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