Sanitary protection saw growth over the review period, driven by growing consumer demand among younger, more informed women. As more educated women are entering the workforce and engaging in more activities outside of the home, demand for sanitary protection has increased, as women seek comfort and convenience, with discretion.
Over the review period, manufacturers and distributors successfully introduced new products to appeal to millennials and younger consumers. Some of the new offerings feature a sport design or some type of flexible contour for additional comfort for physically active women.
The Nosotras brand introduced a new packaging design for its products, along with new applicator tampons and a new deodorised sanitary napkin. Nosotras also relaunched its Nosotras Lacti nursing pads in the market.
Familia Sancela del Pacífico Ltda led the category in 2018, driven by strong sales growth of its top-selling brand, Nosotras. Consumers have come to recognise and trust the name for sanitary napkins and other items.
Kimberly-Clark’s Kotex brand still holds a solid second place in the category, but is far behind Grupo Familia. Kotex has been innovating regularly, with new products appealing to younger and physically active women.
Sanitary protection brands in the country are considered standard, simply due to the lack of consumer demand for premium brands. Over the review period, private label began to emerge in the category in selected supermarkets and hypermarkets.
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This industry report originates from Passport, our Tissue and Hygiene market research database.