Sanitary protection in Austria recorded further current value and volume growth in 2018, despite an already fairly high level of maturity and saturation. The main reasons for the positive performance were the well-targeted positioning of products and the continuously growing variety of sanitary protection products.
Pantyliners and tampons especially benefited from the growing product variety, creating more occasions and possibilities for usage. With a growing selection of various sizes of tampons and products designed to provide superior protection whilst remaining comfortable, acceptance kept growing, especially amongst younger consumers.
Apart from a generally high level of penetration, there were other factors negatively impacting the growth of sanitary protection in 2018; towels in particular. With progressing healthcare developments, many women using hormonal contraception do not actually have periods any longer, or have such light periods they do not require many sanitary protection products.
In 2018, Johnson & Johnson was able to maintain its strong value lead within sanitary protection in Austria. The company continued to benefit from its strong position within tampons with its highly recognised and popular brand o b, as well as the presence of its Carefree pantyliners.
With the increased demand for natural, sustainable and more eco-friendly products, new brands and sanitary protection solutions keep emerging in Austria. Some of the still small but continuously growing alternatives are Organyc, Lunette reusable menstrual cups, and even private label products, such as dm’s Jessa nature.
The fastest growth in value sales and share in sanitary protection in 2018 was recorded by Kimberly-Clark, which profited from the widely marketed relaunch of its Camelia brand in 2017. More targeted communication to appeal to younger generations in particular supported growing awareness and interest in the brand, resulting in the doubling of its value sales in 2018.
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This industry report originates from Passport, our Tissue and Hygiene market research database.