Global Feminine Care: Update on Growth, Disruptors and Innovators

Delivery

This report comes in PPT.

Key Findings

Challenges for premium sanitary protection in recessionary environment

With the economic fallout of COVID-19, brands in sanitary protection can expect tighter spending among consumers as they navigate through job and income uncertainties. While COVID-19 highlights the greater need for affordability, the premium segment should not be forgotten; however, conveying value and innovating to provide tangible benefits will be key to encouraging consumers to trade up.

Understanding the differences between Millennials and Gen Z for tailored strategies

While there are similarities between the two generations, understanding the differences between Millennials and Gen Z – two of the key age groups for sanitary protection – may lead to distinct strategies for marketing and innovation, with brands providing a more tailored shopping experience and products to cater to each group.

Natural evolves further; innovation and focus on broader wellbeing is strong

Products with a natural and sustainable positioning have gained ground in the past few years. As the space becomes more competitive, players – both big and small – recognise the need to further differentiate their natural products and enhance their positioning with further innovation.

Focus on omnichannel strategies and improved experience across platforms

As the consumer path to purchase continues to evolve, e-commerce is seeing the fastest growth in disposable hygiene distribution. With the majority of sales still happening in stores, however, many direct-to-consumer (DTC) brands are focusing more on omnichannel retail to expand their customer base.

Understanding digitally savvy and digitally native women for better brand engagement

Millennials and Gen Z expect more from brand engagement and experience, increasingly challenging sanitary protection brands – both established leaders and smaller insurgents – to deliver digitally savvy engagement and response, as well as a better customer experience in shopping and outreach between the platforms for e-commerce, in-store experience and broader communication.