The post-recession industrial growth has led to a seismic shift in the global economy, and there is an appreciable rise in disposable income, which has significantly boosted the purchasing power of the working population. Subsequently, there is a substantial surge in demand for products related to hygiene, and it’s tangible in the growing hygiene products market size that was evaluated at $130.81 billion as of 2018. Another factor playing a vital role in the growth of the hygiene products market is the growing awareness among the consumers, which is increasing the sales of different products ranging from hand sanitizers, face cleansers, and cotton swabs to cleaning wipes, flushable wipes, travel-sized toiletries, and even shoe odor spray. In the perspective of physical health, consumers are now well-aware of the repercussions that can occur due to unhygienic living conditions. According to the World Health Organization (WHO), diseases due to unimproved sanitation, poor drinking water, and unhygienic practices create 4% of global deaths and 5.7% of disability and illness in the world. These disquieting figures have made hygiene a crucial part of lives, which is increasing hygiene products market revenues. Additionally, contemporary millennial choices have been disrupting the hygiene products market, and there are subsequent innovations in terms of product customization to gain maximum traction from the new generation of consumers.

The product and technology crossover has also made propitious path-breaking progress in the hygiene products market. For instance, the sensor technology is integrated with adult diapers that are used in healthcare institutions. These sensors alert the HCPs, when the diaper needs to be changed. This technological integration is helping hospitals for instilling precision in the usage of diapers, thereby reducing the need for staff supervision and overall cost.

The growing trend of extended hours of protection in the feminine hygiene products market is creating a disruption which is spurring players to innovate in their product portfolio. For instance, FemCap, Inc. came up with a menstrual hygiene product named FemCycle, which is the only no-spill patented menstrual cup and provides protection for as much as 12 hours. Furthermore, the feminine hygiene products market is observing a growing demand for feminine wipes.

The upcoming years will witness society emphasizing more on hygiene, and the demand for different hygiene products will increase at a CAGR of 5.56%, during the forecast period 2019-2025. The United Nations’ (UN) emphasis on the need for hygiene is palpable in Sustainable Development Goals – SDG Target 6.2, which will also support the hygiene products market in the upcoming years.

 

APAC Hygiene Products Market Analysis & Opportunities for Vendors:

In 2018, APAC had the maximum hygiene products market share with 35.5% of the global revenues. This is attributable to a gamut of reasons such rise in income of people, rapid urbanization in countries such as India, China, and Indonesia, and growing awareness even in the rural areas, which is increasing the sales of hygiene products in the region. The feminine hygiene products had taken a progressive leap in 2018, and it is quite evident in the substantially increasing import of the sanitary pads and towels. Here’s the table which demonstrates the increase in import value to significant markets in APAC –

Table 1 – Import Value Corresponding to Sanitary Pads and Towels

Sr. No.

Country

Import Value – 2018

(In USD)

Growth Rate in % (2017-18)

1

India

$103.38m

110

2

Indonesia

$51.46m

21

3

Malaysia

$121.69m

17

4

Philippines

$221.66m

12

5

Thailand

$41.90m

8

6

Singapore

$79.88m

12

7

Australia

$233.48m

6

Import Value Data Source – International Trade Centre (ITC)

While the import of sanitary pads and other female hygiene products to China witnessed an upsurgeof 11%, during 2014-2018, the value declined by 13% in 2017-2018. This fall in import of sanitary pads and towels is attributable to increased manufacturing by local players, such as Shuchang Packaging Products (Shanghai) Co. Ltd., Qingdao Yurui Package Co. Ltd., and Sunsmed Protective Products Ltd.

 

The remarkable upsurge in import of sanitary goods in India is due to growing awareness in rural areas of the country, and National Health Policy 2017 initiative by the Government of India that promises better hygiene in the country, which will be creating more demand for hygiene products.

Furthermore, the team working on Swachh Bharat Mission has also been organizing awareness campaigns, which is aiding the Indian hygiene products market growth.

Hygiene Products Market – Global Scenario:                           

·  Hygiene Products Market Key Segment: Soap –

The most lucrative product segment in the hygiene products market is found to be soap, and its market size is poised to grow at a CAGR of 4% through to 2025. The growing demand for soap can also be fathomed by the growing surfactant market that experienced an impressive valuation of $35.426 billion in 2018. Surfactants are used to make soaps, and the growth in demand for surfactants evinces the growing demand for soaps.

The most significant trend observed in the soap segment of the hygiene products market is the resurrection of the barred soap market. This is predominantly attributable to the growing requirement for reducing plastic wastes across the globe. Subsequently, the consumers are showing a preference for barred soaps rather than gels and liquid creams. The hygiene products market forecast period is poised to witness more sales of barred soaps compared to their liquid counterparts.

On the other hand, the demand for liquid soap for hand sanitation will remain consistent owing to the sustainable demand from the urban areas, hospitality, and the commercial sector that are emerging as lucrative end-consumers.

Oral hygiene market is also poised to witness growth during the forecast period.

· Global Initiatives Pertaining to Sanitation Increasing the Hygiene Products Market Size –

UNICEF is making discernible progress in its WASH (water, sanitation, and hygiene) initiative, and the organization already has teams operating in over 100 countries. These teams are working on improving water and sanitation facilities along with spreading the word about hygienic practices. SDGs back this initiative by the UN, which is creating more awareness among consumers, thereby increasing the hygiene products market revenue sources for the companies.

Furthermore, Clean the World’s global soap and hygiene initiative underwent an expansion in 2016, which is also increasing the prospects in the hygiene products market.

· Hygiene Products Market Players Strategizing their Products in Inclination With the Changing Preferences of the Target Consumers –

The millennial generation is impacting a gamut of consumer product markets, and hygiene products market is no different. In the contemporary regime, the hygiene products market companies are bound to reinvent their product strategies and innovate products that are in alignment with the expectation and preference of consumers. This is relevant in terms of the design, packaging, and composition of the product. For instance, a brand named Olika has come up with a unique design for the packaging of hand sanitizers to entice prospective consumers.

On the other hand, the trend of herbal products has also made penetration into the hygiene products market. For instance, an Indian organization called PeeBuddy has innovated in the feminine hygiene products market and has come up with herbal feminine pain relief patch which allows women to avoid hot water bottle pain relief therapy and consumption of pain killers. The upcoming years foresee an increased inclination of consumers towards herbal products and the hygiene products market players will be inclining their product strategy accordingly. 

Hygiene Products Market – Competitive Landscape:

The major hygiene products market players striving to capitalize on the growing demand from the consumers and enhancing their brand value are NIVEA, Dove, Head & Shoulders, Listerine, Colgate, Always, Dettol, Tampax, Brut, and Adidas.

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