Sanitary protection is seeing growth globally, with developing markets accounting for the lion’s share of untapped potential and growth momentum. The performance is shaped by socioeconomic, demographic and lifestyle trends, as well as improvements in ingredients, branding and public education. This report explores influential trends in sanitary protection, consumer behaviour, competitive dynamics, the retail landscape and the ripple effect from insurgent brands and alternative product formats.
Developing countries continue leading sanitary protection growth, with the slim/thin/ultra-thin format generating the strongest momentum, while tampons and pantyliners navigate a more dynamic global battleground. With shifting lifestyles and growing awareness and income encouraging category spending and consumption, reusable formats continue imposing competitive pressure.
As financial uncertainty and price inflation drive consumers to constantly balance quality and value, companies looking for premiumisation opportunities are expected to reassess the supply chain for cost reductions and further articulate value propositions that resonate well with the core millennial and gen Z audience.
As COVID-19 has strengthened consumers’ desire to understand product ingredients and make positive changes through their everyday actions, more companies are investing in labels and marketing campaigns that endorse efforts to align with such priorities and values.
Taking ownership of their wellbeing, millennials and gen Z have healthy instincts and are aware of how their choices impact their health. As COVID-19 has heightened this focus on long-term implications, they are looking to brands for holistic solutions and alternative services to support their wellbeing.
Millennials and gen Z expect brands to anticipate their needs and desires, based on both their purchase history and them as individuals, fuelling brands’ investment in digital engagement. However, as economic activity resumes, consumers expect physical retail, the core shopping destination for feminine care products, to provide a shopping experience as fluid as the one online.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page