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 moreAug 2018
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Intimate hygiene, which includes both intimate wipes and washes, has grown to sales of over USD2 billion in 2017. Usage of these products varies greatly by region and market, and within markets as well due to differences in perceptions, awareness and product affordability. This report analyses the growth in emerging markets such as Asia Pacific and Latin America, as well as the dynamic environment in developed markets due to changes in consumer preferences and lifestyles.
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While per capita expenditure is highest in the developed markets of Western Europe due to high disposable incomes and consumer awareness, the strongest growth in sales of intimate hygiene is projected in emerging markets. Asia Pacific is a significant growth region for intimate washes, while intimate wipes will see the fastest growth in Latin America. However, challenges arise with emerging markets, as there are many consumers unable to afford intimate hygiene products that are viewed as “luxuries”.
Essity has seen success with brand extensions into intimate hygiene with several of its brands, spanning across the feminine hygiene and adult incontinence categories.
Brand extensions also allow for co-promotional activities, which help boost consumer awareness.
Education levels and disposable incomes have been increasing for the female population, leading to a more empowered modern woman that is able to focus on self-care. Brands that are positioned as a “complete package” or “full regimen” for total feminine care have fared well.
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.