Sanitary Protection in Argentina

2020 IMPACT

Sanitary protection mainly linked to out-of-home activities fares worse during lockdown

Ongoing rising unit prices continued to impact demand for sanitary protection in 2020, although volume declines notably improved compared to 2019, a trend particularly noticeable within popular format standard towels which recorded the lost drop due to its essential use for hygiene purposes. However, standard towels also fell because women extended the time of use of each towel at home during lockdown.

Erosion of taboos continues to drive interest in category

In line with most of the Western Hemisphere, Argentinean women are becoming increasingly open to discussing menstruation, which has been supported by various advertising efforts and education programmes by companies in order to naturalise menstruation and eliminate taboos surrounding it. This new more open-minded society offers potential for brands to be more explicit in their advertising campaigns.

Environmental concerns increase amongst younger consumers

Multinational brands Carefree (Johnson & Johnson) and Always/Whisper (Procter & Gamble) continued to lead sanitary protection in 2020, with these players amongst those placing efforts into educating consumers about these products in order to normalise menstruation and discussions about it. Nevertheless, price and performance remained the main factors influencing the category with private label gaining share as a result of increasing price sensitivity.

RECOVERY AND OPPORTUNITIES

Increasing importance of hygiene will sustain demand for sanitary protection

As a result of the pandemic, hygiene has become one of main concerns amongst Argentineans, with sanitary protection likely to be a key beneficiary moving forward. This will be supported by a return to busier lifestyles and outdoor pursuits once the threat of the virus wanes, with 2021 set to see a notable upturn in demand.

Brands need to adapt marketing to different age groups

The consumer base of sanitary protection ranges from girls entering puberty to women facing the menopause. As brands need to reach different generations, they must develop various communication strategies to reach each target group.

Pantyliners and tampons offer further room for expansion

Although pantyliners and tampons were more impacted than towels in 2020, their potential is greater in terms of development offering flexibility and comfort, while being more discreet. The use of towels is well established in Argentina, with high penetration among local women.