Executive Summary

Apr 2019
PROSPECTS
Stagnating population of women flattens growth of sanitary protection

The stagnating female population has highly impacted sanitary protection in Canada. The number of menstruating women aged between 12-54 years and representing nearly 50% of Canada’s population, is growing at a very slow pace.

Large pack sizes promote sales

Modern grocery retailers continued to dominate distribution of sanitary protection in 2018. However, warehouse clubs such as Costco had started to promote these products at the end of the review period by offering big pack sizes with huge discounts.

Niche reusable sanitary protection to challenge category in longer term

Canadian women now have greater access to reusable cotton pads, menstrual cups, and leak-proof underwear to be environmentally friendly. Although reusable sanitary protection is a niche area, it has the potential to challenge the established players in the long term.

COMPETITIVE LANDSCAPE
“Period poverty” in Canada helps Procter & Gamble to boost its image

According to Statistics Canada, more than two million women are at or below low-income measures and purchasing sanitary protection was one of the top three material costs for women. Another study states that one in every seven Canadian girls aged between 16 and 24 year is forced to miss school due to non-accessibility to sanitary protection.

Local Canadian start-ups are serious about organic tampons

The time taken for tampons to degrade has always challenged players in sanitary protection. Furthermore, tampons face an additional challenge from health-conscious consumers as the product undergoes chemical treatment.

Fewer opportunities for private label in sanitary protection

International players primarily hold the highest value share within Canadian sanitary protection, including players such as Kimberly-Clark, and Procter & Gamble, leaving less room for growth for private label. Fewer established private label products such as Personnelle (Jean Coutu), and Compliments from Sobeys Inc have created space for themselves, yet they are unnoticeable due to the dominant position held by brands such as Always and Kotex.

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Sanitary Protection in Canada

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Canada 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 Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Canada 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 Canada?
  • What are the major brands in Canada?
  • 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 Canada - Category analysis

HEADLINES

PROSPECTS

Stagnating population of women flattens growth of sanitary protection
Large pack sizes promote sales
Niche reusable sanitary protection to challenge category in longer term

COMPETITIVE LANDSCAPE

“Period poverty” in Canada helps Procter & Gamble to boost its image
Local Canadian start-ups are serious about organic tampons
Fewer opportunities for private label in sanitary protection

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 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Canada - Industry Overview

EXECUTIVE SUMMARY

Well-established market helps tissue and hygiene to register growth
Rising costs of raw materials to impact product pricing
Stronger prospects for private label pressure leaders
E-commerce is growing in Canada
Immigrant population to boost sales

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources