Impacted by the movement restrictions and mandatory quarantine rules implemented by the Chilean government, aimed at curbing Coronavirus (COVID-19) infections, sanitary protection in Chile contracted in retail volume and current value sales terms in 2020. This reversed the positive growth trend over the review period.
Despite the home seclusion trend and fewer outdoor occasions, women still had the necessity to deal with menstruation flows. Therefore, excluding the discretion need, the overall consumption of towels was only slightly affected.
Highly associated with sustainability, and a real threat to disposable sanitary protection products, period cups did not see the explosive growth expected by many players. Migration difficulties related to sales channels and fewer outdoor occasions acted as brakes on the cannibalisation of period cup sales with regard to tampons, in particular.
As the pandemic moves to a later stage and consumers return to their normal daily activities, it is expected that women will resume outdoor activities, at least to a certain extent, in the short term. This is predicted to see a return to positive growth in sanitary protection volume sales from 2021.
As an emotional and intimate purchase, the migration between sanitary protection brands is very low. While Walmart Chile’s Equate (private label) has a negligible share and is the only available private label in sanitary protection, the player is betting on its new towels and pantyliners to gain sales and shares.
Kotex (Kimberly-Clark Chile) provided an important and innovative new product launch in 2020. The novelty offers innovation through a 2-in-1 feminine care product aimed at curbing period flow and light incontinence.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Chile 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 Chile, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Sanitary Protection research and analysis database.
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