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Strategy Briefing

Driving Growth Through Innovation – Part 1: Retail Hygiene

Nov 2017

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

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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Overview

Why buy this report?

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.

Innovations in slow-growing developed markets focused on added-value benefits

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.

Issue of affordability in developing markets calls for innovative ways to cut costs and offer low-priced products

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.

Innovations in non-woven materials improve flexibility, comfort, and fit in sanitary protection and adult incontinence. Adult incontinence still has room to grow volume sales.

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.

Amidst strong competition and price wars, innovation in baby diapers is key for brands to remain competitive

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.

Wipes is still an underdeveloped category, though manufacturers’ aim to persuade consumers into usage through innovative formulas and product segmentation

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.

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Introduction

Scope

Key findings

Market Overview

Changes in global volume growth differ by retail hygiene category

Demographics in developed regions hinder volume growth

Significant unmet potential in emerging and developing markets

Populations still living below necessary income for purchase

Need for innovation in both developed and developing markets

Innovation Trends in Retail Hygiene

Innovation to create value: both to the company and consumer

Trends in retail hygiene innovation

Innovation in materials and technology used in hygiene products

Smart technology: in both diapers and adult incontinence

Innovation Trends in Retail Hygiene: Sanitary Protection

Saturated developed markets vs low usage in developing markets

Affordability through innovation in ingredients and supply chain

Trends in sanitary protection innovation

Active positioning to fit in with lifestyle of sport and fitness

Discreet: increased compactness and “on-the-go” carriers

Discreet: odour absorption, fresh scents, and scent-free

Visually appealing and innovative designs

Increased customisation to meet needs of individual consumers

Value-added absorption technologies

“Green” mixed with premium

Innovation Trends in Retail Hygiene: Adult Incontinence

Positive demographic trend and improvement in product perception

Innovation needs to meet income levels and price sensitivity

Trends in adult incontinence innovation

Marketing campaigns and products targeted at younger women

Innovation to improve products targeted at men

Comfort and flexibility minimise interruption of everyday life

Improving aesthetic appeal

Innovation Trends in Retail Hygiene: Nappies/Diapers/Pants

Competition forces manufacturers to innovate at competitive price

Trends in nappies/diapers/pants’ innovation

Absorbency and better leak prevention

The thinner the better

Expansion of pant-type diapers

Innovation Trends in Retail Hygiene: Wipes

Wipes are viewed as an expensive, non-essential hygiene product

Consumers choose baby wipes for other uses

Trends in wipes innovation

Segmentation: wipes for every occasion

Innovative formulations using natural ingredients

Packaging updates to keep wipes moist and allow on-the-go usage

Summary

Key Takeaways

Data Parameters and Report Definitions

Data parameters

Why buy this report?

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Megatrends

Strategy Briefing

Driving Growth Through Innovation – Part 1: Retail Hygiene

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Innovations in slow-growing developed markets focused on added-value benefits

Issue of affordability in developing markets calls for innovative ways to cut costs and offer low-priced products

Innovations in non-woven materials improve flexibility, comfort, and fit in sanitary protection and adult incontinence. Adult incontinence still has room to grow volume sales.

Amidst strong competition and price wars, innovation in baby diapers is key for brands to remain competitive

Wipes is still an underdeveloped category, though manufacturers’ aim to persuade consumers into usage through innovative formulas and product segmentation

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Market Overview

Changes in global volume growth differ by retail hygiene category

Demographics in developed regions hinder volume growth

Significant unmet potential in emerging and developing markets

Populations still living below necessary income for purchase

Need for innovation in both developed and developing markets

Innovation Trends in Retail Hygiene

Innovation to create value: both to the company and consumer

Trends in retail hygiene innovation

Innovation in materials and technology used in hygiene products

Smart technology: in both diapers and adult incontinence

Innovation Trends in Retail Hygiene: Sanitary Protection

Saturated developed markets vs low usage in developing markets

Affordability through innovation in ingredients and supply chain

Trends in sanitary protection innovation

Active positioning to fit in with lifestyle of sport and fitness

Discreet: increased compactness and “on-the-go” carriers

Discreet: odour absorption, fresh scents, and scent-free

Visually appealing and innovative designs

Increased customisation to meet needs of individual consumers

Value-added absorption technologies

“Green” mixed with premium

Innovation Trends in Retail Hygiene: Adult Incontinence

Positive demographic trend and improvement in product perception

Innovation needs to meet income levels and price sensitivity

Trends in adult incontinence innovation

Marketing campaigns and products targeted at younger women

Innovation to improve products targeted at men

Comfort and flexibility minimise interruption of everyday life

Improving aesthetic appeal

Innovation Trends in Retail Hygiene: Nappies/Diapers/Pants

Competition forces manufacturers to innovate at competitive price

Trends in nappies/diapers/pants’ innovation

Absorbency and better leak prevention

The thinner the better

Expansion of pant-type diapers

Innovation Trends in Retail Hygiene: Wipes

Wipes are viewed as an expensive, non-essential hygiene product

Consumers choose baby wipes for other uses

Trends in wipes innovation

Segmentation: wipes for every occasion

Innovative formulations using natural ingredients

Packaging updates to keep wipes moist and allow on-the-go usage

Summary

Key Takeaways

Data Parameters and Report Definitions

Data parameters

Why buy this report?

Want to find out more about this report?

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