• Gojo Industries has about 25% of the U.S. hand sanitizer market.
• In 2018, Gojo's revenue was estimated at more than $370 million.
• The company is 100% family-owned and it does not release its sales numbers.

Marketing

• Purell had recently been marketing its hand sanitizer as a defense for the flu, norovirus, and other viruses on its website and social media.
• In January of this year, the Food and Drug Administration issued a warning letter to GOJO about the misleading language they use on their websites and social media accounts to promote Purell.
• Purell is regulated by the FDA and is classified as an over-the-counter drug.
• The FDA warned Purell against making unsubstantiated claims about their products reducing infections.
• "Hand sanitizer is regulated by the Food and Drug Administration and the agency has strict rules about promoting the use of these products against viruses or mentioning specific organisms by name."
• Based on more recent press releases, Gojo appears to focus its messaging around "caring for the local community" and "caring for the world." It has also mainly refocused its communications to replying to consumer queries on social media and has also avoided mentioning anything about Covid-19 in its marketing.

Target Audiences

•  Health care professionals, such as doctors and nurses, were early users of Purell.
• Purell was later introduced to the wider consumer marketplace in 1997.
• "In 2002, the Centers for Disease Control and Prevention endorsed alcohol-based hand rubs as an effective way to fight germs," this helped Purell rapidly expand and become popular among general consumers. It has since become "deeply associated with fighting germs in consumers’ minds."
• The military and other big institutions also became important customers for Purell.
• Purell is focusing its current production for health care workers and first responders, due to the pandemic. Gojo has stated that it will make Purell available to regular consumers “when it is able".

Top Competitors in the US Hand Sanitizer Market

•  3M 
•  Gojo Industries
• Proctor & Gamble (P&G)
•  Reckitt Benckiser 
•  Unilever
•  Vi-Jon

Summary

• For the initial hour, we tried identifying as much of the requested information as possible. We mainly focused this hour on gathering insights about Purell. We were able to identify insights on Purell's marketing, target audience, and competitors. However, since Purell is privately owned, insights on their marketing plan, distribution model, marketing budgets, and marketing budget allocations did not appear publicly or immediately available in this search.
• In the course of our research, we came across more insights on Purell's response to the FDA, which might also be of interest.
• We can also look into marketing insights for the identified competitors of Purell if this is also of interest.
• Feel free to add or select an option below.