Sanitary protection sales declined in Colombia in 2020 as a result of the COVID-19 pandemic. Initial stockpiling among consumers was common given the closure of many shops and fears of stock-outs.
Sanitary protection experienced significant price discounting in 2020, causing the average unit price to fall. The Constitutional Court published a press release at the end of 2018, confirming that sanitary towels and tampons were no longer liable to 5% VAT and were to become exempt goods.
Productos Familia Sancela with its Nosotras brand remains the dominant player in sanitary protection in value sales terms as a result of its tradition, innovation and regular brand extensions. During the review period, Nosotras expanded its portfolio to offer intimate washes and intimate wipes.
As the economy recovers, consumers are set to gradually return to pre-pandemic purchasing habits. Regarding tampons, manufacturers are expected to continue to stimulate the category with product innovation as well as strong promotional activity.
A growing number of consumers are opting for slim/thin/ultra-thin towels as they are perceived to be more convenient and also benefit from an emphasis on absorbency, odour neutralisation, comfort and discretion. Slim/thin/ultra-thin towels with wings remains the largest format within towels, although it was the less expensive standard towels with wings that recorded the strongest retail value growth over the year, taking into account the natural migration from standard towels without wings.
Over the coming years, manufacturers will look to respond to demand for specific flow-based products within slim/thin/ultra-thin towels (sports, sensitive, antibacterial, multi-style) and tampons. In addition, players will also look to create new variants for pantyliners, including wings and longer styles to improve breathable and protection ranges.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Colombia 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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