Dow study examines consumer attitudes toward antimicrobials

Dow Microbial Control, a business unit of the Dow Chemical Co., with headquarters in Midland, Mich., has released findings from a 2013 study of consumer attitudes toward products treated with antimicrobial agents. In fall 2012, the company introduced Silvadur Antimicrobial treatment for apparel and home textiles. The survey sample of 750 U.S. adults was 70% female and included current “owners or potential purchasers of” apparel, footwear and home furnishings treated with an antimicrobial. Ninety percent of current owners and 60% of potential owners were interested in purchasing “a wide array of items treated with antimicrobial technology.” Study respondents said they would be willing to pay a 5% to 20% premium for apparel and home furnishings with “new generation antimicrobial properties,” and 60% had “a very high concern” about bacteria, viruses, parasites, dust and mold.