Hand and household hygiene innovation has taken on new significance in the wake of the COVID-19 pandemic. But what do consumers really want from these products, and how should manufacturers balance consumer expectations with regulatory requirements?
 
Earlier this year, we conducted a representative study of 1,368 US adults to gain insights on consumer preferences and expectations.
 
What Consumers Told Us
 
Some of the findings were as you might expect. For instance, antibacterial handwash and sanitizer was the most popular product for providing personal protection against the virus, purchased by 65% of US adults. This was followed by cleaning products such as antibacterial wipes and spray, which had been purchased by 58%.
 
When we asked people which factors were important to them when purchasing products in response to COVID-19, the top five responses were:
 

• The desire to protect self and loved ones (63%)
• That the product does what it is supposed to (62%)
• Good price / value (53%)
• Functional claims (45%)
• Scientific evidence of effectiveness (41%)

 
These factors point towards an overall consumer desire for ‘products that work’ while offering good value.
 
However, we also discovered that although 70% of US consumers trust antimicrobial products’ claims, they sometimes find the claims unclear and would like substantiating data to be more accessible.
 
Many people (71%) rely on claims on packaging or in product descriptions to find products that are effective. Yet 60% say it is difficult to find this information, 71% say claims are often unclear and 79% would like the data substantiating claims to be more accessible.  
 
When we asked people what product claims mattered to them, a clear majority said ‘effectively killing germs or bacteria’ was important (78%). Knowing that products are manufactured to the highest safety standards was also important to more than half of US consumers (51%).
 
What Regulations Demand
 
In the US, consumer-grade hand hygiene products are treated as over the counter (OTC) monograph products by the FDA and must follow the associated labeling requirements. The relevant monograph covers three common active ingredients: benzalkonium chloride, alcohol (ethanol or ethyl alcohol) and isopropyl alcohol. Consumer products using any of these ingredients at certain concentrations can make antimicrobial hand sanitizing claims without undergoing the FDA’s rigorous New Drug Application process. Instead, compliant products follow the automated drug registration and listing system.
 
When it comes to household hygiene products, antimicrobials for use on inanimate surfaces are regulated by the Environmental Protection Agency (EPA). However, there can be discrepancies between federal and state legislation.
 
For instance, antimicrobials for controlling microorganisms which are infectious to humans are considered ‘public health antimicrobials’ when intended for use on inanimate objects. This covers use in any public setting, including homes. Such products require registration both with the EPA and in any state where they are distributed. They are evaluated for their safety and performance according to guidelines established under the Federal Insecticide, Fungicide and Rodenticide Act (FIFRA).  
 
Finding a Balance
 
Regulatory requirements for hand and household hygiene products in the US are robust and place great emphasis on consumer safety and the substantiation of claims. Nevertheless, our research indicates that many consumers would like better access to evidence of products’ effectiveness. Making scientific data more accessible – in terms of availability and ease of interpretation – could have a favorable impact on purchase decisions.
 
As the world learns to live with COVID-19, hygiene innovation is big business. Products that walk the all-important line between compliance and consumer appeal are set to flourish.
 
With a carefully planned approach, it is possible to develop and convey product information that engages and influences consumers while satisfying regulations both in the US and at a global level. When efforts surrounding product compliance and differentiation are aligned, everyone wins.
 
TSG recently published two whitepapers available free of charge to help manufacturers understand and navigate the complexity of hand and household hygiene product regulations:
 

• Aligning hand hygiene products with regulatory frameworks in the age of COVID-19
• Household biocides: Striking a balance between claims and regulations in the COVID-19 world

 
About the Author
 
Erin Tesch is the senior vice president and managing director at TSG Consulting. She specializes in the registration and ongoing compliance of pesticides products with an emphasis on antimicrobial products. 
 
Tesch assists companies with novel technologies to navigate the complex regulatory approval process. She provides advocacy and strategic positioning within the regulatory agencies to help her clients successfully obtain approvals. Her experience spans across all types of products including disinfectants, sanitizers, materials preservatives as well as biologicals that may be used to control public health pathogens.