Buffalo Grove, Ill.-based Dow Microbial Control — a business unit of The Dow Chemical Company,
Midland, Mich., and developer of SILVADUR™ antimicrobial technology — recently conducted a survey
of 750 U.S. consumers to learn their preferences with regard to antimicrobial properties in
apparel, footwear and home furnishings products such as mattresses, pillows, sheets and towels.
The company reports survey conclusions include the following, among other findings:
• Consumers are willing to pay 5- to 20-percent premiums to purchase
certain apparel and home furnishings goods that offer “new generation” antimicrobial performance.
• Among current and potential consumers who own goods that feature
antimicrobial properties, 90 percent and 60 percent, respectively, expressed interest in purchasing
antimicrobial-treated products such as those mentioned above.
• Among more than 60 percent of survey participants, there is a very high
concern about bacteria, mold, parasites and dust that are found in the home and in food; in
addition to airborne and viral infections.
Noting that research has been lacking in the area of understanding consumer preferences for
antimicrobial-treated product features, Dow Microbial Control’s Global Strategic Marketing Manager
Karel Williams said, “Understanding this consumer mindset is critical throughout the apparel and
textiles value chain, but particularly to textile manufacturers, retailers and brand owners who
want to increase their sales and margins.”
September 17, 2013