India Hand hygiene market (liquid hand wash & Hand sanitizer) Outlook, 2027-28

Traditionally, the conventional methods include washing hands with soil, ash, and water but these methods were not proven as they only clean the hands but they didn't sanitize them. With swaying time, people started using the soaps for washing hands but they were also not hygienic due to the frequent touching. Moreover, the world was also facing the outbreaks of communicable diseases such as H1N1 Swine Flu, Bird Flu, Smallpox, Measles, Ebola virus, Marburg, Hantaviruses, and the recent one, COVID 19 coronavirus. It became very necessary to maintain health and hygiene to overcome these diseases. Hence, the necessity of hand hygiene products such as liquid hand wash and hand sanitizers emerged in the modern world.

According to the report, “India Hand hygiene Market Outlook, 2027-28” the market is anticipated to cross the value of INR 3100 Crore by the forecast period. The hand hygiene products are bifurcated into the categories of liquid hand wash and hand sanitizers. The liquid hand wash is soap-based and is largely used to clean hands with water. The liquid hand wash also removes the dirt and microorganisms from the hands performing the dual action of cleaning and sanitizing. They are available in herbal and non-herbal forms with varying colors and flavors and are majorly used by the institutional and residential segments. The hand sanitizers are alcohol-based and are largely preferred by the ones who cannot choose the frequent washing of hands. The hand sanitizers come in various forms such as liquid gel, spray, and foam. They are also available in non-alcohol based or herbal based for those who are conscious of the harmful chemicals. They are largely used by the institutional and residential segments.

Whilst the global trends will drive the market, the efforts from the Indian Government such as Swach Bharat Abhiyaan, Swastha Bharat, etc. will encourage the people to use hand hygiene products. The Reckitt Benckiser with its brand name Dettol and the Hindustan Unilever Limited with its brand name Lifebuoy are the two leading players in the hand hygiene market of India. Other brands such as Savlon, Medimix, Palmolive, Protekt, Fem, etc are also having a consistent market share in the total hand hygiene market of India. In comparison to the traditionally used soap and other cleaning agents, sanitizers are more effective and gentler on the skin. As coronavirus disease (COVID-19) continues to spread across the country, there has been a significant increase in the demand for hand sanitizers to inhibit the transmission of the virus in schools, hospitals, residential and commercial complexes and other public spaces.

The increasing demand for hand hygiene products is further supported by the rising prevalence of various gastrointestinal, respiratory and skin infections among the masses. Alcohol-based hand sanitizers can minimize the transmission of harmful bacteria and viruses present on the skin or palm of the hands, thereby reducing the instances of stomach infections, diarrhea and nausea and vomiting. Hospitals and healthcare centers are also widely using hand sanitizers to prevent the transmission of hospital-acquired infections (HAIs). In comparison to the traditionally used hand washes and soaps, hand sanitizers are more effective in disinfecting and minimizing dryness and irritation on the skin. Product manufacturers are developing sanitizers with natural and organic ingredients that do not cause allergies and are non-toxic in nature.

The market is also driven by the launch of perfumed hand sanitizers infused with floral and fruit fragrances, such as rose, green apple, peach, orange and sandal. Product manufacturers are developing easy-to-use and portable foam and gel-based sanitizers in sachets and mini-plastic bottles. Manufacturers are also producing novel hands-free, battery- and foot-operated dispensers, which aid in minimizing the contact and the risks of cross-contamination. The dispensers are equipped with automatic infrared sensors that detect the heat emitted from the hand and trigger the pump to dispense the sanitizer.

Further, consumers are increasingly becoming aware of the availability of premium personal care and hygiene products and are widely adopting healthy lifestyles. Product vendors are using innovative marketing strategies to promote sanitation products through influential celebrities and sports personalities to reach and attract a broader consumer base. They are also developing attractive packaging to grab the consumer’s attention and provide them with an authentic and luxurious experience through their high-quality products. Through online retail platforms, consumers are now able to place orders from the convenience of their homes and the product manufacturers and vendors are able to reach the audiences present in remote locations.

