Consumer trends shaping the market
Disposable Hygiene is a growing industry, with 494 billion units sold in 2017, 3% CAGR 15-17. Adult Incontinence and Baby Diapers are expanding faster than other segments: with +9% growth rate, Baby Pants achieved the best results, followed by Adult Incontinence (+5%) and Baby Open (+3%).
From a demographic perspective, the increasing global infant population (0-4 Years), set to grow to 680 million in 2018, +58% in 12 years, favors the Baby diaper segment’s growth: in developing regions, high birth rates, improving living standard and enlarging product penetration due to developing retail infrastructure are pushing consumption up.
Focusing on the Adult Incontinence market, the global average life expectancy increased by five years in 2000-2015, sustaining segment’s growth overall. Europe and North America show the highest consumption expansion: consumers’ education, awareness of available products and growing acceptance of incontinence issues are driving the market forward.