Unlike many other areas of tissue and hygiene, sanitary protection was not significantly impacted by COVID-19. Instead, sanitary protection continued to feel the negative impact of a declining population, with the number of women aged 12-54-years continuing to shrink.
One positive for sanitary protection was the flexibility of some of these products, which are used for multiple purposes. For example, due to the stigma attached to incontinence, and the high unit price of retail adult incontinence products, some consumers used sanitary protection instead.
Another trend that is being observed and is showing growth potential is the rise of menstrual cups. These products can predominantly be found in health and beauty specialist retailers, with distribution in other channels still somewhat limited.
The growth of sanitary protection is likely to remain limited by demographic factors with the female population aged 12-54 years set to continue declining. With COVID-19 expected to take a heavy toll on the local economy, thereby limiting employment opportunities, more women are expected to seek employment opportunities abroad, with this being especially true among younger women.
Sanitary protection is expected to continue recording modest growth over the forecast period in value and volume terms, with little hope of any significant gains. While COVID-19 is not expected to have any significant impact on sales of any specific area of sanitary protection it could result in some consumers trading down to more affordable options such as private label.
While higher priced sanitary protection could suffer as a result of COVID-19 there are opportunities for players such as Lidl and dm-Drogerie to make further headway with their private label options. The leading multinationals will likely have to focus on price promotions in order to retain their share, although product innovations which focus on health and wellness could win favour given the heightened health and hygiene concerns post COVID-19.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Croatia 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 Croatia, 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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