Sanitary protection experienced an upturn in demand in 2020 compared to the previous year as a result of stockpiling during the initial stages of the pandemic when the government announced a lockdown in March, as with many women purchased large quantities of these products due to concerns regarding product shortages in stores. This resulted in some short-term supply issues for retailers, although supply and demand normalised towards the end of the year.
A notable trend to have emerged amongst an increasing number of Australian women is increasing demand for more sustainable and ecological solutions to sanitary protection. Women with sensitive skin increasingly opt for natural pads and tampons, with these avoiding the use of many irritants such as fragrances and chemicals.
Kimberly-Clark retained its overall leadership of sanitary protection in value share terms in 2020, gaining further ground in 2020 with its U by Kotex brand also leading for a second consecutive year by competing aggressively. The brand benefits from strong marketing online, via television and print media, while its She Can and Help a Sister Out television campaigns which ran towards the end of the review period aimed to empower women by promoting body positivity and female self-esteem while at the same time raising brand awareness.
After a notable upturn in demand in the first half of 2020, volume sales of sanitary protection are predicted to return to greater levels of normalisation in terms of purchasing behaviour in 2021. However, in line with end of review period trends, volume will continue to outperform value (at constant 2020 prices) as the average unit price is set to see year-on-year drops over the forecast period.
Sustainability will remain an important issue within sanitary protection in Australia, particularly amongst younger generations, who continue to review all aspects of their lives and their impact on the environment. In addition, younger consumers are more open to the idea of moving away from traditional sanitary protection and are therefore more likely to switch to eco-friendly options and try new products.
A higher number of local brands are likely to enter sanitary protection over the forecast period, as they seek to deepen the connection with their target audience and therefore establish stronger staying power, whilst offering more competitive pricing. Convenience and ease are very important factors, especially with Australians returning to greater levels of normality and their busy lifestyles as the threat of the virus wanes.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sanitary Protection industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Sanitary Protection research and analysis database.
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