Industry Insights: Challenges and Opportunities for the Southeast Asian Hygiene Market
Industry Insights: Challenges and Opportunities for the Southeast Asian Hygiene Market
According to a recent report by Nonwovens Industry, the global retail disposable hygiene market is valued at US$112 billion in 2021 and is expected to reach US$129 billion by 2026. The Asia Pacific region contributes over 40% of global retail sales, which are supported by the evolving hygiene standards, growing consumer awareness, increasing purchasing power, constant innovation and improving product availability.
1) Declining birth rates in Asia Pacific pose a challenge to the long-term growth of baby diapers
Baby diapers are one of the largest contributors to retail sales of disposable hygiene products in Asia Pacific. However, unfavorable demographics are limiting growth in this category as the market is being challenged by declining birth rates across the region. Indonesia, the most populous country in South East Asia, has seen its birth rate decline from 18.8% five years ago to 17% by 2021. China's birth rate has fallen from 13% five years ago to 8%, with the number of children aged 0 - 4 declining by more than 11 million.
This, coupled with family planning policies and the improving quality of the population, has also led to a decline in the birth rate in this region. Despite a shrinking consumer base, retail sales of baby diapers in the region are expected to grow positively over the next five years. As per capita consumption in Asia Pacific remains low and there is a large untapped consumer base, there are opportunities for the industry to further drive market penetration through retail expansion, product innovation and attractive pricing strategies.
2) Development of female nursing through innovation and high quality education
Female hygiene protective products are the largest contributor to retail sales of disposable hygiene products in Asia Pacific, both in terms of value and volume. In South East Asia, the female population aged 12-54 is expected to reach 189 million by 2026 and the female care category is expected to grow at a CAGR of 5% to reach US$1.9 billion between 2022 and 2026.
Rising disposable income for women and continued education efforts by government and non-profit organizations to address women's health and hygiene issues have contributed to driving retail sales growth and industry innovation in the category.
3) Ageing population boosts adult diapers
Although still small in absolute terms, the adult urinary incontinence products are the most dynamic disposable hygiene category in Asia Pacific, also achieved high single-digit growth this year. The retail sales of adult urinary incontinence products in South East Asia are expected to grow by 15% in CAGR value from 2021 to 2026. Although Southeast Asia and China are considered relatively young compared to developed markets such as Japan, the changing demographics and growing number of elderly people offer an important customer base to ensure category growth. Adult diapers are often perceived by consumers as being less costly. Cost is also a factor contributing to the high usage of adult urinary incontinence products.
Retail sales of disposable hygiene products in Southeast Asia are expected to grow positively over the next five years, contributing nearly 85% of the absolute growth in Asia Pacific. Therefore, we need to seize the opportunity to enter the sanitary products market to reap the dividends.
Jiayue standard and customized baby/adult/pet diaper, wet/dry wipes, sanitary napkins, under pad, and raw materials，also support wet toilet wipes.We have a steady monthly export volume; we have a wealth of experience in exporting and brand development which has helped our customers to become well known locally. We can afford to take on large orders and guarantee a consistent quality output, and we are equally able to deliver on time during the COVID-19 outbreak. We look forward to your cooperation with us!
More details welcome to contact us.
Email:Lena@jiayuediper.com;Tel/whatsapp:+8615980308853