Innovations are aligning with empowerment, wellness and eco-friendly trends, and continue to destigmatise menstruation and incontinence.

Dionne Officer, Research Analyst – BPC Innovation

Table of Contents


    • Europe: encourage uptake of intimate hygiene products
    • Graph 1: fastest-growing claims (excluding eco/ethical) in feminine hygiene products, 2017-18 vs 2021-22
    • Europe: promote the use of incontinence-specific products
    • The Middle East & Africa (MEA): stress 'good for the planet' and skin-friendly merits
    • Graph 2: absorbent hygiene launches by top five fastest growing claims, 2017-18 vs 2021-22
  2. Asia Pacific (APAC)

    • Asia: reach parents willing to pay more for diapers
    • Graph 3: top 10 claims in diapers, 2021-22
    • Asia: engage younger consumers with period-positive innovation
    • Graph 4: top claims in pads and tampons, 2021-22
    • Australia & New Zealand: highlight comfort and being kind to skin
  3. the americas

    • North America: create meaningful differentiation in diapers
    • Graph 5: diaper launches by top eight fastest-growing claims, 2017-18 vs 2021-22
    • North America: intimate and sanitary protection NPD taps into empowerment and wellness trends
    • Graph 6: top 10 fragrance components in feminine hygiene products, 2021-22
    • Latin America: emphasise safe, gentle and eco-friendly claims
    • Graph 7: absorbent hygiene launches by top five fastest-growing claims, 2017-18 vs 2021-22

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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