In the past few weeks alone, two major deals have been announced that will alter the landscape of the global market for absorbent products, namely fem care. One will create a massive consumer health company serving babies, women and elderly consumers and the other gives a European leader instant access to the North American feminine care market.  

In consumer health, Kimberly-Clark has agreed to buy Kenvue (see page 14), once Johnson & Johnson’s consumer health business, as well as brands like Carefree and Stayfree (outside of the U.S.), Band-Aid, Johnson’s and Tylenol. This move comes not long after K-C announced a deal to spin off its IFP brands like Scott, Kleenex and Wypall through a joint venture with Suzano, a Brazilian pulp maker.

In announcing both deals, K-C executives reminded the market of the company’s plan to be a leaner more focused organization centered on higher growth and, higher margin businesses like the North American and International Personal Care.

Meanwhile, specifically to fem care, Essity has struck a deal to buy Edgewell’s feminine hygiene brands in the U.S. including Stayfree, Carefree and o.b. as well as its global Playtex tampon business, in a move that will give it instant entry to the fem care market in North America with historic, well-known brands. (For more, see page 16.)

Essity entered the North American adult incontinence market in 1997 when it purchased the Serenity brand from Johnson & Johnson. That brand was eventually folded into Essity’s Tena global incontinence brand and the company had been eyeing entry into the North American feminine hygiene market as part of a company-wide growth strategy. It found that the Edgewell brands are the perfect point of entry for the company.

With a reputation for being number one or two in most of the markets it participates in, Essity may be exactly what these fem care brands need to receive a boost in the market.

How these two deals will impact consumers in the hygiene market has yet to be seen but the fact that two large multinational companies are betting on the strength of the North American personal care market bodes well for nonwovens producers across the globe.

As always, we appreciate your comments.

Karen McIntyre
Editor
kmcintyre@rodmanmedia.com