In 2020, sanitary protection saw only slow retail volume growth, although this was a better performance than seen in any other year of the review period. It also saw a stronger current value increase due to price rises.
As consumers travelled less due to COVID-19, this resulted in declining volume sales of tampons. Sales of tampons are usually higher during the summer, when Belarusian women go on holiday.
The Procter & Gamble Co remained the leading player in sanitary protection in 2020, as this major multinational company continued to benefit from its extensive product range, numerous brands and sub-brands and strong relationships with modern retailers, which has ensured a strong retail presence and favourable shelf positioning for its products. Other notable international players include Essity, Kimberly-Clark and Johnson & Johnson.
With little overall impact from COVID-19 on sales of sanitary protection products in 2020, 2021 and the rest of the forecast period are expected to see similar performances, with slow but steady retail volume growth rates along with higher current value growth rates due to continuous price rises. These products are considered essential, and demand therefore remains fairly inelastic.
As the competition in sanitary protection is becoming increasingly intense, in the review period manufacturers sought to rely on innovation to remain relevant and continue attracting the attention of consumers. Products offering improved protection, convenience for active lifestyles and claims of natural materials were launched at higher prices.
The competition in sanitary protection is expected to increase in the forecast period, with the strength of international companies such as The Procter & Gamble Co likely to increase in 2021 and beyond. Foreign players are able to buy the most attractive shelf space and offer frequent promotions.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Belarus 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.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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