Trends Impacting Soap and Sanitizer Products

How is your company innovating to meet the increasing demand for sustainable hand hygiene solutions, specifically in terms of packaging reduction and the use of recyclable or reusable materials? 

Spartan: Our patented foamyiQ is recyclable and made from 25 percent post-consumer recycled material. Our Safer Choice formulas in this line now make up 20 percent of the total line sales. Demonstrating that customers have a preference for third-party certified Safer Choice solutions. 

GOJO Industries: Our goal is to contribute to a world where plastics are used responsibly, waste is minimized, and materials remain in motion rather than being discarded. Introduced in 2024, GOJO’s ES10 Dispensing System, is the company’s most sustainable touch-free dispensing solution to date, balancing efficiency, waste reduction, and environmental responsibility while continuing to deliver the hand hygiene experience that customers expect. By streamlining its refill design and eliminating unnecessary plastic components, GOJO significantly reduced material waste and emissions while maintaining the durability and reliability required in any touch-free environment.

Ecolab: Ecolab aims for reusable or recyclable-by-design packaging for non-regulated products by 2030, with 91 percent of its packaging currently meeting this standard. In 2024, Ecolab launched the Disinfectant 1 Wipe, a plastic-free, degradable wipe, and ReadyDose, a tablet-based cleaning program reducing plastic waste by 98.8 percent. Ecolab’s SmartPower technology replaces traditional plastic pails with shrink-wrapped blocks, cutting plastic use by up to 99 percent. 

Reckitt's Lysol Pro Solutions: Reckitt focuses on biodegradable packaging for Dettol products, driven by Jon Dommisse’s strategic oversight as vice president of strategy and corporate development. We focus on a shift towards consumer and commercial demand for greener hygiene solutions, integrating post-consumer recycled materials into packaging to align with 2025 sustainability trends. 

What are the emerging trends in hand hygiene and how might these impact the market in the next few years? 

GOJO Industries: Our PURELL SMARTLINK Technology uses motion sensors and cloud-based analytics to monitor compliance. The data helps hospital executives uncover high- and low-compliance areas so they can provide the appropriate support. GOJO also works to develop ecologically friendly sanitizer formulations, balancing efficacy and sustainability. These trends are expected to enhance compliance in healthcare and education, with smart technology projected to expand into food service by 2027.  

Ecolab: Our focus on advanced ingredients includes biodegradable disinfectants, like the 2024 Disinfectant 1 Wipe, which uses wood pulp fibers. IoT-enabled dispensers provide predictive maintenance, impacting the market by reducing operational costs. Our CEO has placed an emphasis on “science-based solutions” to meet infection prevention needs, planning for a future of integrated hygiene systems. 

Spartan: As far as sustainability is concerned, another great thing about foamyiQ is that there are no batteries to stock, manage or change, yet each time the refill is depleted, you can pop on a fresh, clean dispensing cartridge. Users don’t have to interact with dirty paddles or dispensers that fail to dispense because the battery is dead — easy, convenient, and clean. 

What are the most significant shifts you've observed in customer preferences regarding hand soap formulations, particularly concerning dye and fragrance-free options?  

Reckitt's Lysol Pro Solutions: We’ve seen increased customer preference for hypoallergenic, dye-free soaps driven by consumer awareness of skin irritation risks. We've also seen a significant shift toward formulations that prioritize skin health and environmental impact, aligning with a renewed focus on gentle, sustainable products.  

GOJO Industries: We're responding to a rising demand for dye- and fragrance-free formulations, particularly in healthcare and food service, where skin sensitivity is a concern. A recent round of research and surveys found 62 percent of users prefer fragrance-free options, with an emphasis on employee safety. The PURELL and GOJO brand soaps offer fragrance-free variants to meet this trend. 

What are the key advantages and disadvantages of foam versus gel hand soaps, and how should distributors position these products to different customer segments? 

Ecolab: Ecolab’s foam soaps reduce water usage and enhance user satisfaction, but gels are preferred for heavy-duty cleaning in food processing. We suggest distributors target foam soaps to education and hospitality for aesthetics and gels to industrial sectors for efficacy.  

GOJO Industries: Foam has some unique advantages: lower product usage per wash (up to 30 percent less), better lathering, and user preference for a luxurious feel. Disadvantages include higher initial dispenser costs and potential clogging in high-traffic settings. Gel soaps are more durable in industrial environments and cost-effective for budget-conscious clients but may feel less premium. Distributors should position foam soaps for healthcare and office settings, where user experience matters, and gels for industrial and food service clients needing robust cleaning. 

How are regulatory changes impacting the formulation and marketing of hand hygiene products, and what advice do you have for distributors to remain compliant?   

Spartan: The Food and Drug Administration (FDA) has increased its involvement in the regulation of hand hygiene products. Prior to 2022, manufacturers were only required to register over-the-counter (OTC) hand hygiene products. With the addition of Modernization of Cosmetics Regulation Act (MoCRA) in 2022, all cosmetic products (including non-OTC hand hygiene) are now regulated by the FDA. This means manufacturers must register facilities and products with the FDA, maintain records supporting that there is adequate substantiation of safety for each product, report serious adverse effects to FDA, and follow mandatory Current Good Manufacturing practices (cGMPs) for cosmetics. My advice to distributors to remain compliant would be:  

1. Stay current with FDA rulemaking updates. Their website provides a wealth of information about MoCRA and provides guidance documents and frequently asked questions.  

2. Take the opportunity to look at resources offered by industry associations such as Personal Care Products Council (PCPC). These organizations offer support to their members to help them comply with federal regulations.  

3. Utilizing regulatory consulting firms can help navigate regulations. They provide expert guidance and support that is tailored to the specifics of your individual business needs. 

What are the most common misconceptions distributors have about hand hygiene products? 

GOJO Industries: Common misconceptions include assuming all sanitizers are equally effective, or that foam soaps are less hygienic. Training programs educate distributors in formulation science and dispenser reliability. 

Ecolab: Misconceptions often involve overestimating antimicrobial coatings’ effectiveness. Ecolab counters with evidence-based marketing, emphasizing alcohol-based sanitizers’ superiority. We often offer webinars and use other opportunities to clarify technical differences. 

What resources and training do you provide distributors to help them effectively communicate the value proposition of hand hygiene products to their customers? 

Spartan: We offer several videos and printed visual guides to remind facility occupants of the importance of hand hygiene. My favorite is “Kids teach us about handwashing,” which comes with a cute handout for students to reinforce the message. We also have a very knowledgeable sales team to provide direct support to distributors and answer any questions they may have. 

Jackson Silvanik is the managing editor of Facility Cleaning Decisions, Contracting Profits, and Sanitary Maintenance magazines, as well as CleanLink.com.

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Handwashing Habits Drive Product Innovation