Data: Consumers Want Clearer Hygiene Claims

Consumers expect better clarity on hygiene claims.
Consumers expect better clarity on hygiene claims.

Consumers need hand hygiene claims and substantiation data to be more transparent, particularly around COVID-19, per new research commissioned by scientific consultancy TSG Consulting.

The study surveyed 8,828 adults from the United Kingdom, the United States, Canada, France, Germany and Spain; figures have been weighted to be representative of all adults in each country.

Previously: FDA Sanitizer Warnings

Key findings:

  • 67% of respondents said they had purchased antibacterial handwash or hand sanitizer in response to COVID-19; this included 83% of Spanish respondents (the highest) and 65% of U.S. respondents (the lowest)
  • 70% said they trusted claims made by products; however, 67% said they found it difficult to find evidence of efficacy on product packaging or in online descriptions
  • 81% would like data substantiating claims to be more readily available on the websites of manufacturers or online retailers

TSG notes, "[I]n the European Union, hand hygiene products may be classified as a cosmetic or a biocide, depending on their formulation and claims made. This can have a significant impact on a product’s positioning, labelling and appeal to different demographics."

“COVID-19 is still a big part of our lives, and as people resume work, education and leisure activities hand hygiene will remain a priority," said Amy Burrows, head of biocides and cosmetics at TSG. "It’s important that consumers can make informed decisions about the products they choose.”

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