During 2018, sanitary protection continued to grow in Azerbaijan. The expanding consumer base and wider awareness about the necessity for sanitary protection were the key drivers of sales during the review period.
Sales of tampons remained low in Azerbaijan during 2018; however, this category saw strong growth, with rising awareness amongst women and rising availability through the rapid development of modern grocery retailers. As a result, manufacturers and suppliers increased their offerings of tampons during 2018, and strongly promoted these products, in particular during the summer, when the consumption of tampons reaches its peak in the country.
Due to local traditions, there is a stigma about buying sanitary protection products in non-pharmaceutical stores. However, the rapid development of modern retailing over the review period, supported by rapid outlet growth, drove sales through modern grocery retailers such as supermarkets, hypermarkets and convenience stores.
Procter & Gamble Azerbaijan led sanitary protection in value terms in 2018. The company has a long-standing history in sanitary protection and other tissue and hygiene products in Azerbaijan, with a strong social-oriented strategy.
Over the review period, international brands led sanitary protection in Azerbaijan, benefiting from the low consumer trust in local products. The success of multinationals was also attributed to extensive promotion and the wide availability of these brands through both traditional and modern grocery retailers.
The rising penetration of modern grocery retailers in Azerbaijan, including supermarkets, hypermarkets and convenience stores, played an important role in the promotional and advertising activities carried out by manufacturers and suppliers. In-store promotions increased, and the product and brand assortment became more diverse, meeting different pricing needs.
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This industry report originates from Passport, our Tissue and Hygiene market research database.