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Mintel Reports 2007 Is Record Year for Anti-Bacterial Launches

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By: Jamie Matusow

Editor-in-Chief

Heightened levels of “germaphobia” have given rise to a huge influx of new products developed to sanitize home, work and public places.

According to Mintel Global New Products Database (GNPD), new introductions of “anti-bacterial” non-food products increased from fewer than 200 worldwide in 2003 to some 1,610 in 2006—an impressive 713% growth.

Already this year, Mintel has seen over 1,700 anti-bacterial products launch globally, as manufacturers continue to play on consumer fears about germs.

Last year, the U.S. saw the greatest number of new anti-bacterial products of any country worldwide. Mintel GNPD recorded around 170 anti-bacterial product launches in 2006, but so far this year, there have already been over 200 new anti-bacterial introductions.

This rapid growth in anti-bacterial new product development seems well placed, if consumer sentiment is anything to go by. According to Mintel Reports, some 71% of American adults, who do some or all of the household cleaning prefer anti-bacterial and germ-killing cleaning products.

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