Sanitary protection in Chile stands out for the high penetration and significant development of its products compared to other countries in the region. Supermarkets and pharmacies are very important for brands.
In Chile, the format that occupies almost the totality of towels is with wings. Consumers are used to and prefer the more comfortable winged formats, which is why wingless formats are less likely to be found within modern channels.
Sanitary protection is expanding its offer to suit different consumption occasions. Product diversification is related to consumers’ different requirements, and the product lines design their packaging and communication to highlight the specific uses for which they are intended.
Social networks have become a strategic means by which to interact with younger consumers. The younger generations are more accustomed to the use of the internet, and social networks are a strategic channel that companies use to carry out more focused communication campaigns.
Growth opportunities for sales of towels are limited by the high level of penetration in Chile. All consumers have access to towels, and modern channels have been essential in enabling this broader reach.
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This industry report originates from Passport, our Tissue and Hygiene market research database.