Sanitary protection registered similar value growth in 2020, as in 2019, despite falling disposable incomes and similar inflation rates. Part of the value growth was attributed to stockpiling early in lockdown, whereas value growth reduced in Q3 and Q4 as the effect of lower disposable incomes started to take hold.
Brand and company value share rankings remained unchanged in sanitary protection in 2020. The domestic manufacturer Faderco, through its successful Awane brand, consolidated its strong leadership.
Sanitary protection continued to see healthy retail volume and current value growth in 2020. Growth was underpinned by rising urbanisation and the growing 12-54-year-old population.
Sanitary protection is expected to record healthy value growth over the forecast period, though not as high as expected prior to COVID-19, as the economy takes a hit and disposable incomes fall. As a result, consumers will be more price sensitive and will buy cheaper brands, which should benefit local brands, which are generally more affordable.
While the economic effect of COVID-19 led to many women losing their jobs, the long-term trend has been seeing increasing participation of women in the workforce and this is expected to continue over the forecast period, in spite of COVID-19. This increased participation of women in the workforce will drive value sales, as women look to more modern type of sanitary protections and shift away from traditional cloth.
Towels are by far the largest product area and within that, standard towels with wings largely dominate sanitary protection in Algeria. However, slim/thin/ultra-thin towels with wings will register the strongest retail volume and value growth over the forecast period.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Algeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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