- Alcohol Content 50-70
- Alcohol Content > 70
Market Breakup by Formulation
- Alcoholic
- Non-Alcoholic
Market Breakup by End Use
- Hospitals
- Household
- Restaurants
- Others
Market Breakup by Distribution Channel
- Hypermarkets and Supermarkets
- Departmental Stores
- Drugstores
- Online
- Others
Market Breakup by Country
- United States
- Canada
Competitive Landscape
The EMR report looks into the market shares, plant turnarounds, capacities, investments, and mergers and acquisitions, among other major developments, of the leading companies operating in the North America hand sanitiser market. Some of the major players explored in the report by Expert Market Research are as follows:
- The Procter & Gamble Company
- C. Johnson & Son, Inc.
- Henkel AG & Co. KGaA
- Unilever PLC
- Reckitt Benckiser Group PLC
- Others
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