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