Growing population, low penetration rates have peaked the interest of hygiene manufacturers.

不断增长的人口，较低的普及率使卫生用品制造商的兴趣达到顶峰。

In recent years, India, with a 1.3 billion population and booming economy, has become a hot investment destination for global investors. From international giants to Chinese manufacturers, industrial players from a wide range of markets have expanded their footprints there, and the disposable hygiene market is no exception. All the big international hygiene product brands like Procter & Gamble, Johnson & Johnson, Kimberly-Clark and Unicharm have established facilities or operated branches in India.

近年来，拥有13亿人口和蓬勃发展的经济的印度成为全球投资者的热门投资目的地。从国际巨头到中国制造商，来自各个市场的行业参与者都在那里扩大了自己的足迹，一次性卫生用品市场也不例外。所有大型国际卫生用品品牌，如宝洁、强生、金佰利和尤妮佳，都在印度建立了工厂或经营分支机构。

 

The continuous improvement of literacy rates, the enhancement of consumers’ safety and sanitary consciousness, and extended lifespan, plus improvements in conditions in rural areas, have all created opportunities for expansion of the hygiene market. The Indian people want to improve their living standard and incomes. They have increased the percentage of working females and upgraded consumers’ consumption habits. These factors will help to fuel the development of disposable hygiene markets. 

识字率的不断提高，消费者安全和卫生意识的增强，寿命的延长，加上农村条件的改善，都为扩大卫生市场创造了机会。印度人民希望提高他们的生活水平和收入。她们提高了女性就业比例，提升了消费者的消费习惯。这些因素将有助于推动一次性卫生用品市场的发展。

 

The India tissue paper and hygiene product market will grow significantly，the strong demand mainly comes from the increasing income of countryside consumers and their pursuing of more comfortable and convenient lives.

印度的生活用纸和卫生用品市场将大幅增长，这种强劲的需求主要来自于农村消费者收入的增加和对更舒适便捷生活的追求。

 

India occupies 2.3% of the world’s land area, and English is the official language. Its popularization provides India with a big advantage in economic and trade cooperation with other countries. Among its population, 72% are literate, 21.8% live below the poverty line and 31% live in urban areas. Urbanization has progressed at 2.4% every year. 

印度占世界陆地面积的2.3%，英语是官方语言。它的普及为印度与其他国家的经贸合作提供了很大的优势。在人口中，72%的人识字，21.8%的人生活在贫困线以下，31%的人生活在城市地区。城镇化以每年2.4%的速度推进。

 

A lot of Indian consumers are changing their consumption habits, with more people willing to spend. In the next 20 years, India’s business environment will improve dramatically, with key focus on sectors that closely connect to people’s daily lives, including healthcare, food, education, housing, infrastructure construction, etc.

许多印度消费者正在改变他们的消费习惯，越来越多的人愿意花钱。未来20年，印度的商业环境将大幅改善，重点关注与人们日常生活密切相关的行业，包括医疗、食品、教育、住房、基础设施建设等。

 

Nitin Bawankule, the industrial director of Google India, further pointed out that in the next five years, as the percentage of female users grows from 30% to 40%, female purchasers will drive online purchasing significantly. This is another important factor to foster India’s future change.

谷歌印度产业总监Nitin Bawankule进一步指出，未来五年，随着女性用户比例从30%增长到40%，女性购买者将显著推动在线购物。这是促进印度未来变化的另一个重要因素。

 

As consumer consumption continues to rise in India, the mother and baby market will be another booming sector that may experience explosive growth rates. When this same demographic becomes wives and mothers, they will help increase e-commerce sales. According to a report, the India maternal and infant market will grow 17-18% to $20 billion. On-line and off-line retailers are very interested in this “big cake.” It is expected that the next retailing battle will be staged on this market. These factors will boost the growth of the Indian hygiene market.

随着印度消费者消费的持续增长，母婴市场将成为另一个蓬勃发展的领域，可能会经历爆炸式的增长。当同样的人群成为妻子和母亲时，他们将有助于提高电子商务的销售额。根据一份报告，印度母婴市场将增长17-18%，达到200亿美元。线上和线下零售商都对这个“大蛋糕”非常感兴趣。预计下一场零售大战将在这个市场上演。这些因素将促进印度卫生市场的增长。

 

For example, Amazon has increased its SKU of infant consumer goods (0-2 years old) to 160,000, including diapers. Saurabh Srivastava, the head of Fast Moving Consumer Goods, Amazon India, said the sales of infant consumer goods increased 300% last year. “Infant product is about to be one of the top five best sellers worldwide, and consumers of this category show the highest brand loyalty.”

例如，亚马逊将婴儿消费品(0-2岁)的SKU增加到16万，其中包括尿布。亚马逊印度快速消费品部门负责人索拉布·斯里瓦斯塔瓦表示，去年婴儿消费品的销售额增长了300%。“婴儿产品即将成为全球五大畅销产品之一，这一类别的消费者表现出最高的品牌忠诚度。”

 

Feminine Hygiene | 女性卫生用品

Feminine sanitary products account for a significant proportion of the Indian disposable hygiene market. According to Euromonitor, the Indian feminine hygiene product market has reached 22.21 billion Rupee ($340 million) and is expected to reach 34.68 billion Rupee ($522 million) in 2020. Euromonitor pointed out that manufacturers should work along both lines—attract young consumers through online purchases while at the same time penetrating small towns and rural markets.

