Vegetable and fruit sanitizers have rapidly gained popularity in the recent past due to the Covid-19 pandemic. They are expected to follow a trajectory that closely follows the rising growth in the hand sanitizer market. Vegetable and fruit sanitizers usually incorporate surfactants (substances which lower surface tension and ease the sanitizing process), antioxidants and other cleaning agents that eliminate microbes and other pathogens from vegetable and fruit surfaces.
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The vegetable and fruit sanitizer market is a fragmented market as it involves various players at the global, regional and local levels. The rapid growth in the market in the foreseeable future is likely to result in more players entering the market, leading to further fragmentation.
However, limited ability to invest in manufacturing of products has at the moment proved a hinderance to smaller players and contained their market ambitions. At the same time, the Covid-19 pandemic has also led to various counterfeit products circulating in the market which can pose a threat to the established players in terms of credibility and market penetration.
The market has been flooded with a slew of product launches in the recent past. Some key recently unveiled products include Dabur’s Veggie Wash, Marico’s Veggie Clean, CavinKare’s SaaFoo and Indian Tabaco Company’s (ITC) Nimwash. Other brands in the market include Whink’s Wash Away, JBT’s Sta-Fresh, Endura-Fresh and Fresh-Cote, Sunrider International’s SunSmile, Rebel Green’s Wash Veggie Clean, Fit Organic’s Wash Soaker, etc.
Some of the key players in the vegetable and fruit sanitizer market include Acton, vergeAqua, Citrus Magic, Dabur, Trader Joe, JBT, Sunrider International, CavinKare, Attitude Store, Norvex, GoWipe, Marico, Rebel Green, ITC, Pee Buddy, Whink and Fit Organic.
The major target audience for most brands and manufacturers have been urban consumers in developed western economies. However, the Covid-19 crisis has substantially expanded the target audience. Furthermore, supermarkets and retail stores have also been increasingly adopting vegetable and fruit sanitizers.
Consumer preference towards organic vegetable and fruits sanitizers, caused largely due to increased awareness about harmful effects of chemicals on food surfaces, has led manufacturers to research into organic sanitizing agents and develop organic sanitizers.
A market shift in distribution channels has been caused due to lockdowns and social distancing measure instituted due to the Covid-19 pandemic and online sales of vegetable and fruits sanitizers has rapidly gained traction. Manufacturers have thus attempted to increase their online presence in recent months.
At the same time, given that offline channels like supermarkets, hypermarkets and retail stores had dominated sales in the vegetable and fruits sanitizer market, syndications between manufacturers and vendors is also likely to remain an enduring phenomenon.
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Drivers of the Vegetable and Fruits Sanitizer Market
The Covid-19 crisis has propelled the vegetable and fruits sanitizer market into prominence. Traditionally, health conscious consumers, especially those with infants in their homes, had been the market’s key drivers. The increase in health consciousness, especially with regard to protection of edible products from microbes and pathogens, is likely to endure and hence become a key market driver in the future.
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North America and Europe had hitherto been the largest regional segments for the vegetable and fruits sanitizer market. This was mainly due to the high standard of living and health consciousness in the regions’ developed economies. These factors are likely to ensure the continuation of positive market trends. Oceania too figured prominently in the regional share as a result of these factors despite its small population.
The Covid-19 scenario has turned things around in a big way and the developing economies of East Asia and South Asia are expected to see phenomenal growth in the years to come.
The positive population dividend of countries like India, China, Bangladesh, Pakistan and the Southeast Asian nations is expected to lead the growth in the vegetable and fruits sanitizer market, even as the consolidated East Asian economies of Japan, South Korea and Taiwan register growth due to increasing health concerns in their ageing populations. Latin America and the Middle East and Africa are the market’s other key regional segments.
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Regional analysis includes
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- East Asia
- South Asia
- Middle East & Africa
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