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Growing health awareness leads to global expansion of hygiene market

7 May 2019

Good personal hygiene has a demonstrably positive effect on your health. This realisation is dawning all over the world, which is reflected in the sales figures of hygiene products. From tissues to towel machines to scent and soap dispensers: they are not only increasingly prevalent in sanitary facilities, but the products themselves are also becoming more sustainable and innovative.

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Tissues and towel machines

Every year, consumers spent roughly $44 billion on tissues. A total of $15.9 billion is spent on “professional hygiene,” such as tissue products for sanitary facilities outside the home, e.g. in train stations, football stadiums, restaurants and hospitals. TechNavio Research agency estimates that the market for paper towel machines will grow at an average annual rate of 3.61% between 2017 and 2021.

Urbanisation and industrialisation
A particularly strong growth of the tissue and hygiene market is seen in Asian countries along the Pacific, in the Middle East and in Africa. This development is caused by rapid urbanisation and industrialisation, combined with a growing awareness of the importance of hygiene.

Soap dispensers

The market for soap dispensers is also thriving. Grand View Research, a market research and consultancy firm from San Francisco, expects the global market for equipment for liquid-soap dispensers to be worth $10.29 billion by 2024. The market for dispensing systems as a whole is expected to grow from $31.5 billion in 2015 to $40.5 billion in 2020, with an average annual growth rate of 5.1%.

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Investing in innovation

The growing prevalence of hygiene products is raising the quality of life for people all over the world. After all, good personal hygiene prevents the spread of bacteria and germs. Major players in the market, such as Kimberley Clark, Essity and CWS, are working to develop clean and healthy workspaces and public areas all over the world. A lot of money is therefore invested in the development of innovative products that optimally improve people’s hygiene, such as automatic soap dispensers and towel machines equipped with a sensor. Users do not have to touch these devices at all.


Another development is that the environmental impact of hygiene products is lessening. For example, in more and more towel machines the disposable paper tissues are being replaced by tissues made from recyclable paper. The products themselves are becoming more sustainable as well. For example, Rompa Group produced a towel machine with a lifespan of up to nine years.

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Specialist in complete hygiene solutions

Is your organisation active in the hygiene products sector? Contact Martijn Jansen, our specialist in equipment and finished goods, to discuss the possibilities. Martijn can be reached via or +31 (6) 1233 6203