With tissue and hygiene experiencing a further shift from price-led growth to volume recovery, the lingering cost-of-living crisis reinforces value as a central theme. Businesses need to benchmark growth and sharpen their portfolio and product positioning against demographic characteristics, consumer preferences, wellness priorities and lifecycle needs to be better positioned in an economically uncertain environment.
This report comes in PPT.
Tissue and hygiene’s growth is fundamentally tied to a population that is subject to specific hygiene needs, with the slowing growth in nappies/diapers and acceleration in adult incontinence indicative of this trend. For businesses, benchmarking portfolios against the growing ageing segment and the sizable, upcoming adolescents provides scope for long-term growth.
Tissue and hygiene products are seeing a heightened focus on value for money, despite sustained high interest in core product efficacies such as absorbency, performance, quality and softness on the skin, resulting in a rise of the “affordable premium” positioning. This demonstrates a tighter link between price and evidence-based added value.
Consumers increasingly demand safe, wellness-linked products, making natural, plant/botanical-based ingredients that carry wellness and cultural implications meaningful differentiators. As regulations tighten, brands must offer transparency and scientific validation, while connecting ingredients to broader health, lifestyle and emotional needs to sustain consumer demand.
Blurring lines between hygiene, beauty, fashion and health open innovation opportunities for tissue and hygiene to tap deeper into the wellness space. Beauty-inspired ingredients emphasising microbiome health, for example, offer a cost-efficient, easily resonating entry point. Tech integration is more costly but allows businesses to take part in a more advanced wellness journey.
Women’s evolving wellness expectations are driving a shift in feminine hygiene care from symptom-focused solutions to lifecycle-centred strategies, prompting brands to align products with holistic, stage-specific needs, and pursue cross-category innovations across menstrual, incontinence and baby care.
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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