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Argentina is undergoing rapid cultural change. A more liberal cultural discourse is encouraging women to be more open in talking about menstruation than in the past.
The reusable menstrual cup provided Argentinean consumers with an alternative to traditional sanitary protection products towards the end of the review period. However, while menstrual cups were in vogue with influencers and on social media, sales remained negligible in 2019.
Eroding the persistent cultural stigma around menstruation and the purchasing and use of sanitary protection was a key focus for manufacturers in 2019. Leading company, Johnson & Johnson de Argentina, and second-placed, Procter & Gamble Interamaericas, were amongst those to put efforts into educating consumers about sanitary protection products.
While growth figures have been revised to take account of the impact of COVID-19, sales of sanitary protection in Argentina are expected to grow by 3% in 2019 constant value terms in 2020, the same as the growth forecast in the 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).
While COVID-19 is expected to have a relatively limited impact on sales of sanitary protection, the general rise in consumer interest in products conducive to better health and wellbeing is having a very slight positive impact on certain product categories, including tampons, pantyliners, slim/thin/ultra-thin towels (both with and without wings), and standard towels with wings. Moreover, by consolidating the existing health and wellness trend, this has the potential to contribute to the longer-term direction of demand.
The ongoing shift in cultural attitudes to sexual health issues, and particularly menstruation, is set to continue to provide opportunities for the development of sanitary protection as Argentina moves beyond COVID-19. While the economic impact of the pandemic is likely to encourage lower-income consumers to opt for less expensive products and use products for longer periods of time, greater awareness of the range and role of sanitary protection products and a broader increase in health-consciousness are set to combine to drive interest in higher-value products.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Argentina with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Sanitary Protection industry in Argentina, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Tissue and Hygiene market research database.
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.