There are three key trends shaping the hygiene industry, states Ian Bell, Head of Global Head of Home Care and Tissue & Hygiene Research at Euromonitor. First is the slackening of the one-child policy in China, where more births are driving sales of nappies/diapers. Second is the slowing of the hygiene market in Latin America, where more women are entering the workforce and delaying having children. Finally, developed markets such as Japan are seeing a growth in ageing population, and therefore an uptick in the use of incontinence products.

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