In today’s consumer markets, products with antimicrobial claims become increasingly consumer relevant and this antimicrobial category is one of the highest growth categories in personal care and home care. Stricter regulation in food processing and healthcare have this segment grow rapidly.
With growing population, increased travel, increasing welfare and rapidly aging population, we all strive towards healthier lives and protection for our families against pathogens and infections.
It becomes more and more difficult for companies to competitively distinguish themselves with ‘standard label claims’ that are often less relevant to the end customer.