As demand for tissue and hygiene products further recovers, key demographic fundamentals and lifestyle factors are back as drivers of category performance. With inflation still imposing pressure on consumer spending, businesses need to benchmark growth strategies against geographical characteristics across categories, consumer routines and preferences, and adjacent life stage wellness needs to be better positioned in a still challenging environment.
This report comes in PPT.
Tissue and hygiene remains a resilient industry seeing further demand normalisation in 2023 despite lingering inflation pressure. Improved retail macroeconomics and spending, favourable demographic and population trends and enhanced health routines in key low-penetration regions such as Asia Pacific continue to support category growth, particularly adult incontinence, facial tissues and moist toilet wipes, as well as high-demand formats such as disposable pants and thin menstrual goods.
Inflation-related price sensitivity and sustained health priorities lead to more consumers clamouring for products delivering higher cost-benefit value, as manifested in the further rise of private label. Therefore, businesses have responded with enhanced product design and messaging focused on core product selling points, such as performance, quality, convenience and comfort across use occasions and need states.
In the challenging macro context, premiumisation demands businesses to move beyond core product functionalities to adopt a broader wellness positioning by tapping well-known health halo ingredients such as biotics, plant-based and antibacterial, alternative washable and hybrid formats, and multifunctionalities catering to body, mind, emotions and adjacent lifecycle needs.
As consumers demand more ownership of personal health and wellness and become more sophisticated digitally, businesses will further leverage digital tools to not only improve shopping process but also redefine health routines and carve out new categories. Hygiene is an increasingly dynamic segment, with health monitoring, screening and diagnostics key growth extensions aided by digital developments.
Companies are highlighting ethical sustainability across the supply chain as a part of brand strategy, focusing particularly on plastics reduction through plant-based sourcing and end-of-life management. However, with cost pressure and consumer reluctance to pay more for sustainability, circularity endeavours require sharpened claim choices, transparency and tangible incentives for consumer participation.
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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