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Consumer expectations for holistic care are growing, and businesses are setting sights on new opportunities, accelerating industry convergence within women’s wellness. This article explores how this is unfolding in North America across five prominent industries—sanitary protection, adult incontinence, skin care, sexual health and gut health— and discusses opportunities and challenges ahead.
The consumer tissue and hygiene industry is expected to see continued growth beyond 2021, supported by improved health awareness, product accessibility and incomes, particularly in developing markets. As consumers continue to prioritise efficacy, multifunctionality, value, and a clean and ethical positioning, brands that are accessible, purpose-driven, digitally-savvy and keen to build around consumer need states are most likely to thrive in the long run.
Consumer lifestyles and purchase decisions are increasingly leaning towards more sustainable practices. Sustainable supply chain, reduction in non-recyclable plastic packaging, and alternative fibres are among the strategies being adopted by the industry to meet changing demand in global tissue products.
From demographic shifts, such as the new three-child policy in China, to product access, innovation, and disruption from reusable products in sanitary protection and adult incontinence, disposable hygiene in Southeast Asia and China reveals a diverse set of challenges and opportunities ahead.