The Forces That Drive Change | Bostik Blog

Whether for baby care, period care, or incontinence, consumer needs are not static. Technological advancements … social perceptions … shifting demographics … all play a part in changing consumer expectations. Your ability to satisfy shoppers relies on accurate information and partnerships with suppliers who understand the changing landscape.

The world of absorbent hygiene—baby care, period care, and adult incontinence—is transforming itself in several ways. All three markets are predicted to expand to different degrees and in different regions over the next 10 years.¹ In the United States, baby diapers sales may be declining, but incontinence sales are on the rise. According to industry experts, period care is surging in Africa and India.² The list goes on and on.

To make sound business decisions, manufacturers like you can benefit from staying informed about evolving needs, preferences, and demographics.

Factors that Propel Changes in Expectation

5 basic consumer needs

At the most fundamental level, all trends arise from what our experts call the five Cs: Comfort, Convenience, Confidence, Consistency, and Cost. Whilst the list itself remains constant, consumer expectations for each can and do change. For example, wetness indicators were once a novel convenience; now many consumers expect them. Moreover, there is demand for increasingly faster reaction times and a clearer colour change.

Technological advancements

Product innovations include thinner core designs, the use of new materials, and the incorporation of sensor technologies. These and others are helping to drive changing expectations. Similarly, internet tools such as online shopping platforms and product reviews are making it easier for consumers to buy products and find information about them.

Social perceptions

Cultural shifts can also impact how people view and use products. Members of Gen Z, for example, place greater expectations on products and companies. Their concern about the environment shapes the generation’s purchasing decisions. They also believe consumers should be able to decide how (and where) their needs are met.³

Efforts to reduce stigma surrounding menstruation are also having an effect. Marketing campaigns are beginning to adopt a more positive vocabulary. Terms like ‘feminine hygiene products’ are less common. ‘Period care’ and ‘menstrual health’ are used openly, especially in established markets and urban settings.

Shifting demographics

Due to factors such as fluctuating birth rates and aging populations, a society’s requirements change. In certain areas, the workforce is also becoming more diverse. Many among them rely on period care and incontinence products as they go about their daily lives. At the same time, rising disposable incomes have made hygiene articles of all kinds more affordable for more people.

Overall Product Trends

Many of today’s biggest developments appear in all three absorbent hygiene markets. Some of the most notable are:

Sustainability and corporate social responsibility
Transparency regarding product ingredients and manufacturer operations
Hybrid and reusable products
Online shopping
The use of labels and reviews by consumers and manufacturers
Collaboration between manufacturers and healthcare providers to improve patient care and reduce cost⁴
Specialisation of products to address specific user groups (e.g., athletes, vacationers, people with disabilities)

Shifting Consumer Expectations for Baby Diapers

The baby care market continues to grow in several regions of the world. Higher incomes, more sustainable options, local production, and even unreliable utilities contribute to the increase.⁵

A few of the specific product trends we have seen are:

Wetness indicators, especially those with faster reaction times
Pant-style diapers, and in a wider variety of sizes
A desire for items with ‘adorable’ prints and, conversely, for products that are dye-free

Serving People Who Menstruate

The period care market is expanding in several areas across the globe, including Africa, India, and some parts of Asia. In many, efforts are underway to expand awareness of menstrual health and reduce stigma. Governments and NGOs (non-governmental agencies) are hard at work, often in conjunction with manufacturers. Their efforts are supporting both education and access to employment. Others are working to ensure menstrual products can be as ubiquitous as toilet paper.⁶ The cumulative result is making products more accessible to the people who need them.

Notable shifts in period care products include:

More affordable options, such as packages with fewer articles
Hybrid products that reduce environmental impact
Culturally appropriate options and marketing
Period panties

Meeting the Needs of Incontinent Adults

As the Baby Boomer generation ages, sales of products addressing the many forms of incontinence are on the rise. Many are looking for more discreet products that offer reliable protection against leaks whilst supporting their active lifestyles.

Caregivers, for their part, are looking for better—and more efficient—ways to keep wearers healthy and comfortable.

Some of the specific trends we see are:

Improved absorption and acquisition time
Greater discretion
Ease of use, including pant-style products
Tech-based wetness indicators

Utilise Bostik’s Knowledge and Innovation as You Move Forward

Overall, consumers are increasingly looking for absorbent hygiene products that are reliable, sustainable, comfortable, convenient and meet expectations. Manufacturers who understand and meet these expectations in their product development are more likely to be successful in the markets. Bostik offers a variety of adhesives and can help you make the right choices to deliver the products your consumers want, every time.

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¹ Raymond Chimhandamba, Attached to Hygiene, episode 40; Chirag Virani, Attached to Hygiene, episode 38

² ibid.

³ Ali Angus on Euromonitor’s Top Consumer Trends of 2023, Attached to Hygiene, episode 53

⁴ E.g., https://tslhealthcare.com/who-we-work-with/industry-bodies/

⁵ Raymond Chimhandamba, Attached to Hygiene, episode 40

⁶ https://padsonaroll.com/

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Absorbent Hygiene Consumer Needs: The Forces That Drive Change