KIT: The market for hygiene products

Strategic tools for the practising manager

Consumers’ growing concern for health and wellness is driving the growth of hygiene products.

While multinational corporations dominate the category, regional players are competing hard.

The market is currently dominated by players like Godrej, Johnson & Johnson, Kimberly Clark, P&G and Wintex.

Hygiene products are popular mainly in urban markets.

Modern retail formats have assisted growth of the category.

It is likely to see healthy growth in the future.