The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJun 2016
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The second largest disposable hygiene category globally, after nappies/diapers/pants, sanitary protection faces a number of challenges in developed markets and significant opportunities in developing markets. This report looks at the category globally, including the unmet potential, a review of key trends in product segmentation, packaging, marketing and distribution. The report also provides an in-depth look at the two largest world markets for sanitary protection - the US and China.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Developing markets continue to fuel the demand for sanitary protection products, with incomes and habit formation as key drivers of growth. Tampons, however, continue to face barriers due to product misconceptions and cultural inhibitions. Saturation, on the other hand, remains the key issue in the developed world.
Some of the main themes in product positioning include lifestyle, product westernisation in the developing markets, fitness and active women, age-specific products, overnight protection, and natural/organic/ethical products.
Value-added products are in focus in both developed and developing markets. However, it should not overshadow the needs and means of the wider audience, beyond wealthier and middle class, to support consumption. Successful brands in China, for example, offer a wide range of products and pricing structure to appeal to a wider audience and lower-income households
Product development, distribution and advertising sees significant emphasis on 12-29 year-olds. Young women are better educated and more open to breaking taboos. Social media and digital marketing help connect with young consumers and raise brand awareness, thereby potentially building life-long loyalties.
Attractive packaging (outer and inner packaging) is increasingly important and is popular with younger generation, especially in Asian markets. Furthermore, convenient size for on-the-go use is being utilised as brand differentiation to fit modern women and their busy social lifestyles.
Online retail, including m-commerce and subscription services, has been gaining traction. While offering opportunities to reach a wider audience or build a loyal following through subscription, more traditional online retail puts pressure on pricing as many online retailers offer multipacks and competitive pricing.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.