Reimagining the World of Hygiene Products with Adhesives
Since the 1960s, leading brands are using adhesives in disposable hygiene products. Adhesives bonds the substrates, layering components to make products absorbent with an aim to offer premium comfort to the consumer. According to United Nation World Population Ageing Report: 2015, from 2015 to 2030, the number of people aged 60 years and above are projected to grow by 56% across the world. Disposable hygiene has become one of the fastest-growing applications for adhesives in the past few years.
Lives without hygiene products such as baby diapers, feminine care products, and adult incontinence products is unimaginable today. Baby diapers are one of the leading applications for disposable hygiene adhesives. In 2018, around 175 billion units of baby diapers were sold across the globe and are projected to pass the 200 billion mark in the next 3-5 years. Contract manufacturing and affordable social media-based marketing platforms are aiding new entrants to sell their products in markets traditionally dominated by multinational companies.
Hot melt technology is the most widely used technology in the disposable hygiene adhesives market. These adhesives play a vital role in basic construction, absorbent core, elastic attachment, and positioning of hygiene products. Amorphous polyalphaolefin (APAO), styrene butadiene styrene (SBS), and ethyl vinyl acetate (EVA) are the most widely used chemistries in disposable hygiene adhesives market. APAO’s popularity is expected to strengthen due to its cost-effectiveness and better performance as compared to other chemistries. It is anticipated to capture the highest market share in the global disposable hygiene adhesives market over the coming years.
Market Witnessing Sustainable Growth in Dynamic Economies such as India and China
Growing adoption rates and increasing awareness about feminine hygiene and adult incontinence products in China, India, and Southeast Asia are projected to drive the demand for disposable hygiene adhesives in Asia Pacific region. Rising hygiene and health awareness, disposable income, and changing lifestyles are key to the growth of adhesives in the feminine hygiene segment. Asia Pacific region is also predicted to deliver high growth in baby diapers. Consumers are inclining towards ultra-premium, high quality, softer, and breathable materials diaper segment, thus, offering substantial revenue growth for the manufacturers.
On the contrary, North America and Western Europe are struggling in the baby diaper segment, owing to a very high penetration rate and low birth rate in the past few years. However, adult incontinence products continue to offer huge growth potential in these regions. A rapidly growing population coupled with rising health conditions are fueling the growth in this segment. Over the past few years, adult incontinence products have increased their reach from the healthcare segment into mainstream consumer products.
Leading Companies Targeting Millennials and Gen Z Group
In 2020, millennials (2 billion people) were the largest consumer group, globally, accounting for 27% of the total population. Companies are devising their product strategies to target millennials, as this group enters their prime years for purchasing hygiene products. Health and wellness are the highest priority among these consumers. Active lifestyles and changing work environments are the key driving factors for a major shift in feminine hygiene products.
Consumers require products with added functionality with a prime focus on odour control and skin health. Innovations and product development are constantly redefining this category. Consumers are also looking for natural, organic or eco-friendly alternatives. There has been a growing trend in the usage of organic cotton as a natural ingredient in these applications, especially in Europe and North America. These trends reflect consumers changing preferences towards sustainably conscious and skin-healthier options.
Changing Consumer Preferences Keeping Entire Supply Chain on Toes
The global disposable hygiene adhesives market is constantly evolving with consumers demanding product innovations and comfort in the hygiene items. Manufacturers of adhesives not only have to ensure product quality but the smooth working of raw materials and components with hygiene items as well. Companies are searching for more sustainable raw materials to realign their portfolio. Furthermore, COVID-19 has also created a huge impact on the supply of raw materials to the hygiene adhesives market. The outlook remains uncertain, especially in the areas of baby diapers wherein declining birth rates are observed in the developed economies.
Companies Envision Innovation and Product Development as Growth Factors
Leading companies in the market are investing heavily in R&D and product innovation. Companies in the global disposable hygiene adhesives market are proactively developing new products with increased performance and operational efficiency to meet consumer needs. High wet strength and low odour are the key features of the new products. Furthermore, disposable hygiene adhesive manufacturers are also focusing on developing natural ingredients or components for a sustainable future.
In 2020, H.B. Fuller developed an adhesive compatible with natural-based hygiene products. The company launched, Full Care 5885, a low odour, light colour, and high wet strength adhesive compatible with 100% cotton products. The product is also Eco Passport certified, meeting the ecological responsibility. Few companies are also strengthening their manufacturing footprint in the continuously growing markets. Bostik is coming up with new production facilities to meet the growing demand for adhesives in the non-woven industry, especially in the Asia Pacific region.
Please Note: The above mentioned segmentation/companies/countries are likely to differ in the actual report as they are based on preliminary research.