The market is further aided by the growing shift towards health and wellness due to which consumers are adopting precautionary measures to safeguard against contracting any disease. In addition, hand sanitizer dispensers are being installed in schools at a rapid pace to prevent health issues like diarrhoea, cold, cough, and other related infections among students from occurring or spreading. Furthermore, the launch of fragrant and perfumed hand sanitizers that offer a pleasant scent to hands in addition to maintaining hygiene, along with the environment-friendly and natural product variants, are also aiding the product’s demand. The market has witnessed a sudden upsurge owing to coronavirus outbreak in 2020 and is expected to have exponential growth over the forecast period. Furthermore, the expansion of the e-retailing business in the country and increasing investment by giants like Amazon and Wal-Mart also propel the market growth opportunities for hand sanitizer businesses in the country. However, the market's reliance on FMCG products such as detergents and personal soaps is expected to stymie growth in the coming years.

Reckitt’s flagship hygiene brand Dettol recently launched a powder-to-liquid handwash targeting value-conscious shoppers in the country. The move pits Dettol’s new product against Godrej Consumer Products Ltd’s., Magic powder-to-liquid hand wash launched in 2018. Both brands will tap into the value segment of the hand washing market. Studies estimate that India’s hand sanitizer production capacity surged 1000 times to 3 million litres per day, up from a mere 1 million litres annually. This is primarily attributed to increased participation of sugar and ethanol distilleries with assistance from the Central and State governments. Smaller players jumped in to exploit the demand surge during the pandemic and in March, around 61 per cent of the market was captured by these newly launched brands.

On the other hand, Bionova Hand Sanitizer has now captured a dominant market share. The brand is well accepted as the best hand sanitizer in the segment of 80% alcohol. Since last year, the reach of Bionova hand sanitizer has increased across the nation and at present, it is supplied to 35000+ medical stores and 1200+ supermarkets through its strong distribution channel of 200+ distributors in India. It also has a strong online presence and is sold in leading online stores. The availability of hand sanitizers in various forms of packaging not only makes it convenient to use but also strengthens its position in the list of the best hand sanitizer brands in India. It is available in various packaging solutions like pocket hand sanitizer, liquid hand sanitizer spray, travel kit, trigger gun and dispensing pump; catering for the various requirements.

Coronavirus pandemic has opened up avenues for India’s local brands who have found a new footing in retail and kirana stores in the wake of rising demand for FMCG products. With a demand supply gap arising in the lockdown situation, local players have started to plug the gap and especially in the hand sanitizer segment, regional players and smaller brands have eaten up the market of the top three players in the category. With the sudden outbreak of the COVID-19 pandemic, the World Health Organization (WHO) has recommended the use of hand sanitizers for self-preservation and minimizing the spread of the coronavirus. The increasing number of deaths caused by the virus has further triggered an alarming response from consumers, thereby increasing the emphasis on hand hygiene as a preventive measure from contracting the infection.

Considered in the report

• Geography: India
• Base year: 2016-17
• Estimated year: 2022-23
• Forecasted year: 2026-27

Covered in the report:

• Global hand hygiene market
• Global liquid hand wash market
• Global hand sanitizer market
• India hand hygiene market
• India liquid hand wash market
• India hand sanitizer market
• Market trends & developments
• Key facts about the leading market players

How it will help to solve your strategic decision making process?

• Global hand hygiene market scenario (historical & forecast)
• Global liquid hand wash market size (historical & forecast)
• Global liquid hand wash market share (by product type & application)
• Global hand sanitizer market size (historical & forecast)
• Global hand sanitizer market share (by product type)
• India hand hygiene market scenario (historical & forecast)
• India hand hygiene market size (by value & volume)
• India hand hygiene market share (by company, segment, sales channel, demographics, tier & application)
• India liquid hand wash market scenario (historical & forecast)
• India liquid hand wash market size (by value & volume)
• India liquid hand wash market share (by brand, delivery format, ingredient, end-user)
• India hand sanitizer market scenario (historical & forecast)
• India hand sanitizer market size (by value & volume)
• India hand sanitizer market share (by brand, segment, format, end-user)
• Product price variant analysis
• Recent developments & innovations
• Description of raw materials & manufacturing processes
• Strategic recommendations
• Company profiles of leading companies

Intended audience

This report can be useful to Industry consultants, manufacturers and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

Report methodology

The information contained in this report is based on both primary and secondary research. Primary research included interviews with various channel partners of the Hand Hygiene market. Secondary research included an exhaustive search of relevant publications like company annual reports, financial reports, and proprietary databases.