This presentation looks at the global market performance across key and contrasts growth markets and regions. It specifically discusses the rising power of female consumers around the globe and especially in the developing markets, their impact on the marketplace across regions, and the strategies to market successfully to women.

1. DISPOSABLE HYGIENE MARKETPLACE AND THE
POWER OF FEMALE CONSUMERS
OUTLOOK PLUS LATIN AMERICA 2017
Elton Morimitsu
Research Analyst – Brazil

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3. GLOBAL DISPOSABLE HYGIENE
MARKETPLACE
REGIONAL PERFORMANCE
FEMALE CONSUMER: DIVERSITY AND
ADVERSITY
NO “ONE” WOMAN
CASE STUDY: BRAZIL
KEY TAKEAWAYS

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 Total retail sales of disposable absorbent hygiene products amounted to USD 94 billion
globally in 2016
 Retail sales are projected to reach USD 114 billion by 2021
The industry continues to see positive growth trajectory
GLOBAL DISPOSABLE HYGIENE MARKETPLACE
0,0
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Nappies/Diapers/Pants
Sanitary Protection Personal Wipes Adult Incontinence
%CAGRgrowth
USDmillion
Global retail disposable hygiene product sales in USD mn, constant
value, fized ex rate (2016 - 2021)
2006 2011 2016 2021 CAGR 2016 - 2021

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Global baby diapers: marketing, innovation, affordability
GLOBAL DISPOSABLE HYGIENE MARKETPLACE
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2015-16 2016-17 2017-18 2018-19 2019-20 2020-21
Retail value, US$ constant, 2016 fixed exchange rate Retail volume
World, nappies/diapers/pants, retail sales, % y-on-y growth, value and
%growth
CMPC´s Soft Dreams, Mexico Aldi´s Little Journey, USA Hayat´s Molfix, Africa

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Global sanitary protection: from premium to affordable
GLOBAL DISPOSABLE HYGIENE MARKETPLACE
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2015-16 2016-17 2017-18 2018-19 2019-20 2020-21
Retail value, US$ constant, 2016 fixed exchange rate Retail volume, million units
World, sanitary protection, retail sales, % y-on-y growth, value and
volume, 2015-2021
Cora Tampons, US Go! pads, Rwanda Lady Care and Always, Nigeria

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Global personal wipes: from premium value-added to private label
GLOBAL DISPOSABLE HYGIENE MARKETPLACE
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0,5
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2015-16 2016-17 2017-18 2018-19 2019-20 2020-21
Retail value, US$ constant, 2016 fixed exchange rate Retail volume
%growth
World, personal wipes, retail sales, % y-on-y growth, value and volume,
Cosmetic wipes, L´Oreal Brazil Cosmetic wipes, Private Label Brazil Moist toilet wipes, KC Latin America

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Global incontinence: from mere clinical message to lifestyle
GLOBAL DISPOSABLE HYGIENE MARKETPLACE
0
2
4
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2015-16 2016-17 2017-18 2018-19 2019-20 2020-21
Retail volume, million units Retail value, US$, constant, 2016 fixed exchange rate
World, adult incontinence, retail sales, % year-on-year growth, value and volume growth,

9. GLOBAL DISPOSABLE HYGIENE
MARKETPLACE
REGIONAL PERFORMANCE
FEMALE CONSUMER: DIVERSITY AND
ADVERSITY
NO “ONE” WOMAN
CASE STUDY: BRAZIL
KEY TAKEAWAYS

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 In 2016, total retail sales of disposable absorbent hygiene products amounted to USD 11
billion in the region, posting a flat performance versus 2015
 Retail sales of adult incontinence and personal wipes see growth despite difficulties
Latin America affected by sales in Argentina, Brazil and Mexico
REGIONAL DIVERSITY
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1.000,00
2.000,00
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4.000,00
5.000,00
6.000,00
7.000,00
8.000,00
9.000,00
Nappies/Diapers/Pants
Sanitary Protection Adult Incontinence Personal Wipes
%CAGRgrowth
USDmillion
Latin America retail disposable hygiene product sales in USD mn,
constant value, fixed ex rate (2016 - 2021)
2006 2011 2016 2021 CAGR 2016 - 2021

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Unmet potential in the region: Brazil and Mexico make up nearly half
REGIONAL DIVERSITY
 Brazil’s estimated unmet market potential at over US$2 billion, followed by Mexico at over
US$950 million
 Recent economic downturn impacted growth in both markets

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