Once when we thought of sanitizers, we used to think of hospitals and doctors’ offices. But not anymore. Sanitizers are a hot commodity these days and can be found in people’s homes, cars, purses, restaurants, cinemas, and pretty much anywhere else.

Since the start of the COVID-19 pandemic hand sanitizers have flown off the shelves as people looked for ways to protect themselves from the virus.

And so, the target market for sanitizers has expanded to everyone who wants to protect themselves and their families from viruses, germs, and bacteria.

In this article, we will explore this market and discuss some of the main reasons why people use sanitizers.

Who is the Target Market for Sanitizers?

The target market for sanitizers can be classified into the following segments:

  1. Healthcare Professionals
  2. Parents with Young Children
  3. The Elderly
  4. People with Low Immunity
  5. Germophobes
  6. Businesses

Let’s look closely at each of these market segments.

1. Healthcare Professionals

Doctors, nurses, and other healthcare professionals are the first target market for sanitizers.

As they regularly come into contact with sick patients, they need to take extra precautions to protect themselves from diseases. And the other way around is just as necessary. They need to protect patients from diseases they may be carrying.

And so sanitizers are an essential part of their daily routine.

2. Parents with Young Children

Young children tend to bring home all sorts of germs and bacteria from school and daycare. In fact, one of the main vectors of the transmission of Covid-19 was through children.

So parents with babies and small children are a great market for hand sanitizers of all kinds. Many will have a sanitizer bottle in each room of the house, in their pockets, in their purse and some parents will use sanitizers to clean surfaces that their children may have come into contact with.

When you have small children, regularly using a sanitizer is almost a reflex.

3. The Elderly

The Elderly, because of their advanced age, are susceptible to a host of diseases. And so they are another target market for sanitizers.

People in this age bracket are often advised by their doctors to take extra precautions and use hand sanitizers regularly to protect themselves from diseases.

They may also be more likely to live in retirement or nursing homes where the risk of contracting and spreading disease is higher.

4. People with Low Immunity

People with low immunity, such as cancer patients undergoing chemotherapy, also target customers for sanitizers.

They need to take extra precautions to protect themselves from diseases and often use sanitizers as the first line of defense.

If they are undergoing care at home, their caregivers will also use sanitizers to protect them from infection.

5. Germophobes

Germophobes are people who are obsessed with cleanliness and often have a fear of contracting diseases.

They may use sanitizers excessively, even when there is no risk of infection.

For them, using a sanitizer is a way to reduce their anxiety and feel in control and so that makes them an excellent target market for sanitizers.

6. Businesses

Businesses with offices need to provide a safe and clean environment for their employees and customers. They will often have sanitizers placed around the workplace for employees and customers to use.

And so, they are another good target market for sanitizers as they place orders in large quantities and on a recurring basis.

Other businesses that buy sanitizers include restaurants, hotels, and schools.


The target market for sanitizers has expanded massively in the last years since the Covid-19 pandemic made people focus on hygiene and cleanliness.

But even before that, there were already many segments of the population who used sanitizers regularly for a variety of reasons.

In this article, we have looked at some of the main target markets for sanitizers: healthcare professionals, parents with young children, the elderly, people with low immunity, germophobes, and businesses with offices as well as restaurants, schools, and hospitals.

Each of these segments of the market has more or less the same motivation for using sanitizers but their choice of sanitizers will vary. If you are considering selling sanitizers be sure to propose products that will appeal to the needs of each of these segments.