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Global Professional Hygiene Market - Outlook and Forecast 2023-2028
The global professional hygiene market was valued at USD 15.93 billion in 2022 and is projected to reach USD 21.71 billion by 2028, growing at a CAGR of 5.29%. Professional hygiene products encompass a comprehensive range of solutions, including toilet paper, paper hand towels, hand soap, hand lotion, hand sanitizers, dispensers, and cleaning and wiping products. These products are specifically designed for use in professional environments such as corporate offices, the hospitality sector (hotels, restaurants, etc.), public restrooms, shopping malls, healthcare facilities, universities, public venues, and various industries.
Key players in the global professional hygiene market are focusing on product development and selecting appropriate distribution channels to effectively deliver their products to end-users. Currently, companies are utilizing e-commerce platforms not only for direct-to-consumer sales but also to enhance consumer awareness and educate them about the benefits of their products. This strategy is driving the growth of the global professional hygiene market.
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USD 15.9 billion in 2021
Product, Application, Distribution Channel, Geography
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In recent years, there has been an increasing preference for eco-friendly professional hygiene products. Liquid hand washes, commonly used in homes and public places, can sometimes cause skin dryness and irritation, particularly among individuals who regularly use them in occupations where hygiene is crucial, such as hospitals and kitchens. To address these concerns, many companies are developing cleaning products that utilize natural ingredients and avoid harmful chemicals. Sustainable toiletries formulated with organic and natural ingredients that are gentle on the skin are in high demand. The rising popularity of organic sanitizers, which are environmentally friendly, safe for the skin, and sustainable, is also expected to drive the growth of the professional hygiene market, given the safety concerns associated with traditional soaps and alcohol-based sanitizers.
In the segment of automatic soap dispensers, vendors are incorporating IoT (Internet of Things) technology into their products, enabling a touchless and sanitary experience while preventing spillage of water and soap solution. This integration has introduced additional benefits for users, such as ensuring proper handwashing for the recommended duration of 20 seconds, as advised by the World Health Organization (WHO). The automation of soap dispensers through IoT provides a premium feel and helps maintain a high standard of hygiene. The latest IoT-automatic soap dispensers are equipped with sensors that dispense the precise quantity of hand wash liquid programmed into the device. This method ensures 100% safe usage and minimizes resource wastage.
Various infectious diseases are highly contagious and transmissible. The landscape of infectious diseases is constantly evolving, including global and national outbreaks. The possibility of emerging unknown pathogens causing widespread disruption is on the rise. Most disease outbreaks are either caused by infections transmitted through animal-to-person contact, from the environment, or through person-to-person contact. Hand hygiene plays a critical role in preventing the majority of these diseases. The increasing number of outbreaks has heightened public awareness of hygiene practices, thereby driving the growth of the professional hygiene market. Since December 2019, the COVID-19 pandemic has rapidly spread to numerous countries, resulting in millions of cases worldwide. This pandemic has significantly impacted the demand for sensor-based professional hygiene products, further accelerating market growth.
The market is segmented based on various factors, including product, application, distribution channel, and geography.
Segmentation by Product
Tissues and Napkins
Wiping and Cleaning
Soaps and Sanitizers
Segmentation By Application
Segmentation By Distribution Channel
Segmentation by Geography
North America – US and Canada US, Canada, Mexico
Europe – Germany, France, UK, Italy, Spain
APAC – China, Japan, India, South Korea, Australia
Latin America – Brazil, Mexico, Argentina
Middle East & Africa – Turkey, South Africa, Saudi Arabia
The professional hygiene market globally is categorized by product into tissues & napkins, soaps & sanitizers, and wiping & cleaning. Among these, tissues and napkins are the leading products primarily due to their increasing use in the hospitality and tourism industries. The growing concerns for hygiene in public places have driven the demand for tissue paper at a rapid pace. Over the past thirty years, the global tissue sector has witnessed substantial growth, capacity expansion, and consolidation.
In 2022, the hospitality segment accounted for the highest share of revenue in the global professional hygiene market, surpassing 38%. This can be attributed to the shift in population from rural to urban areas. The hospitality sector includes sub-segments such as spas, hotels, restaurants, and food chains where guests interact with employees. Cleaning and sanitizing are essential steps in these sectors. The growth of the hospitality industry, including resorts and luxury hotels, along with the tourism sector, contributes to the expansion of the professional hygiene industry. In 2019, the hotel industry contributed over USD 3.41 trillion to the global economy. The demand for professional hygiene products in the hospitality segment in the APAC region is expected to grow at the fastest rate during the forecast period.
The offline segment holds the largest share of revenue in the global professional hygiene market. It is convenient for professionals to purchase products in bulk at discounted prices. Supermarkets and hypermarkets provide vendors with larger shelf space to sell their products. On the other hand, building better relationships (offering promotions and discounts) with small retail shops or departmental stores can boost sales. Online retailers like Amazon, BigBasket, Flipkart, Argos, eBay, and Target.com offer direct sales through their online platforms. The online sale segment in the global professional hygiene market is experiencing significant growth.
North America had the highest revenue share in the global professional hygiene market in 2022. This can be attributed to the flourishing luxury hotel industry, increasing international tourism arrivals, and growing awareness of health and hygiene. The United States and Canada host major international sports events, trade fairs, and exhibitions, attracting a large number of international tourists. Furthermore, the healthcare segment faces a rising incidence of healthcare-associated infections (HAIs), which drives the demand for soaps & sanitizers, wiping, and cleaning products.
