The category is expected to decrease in volume during the forecast period. Ageing of the population and the use of alternative contraception methods are the main reasons the category continues to decline.
With overall declining demand due to a shrinking consumer base, players will seek to add value by offering more natural, sustainable and convenient options, although this will be counterbalanced by ongoing price sensitivity and a shift towards private label. As such, players within sanitary protections are expected to continue to focus on sustainability, adding eco-friendly innovations to the landscape to drive value.
Reusable sanitary solutions, such as washable pants or pads, align with the sustainability trend, and are becoming increasingly popular across the forecast period. Contrary to washable diapers, the hygiene barrier is less present for washable sanitary solutions.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Belgium 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.
If you're in the Sanitary Protection industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines sanitary protection and intimate wipes, please select Sanitary Protection Including Intimate Wipes.See All of Our Definitions
This report originates from Passport, our Sanitary Protection research and analysis database.
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