How will COVID-19 change consumer attitudes and behaviours in respect to hygiene and cleaning and can we expect to see a new generation of innovations in this market?

COVID-19 has changed our world. At an alarming pace, this virus has spread across the globe bringing human tragedy and economic disruption.

A discussion on innovation to advance everyday personal hygiene or household cleaning products would, in the past, have sparked a limited level of interest beyond the community directly engaged in these market. Now however, we see consumers proactively engaged in watching video clips to learn how to wash their hands properly and taking time to read the ingredient list on products to check the efficacy of their chosen brand.

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Whilst progress is being made on topics that will inform longer-term solutions, strategies aimed at reducing the risk of infection from SARS-CoV-2 are an immediate priority.

But what might the medium- or longer-term impact (or halo effect) be? Does it represent a watershed in our attitudes to hygiene?