In 2020, sanitary protection saw slowdowns in both retail volume and current value growth compared with previous years of the review period, with volume sales remaining almost static despite the rising number of women of menstruating age. The slight negative impact on the rate of increase was due to COVID-19, as sales slowed down due to depressed incomes as a result of the economic impact of the pandemic, as well as lower access to products due to restrictions on movement.
Due to the economic impact of COVID-19, many consumers struggled to afford everyday necessities. However, The IMF gave USD650 million in emergency assistance to the Dominican Republic to deal with the pandemic.
With booming sales of its trusted flagship brand Nosotras, Familia Sancela del Pacífico continued to dominate sanitary protection in value terms in 2020. With its popular Kotex brand, Kimberly-Clark Republica Dominicana remained in second position, followed by Distribuidora Corripio (Procter & Gamble) with Always and Tampax.
Sanitary protection is expected to see a return to retail volume growth and higher current value growth in 2021. However, with COVID-19 still affecting consumers and their lives in the first half of 2021, a return to the growth rates seen prior to the pandemic is not expected in this year.
Slim/thin/ultra-thin towels with wings is set to continue to drive growth in the forecast period, from an already high base. Although these are not as cheap as products without wings or standard towels, women value the security and discretion of such products, and are willing to pay for these features.
Volume growth is expected to be maintained due to the continued rise in the population aged 12-54, as well as by the fact that per capita consumption still behind that in developed markets, leaving room for organic growth and further household penetration. Meanwhile, current value growth is set to be much higher than volume.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Dominican Republic with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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