As markets emerge from the COVID-19-driven consumer environment, the disposable hygiene industry is expected to see continued growth, supported by recovery in developing markets. Industry players are responding to the need for affordable products, emphasising localised supply chains, while also exploring the path to premium innovation. Digitalisation is shaping consumer habits and brand strategies. The report analyses the state of the industry and some of the trends shaping consumer demand.
The pandemic has intensified the pursuit for healthy lifestyles that balance physical and mental wellbeing, urging companies to rethink brand identities and deepen customer engagement by diversifying portfolios and prioritising wellness-centric communications.
As the hygiene customer profile continues to evolve and demand for personalisation rises, brands are reassessing portfolios and marketing, as well as ordering and delivery services, striving for a balance between customisability and inclusivity.
With sustainability increasingly engrained in everyday life, consumers expect to gain more control in managing every stage of personal hygiene, from product selection, condition monitoring to end-of-life recycling, driving the proliferation of reusables and smart wearables.
More consumers are price sensitive in purchasing, especially since the pandemic, and disposable hygiene is no exception, but many are not ready to down-trade. Manufacturers and retailers have found the sweet spot in affordable premium, which is gaining momentum.
Demand for high-quality products remains, and the leading players are catering to this demand by offering value-added and/or natural products. Being premium is no longer enough for consumers, especially amid the economic stagnation.
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