Essity survey sounds alarm on hygiene taboos and growing antimicrobial resistance demand

23 Dec 2022 --- The Essity Global Hygiene Survey has revealed that there is still a great need to weed out taboos around menstruation, incontinence and menopause. Notably, public washrooms need improving to accommodate the elderly and antimicrobial resistance (AMR) mitigation should be higher on the overall agenda. 

“We continuously gather insights that help us break barriers to well-being and contribute to inclusive, stigma-free societies. This time, we have talked to more than 15,246 people in 15 countries worldwide about the gap between their current behaviors and attitudes toward well-being and how they would like to live in the future,” the executive committee at Essity states.

Roughly 55% of the survey respondents claim to be knowledgeable about menstruation, while 23% experiencing incontinence say they avoid talking about it.

Education has been identified as having a critical role in eliminating these taboos. About 45% of respondents agree schools are ideal for opening the dialogue and that education is necessary to reduce shame and stigma.

Open dialogue as first port of call
Essity’s hygiene solutions, educational initiatives and partnerships help reduce shame and social exclusion. It also serves to improve people’s physical and mental health in the process.

“Conversations need to start happening, either behind closed or open doors, about these sensitive topics – that is the only way they will spread to more open forums,” says a 27-year-old survey respondent from India named Rahul.More than 15,000 people were surveyed in 15 countries for the Global Hygiene Survey.

Many people in the surveyed nations dealing with incontinence, menstruation or menopause suffer in silence and lack access to essential hygiene products. According to the survey, there is a significant knowledge gap between men and women regarding feminine care.

In line with this, Essity acquired 80% of Knix, a provider of leak-proof clothing for menstruation and incontinence. On a cash and debt-free basis, the purchase price for 80% of the company amounts to US$320 million.

Meanwhile, Essity launched a product and brand, dubbed Issviva, for women experiencing menopause. The brand is a global e-commerce platform that provides knowledge, solutions and products for women during menopause. 

Hygiene in public spaces
According to the survey, seniors feel the most unsafe about hygiene standards in public spaces, especially in public washrooms. People aged 66 to 80 have requested higher cleanliness levels in these spaces and access to smart solutions such as connected washroom devices.

“Washrooms of the future will be expected to integrate technology to reduce contact and automate hygiene routines,” Essity’s executive committee states. 

While war and food shortage is now perceived with greater concern, the threat from pandemics and AMR to public health persists. People are worried about hygiene in crowds and public spaces, which has taken a mental toll. 

According to data collected during the survey, experts are increasingly gaining more public trust to deal with these threats compared to politicians, businesses and organizations.About 65% of respondents believe AMR is a threat to public health. 

About 65% of respondents believe AMR is a threat to public health. One in five say AMR should be of greater concern for society and the scientific community. One in two worried that lack of proper hygiene might expose them to AMR germs at healthcare facilities, while one in two does not trust the hygiene of people around them. 

Concerns for viral diseases and AMR are highest in China and Mexico. 

Access to information
The Global Hygiene and Health Survey investigated the future of well-being, looking at the gap between people’s current behaviors and attitudes toward well-being and how they would like to live in the future. The report also explores knowledge gaps and lived experiences for health and hygiene.

The survey was planned, monitored and analyzed by United Minds, and the data collected with the assistance of survey provider CINT. Digital questionnaires were distributed through web panels reaching respondents by email.

“While the pandemic has favorably shifted attitudes toward experts, it has also increased the scrutiny on hygiene standards in public places. People not only want public spaces to meet the most basic hygiene and product needs, but to also go above and beyond to ensure accessibility and high standards,” the executive committee states.

Many survey respondents learn about health and hygiene from healthcare providers or online. There are regional differences in where people access information about personal care.

For example, in South Africa, Colombia and Brazil, people believe it is vital to be educated about hygiene issues through their parents and schools. In France, the US and the Netherlands, people place less importance on businesses having to take responsibility for awareness of these issues. 

Essity advocates for government and public authorities to lead through schools and accessibility of information on personal care matters. Currently, the need to drive public opinion and educate consumers is low on the agenda with these institutions.

About 47% of the survey respondents think the government should provide menstruation products for free to vulnerable groups.The purpose of the survey was to reduce the gap between the current behaviors of respondents and attitudes toward well-being.  

Personal hygiene is highest on the agenda in France (23%), India (23%) and Mexico (22%), while affordability (toward better personal hygiene), access and knowledge are a large concern in India (18%), China (13%) and South Africa (15%).

Columbian, Brazilian, Indian and Mexican respondents were the most worried about the poor hygiene habits of people around them. Swedish and French respondents were the least worried.

Did you know?
The survey uncovered that in Brazil and China, girls and women are more likely to miss a day of school or work due to menstruation. Incontinence and menopause are more of a taboo in China and Australia than other markets.

Women are more likely to stop someone from making a funny comment about health and hygiene issues. Men avoid talking about all listed topics (mental health, disability, old age, incontinence, personal hygiene, menstruation and menopause) more than women – except body weight issues. 

Seven in 10 people with menopause do not know that they can get pregnant after reaching menopause. Rural areas differ from urban areas in measures that focus on the government’s role in education and information.

In the end analysis, respondents showed a strong willingness to pay more for personal care products that have been produced sustainably, especially in the dental, skin and hair categories. About 13% of the people surveyed are willing to pay for sustainable hygiene and medical products.

Edited by Inga de Jong