Executive Summary

Jun 2019
PROSPECTS
Several factors contribute to rising value sales

Sanitary protection in Belarus recorded a slight volume decline and single-digit current value growth in 2018. Value growth was stimulated by the improving economic situation and slight growth in disposable incomes.

Local women are more interested in premium sanitary protection

Thanks to rising disposable incomes, middle- to high-income consumers began to pay greater attention to premium sanitary protection. The availability of such products is very limited, mostly in the form of towels with antibacterial protection, which promise smell- and bacteria-free protection for sensitive women’s skin.

Consumer trends positively influence sanitary protection

Growing hygiene standards amongst teenagers and young adults and the increasing presence of modern retail in remote Belarusian regions in 2018 positively affected volume and value sales of sanitary protection in Belarus. This led to growing volume sales of pantyliners and the rising presence of products especially made for teenagers.

COMPETITIVE LANDSCAPE
Major competitors retain their leading value shares

Thanks to the wide availability of sanitary protection products locally, there was intense competition in 2018, with a large number of brands competing on shelves. The Procter & Gamble Co maintained its leading value share, thanks to its large number of brands, wide product assortment and availability.

Economising leads to lower brand loyalty and growing price competition

Despite the improving economic situation in Belarus, the majority of local women continue to economise and pay attention to sanitary protection unit prices. Thus, in order to encourage volume sales, competitors constantly offer price discounts and offers, which has resulted in diminishing brand loyalty.

New product developments are inspired by consumer trends

2018 was rich in new product developments, with most targeting teenagers and young adults. For example, Bella for Teens by Torunskie Zaklady Materialow Opatrunkowych (TZMO) offered a fancy packaging design for its pantyliners.

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Sanitary Protection in Belarus

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Belarus with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sanitary Protection industry in Belarus, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Belarus market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sanitary Protection in Belarus?
  • What are the major brands in Belarus?
  • What are the key new product launches in the sanitary protection market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Sanitary Protection in Belarus - Category analysis

HEADLINES

PROSPECTS

Several factors contribute to rising value sales
Local women are more interested in premium sanitary protection
Consumer trends positively influence sanitary protection

COMPETITIVE LANDSCAPE

Major competitors retain their leading value shares
Economising leads to lower brand loyalty and growing price competition
New product developments are inspired by consumer trends

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 5 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Belarus - Industry Overview

EXECUTIVE SUMMARY

The economising trend results in slowing double-digit value growth
Various trends affect tissue and hygiene in Belarus
Foreign competitors continue to lead in value terms
Modern grocery retailers and drugstores record stable value growth
The stable performance of tissue and hygiene is set to be led by toilet paper

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources