The importance of keeping hands clean and hygienic is often a lesson targeted at children, however it seems that UK adults have also been busy scrubbing up their hand washing routine. New research from Mintel reveals that over a third (35%) of adults are washing their hands more frequently than they were three years ago, rising to 42% of mothers with children under 16. Further showing that consumers are lathering up more often, the proportion of Brits buying liquid hand soap at least once a month has risen from 56% in 2013 to 62% in 2014. Whilst overall Brits are more likely to purchase liquid soap than bar soap (71% of Brits buying bar soap compared to 87% choosing liquid), it seems that the genders are divided when choosing how to keep clean.

2013_Mintel_hi-resThe vast majority (91%) of UK women buy liquid hand soap, compared to 83% of men, whilst men are more likely to buy bar soap with three quarters (75%) buying this variety compared to 68% of women. Showing that consumers are also choosing to fight germs on the go, today over half (58%) of Brits purchase hand sanitiser gel, with a third (33%) buying hand sanitiser gel once a month or more. It seems that young consumers are even more enthusiastic over keeping hands spic and span with three-quarters (75%) of 16-24s purchasing hand sanitiser gel and one in 10 (11%) buying it once a week or more. Despite the growth in handwashing, overall the soap, bath and shower category has experienced declining sales over the past two years, falling from £660 million in 2012 to an estimated £638 million in 2014. Moreover, as consumers have shifted towards more economical bathing routines, the sector may be faced with further stormy waters.

For more info visit

Comments are closed.


To use this website, you must be aged 18 years or over
* by clicking above, I agree that I am over 18 years of age