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Strategy Briefing

Women and Global Hygiene: Adapting Strategies to the Changing Consumer

53 pages, Feb 2016

US$1,325

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About This Report

New Report Guarantee

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

Women are the key target audience of the disposable hygiene industry. However, the lifestyles and status of women across the world have been changing. The report looks at the diversity of modern women’s needs, with case studies across developed and developing regions, and analyses strategies in innovation and marketing to respond to the changing female consumer. The report also looks at alternative solutions in low-cost products, which represent a challenge and opportunity for the leading brands

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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.

Quality, comfort and discretion for modern women in developed markets

Wealthy Baby Boomers and single professionals without children are the two broad categories of female consumer in the developed world. Quality, comfort and discretion meet the needs of their busy lifestyles and allow for value-added product development.

Socially and physically active women signal need for more innovation in discretion

With significant levels of social and physical activity across age groups, discretion is an important factor behind product choice. New product formats, such as Poise Impressa, are a response to modern active women’s needs.

Immigration and labour mobility add complexity to female consumption trends in developed markets

With growing immigration and labour mobility in developed markets, it is also important to look beyond the broad female consumer types. Immigrant women have higher birth rates but lower incomes, thereby shaping the demand for nappies/diapers. Their preferences in sanitary protection can also be impacted by the country of origin and differ from native-born women.

Product marketing must be in touch with modern women’s perceptions and attitudes

Product marketing must be in tune with modern women’s status and attitudes. Some of the marketing mistakes include stereotyping gender roles, “sugar-coating” the realities of menstruation, and old-fashioned image of older women.

Significant need for access to affordable products in developing markets

The battleground for market penetration in developing markets is gradually shifting outside the major urban areas and middle-class households, raising the question of product access and affordability.

Alternative solutions to leading brands fill the need for low-cost hygiene products

With poor access to leading brands, coupled with their high prices, in small towns and rural areas in developing markets, the need for low-cost products is being increasingly filled by start-ups such as Jayaashree Industries and NGOs working with local communities to install Jayaashree machines.

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Introduction

Scope

Data parameters

Key findings

Global Retail Hygiene Market

Demographic shifts and saturation are drags on developed world

Developing markets to the rescue

Nappies/diapers/pants: Thinking beyond wealthy middle class

Sanitary protection: Accessibility, affordability and tradition

Incontinence: Healthy global demand

Heightened competition for share of household spending

Modern Women: A Multi-Faceted Consumer

Modern women: A multi-faceted consumer

Women remain primary caregivers…

…and proportion of female ? headed households is rising

Women’s social and economic status is changing…

…but wide diversity in developing markets

Significant variations in developed markets

Immigration and labour mobility add complexity

Diversity of Needs in the Developed Markets

Broadly speaking ? two key consumer types

Women are physically active

High level of activity requires comfort and discretion

No longer old ? fashioned grandmothers

Modernise understanding of mature and older women

Fit in with modern women’s status and lifestyle

Is marketing keeping pace with modern women?

Impact of immigration and labour mobility ? look deeper

Price sensitivity of new mothers a boon for private label

Adapting to different product needs and perceptions

Empowerment and Affordability in Developing World

China: Rising wellbeing, social and professional engagement

China: Tendency towards higher quality and foreign-made products

China: Career vs more children?

India: Widespread poverty remains a key factor

India: Social programmes to increase product use

Nigeria: Looking beyond urban areas

Nigeria: Understanding local needs to succeed

Alternative Solutions to Developing Low-Cost Products

Alternative solutions meet the demand for low ? cost products

Low-cost alternatives: Challenge and opportunity

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

Women and Global Hygiene: Adapting Strategies to the Changing Consumer

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Quality, comfort and discretion for modern women in developed markets

Socially and physically active women signal need for more innovation in discretion

Immigration and labour mobility add complexity to female consumption trends in developed markets

Product marketing must be in touch with modern women’s perceptions and attitudes

Significant need for access to affordable products in developing markets

Alternative solutions to leading brands fill the need for low-cost hygiene products

Want to find out more about this report?

Table of Contents

Introduction

Scope

Data parameters

Key findings

Global Retail Hygiene Market

Demographic shifts and saturation are drags on developed world

Developing markets to the rescue

Nappies/diapers/pants: Thinking beyond wealthy middle class

Sanitary protection: Accessibility, affordability and tradition

Incontinence: Healthy global demand

Heightened competition for share of household spending

Modern Women: A Multi-Faceted Consumer

Modern women: A multi-faceted consumer

Women remain primary caregivers…

…and proportion of female ? headed households is rising

Women’s social and economic status is changing…

…but wide diversity in developing markets

Significant variations in developed markets

Immigration and labour mobility add complexity

Diversity of Needs in the Developed Markets

Broadly speaking ? two key consumer types

Women are physically active

High level of activity requires comfort and discretion

No longer old ? fashioned grandmothers

Modernise understanding of mature and older women

Fit in with modern women’s status and lifestyle

Is marketing keeping pace with modern women?

Impact of immigration and labour mobility ? look deeper

Price sensitivity of new mothers a boon for private label

Adapting to different product needs and perceptions

Empowerment and Affordability in Developing World

China: Rising wellbeing, social and professional engagement

China: Tendency towards higher quality and foreign-made products

China: Career vs more children?

India: Widespread poverty remains a key factor

India: Social programmes to increase product use

Nigeria: Looking beyond urban areas

Nigeria: Understanding local needs to succeed

Alternative Solutions to Developing Low-Cost Products

Alternative solutions meet the demand for low ? cost products

Low-cost alternatives: Challenge and opportunity

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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