 

女性卫生用品占印度一次性卫生用品市场的很大比例。根据欧睿的数据，印度女性卫生用品市场已经达到222.1亿卢比(3.4亿美元)，预计到2020年将达到346.8亿卢比(5.22亿美元)。欧睿指出，制造商应该双管同下——通过网上购物吸引年轻消费者，同时打入小城镇和农村市场。

The upper class of Indian women are trying to find high quality hygiene products, however, in poor rural areas, many women still haven’t start to use sanitary napkins. In the past, Indian women used to use fabrics during their menstruation period. In fact, 70% of women use rags because of poverty and lack of knowledge.

 

印度上层阶级的女性正在努力寻找高质量的卫生用品，然而，在贫穷的农村地区，许多女性还没有开始使用卫生巾。过去，印度妇女在经期使用织物。事实上，70%的妇女使用破布是因为贫穷和缺乏知识。

Being aware of the problem, the government has started to take measures to promote sanitary products in poor areas. Today, sanitary napkins are increasingly getting popular among women. Of course, continuous education and marketing from big international brands has significantly contributed to this penetration.

 

意识到这个问题，政府已经开始采取措施在贫困地区推广卫生产品。如今，卫生巾在女性中越来越受欢迎。当然，国际大品牌的持续教育和营销对这种渗透做出了重大贡献。

What needs to be noted is that India has invested little in the research and development of sanitary napkins. Although upper class females hope to have higher quality products, there are no innovative products available. Today, 95% of India’s sanitary napkin market share goes to international companies like P&G and Johnson & Johnson.

 

需要注意的是，印度在卫生巾研发方面的投资很少。虽然上流社会的女性希望拥有更高质量的产品，但没有创新的产品。如今，印度95%的卫生巾市场份额被宝洁(P&G)和强生(Johnson & Johnson)等跨国公司占据。

 

Baby Diapers | 婴儿纸尿裤

Indian infants between 0-2, there is huge market potential for baby diapers. However, this market penetration is very low, only 7.6%. People in the countryside mainly use cloth diapers. People are concerned about disposable diapers since Indian society doesn’t recognize these kind of products. In addition, the cost for potty training and baby care is also quite low.

印度0-2岁的婴儿纸尿裤的市场潜力巨大。然而，这一市场渗透率非常低，只有7.6%。农村人主要用布尿布。人们很担心一次性尿布，因为印度社会不认可这类产品。此外，如厕训练和婴儿护理的费用也相当低。

 

High end hospitals in India started to provide diapers for infants. The sales of disposable diapers in retail also helped the market to grow. The rigid market demand is robust, and international companies including P&G, Unicharm and Kimberly-Clark still hold  92% of the Indian diaper market. In the past couple of years, the market share of Kimberly-Clark started to drop.

印度的高端医院开始为婴儿提供尿布。一次性纸尿裤的零售销售也促进了市场的增长。刚性市场需求强劲，宝洁、尤妮佳、金佰利等跨国公司仍然占据着印度纸尿裤市场92%的份额。在过去的几年里，金佰利的市场份额开始下降。

 

Based on their comprehensive analysis of baby diaper sales in India, relevant organizations pointed out that the market size will be 47 billion pieces per year, which is very promising.

相关机构根据他们对印度婴儿纸尿裤销售的综合分析指出，市场规模将达到每年470亿件，前景非常广阔。

 

Adult Diapers | 成人纸尿裤

 

The population older than 65 in India was 21 million. The usage of adult diapers in India is very low, and only accounts for 0.6% of the total hygiene market share; however, the demand of nursing pads started to increase.

 

印度65岁以上的人口为2100万。印度成人纸尿裤的使用率非常低，仅占卫生用品总市场份额的0.6%;然而，对护垫的需求开始增加。

 

Taking care of the elderly population is increasingly an acute social challenge. Although the adult diapers market in India started at a low development level, it has grown rapidly. The continuous construction of international hospital chains helped many diaper manufacturers to promote their brands across India. Today, 70% of adult diapers are sold through hospitals and their affiliated stores, which are welcomed by Indians. The majority of adult diapers are diapers, pads, and nursing pads. Indian senior centers are also starting to promote adult diapers.

照顾老年人口日益成为一项严峻的社会挑战。虽然印度成人纸尿裤市场起步较低，但发展迅速。国际连锁医院的不断建设，帮助许多纸尿裤制造商在印度各地推广其品牌。如今，70%的成人纸尿裤是通过医院及其附属商店销售的，这受到了印度人的欢迎。大多数成人尿布是尿布、护垫和护理垫。印度老年中心也开始推广成人纸尿裤。

 

Currently, there are no international companies producing adult diapers locally. However, international manufacturers like Unicharm, Procter & Gamble, and local manufacturers like Emami Group, Rohit Group, Surfactants Limited, Mangal Textile Mills (India) Pvt. Ltd., Nobel Hygiene Ltd., and Walmart all show great interest in the market.

目前，国内还没有生产成人纸尿裤的国际公司。然而，像尤妮佳、宝洁这样的国际制造商，以及像Emami Group, Rohit Group, Surfactants Limited, Mangal Textile Mills (India) Pvt. Ltd., Nobel Hygiene Ltd.,和沃尔玛这样的本地制造商都对这个市场表现出了极大的兴趣。