Incontinence Drivers

 

 

 

 

 

 

 

 

 

 

 

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Incontinence is the ‘key driver’ of the hygiene industry in developed markets. A heady mix of high income levels, ageing populations and now an era of  austerity, which has seen health care expenses increasingly pushed back onto consumers, have all helped to drive lucrative retail sales. Future growth, however, will be found in the developing world, where incomes are rising and large populations see the number of elderly far in excess of what we have witnessed to date.

 

Procter and Gamble's Investment in Digital Marketing

Tissue and Hygiene and Home Care companies are relying on digital media as a way to cut marketing costs and gain access to new markets. Lee Peart, research analyst at Euromonitor, discusses Procter and Gamble's investment in digital marketing and their pledge to gain one billion new customers by 2015. Examples of P&G using digital marketing include the company setting up six brand stores on Facebook in 2011, and being one of the first companies to use sponsored tweets on Twitter.

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Tissue and Hygiene: Post Recession Private Label Development

 

 

 

 

 

 

 

 

 

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Private label was a clear winner during the financial crisis as consumers sought to cope with a new era of austerity. While private label penetration has been most evident in Western Europe, there is a growing indication that these products are on the cusp of a boom in the developing world. Perhaps the most surprising aspect of this impending growth derives from the fact that it is local retailers rather than the big multinationals which are promising a larger number of these products.

Green Growth in Hygiene Products

Although green products represent only a small share of even the most developed hygiene markets, it is the scale of growth that is significant. Environmental issues now permeate from manufacturing to product and on to disposal. With niche operators gradually becoming mainstream and mainstream operators slowly shifting towards green, change is inevitable but its pace is varied.

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Sanitary Protection, Poverty and Politics

Analyst Insight by Ian Bell, Global Head of Home Care, Tissue and Hygiene Research at Euromonitor International

The Indian Government continues to look at ways to develop the supply of sanitary protection to poorer rural areas through its ASHA scheme. Euromonitor International looks at the motivation behind this move as well as its implications for the developing sanitary protection market.

India lags in sanitary protection provision

Due to low income levels and far from widespread availability of products, the Indian sanitary protection market is tiny in relation to its vast population of women between the ages of 14-64 years of age. Average per capita spend remains stubbornly low at just US$0.6 and is more comparable with sub-Saharan African, Cameroon for example reporting US$0.2 for the same per capita rate in 2011. India continues to compare badly with consumption patterns in the wider Asia Pacific region. Women between 14-64 in China, for example, spend US$17.4 annually on sanitary protection products. Click to tweet!

Latest Research: Tissue and Hygiene 2012 Edition Now Live

Euromonitor International is pleased to announce the publication of the new Tissue and Hygiene 2012 system, now live on Passport. The updated tissue and hygiene market research provides insight into how the tissue and hygiene industry is performing and how a changing operating environment, which sees income growth in the developing world and economic instability across much of the developed world, is affecting spending patterns and the broader competitive environment.

Key research highlights

In spite of a difficult year, which saw disaster in Japan, a crisis in the Eurozone, and political unrest in the Middle East, the retail tissue and hygiene industry posted 7% value growth, equivalent to US$10 billion of incremental growth, pushing the industry to US$152 billion in 2011. Whilst the headline statistics make for encouraging reading, 2011 continued to be a tale of two markets. Developing and emerging markets largely pushed global growth with impressive 14% growth in 2011, stemming from an emerging middle class in key markets such as China, Brazil, Iran and Mexico. Click to Tweet! Conversely, the developed world saw spending slump, especially in the retail environment, with cash-strapped consumers in North America and the troubled Eurozone region looking to cut back on expenditure where possible.

Private Label in Tissue and Hygiene

When the global financial crisis hit, most consumers traded down to private label goods to save money. For the tissue and hygiene industry, trading down was not as common of a theme. Ian Bell, Euromonitor's Head of Tissue, Hygiene and Home Care Research examines why consumers in Western Europe, particularly, stayed with branded tissue and hygiene products. Firstly, branded products have invested heavily in new products and advertising to promote offerings. Manufactures of branded products have also been able to convince consumers that private label products will not do the job as well as their own products.

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Difficult Times for Diaper Manufacturers in the US

Even during a recession, spending on babies generally holds up as parents prioritise the needs of their children over their own needs. While sales of other tissue and hygiene products may stutter during economic downturns, nappies/diapers/pants is a category that usually remains resilient regardless of the economic climate. However, it would seem that even a category as convenient and as much of a necessity as nappies/diapers/pants can only hold off the effects of the ongoing economic crisis for so long.

According to a recent report in the Wall Street Journal, the volume of diapers sold in the US fell by 1% in the four weeks ending 4 September 2011 from a year earlier, extending a series of similar or steeper declines stretching back to August 2010. According to the most recent Euromonitor International statistics, nappies/diapers/pants fell by 1% in value in 2010 to reach US$5.4 billion, continuing the downward trend in the category that began the year before. Volume sales, meanwhile, largely remained flat.

Ingredients Trends in Powder Detergents: A Bright Clean Future

Despite a move towards liquid laundry detergents, powder detergents remain in growth globally. However, changes to the way people wash clothes, environmental concerns and increases in raw materials costs mean that manufacturers have to reformulate existing products and launch new products to meet these challenges. These issues and other key trends are discussed in this report, along with category and regional analysis of the ingredients used in powder detergents and future growth opportunities.

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Tissue and Hygiene in the Asia-Pacific Region

Tissue and hygiene growth is being driven by emerging markets in the Asia-Pacific region, states Ian Bell, Head of Tissue, Hygiene and Home Care research at Euromonitor. Japan, a former economic powerhouse, has an aging population and a rising unemployment rate. However, Japan has managed to maintain sales in the tissue and hygiene market despite these hardships. China continues to be the driving force in tissue and hygiene in the Asia-Pacific region, with double digit growth in both categories in 2010.

Ian Bell will discuss these findings and more at Edana's OUTLOOK 2011 at the Kempinski Hotel Corvinus, Budapest, Hungary on Thursday, September 29 from 10-10:30am.

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