# Continuous Bacteria-Banishing Cleaners The Microbran 24 Cleaning Products Work for 24 Hours By Michael Hemsworth | Published 2020-02-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/microbran-24 References: [drugstorenews](https://drugstorenews.com/pg-debuts-microbran-24-antibacterial-cleaning-products) & [us.pg](https://us.pg.com) The Microbran 24 cleaning products are a new range of solutions from Proctor & Gamble that aim to help revitalize the cleaning product market with a series of breakthrough products. The products are formulated with ingredients that help them to kill 99.9% of germs and continue doing so for up to 24 hours, which could help to keep surfaces cleaner than ever before. The products come in three formats including a multipurpose cleaner, a [sanitizing spray](https://www.trendhunter.com/trends/home-sanitation-device) and a bathroom cleaner, and all come in citrus and other fresh scents. The Microbran 24 cleaning products were boasted by Vice President [North America Home Care](https://www.trendhunter.com/trends/gain-power-blast-dish-spray) at [P&G](https://www.trendhunter.com/trends/9-elements-foaming-dish-spray) Martin Hettich who said, "People deserve an antibacterial product that works as hard as they do to shield their home from the spread of bacteria. The antibacterial surface category hasn’t seen a true product innovation in a long time; we want to push beyond the status quo and offer families a new sanitizing product that keeps working around the clock. Now, they can rest easier knowing our breakthrough technology is hard at work, even when they’re not cleaning.” ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 84% | Activity: 94% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Continuous Bacteria-banishing Products:** Products with long-lasting antibacterial properties will disrupt the cleaning product market and transform the way people clean their homes. - **24-hour Cleaning Solutions:** Cleaning solutions that continue to tackle germs and bacteria for 24 hours will become the new standard in home cleaning and sanitation. - **Antibacterial Innovation:** Antibacterial products with breakthrough technology will be in high demand and will drive further innovation in the home care industry. ### Industries Being Reshaped - **Cleaning Products:** The cleaning product industry will see a disruptive innovation opportunity by developing continuous bacteria-banishing products that work for extended periods of time. - **Home Care:** The home care industry will benefit from the increased demand for long-lasting antibacterial solutions that offer peace of mind to consumers. - **Sanitation:** The sanitation industry will see a shift towards more advanced and effective cleaning products that provide lasting protection against germs and bacteria. ## Related on Trend Hunter - [All-in-One Antibacterial Cleaning Sprays](https://www.trendhunter.com/trends/cif-infinite-clean-antibac.md) - [Preventative Household Cleaners](https://www.trendhunter.com/trends/zep-plus.md) - [Medical-Grade Surface Disinfectants](https://www.trendhunter.com/trends/s7xtra.md) - [Multipurpose Germ-Killing Cleaners](https://www.trendhunter.com/trends/sc-johnson-familyguard.md) - [Long-Lasting Cleaning Products](https://www.trendhunter.com/trends/harpic-1.md) - [Antimicrobial Fabric Sprays](https://www.trendhunter.com/trends/febreze-fabric-antimicrobial.md) - [Summertime Cleaning Products](https://www.trendhunter.com/trends/cif-multipurpose-sprays.md) - [Broad-Spectrum Cleaning Products](https://www.trendhunter.com/trends/prevasive-botanical-disinfectant.md) - [Probiotic-Powered Household Cleaners](https://www.trendhunter.com/trends/probiotic-cleaners.md)