2007 proves to be a record year for global anti-bacterial launches
Chicago (September 20, 2007) — Heightened levels of “germaphobia” have given rise to a huge influx of new products developed to sanitize home, work, public places and even food.
According to Mintel Global New Products Database (GNPD), new introductions of “anti-bacterial” non-food products increased from fewer than 200 worldwide in 2003 to some 1,610 in 2006 - an impressive 713% growth.
Already this year, we have seen over 1700 anti-bacterial products launch globally, as manufacturers continue to play on consumer fears about germs.
"Interest in anti-bacterial products first came to light in the early 1990s. But more recently the market has picked up again on the back of the SARS epidemic of 2002-2003, outbreaks of avian flu, and other high profile stories such as superbugs in hospitals across Europe and the UK in particular,” comments Lynn Dornblaser, Director of Mintel GNPD Custom Solutions.
Last year, the US saw the greatest number of new anti-bacterial products of any country worldwide.
Mintel GNPD recorded around 170 anti-bacterial product launches in 2006, but so far this year, there have already been over 200 new anti-bacterial introductions.
This rapid growth in anti-bacterial new product development seems well placed, if consumer sentiment is anything to go by. According to Mintel Reports, some 71% of American adults, who do some or all of the household cleaning “prefer anti-bacterial and germ-killing cleaning products”.
It is the youngest adults, aged 18-24, who are the most likely to agree with this statement (80%), which bodes well for the future of these products as these young adults are likely to take their cleaning preferences with them as they age.
New Product Development
Globally, travel-sized wipes are now available for those looking to kill germs on, phones, doorknobs, television remotes and toilet seats in hotels.
In the US concerns with food contamination such as the spinach E. Coli outbreak have fueled continued interest in anti-bacterial products. In fact, manufacturers have developed anti-bacterial lines for washing fruits and vegetables.
Looking to the future, Mintel expects to see new anti-bacterial products that capitalize on the trend towards environmentally responsible purchases.
Dornblaser further states, “In the future, anti-bacterial products with natural ingredients are expected to sell well against a backdrop of growing demand for all natural lines in general. For example, we can expect to see more new products that focus on the natural anti-bacterial power of plant extracts.”
Some herbal/botanical ingredients that we can expect to see appearing in anti-bacterial products include green tea, lavender, and aloe vera while more unusual offerings utilize silver. Anti-bacterial will remain top-of-mind for the immediate future but expect significant expansion for the natural platform.