The industry benefits from supportive trends:
- Resilience throughout the economic cycle, due to the essential nature of these products (hygiene basics), further reinforced in times of recession (e.g., private label products)
- Developed markets: ageing population, benefitting the Adult Incontinence segment
Ontex stands to benefit from these trends thanks to a further repositioning of its business:
- Increasing further the company’s exposure to faster-growing products and categories (e.g., adult incontinence and baby pants)
- Boosting market share of private label brands
- Accelerating competitive innovation
- Focusing on structural cost competitiveness and cost-efficient operations with a view to increasing margins
- Increasing its market share in North America, enabled by local manufacturing capabilities