The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreNov 2017
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Retail hygiene sees positive growth globally, with innovation – from value-added to more affordable options across developed and developing markets – among the pillars of the industry strategy to support growth. This report reviews recent trends in product innovation across key retail hygiene categories – sanitary protection, adult incontinence, nappies and wipes – highlighting improvements in materials, product formats, and packaging, and noting where further work is needed.
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As volume growth slows in developed markets due to saturation and demographic challenges, innovation is key to driving further value growth. Insights into what consumers need/want, and pricing strategies to deliver added benefits at a reasonable cost are instrumental in a competitive market.
Innovations in developing markets need to be focused on supply chain efficiencies to deliver more affordable products. This will help capture the unmet potential in consumers who are below the income threshold to purchase certain product categories.
Improvements in materials used have driven increased consumer usage of adult incontinence, and increased value-added offerings in sanitary protection. Overlap between sanitary protection and adult incontinence has helped transition women to adult incontinence. However, men remain an underserved segment, though recent innovations in packaging and product improvements help lure new users.
Downward pricing pressure is a challenge to value growth in baby diapers across developed and developing markets, highlighting the need for innovation in both value and value-added segments.
More needs to be done in terms of innovation in wipes to drive further volume growth. Many product innovations are in niche categories and come at a price premium. While baby wipes still dominate in usage, manufacturers can do more through marketing and messaging to prove the value of their unique products.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.