In late 2019, GlobalData found out consumer’s attitude towards maintaining their home, asking their view on killing germs and tidiness.

The majority of consumers globally say they try to keep their home both germ-free and tidy while consumers who prioritise killing germs over tidiness stood at 16%.

Figure: GlobalData Q3 2019 global consumer survey. Credit: GlobalData.

However, GlobalData is expecting that this consumer attitude is likely to change following the pandemic coronavirus outbreak. Its recently published report `Top Trends in Household Care and Laundry Products 2020` predicts the rise of the “super sterilised society” trend in which there is an escalating obsession with hygiene, cleanliness and immunity among global consumers. Minimising germs and viruses is likely to become of high importance for many consumers.