Los Angeles, CA (PRWEB) February 17, 2012
The H and Sanitizer Manufacturing industry expanded over the past five years, with revenue increasing at an average annual rate of 5.6% to $189.6 million in 2012. An increased health conscious population has driven sales higher over the period, particularly during 2009 as the H1N1 flu pandemic resulted in a sharp sales gain. This sales rise was short lived, however, as the pandemic waned and consumers’ concerns eased. According to IBISWorld industry analyst Justin Molavi, “Firms have concentrated on marketing their products in an attempt to differentiate themselves from the competition” – manufacturers have used different bottles, display packaging and scents to drive sales. These actions have helped support sales and are expected to continue doing so over 2012, as more consumers purchase the industry’s product amid improved disposable incomes.
Heightened interest in hand sanitizers have paved the way for increased competition among players in the Hand Sanitizer Manufacturing industry. Firms that leveraged distribution relationships often outperform their peers since these players are able to distribute their products across the country with low up-front investment. Also, many of the industry’s input prices are correlated to the price of oil, and as the price of oil rose sharply up to and after the recession, this price increase made it difficult to pass along the cost to consumers, says Molavi. Industry players that locked in prices were better able to pad margins and compete for market share. Due to the lower level of market share concentration, there is not a high degree of price competition between domestically produced brands, with some firms having greater market power in specific markets, such as in hospitals and healthcare facilities.
The next five years will bring slower revenue growth for the industry. A flu pandemic is not something that can be forecast and, in general, is not expected over the period, limiting the industry’s growth potential. The market for hand sanitizers will continue to saturate, offering finite room for industry growth. This, in turn, will push players to ramp up marketing expenses to reach customers. Nonetheless, continued consumer interest in staying healthy will continue to push revenue higher. Heightened interest in nonalcohol-based hand sanitizers is also expected to drive sales growth over the next five years, as will improving disposable incomes. For more information, visit IBISWorld’s Hand Sanitizer Manufacturing report in the US industry page.
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IBISWorld industry Report Key Topics
This industry manufactures hand sanitizers in a variety of forms, including gel, foam and liquid. Hand sanitizers and hand antiseptics offer alternatives to hand washing with soap and water.
Key External Drivers
Industry Life Cycle
Products & Markets
Products & Services
Globalization & Trade
Market Share Concentration
Key Success Factors
Cost Structure Benchmarks
Barriers to Entry
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