The disposable hygiene industry is expected to see continued growth after a transitory slowdown in 2021, supported by improved health awareness, product accessibility and income in particularly developing markets. Moving forward, a more holistic sense of health stewardship will take hold, with much higher considerations of ingredient transparency, self-care regimen, personalization and sustainable consumerism. The report analyses the state of the industry and key trends shaping consumer demand.
This report comes in PPT.
New spending habits and health priorities lead to more consumers clamouring for functional ingredients across the utilitarian, physical, emotional and planetary wellbeing axis. Therefore, ingredient-led value enhancements and narratives are crucial to bring additional transparency and credibility.
Hygiene brands are increasingly positioning themselves as ambassadors for new and better ways of living through wellness-centred lifestyle positioning, reflected in portfolios that target various life occasions beyond the regular routine and support individuals’ health throughout their entire lifecycle with targeted solutions.
With the growing recognition that each body is different and may respond differently to hygiene products, the idea of democratising personalisation, which allows a spectrum of customisation accessible to the wider consumer base of health products, is further reinforced.
Smart tech and digital applications are more broadly adopted to better understand consumer needs and wants, inform product relevance and supply chain efficiency, and incentivise stronger consumer engagement and empowerment.
Companies are highlighting holistic sustainability as part of brand strategies, focusing on themes such as purposeful living and environmental stewardship as components tied into better health and wellbeing. However, cost and supply chain pressure urge more surgical thinking to find more pragmatic and meaningful areas of investment and collaboration.
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.See All of Our Definitions
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!