Virtual Conference Speakers

Global Market for Absorbent Hygiene: Disruption, Innovation, Path to Future Growth

With over USD87 billion in retail sales in 2019 (combined baby diapers, feminine care, and retail adult incontinence) and still a significant unmet potential globally, disposable absorbent hygiene products continue to present an opportunity for long-term growth. However, the market dynamic globally has become increasingly challenging for the key brands and players as well as industry at large and is expected to remain so in the coming years.

Euromonitor presentation will reveal:

1)     2020 and 2021 updated global/regional performance across key categories that take into account the impact of COVID-19

2)     Key disruptors to global brands, also revealing key learnings for innovation and consumer communication via a case study of a DTC premium brand as well as a case study of partnerships between disposable and reusable brands to build inclusive product portfolio;

3)     Further supporting learnings on future product development strategies, the presentation will contrast select markets to reveal differences in consumer preferences with respect to product features and uses in baby diapers – still the largest absorbent hygiene category - and adult incontinence – the fastest growing global disposable hygiene category-, based on Euromonitor latest consumer health surveys released in 2020.

To sum up, the Euromonitor presentation will reveal the global industry growth, with emphasis on strategic responses to disruption and diverse consumer preferences and changing lifestyles, to help the audiences think through their short-, mid-, and long-term innovation and consumer communication for sustained growth.