What’s in Demand?
While the overall market growth may be tepid, there are pockets
of growth to be found, noted Laura Mahecha, healthcare and I&I
industry expert at Kline & Company.
“Hand care is growing faster than most of the rest of the mar-
ket,” she said.“Companies are trying to present themselves to the
endusers and their distributors as value-added health companies
that keep people and facilities cleaner.”
The link between cleanliness and overall health has never
been stronger, which helps explain the better growth rates for
disinfectants and sanitizers, too, according to Mahecha. Gojo is
the leading supplier of hand care products to the I&I cleaning
industry with a nearly 18% market share. Ecolab is the No. 2
player in the hand-cleaning segment thanks to its leading posi-
tion within food service. Meanwhile, Zep is No. 3.
Purell’s No. 1 position in hand care made it an easy choice
for Gojo to expand into two hard surface categories. In October,
the company rolled out Purell disinfecting and sanitizing sprays
into the foodservice, healthcare and professional markets. The
formula kills germs such as MRSA, the cold and flu virus and
norovirus within 30 seconds. The no-rinse, food-contact surface
formula received Design for the Environment (DfE) Certification.
“Customers have asked, ‘what took you so long?’” noted
Stuart Webster, product manager. “Since its introduction, sales
have exceeded expectations.”
One reason is because among the 3,000 EPA-registered sur-
face disinfectants and sanitizers, less than 100 have the EPA’s
Category IV lowest toxicity rating, and of those, less than 10 have
the DfE Certification. At the same time, the Purell formulas are
priced on par with other premium sanitizers and disinfectants,
according to Stuart. Gojo executives have been so pleased with
the introduction that more are on the way.
“This is the first step in building a Purell megabrand,” he
told Happi. “It’s a great fit with our leadership position in
As germ concerns spread, schools, restaurants and health
care facilities are emphasizing personal hygiene, which has pro-
vided a lift to many players in the category. GP Pro, Atlanta, for
example, unveiled its premium restroom collection at ISSA. The
lineup includes the ActiveAire air care suite of products such as
the ActiveAire Freshener Dispenser for stalls, and active and pas-
sive freshener dispensers for the room.
“This is a special year for us, as air care is a new business,”
explained Gloria Potichko, marketing and content, GP Pro. Air
care has even made it to the toilet tissue dispensers. Last year, the
company rolled out Compact with ActiveAire tissue dispenser.
More innovations are on the way. According to Potichko, dur-
ing the next 18 months, GP Pro will roll out 30 innovations for
the I&I market. All these rollouts are necessary since, according
to GP Pro estimates, the average person spends nearly 400 days
of his life in a public restroom! It’s no wonder then that GP Pro
is determined to elevate the average restroom’s image. According
to one survey, 64% of Americans flush public toilets with their
feet, 60% open the door handle with toilet paper, 48% shut the
door with their butt, and 39% use elbows whenever possible to
avoid hand contact. One can only imagine how they would react
if they learn the germ load on their cellphone and touch screens
And that’s where Whoosh! comes in. The formula debuted
in 2011 as a car cleaner, but when CEO Jason Greenspan spilled
a bit on his iPad he was amazed at just how clean the screen
looked. Two years later, the company pivoted to tech hygiene and
since then has cleaned more than one million screens.
“Cellphones are dirtier than toilet seats; their germ loads are
similar to doorknobs,” Greenspan asserted.
Whoosh! is available in major retailers such as Target, Staples
and Bed Bath & Beyond, but company executives want more—
On the Floor
For years, I&I marketers have told Happi that to own the floor, is
to control the commercial cleaning business. As a result every key
player offered floor-finishing products in an effort to grab a larger
share of their customers’ business. But in recent years, floor care
has become something of a stepchild in the I&I category.
“Endusers are cutting back on stripping and waxing floors,”
explained Mahecha.“When school budgets get cut, the first thing
to go is floor care.”
As a result, floor care product sales have been slipping for
years, although Mahecha said sales are beginning to level.
Next month, Bona is expanding its floor care lineup with
Winter Cleaner that promises to clean and protect hardwood
floor by removing salts tracked in during the winter. According
to Bona, the unique formula quickly and safely breaks down
and lifts away calcium, magnesium and sodium salts. The Bona
Commercial System Hardwood Floor cleaner can be used on unwaxed, polyurethane finished wood floors.
“They’re more durable tools for professionals to use on a regular
basis, explained Tiffany Baird, brand manager, sport/jan-san, Bona.
Procter & Gamble Professional’s new Pro Line floor finish
stripper is butyl-free and has an extremely low odor, explained
Mike Weber, principal scientist, P&G.
“We’ve really built up our finished floor care offering to meet
customer need,” he told Happi.
The formula saves time as it removes a variety of finishes and
sealers to help eliminate the need to strip twice, according to
P&G. The stripper features a proprietary combination of solvents
to make it as effective as traditionally high pH strippers.
To ensure worker safety, I&I suppliers offer a range of training systems to make sure products are used correctly. Spartan
Chemical recently updated its CleanCheck training system,
which offers modules for training janitorial staff on how to clean
offices, restrooms, carpets and hard floors; it also has a safety
module. The training system can also be accessed online as well.