Personal Hygiene Products Market Trends

Growth Drivers

Rise in Disposable incomes

Organization of Economic Co-operation and Development (OECD) reports that the household disposable incomes across the world are increasing on account of rising consumerism and is expected to positively impact the personal hygiene market.

Awareness towards Sanitation and Menstrual Hygiene

World Health Organization (WHO) reports that in 2017, over 432,000 deaths were believed to be caused by poor sanitation in low and middle income countries. Further, it states that improved sanitation can reduce the spread of tropical diseases like trachoma, diarrhoea which cause deaths every year. Improved sanitation also promote dignity and safety among women and girls and can help in improving school attendance. Menstrual hygiene is a topic which is surrounded by myths, stigma and is considered a taboo, however, it is important to understand and promote women welfare and empowerment. Programs such as Swachh Bharat Mission and distribution of disposable sanitary pads for women and girls were reported to improve the attendance rate in schools across India. The increasing awareness towards sanitation and menstrual hygiene is expected to drive the personal hygiene market in the next few years.

COVID-19 and its aftermath

WHO as of May 10^th 2020, reported 39, 17,366 confirmed cases and over 2, 74, 361 deaths globally due to the ongoing global pandemic. The role of hand sanitizers and other cleansing products in the battle against COVID-19 is proved vital by health care professionals across the world. As a result, the stockpiling of these products have skyrocketed the demand. Industry experts predict that products such as hand sanitizers, soaps and other cleansing products will have a significant demand globally over the next few months.

Technological Advancements

The product innovations and personalized packaging is an important factor for achieving a higher market growth. The packaging options such as recyclable sachets and tubes and a lower price are estimated to positively impact the personal hygiene market.

Challenges

Effectiveness of Distribution Channels

The COVID’19 pandemic caused a disruption in the production and supply chain and thereby affected the sales of the personal hygiene. Once the lockdown measures are lifted, the distribution channels will be re-established, however, lack of innovation in delivery systems, if not enhanced, is predicted to affect the sales of the personal hygiene products.