Home seclusion nudged demand for sanitary protection up slightly higher in 2020, with some stockpiling occurring amid fears of supply shortages. However, volume sales growth for the year as a whole was limited, partially because pandemic-induced economic and health uncertainty further increased the adoption of family planning methods such as contraceptive care, which tends to reduce the severity and length of menstruation.
The desire for more natural products has led some women to move one step further, towards environmentally friendly reusable products. This represents a challenge to the growth of sanitary protection, and the trend is likely to continue as a growing number of women are interested in trying reusable products.
Procter & Gamble continued to extend its dominance in sanitary protection in value terms in 2020, primarily due to the strong presence of its Always brand in the country. The Canadian market is not as fragmented as the US market, and it is difficult for many local players to launch quality products in the category.
Extra demand for sanitary protection products will gradually soften as the pandemic fades and restrictions on movement relax. In the longer term, sluggish population growth, broader adoption of contraceptive care and the increasing popularity of reusable formats will hinder the category’s growth potential.
According to Statistics Canada, more than two million women are at or below low-income measures, and purchasing sanitary protection is one of the top three material costs for women. Another study states that one in every seven Canadian females is forced to miss school due to lack of accessibility to sanitary protection.
Due to the increasing strength of international players within sanitary protection in Canada, there is little room for the growth of private label, with the share of these own-label products dwindling in recent years. A few established private label lines, such as Personnelle from Jean Coutu and Compliments from Sobeys, have created space for themselves, yet they are not particularly popular due to the dominant position held by brands such as Always and Kotex.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Canada 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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