World Market for Retail Disposable Hygiene

May 2022

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.

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Key Findings

Ingredients lead value-added formulation and communications

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.

Expanded regimen approach to holistic care

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.

Personalisation with inclusivity and precision

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.

Digitisation further empowers a personalised hygiene regimen

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.

Sustainable consumerism drives more surgical thinking across the product lifecycle

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.

Introduction

Scope
Five trends shaping retail disposable hygiene

State of the Industry

Demand tracks accelerated longer-term growth following a transient slowdown in 2021
Retail adult incontinence leads long-term growth across regions
Retail adult incontinence to see fastest growth ahead
Recovering consumer finance supports retail adult incontinence’s growth rebound
Developing world drives an increased share of retail adult incontinence consumption…
…due in large part to significant per capita potential in Asia Pacific
Diverging format prevalence by region reflects availability and awareness gaps
Growing demand for mobility incentivises pull-on adoption
Asia Pacific’s strength presages expected strong global forecast growth
Slim format drives sanitary protection forecast growth

State of the industry

Contraceptive prevalence could further dampen sanitary protection demand
Reuseables put a further dent in disposable sanitary protection and incontinence demand
Multitaskers target a less-is-more approach to below-the-waist hygiene for adults
Nappies/diapers/pants projects strongest gains in developing APAC and MEA markets…
...driven in large part by healthy per capita penetration momentum and birth outlook
Diverging format preference reflects lifestyle shifts, while price remains a hurdle
Efficacy-value hybridity remains top of mind
Evolving cloth nappy/diaper niche boasts growing variety
Personal wipes leads future growth following transitory slowdown, driven by Asia Pacific
E-commerce growth tapers but still up considerably from pre-pandemic
Asia drives e-commerce expansion

Leading Companies and Brands

Market leaders cede shares to local players
Rise of upstarts further drives share erosion on top
Expected persisting supply chain challenges reinforce localisation move
Localisation as a strategy to gain consumer proximity at lower risks and costs
M&A activity will support localisation: Essity
Narrowing quality gap plus value sustain private label’s foothold in well situated markets…
…while elsewhere, quality and marketing improvements help unlock long-term growth

Top Five Trends Shaping the Industry

Five trends shaping retail disposable hygiene
Consumer shifts and tech enhancements bolster expectations for hygiene stewardship
Consumers adopt a proactive, conscientious and individualistic approach to consumption
Industry response nods to consumer priorities
Clean, health claims remain most popular, though categories show varied priorities
Ingredient-led narratives emphasise health, emotional and eco wellbeing: biom
Holistic and targeted need state segmentation: LOLA
No-frills approach that instils reliability and customisability in existing brand DNA: Lillydoo
Smart tech equips personalisation with higher precision: Henkel
Endorsing social purpose, inclusivity and efficacy: Cora
Ingredient, packaging, manufacturing and waste are key areas for sustainability investments
Holistic hygiene approach to sustainability
Post-life upcycling remains a collaborative endeavour: Softex Indonesia-Octopus partnership

Market Snapshots

Global snapshot of Retail Hygiene
Regional snapshot: Asia Pacific
Regional snapshot: North America
Regional snapshot: Latin America
Regional snapshot: Western Europe
Regional snapshot: Middle East and Africa
Regional snapshot: Eastern Europe
Regional snapshot: Australasia

Appendix

Euromonitor International’s survey insights
Euromonitor International’s voice of the consumer insights

Tissue and Hygiene

This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.

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