Brands and countries

According to Euromonitor International, one of the top consumer types for 2024 is the Wellness Pragmatist. This shopper wants simpler, proven solutions for optimizing their health. Here are several ways absorbent hygiene manufacturers could deliver what these busy consumers want.

Staying on top of the latest trends in absorbent hygiene can be complicated. That’s why we, like many other manufacturers, look to Euromonitor International’s annual consumer trends report for insights. This year, one in particular struck us as having a strong impact on period care, incontinence, and even baby care product preferences. Euromonitor dubbed this trend the “Wellness Pragmatists.”

Satisfying Your Wellness Pragmatists

The idea is straightforward: Consumers remain interested in optimizing their health, but they are looking for simpler, more efficient ways to make it happen. Complex regimens are out: Proven, easy-to-use solutions are in.

Our experts see more than a dozen ways that absorbent hygiene manufacturers can meet the needs of today’s Wellness Pragmatists. Some promote health directly. Others support product users pursuing a more active lifestyle. A few even simplify the job of caregiving, supporting the health of babies and older adults, while freeing up time for those who manage their care.

Trouble-Free Skin Health

One concern shared by many who use absorbent hygiene products is maintaining healthy skin. Leaks, abrasion, even wet sensation can harm the skin and lead to rashes and other forms of damage. These can be combatted by providing:

  • More complete absorption – To distribute and hold more insult before needing changes. Articles with channel cores and improvements in superabsorbent polymer (SAP) and substrates are recent innovations addressing this area of concern.
  • Faster absorption and wicking – To minimize overflow leakage. This is most needed by those who experience rapid release of large volumes of fluid, common to certain types of incontinence.
  • Improved wicking and topsheets that minimize rewet – To guard against lingering wetness that increases the chance of skin irritation, such as incontinence associated dermatitis (IAD).
  • Softer substrates and sustainable materials – To minimize friction against the skin. Fibers like cotton and other sustainable options are commonly used to create gentle, nonwoven substrates. Some consumers especially favor natural materials for their perceived benefits for skin health.
  • Creams and lotions – To shield the skin and help restore healthy balance. Aloe and other additives may be applied to topsheets in higher-end brands and premium options. Some consumers look for the “with lotion” callout on packaging.
  • Cooling agents – To reduce the risk of excess heat and sweat that leave the skin more vulnerable to friction-related irritation. These are especially common in warmer regions such as the Asia Pacific.

Hassle-Free Wear for the Physically Active

For those working toward optimal health, jogging and exercise are common components of their daily routine. Consumers expect incontinence and period care products suited for their active lifestyle. Two key components are:

  • Enhanced pad attachment performance – To keep products firmly in place, which helps minimize leaks. The pad’s design and positioning adhesive will need to work together to protect against bunching and shifting.
  • Breathable materials – To reduce the chance of heat build-up. The resulting sweat can both hinder pad attachment and increase the chance of skin issues. A pad that protects against leaks but causes sweat is, in that regard, somewhat self-defeating.

Easy On, Easy Off, and Simple Disposal

For some, wearing absorbent hygiene products is a daily part of their healthcare regimen. Wellness Pragmatists will seek out features that simplify their use.


  • Pant-style diapers – To make changing diapers easier. Supported by elastics, these articles can be slipped on without a need to fuss with tape or tabs.
  • Easy-open sides – To allow for quicker, and more sanitary, removal of a soiled pant-style baby diaper. (Similar features for incontinence products make changing easier for adults in public restrooms.)
  • Reliable pad attachment adhesive – To easily apply and reposition pads in the underwear. It can also be helpful to keep the product from falling into the toilet when pulling down the pants.
  • Durable pad construction – To hold the article together for easy removal, even when wet.

Effortless Fit for Comfort and Leak Protection

For some, ensuring a proper fit can be a complicated process. Not all product users fall into standard sizes. Consumers may feel a need to take extra steps to adjust articles to maximize their benefits. Products that make the process trouble-free can win them over.

  • Elastic strands at the waist and elsewhere – To offer an easy fit without the hassle of tabs and tapes. Products can be pulled on and automatically adjust for a secure but comfortable fit. The right adhesives are a key component.
  • Elastic leg cuffs – To support leak protection and healthier skin. Designs with double leg cuffs can be seen as offering less hassle in the long run.
  • Extended size options – To provide products designed with particular body types in mind. This can improve leak protection, support skin health, and provide other benefits to the user.

Streamlined Caregiving for Babies and Older Adults

For those who use absorbent hygiene products in the care of others, all of these features can be attractive. Avoiding leaks and rewet simplifies the process of maintaining skin health for those in their care. It also reduces the need for other skin-care regimens, which can be both complicated and time consuming.

The same is true of articles that already include lotions that would otherwise need to be applied separately. Caregiving is made simpler for parents with babies and for family members tending to older adults.

Plus, there’s one more feature that is a particular benefit to caregivers:

  • Wetness indicators – To streamline the process of checking diapers to determine when a change is needed. Indicators not only help protect skin wellness but also save time (and wasted changes) for the caregiver.

Creating Simpler Solutions for Your Absorbent Hygiene Consumers

In their newest report, Euromonitor International includes this tactic as a guide to meet the needs of this consumer behavior:

Create functional, simple solutions that are easy to adopt, or redefine your current product mix to home in on features that promote wellbeing.

For manufacturers like you in the absorbent hygiene industry, considering these 16 points could be the difference between merely succeeding or truly excelling with today’s period care, baby care, and incontinence product consumers

As you decide how to best meet these global consumer trends, we’re here to help you explore all that Bostik—and our absorbent hygiene adhesives—can do for you. Contact a Bostik expert today.


©2024 Bostik, Inc. All Rights Reserved

All information contained herein is believed to be accurate as of the date of publication, is provided “as-is” and is subject to change without notice. To review our full U.S. Legal Disclaimer, visit:

See also

Back to all articles
  • Disposable Hygiene

India, Africa, Latin America: Key Growth Regions for Period Care Products

Sep 1, 2023
  • Disposable Hygiene

Adhesives Support Consistent Product Performance in Absorbent Hygiene

Jan 18, 2024
  • Disposable Hygiene

Adhesives Support Convenience in Absorbent Hygiene Products

Jan 25, 2024