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Learn moreJun 2020
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Packaging adds a premium to price points in sanitary protection. Examples of such products include Always Dailies Singles to Go, Libresse So Slim Single Wrap Liners, and Libresse DailyFresh Micro Dailyliners.
The sanitary protection competitive landscape is relatively consolidated, with the bulk of retail value split between a relatively limited number of brands and private label. Grocery retailers favour the promotion of private label, and are actively reducing the number of brands they carry – typically the largest and most recognisable brands – in order to allocate more shelf space to private label.
Essity saw a value share gain in the sanitary protection category over 2018-2019. This was due to investment in innovation within pantyliners and slim/thin/ultra-thin towels, both of which are gaining importance.
Sales of retail sanitary protection products are expected to grow by 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is unchanged on the performance forecast in our 2020 edition of tissue and hygiene, published in February 2020 (pre-COVID-19).
The impact of COVID-19 on the sanitary protection category was limited, as these are essential items used on an everyday basis. There was some evidence of panic buying early in the crisis, but this was more limited in Denmark compared with other Western European countries such as the UK.
As the country and its economy recovers from the impact of COVID-19, women are expected to return to more advanced and discrete products that are both effective and inspire confidence when travelling or present in the workplace. This will particularly benefit slim/thin/ultra-thin towels and pantyliners.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Denmark with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Sanitary Protection industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.
The Sanitary Protection in Denmark market research report includes:
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Why buy this report?
This industry report originates from Passport, our Tissue and Hygiene market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.