How to use positioning to innovate in hand sanitiser market during Covid-19

Alcohol-based hand sanitisers offer preventative and hygienic benefits by killing germs in a convenient, portable format that is both quick and easy to use. Credit: kasarp studio / Shutterstock.

Alcohol-based hand sanitiser offers preventative and hygienic benefits by killing germs in a convenient, portable format that is both quick and easy to use, which has helped to boost the popularity of the product during the Covid-19 outbreak.

While strong consumer demand is positive, the segment’s low barrier to entry creates high competition as companies already in the space face additional competition from FMCG brands operating in other categories (e.g. alcoholic drinks brands) and non-FMCG brands (e.g. charities, fashion brands). This creates a competitive environment not typically seen in the FMCG industry. As such, never has the need to innovate been stronger in the hand sanitiser segment.

Although hand sanitisers offer many innovation opportunities, few are more cost-effective than innovating in terms of positioning. Compared to only launching a one-size-fits-all hand sanitiser not targeting a particular cohort, occasion, or usage, positioning creates multiple product extension opportunities that require none or only minimal product adaptions, as exemplified by these two launches.

It is fine to say Covid-19

Hand sanitisers positioned directly for the Covid-19 outbreak may simplify the purchasing decision for shoppers. One example is a hand sanitiser from Dermacol in Czechia that is explicitly positioned as “Anti-COVID.” Offered in a hand-sized 100ml pump bottle, the sanitiser prominently features “Anti-COVID” and “against viruses” claims at the front of the packaging to position the launch to the pandemic. As not all hand sanitisers are effective against coronavirus, consumers are likely to value the clear positioning.

Not just a hand sanitiser

Positioning a hand sanitiser for another usage is one way to innovate. The Alcol Mask branded face mask sanitiser recently launched in Italy by Poli Distillerie, a grappa distiller, is a good example. This is an innovative alcohol-based hand sanitiser positioned as a face mask sanitiser. The 75% ABV sanitiser spray is sold in a 50ml bottle and holds 250 puffs, allowing consumers to sanitise and re-use face masks more than 60 times. With the typical face mask only being effective for around 20 minutes, this can be an appealing proposition for many consumers globally.

Although this innovation strategy potentially entails incorporating a niche positioning, the result will be a more practical solution that stand outs in the sea of general hand sanitisers. Adopting a Covid-19 positioning either directly (Dermacol launch above) or indirectly (Alcol Mask launch above) provides clear messaging and removes potential confusion about the sanitiser’s efficacy against Covid-19.

A product’s positioning does not have to be a world-first to be successful. For instance, sanitisers for video game controllers already exist. However, there is room for more brands to enter this unsaturated segment, which consists of around 2.7 billion gamers estimated to spend $159bn in 2020. These gamers could be attracted to an “anti-covid” sanitiser positioned for controllers and other equipment, especially since sharing controllers is common when gaming in groups. Collaborating with major gaming studios will likely help reach this demographic.

The positioning opportunities are virtually endless and could include targeting airports, boarding passes, doorknobs, car doors, taxis, public transport, cash (coins and notes), shopping carts, taps/faucets, shoes, smartphones, tablets, luggage, children toys, pet toys, keyboards (work or personal), and even toilet seat.

Regardless of strategy, positioning is a powerful and cost-effective innovation strategy in the hand sanitiser space.

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