The adult hygiene market was estimated at USD 52,400 million in 2019 and is expected to grow with a CAGR of 4.2%.
The global adult hygiene market is gaining traction on account of increasing health concerns and rising government initiatives to raise awareness regarding the importance of hygiene. Adult diaper, sanitary napkins, incontinence garments, disinfectants, hand sanitizers, deodorants and antiperspirants, bath and shower products, and soaps are some of the common adult hygiene products available in the market.
Increasing disposable income, coupled with growing healthcare expenditure on adult hygiene, provides an impetus to the market growth. As per the National Health Expenditure Accounts (NHEA), in the U.S., healthcare spending grew by 4.6% in 2018. Furthermore, rising consumption of products, such as sanitary pads and wipes, and increasing awareness about hygiene drive the market growth.
As per the World Health Organization (WHO), diseases caused due to inadequate sanitation, poor drinking water, and unhygienic practices is responsible for about 4% of deaths and 5.7% of illnesses across the globe. These disturbing statistics have made hygiene a vital part of life, which is responsible for the increased revenue for the adult hygiene products market. The adult hygiene products market’s most prominent drivers include increasing consumer inclination towards enhancing and maintaining personal hygiene appeal, growing concerns about personal hygiene, and the burgeoning retail industry.
Several health issues such as eye irritation, skin rashes, hormonal issues, throat and nose infection, and cancer are associated with poor hygiene. To tackle this issue, organizations such as the FDA are focusing on creating and implementing guidelines regarding hygienic products manufacturing and usage. For instance, the FDA implemented the 21 CFR law pertaining to personal hygiene products, where products are evaluated to determine their safety for consumer usage. Such laws are expected to influence the manufacturers to develop innovative and effective products, further boosting the market growth.
Proctor & Gamble launched organic tampons, Tampax, which are environmentally friendly and safe. The product is designed for comfortable insertion and has an absorbent Built-in Backup Braid, which protects against unexpected leaks and infections. Similarly, in August 2016, Unicharm Corporation launched SOFY Panty Liners for everyday use in India. Social media marketing plays an important role in raising awareness about various solutions for female care and hygiene. Thus, the increasing competitiveness among the companies for product innovation drives market growth.
Debouching trends of premiumization in developing countries accelerate market growth. Consumers are increasingly inclining towards buying the best available products, which is boosting the overall revenue generation. However, high product costs and consumer inclination towards homemade products, such as homemade hand sanitizers, masks, and face wash, hamper the market growth.
|Market Size||USD 52,400 million in 2019|
|Fastest Growing Market||Asia Pacific|
|Largest Market||North America|
|Report Coverage||Revenue Forecast, Competitive Landscape, Growth Factors, Environment & Regulatory Landscape and Trends|
North America leads the adult hygienic products market as the region possesses the presence of local manufacturers and exemption of service taxes from the products. Rising concern for health and hygiene maintenance and easy availability of hygienic products due to increased penetration of online and offline distribution channels drives the regional market growth.
The region is also backed by the presence of leading market players. For instance, Kimberly Clark Corporation, an American multinational corporation in the adult hygienic market, developed eco-friendly and disposable adult diapers, sanitary napkins, tampons, and other hygienic products. Similarly, Lola, a U.S.-based start-up, offers organic tampons made of 100% cotton. In the last few years, awareness regarding the use of organic hygienic products has increased at a considerable rate in the U.S., further driving the market growth.
Asia-Pacific’s adult hygiene market is projected to witness high growth during the forecast period on account of rising technological advancements in countries, such as China and India. Increasing population, rising disposable income, and easy availability of affordable, hygienic products provide an impetus to the regional market growth. Furthermore, the Asia-Pacific region is regarded as a hotspot for emerging infectious diseases, such as Nipah virus, cholera, and dengue, among others. This has made people more health-conscious, which has risen the use of adult hygienic products, including hand sanitizers, disinfectants, and antimicrobial wipes.
Based on product type, the market is segmented into feminine hygiene, incontinence garments, disinfectants, hand sanitizers, surgical masks, gloves, surgical caps, and antimicrobial wipes. The feminine hygiene segment holds the largest market share on account of the burgeoning number of health awareness programs and rising awareness about women's health and hygiene.
Governments and NGOs are offering facilities, even in the remotest areas, in order to increase the adoption of sanitary pads and feminine hygiene products. For instance, the Indian government reduced GST tax over sanitary napkins and other feminine sanitary products. Similarly, FemCap, Inc. introduced a menstrual hygiene product, FemCycle, which is the only no-spill patented menstrual cup that provides protection for as much as 12 hours.
The adult diaper segment holds the highest market share on account of the increasing geriatric population, rising affordability of diapers, rapid urbanization, and increasing awareness towards improving hygiene conditions. These garments are extensively used in the medical centers for patients suffering from acute illnesses, such as diarrhea, as they prevent leakage, maintain body fluid levels, and provide comfort. Today, these diapers are integrated with sensor technology to alert the healthcare provider when the diaper needs to be changed.