April 2022

Consumers are more aware of harmful microorganisms in the indoor environment and the benefits of using products to prevent infection and illness. As a result, the germicidal market continues to grow.

Consumers’ cleaning habits increased, and many people report the intent of keeping cleanliness a priority in their routine.

Consumers also want to see strong claims and research in germicidal products. The germicidal industry is expected to grow dramatically in the coming years. Grand View Market Research reported the global antiseptic and disinfectant market as $28.0 billion in 2021, expected to grow to $105.4 billion by 2028. Companies that make germicidal products can take advantage of this industry growth with effective marketing of their products to end-users.

Here are three marketing methods Microchem recommends:

  • Photos: Crisp, high-resolution photographs or time-lapse images like the one from Microchem’s lab, below, can be compelling to consumers. Approaches range from highlighting differences in vivid growth of colonies on selective agar plates before and after testing to showcasing electron micrographs of bacteria and fungi destroyed by treatment.
  • Physical Indicators: In-person demonstrations of germicidal effect are powerful, but a technological challenge. Approaches vary by product and application, but include things like products that change color shortly after being applied to a surface, pH or moisture-reactive surfaces to indicate spray patterns and coverage, or tying a disinfectant product’s foam let-down to the anticipated contact time required for disinfection.
  • Robust Testing: Strong germicidal claims are widely valued among customers. Not only are these tests often required needed for products to go to market, but consumers also pay attention to claims when choosing between competing products. Microchem can help you understand which tests are most relevant to your particular product and application.

To learn more about innovative ways to market your antimicrobial agents, contact our laboratory at [email protected].