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Strategy Briefing

Retail Hygiene Industry Overview

50 pages, Nov 2013

US$1,200

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

The retail hygiene industry has already reached “tipping point”, with 53% of retail value generated from emerging markets in 2012. Hygiene products are among the most developed fmcg markets in this respect, with retail tissue not expected to reach tipping point until 2017. Whilst emerging markets are seeing strong growth, retail hygiene is a fairly mature industry in developed markets and highly affected by declining birth rates.

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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.

Nappies/diapers/pants: the engine of category growth

Nappies/diapers/pants will outperform all other hygiene categories in actual sales growth over the 2012-17 forecast period. Rising disposable incomes, the busy lifestyles of young parents and growing hygiene awareness, along with relatively high unit prices compared to other hygiene products, will drive retail value growth.

Trading up in sanitary protection

Sanitary protection is approaching maturity in key growth markets, such as China and Brazil. However, consumers here are trading up and use higher value products, narrowing the gap with the type of products consumed in the developed world.

Normalisation of incontinence

Incontinence will be the key driver of retail hygiene growth in developed markets. Manufacturers are trying to “normalise” consumption of these products, encouraging consumers to purchase specialist products through high street retailers.

Baby wipes poised for growth in developing countries

With a vast amount of cheaper substitutes (cloths and towels) available, wipes are still predominantly used by consumers in developed markets. However, with higher penetration of nappies/diapers/pants and rising hygiene awareness, baby wipes sales are slowly moving towards “take-off” in emerging markets.

Cotton wool/buds/pads remain a low value niche

Cotton wool/buds/pads remains something of a niche category in retail hygiene with sales remaining around the US$3 billion mark in 2012. This has much to do with the low value-nature of these product itself. In developed markets, brand loyalty is fairly low and private label is putting pressure on category sales.

Pampers, a US$14 billion brand

Procter & Gamble’s Pampers is set to expand its dominant brand position in retail hygiene thanks to the pre-eminent brand loyalty it enjoys with many parents, such as those in China. With Kimberly-Clark exiting the European nappy market, Huggies, the second largest brand in retail hygiene, will lose ground over the medium.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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Introduction

Scope

Key findings

Industry Overview

Nappies/diapers/pants set to strengthen its dominance

Developing countries gain further in importance

BRIC countries set to be engine to growth

Japan boosts regional share for incontinence products

Competitive Environment

Unicharm well-positioned in Asia Pacific

M&A activity changes competitive landscape

Procter & Gamble continues to dominate key growth markets

Nappies/diapers/pants manufacturer benefit from brand loyalty

Fierce competition for Pampers in emerging markets

Private label market share continues to be low

Nappies/diapers in Western Europe: Branding private label

Category Analysis

Disposable income dictates industry development

COTTON WOOL/BUDS/PADS

Brazil and Russia to overtake key Western European markets

INCONTINENCE

BRICs to match developed markets’ category growth

Drugstores fuel demand for incontinence in Brazil

Incontinence: A high growth category

Asian countries lead incontinence consumption

NAPPIES/DIAPERS/PANTS

Turkey distorts Western European growth rate

Global nappies/diapers/pants market

Local versus international players in China

Huggies nappies/diapers to disappear from shelves in Europe

SANITARY PROTECTION

Incremental volume growth 2012-2017 sanitary protection

Sanitary protection far away from being mainstream in India

Population decline will not stop the category from growing

Towels will lead category growth

Energizer acquires Johnson & Johnson brands

WIPES

Baby wipes widely used as a substitute

Demand for personal wipes is taking off

Development of sales in personal care wipes

Swiffer Bissell Steamboost to reinvigorate slumping sales in the US

Summary

Prospects for the retail hygiene industry

Report Definitions

Category definitions (1)

Category definitions (2)

Category definitions (3)

Category definitions (4)

Category definitions (5)

Category definitions (6)

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Megatrends

Strategy Briefing

Retail Hygiene Industry Overview

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Nappies/diapers/pants: the engine of category growth

Trading up in sanitary protection

Normalisation of incontinence

Baby wipes poised for growth in developing countries

Cotton wool/buds/pads remain a low value niche

Pampers, a US$14 billion brand

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Industry Overview

Nappies/diapers/pants set to strengthen its dominance

Developing countries gain further in importance

BRIC countries set to be engine to growth

Japan boosts regional share for incontinence products

Competitive Environment

Unicharm well-positioned in Asia Pacific

M&A activity changes competitive landscape

Procter & Gamble continues to dominate key growth markets

Nappies/diapers/pants manufacturer benefit from brand loyalty

Fierce competition for Pampers in emerging markets

Private label market share continues to be low

Nappies/diapers in Western Europe: Branding private label

Category Analysis

Disposable income dictates industry development

COTTON WOOL/BUDS/PADS

Brazil and Russia to overtake key Western European markets

INCONTINENCE

BRICs to match developed markets’ category growth

Drugstores fuel demand for incontinence in Brazil

Incontinence: A high growth category

Asian countries lead incontinence consumption

NAPPIES/DIAPERS/PANTS

Turkey distorts Western European growth rate

Global nappies/diapers/pants market

Local versus international players in China

Huggies nappies/diapers to disappear from shelves in Europe

SANITARY PROTECTION

Incremental volume growth 2012-2017 sanitary protection

Sanitary protection far away from being mainstream in India

Population decline will not stop the category from growing

Towels will lead category growth

Energizer acquires Johnson & Johnson brands

WIPES

Baby wipes widely used as a substitute

Demand for personal wipes is taking off

Development of sales in personal care wipes

Swiffer Bissell Steamboost to reinvigorate slumping sales in the US

Summary

Prospects for the retail hygiene industry

Report Definitions

Category definitions (1)

Category definitions (2)

Category definitions (3)

Category definitions (4)

Category definitions (5)

Category definitions (6)

Why buy this report?

Want to find out more about this report?

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