The United States, being severely affected by the COVID-19 pandemic, has contributed to the overall growth of the professional hygiene industry. The government’s focus on hand hygiene awareness has significantly boosted the sanitizer segment in the country. For instance, the U.S. CDC initiated the ‘Clean Hands Count’ campaign to encourage patients to ask healthcare providers about their hand hygiene practices. This campaign was launched in collaboration with GOJO Industries, the CDC Foundation, and the Centers for Disease Control and Prevention’s (CDC) Division of Healthcare Quality Promotion in 2016. In 2019, the campaign was extended to improve hand hygiene in community settings in partnership with GOJO Industries, Staples, and CDC’s Waterborne Disease Prevention Branch. These factors contribute to the growth of the professional hygiene market in the region. Additionally, healthcare is a significant contributor to the U.S. economy, accounting for almost one-fifth of the GDP. The region offers some of the highest-quality healthcare services globally, creating ample opportunities for professional hygiene market vendors.
Europe holds the second-largest share of revenue in the global professional hygiene market, with increasing domestic and international travel arrivals contributing to its growth. Being the world’s top destination for international tourist arrivals further supports industry expansion. The region exhibits a high adoption rate of advanced professional hygiene products, which is expected to continue growing during the forecast period due to the presence of developed economies.
APAC, Latin America, and the Middle East & Africa are significant target regions for most vendors as they witness substantial international tourism growth. This presents extensive opportunities for market expansion in these regions. Additionally, the high prevalence of healthcare-associated infections (HAIs) and infectious diseases in low- and middle-income countries (LMICs), coupled with an aging population and limited knowledge about health hygiene, is expected to contribute to the rapid spread of such diseases in APAC, Latin America, and the Middle East & Africa.
The global professional hygiene market is characterized by intense competition and fragmentation, with numerous regional, local, and international players. Key market vendors include Essity Aktiebolag, KIMBERLEY CLARK, Koch Industries, Reckitt Benckiser Group, and Cascades. These vendors offer a wide range of professional hygiene products at competitive prices. However, due to the presence of established and highly competitive companies that continuously invest in product innovations and business expansions, there is limited room for new entrants.
Mergers, acquisitions, and collaborations are crucial strategies employed by companies to facilitate their growth. These activities help vendors strengthen their global distribution networks and explore untapped opportunities. While major players have a strong presence in developed economies, they have been increasingly targeting emerging economies to expand their global footprint and maintain competitiveness. For instance, in 2021, Essity increased its ownership in the Colombian hygiene company Productos Familia S.A. to 95.8%, thereby strengthening its presence in Latin America. Essity has also experienced significant turnover growth in the Asia-Pacific region since 2019, generating the second-largest revenue share (27%) in APAC.
Global players consistently focus on developing innovative and advanced products, such as touchless soap dispensers and paper towel dispensers, with an emphasis on quality, features, and price. They promote their products through investments in online platforms and conduct health hygiene awareness campaigns online. As a result, social media now plays a major role in marketing these advanced products within the industry. Leading players in the professional hygiene market have also expanded their online presence by offering their products through dedicated websites. Reckitt Benckiser Group is an example of a company that has adopted this approach.
Key companies profiled in this report include Essity Aktiebolag, KIMBERLEY CLARK, Reckitt Benckiser Group, Koch Industries, Cascades, Ableman International, American Specialties, Askon Hygiene Products, Becto, Best Sanitizers, Bobrick, Bradley, Brightwell Dispensers, Bright Pancar, Christeyns, Cipla, Cleenol Group, Contec, Dihour, Dreumex, Ecolab, Euronics, EcoHydra Technologies, Fluid Energy Group, GOJO Industries, G9 Chemicals, Hokwang Industries, Himalaya Global Holdings, Hi-Genie, JVD, Kutol, Kiilto, LinkWell, Lion, Nice-Pak Products, Pal International, PAUN HARTMANN, SOFIDEL, SC Johnson, STERIS, Stryker, Sklar Surgical Instruments, Safetec of America, Vi-Jon, Vectair Systems, Whiteley, Zep, Zoono Group.
Recent Industry Developments
KIMBERLEY-CLARK unveiled its ICON dispenser collection in Germany and Austria on September 21, 2022. This launch marks the introduction of their new line of dispensers in these markets.
On November 14, 2022, Essity and Reckitt, two influential players in the professional hygiene industry, jointly announced the release of a co-branded product range. This range includes an Antibacterial Multipurpose Cleaner Spray, Antibacterial Foam Soap, and Hand Sanitizer Gel, specifically designed for use in Tork dispensers. This collaboration aims to provide customers with high-quality hygiene solutions.
In 2020, Georgia Pacific introduced the KOLO Smart Restroom Monitoring System. This innovative system is designed to ensure that dispensers are consistently stocked and fixtures are in proper working condition. The KOLO Smart Restroom Monitoring System helps maintain optimal restroom hygiene by effectively monitoring and managing essential restroom supplies.
Key Questions Answered
What is the size of the professional hygiene market?
The professional hygiene market was valued at USD 15.93 billion in 2022 and is projected to reach USD 21.71 billion by 2028.
What is the growth rate of the professional hygiene market?
The global professional hygiene market is experiencing a compound annual growth rate (CAGR) of 5.29% from 2022 to 2028.
What are the emerging trends in the professional hygiene market?
The professional hygiene industry is witnessing several emerging trends, including a shift towards data-driven cleaning practices, the increasing popularity of eco-friendly products, a rising demand for smart bathroom solutions, and the integration of Internet of Things (IoT) technology in automatic soap dispensers.
Which region dominates the global professional hygiene market?
North America holds the largest share of the global professional hygiene market, accounting for 31.18% of the total market share.
Who are the major players in the global professional hygiene market?
The key players in the global professional hygiene market include Essity Aktiebolag, KIMBERLEY CLARK, Reckitt Benckiser Group, Koch Industries, and Cascades.