Over the review period, Croatia had a high level of per capita consumption in sanitary protection in volume terms. Then the economic downturn came, decimating volume sales, from which the category has not yet recovered.
Across the consumer base, it can be said with great certainty that habits are quite traditional. For instance, towels is the prevalent product format, accounting for almost two thirds of value sales in 2018.
Users are not jeopardising their comfort and convenience in order to try new methods of sanitary protection – not even trying new ideas within the same product line. New trends receive a positive response mainly from new users in urban areas.
The strong brand loyalty in sanitary protection keeps the leading brands strong at the top. Significant sales enable spending on advertising, which in turn reaps its reward in high brand recognition.
Given the current consolidated competitive situation, which makes it hard for new entrants to penetrate the category, local companies are reluctant to take on the challenge, due to the strong multinationals at the helm. The few local companies are more focused on manufacturing for third parties such as private label, for instance.
The shares of economy brands and private label might be insignificant compared with global brands, but are nonetheless increasing every year. In fact, they took share from the leading brands throughout the review period.
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This industry report originates from Passport, our Tissue and Hygiene market research database.