COVID-19 had no discernible effect on sanitary protection, as it is an essential product. There was a healthy increase in current value, but part of that growth was driven by inflation.
Sales of sanitary protection are dominated by international companies and products. At the end of the review period, the two leading names in sanitary protection were international players Kimberly-Clark Corp, via its local representative Mazarina MMC and Procter & Gamble.
Growth rates in sanitary protection slowed down towards the end of the review period as the product area edged closer to maturity. This can be seen as the result of several years of fairly strong efforts to improve levels of consumer awareness and education about disposable sanitary protection products, which in turn is the result of the promotion of sanitary protection items in a wide variety of schools and health institutions.
Growth is expected to be on a par with 2020, though it is expected that tampons and slim options, which did not perform well in 2020, will be the most buoyant over the forecast period. However, if the economy does not recover quickly from COVID-19 or if the conflict with Armenia leads to instability, then tampons and slim will register lower value growth, as they are more expensive per unit.
While tampons did not perform in 2020, this was a blip caused by COVID-10 and it is expected that once society opens up again and it is expected that tampons will register the highest current value growth over the forecast period. This is largely due to the relative immaturity of demand for tampons, with it not yet having experienced the sustained consumption booms that have already been seen in pantyliners and slim/thin/ultra-thin towels.
While tampons and panty liners are expected to gain value share over the forecast period, towels, and in particular, towels with wins, will remain the best-selling product. However within towels, slim/thin/ultra-thin towels will gain significant value share.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Azerbaijan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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