Intimate Hygiene: Trends and Prospects

Key Takeaways

Growth opportunities in emerging markets

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”.

Co-promotional and brand extension opportunities

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.

Formation of women’s wellness companies for the modern woman

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.