The disposable hygiene industry is expected to see continued growth after a temporary setback in 2022, supported by improved health awareness, product accessibility and income, particularly in developing markets. Moving forward, a more holistic sense of health stewardship will take hold, with much higher considerations of health outcomes, regimen care, convenience, customisation and sustainability. The report analyses the state of the industry and key trends shaping consumer demand.
This report comes in PPT.
While persistent inflation stalled a full demand recovery to pre-pandemic in 2022, it may ultimately prove to be a short-term phenomenon, with lifestyle shifts, value creation and disruptive alternatives shaping growth in mature markets, while demographic tailwinds, awareness growth and income improvement driving long-term developing penetration.
As consumers request further health ownership with confidence, products demonstrating stronger performance, security and mobility assurance, such as thin high-absorbency pads and pull-ups, will remain an important source of growth and remain an area of substantial innovation.
New spending habits and health priorities lead to more consumers clamouring for products delivering higher cost-benefit ratio. Therefore, businesses have responded with a sharpened focus on ingredients and designs that help deliver tangible health outcomes such as skin care, protection, flexibility, odour control and convenience.
As consumers demand more ownership of personal health and wellness and become more sophisticated digitally, businesses will further leverage digital applications and business models to better understand consumer needs, incentivise consumer engagement, and explore and experiment adjacent new growth horizons to solidify loyalty and spending.
Companies are highlighting ethical sustainability across the supply chain as a part of brand strategy, focusing particularly on plastics reduction through plant-based sourcing and end-of-life management. However, cost and supply chain pressures urge more surgical thinking to find more pragmatic and meaningful areas of investment and collaboration.
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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