Global Feminine Care: Strategies in Value Creation

Delivery

This report comes in PPT.

Key findings

Growing awareness and economic recovery augment growth, while contraception and alternative formats cast challenges

Developing countries continue leading sanitary protection growth, with the slim/thin/ultra-thin format generating the strongest momentum, while tampons and pantyliners navigate a more dynamic global battleground. With shifting lifestyles and growing awareness and income encouraging category spending and consumption, reusable formats continue imposing competitive pressure.

Price sensitivity propels supply chain optimisation and value communications to justify premiumisation

As financial uncertainty and price inflation drive consumers to constantly balance quality and value, companies looking for premiumisation opportunities are expected to reassess the supply chain for cost reductions and further articulate value propositions that resonate well with the core millennial and gen Z audience.

Greater emphasis on conscience, simplicity and transparency shapes brand communications

As COVID-19 has strengthened consumers’ desire to understand product ingredients and make positive changes through their everyday actions, more companies are investing in labels and marketing campaigns that endorse efforts to align with such priorities and values.

Demand for products promoting holistic care drives brand identity shift and portfolio diversification

Taking ownership of their wellbeing, millennials and gen Z have healthy instincts and are aware of how their choices impact their health. As COVID-19 has heightened this focus on long-term implications, they are looking to brands for holistic solutions and alternative services to support their wellbeing.

An omnichannel strategy combining digital agility and connectivity with in-store serendipity and immediacy leads long-term growth

Millennials and gen Z expect brands to anticipate their needs and desires, based on both their purchase history and them as individuals, fuelling brands’ investment in digital engagement. However, as economic activity resumes, consumers expect physical retail, the core shopping destination for feminine care products, to provide a shopping experience as fluid as the one online.