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Industry & Competitive Context The global hygiene and disinfectant market entered a period of extraordinary structural dislocation in early 2020. The declaration of COVID-19 as a pandemic by the World Health Organization in March 2020 triggered a simultaneous surge in consumer demand for antiseptic, disinfectant, and hand hygiene products across virtually every geography and income level. This was not a gradual category expansion — it was a demand shock of a kind rarely encou