The combined effect of rising regional competition, lingering supply chain disruptions and growing consumer expectation for quality, value, convenience, and personal and planetary wellbeing will further shape retail tissue and disposable hygiene business strategy, from supply chain resilience construction to geographical expansion, efficacy-forward product positioning, portfolio diversification, and cross-industry collaboration to accelerate sustainability progress, as explored in this report.
This report comes in PPT.
While the top global players remain in the lead with established brand equity, their dominance is gradually challenged by more agile regional and local players in especially fragmented developing APAC and MEA markets. Such competition has accelerated top players’ geographical expansion, portfolio segmentation and cross-industry diversification.
Supply-demand imbalance, worsened by global events such as the war in Ukraine and China’s restrictions under its zero-COVID policy, continues weighing on businesses’ supply chains and balance sheets, accelerating investment in supply chain resilience, especially through manufacturing localisation, supplier diversification and automation.
As consumers take a more simplified yet deliberately conscious approach to personal care, companies are increasingly focused on value creation by harnessing the power of tangible functional benefits in product development and brand communications.
The growing consumer awareness of personal wellness that encompasses skin, body and mind has accelerated value creation through holistic positioning and digitalisation in especially the retail hygiene industry, with the former bringing consumers more self-care options across adjacent need states and the latter providing a more individualised shopping and care experience.
Growing consumer demand for purposeful living and environmental stewardship will continue shaping competitive strategy. To align key sustainability objectives with consumers’ value perception and businesses’ financial agenda, companies are increasingly focused on green features communicating visible and tangible consequences.
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.See All of Our Definitions
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