The first lockdown in Denmark resulted in somewhat smaller-scale consumption patterns in sanitary protection. There was a small decrease in daily volume sales during this time, as consumers prioritised their expenditure on cleaning products and food and drink.
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.
Essity registered further value share gain in the sanitary protection category over 2019-2020. This was due to investment in innovation within pantyliners and slim/thin/ultra-thin towels, both of which are gaining importance.
As the pandemic eases in Denmark, the population will be granted greater leeway in their personal freedoms – ie higher levels of activity and mobility. This will go further to restoring normalisation in the need for sanitary protection among consumers and it will be important because the number of females aged 12-54 is predicted to decline over the forecast period as a whole, challenging fundamental demand.
The sanitary protection competitive landscape is likely to remain relatively consolidated, with the bulk of retail value sales 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.
Demand for sanitary protection will be maintained due to the essential nature of these items, even as the potential user base shrinks slightly over the upcoming years. However, women facing limitations to their income due to pandemic-fuelled extended periods out of work, redundancy or added financial burdens such as greater expenditure on food as entire households stay at home, may reduce spending on personal items such as sanitary protection by shifting to purchases of less advanced, more traditional offerings.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Denmark 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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