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Strategy Briefing

Sanitary Protection in Eastern Europe

Sep 2018

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

With many countries in Eastern Europe facing a decline in the population of women aged 12-54, and high levels of product penetration in the region, innovation is among key growth factors in sanitary protection. At the same time, economic headwinds encouraged a shift towards value brands and private label in the region, impacting value growth in a number of markets. GDP, product variety, and lifestyle trends will continue to play a significant role in future category growth in the region.

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Overview

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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.

Key Findings

Comfort, convenience, and added value among the main factors when choosing products

Convenience, comfort, and added value are increasingly becoming important to women in the region when they choose sanitary protection products, and the expansion of modern retail has allowed manufacturers to reach additional consumers with a wider range of products. In many countries, tampons and thin towels are beginning to take over the market due to increased product availability, although economic headwinds encouraged many women to also look for cost-efficient options.

Declining number of women aged 12-54 in many countries poses a long-term challenge

Increasing migration in many countries in the region, coupled with low birth rates, result in a shrinking customer base, especially as in many countries in the region sanitary protection per capita is reaching saturation, especially in towels. These tendencies call for brand and product development strategies focusing on added value and product diversification to ensure growth.

Consumers demand innovative and all-natural products

Women in Eastern Europe are seeking out products that focus on comfort, sensitivity as well as offerings with more natural ingredients. As women in the region are becoming more informed about products and product composition, they are looking for brands that take a healthier and more sustainable approach to hygiene management.

Brands focus on targeting specific consumer segments more effectively

Brand owners are beginning to diversify their product portfolios and develop strategies to target different consumer segments more effectively, such as first-time users, teens, or maturing mothers. This enables brands to position their products as meeting specific needs, and offering a more personalised approach to women.

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Introduction

Scope

Key findings

Regional Overview

Putting Eastern Europe in context

Positive growth forecast for the region as a whole to 2022

Towels remain most popular product in region

Value vs premium products: diverse trends across markets

Russia the key contributor to the region’s sales, Ukraine in decline

Economic uncertainties play a role, but quality is in demand

Diverse distribution across markets, but modern retail dominates

Modern retailers dominate sales and provide platform for private label

Leading Companies and Brands

Consolidated market with rising share of private label

Targeting new customer segments boosts brand sales

Russia attracts top global and regional players

Innovation and product diversification supporting growth

Forecast Projections

Markets will move at different paces, with Russia in recovery mode

GDP as key driver of demand across markets

GDP growth complemented by product variety and lifestyle trends

Country Snapshots

Russia: market context

Russia: competitive and retail landscape

Poland: market context

Poland: competitive and retail landscape

Ukraine: market context

Ukraine: competitive and retail landscape

Romania: market context

Romania: competitive and retail landscape

Serbia: market context

Serbia: competitive and retail landscape

Czech Republic: market context

Czech Republic: competitive and retail landscape

Belarus: market context

Belarus: competitive and retail landscape

Hungary: market context

Hungary: competitive and retail landscape

Slovakia: market context

Slovakia: competitive and retail landscape

Croatia: market context

Croatia: competitive and retail landscape

Lithuania: market context

Lithuania: competitive and retail landscape

Bulgaria: market context

Bulgaria: competitive and retail landscape

Georgia: market context

Georgia: competitive and retail landscape

Slovenia: market context

Slovenia: competitive and retail landscape

Latvia: market context

Latvia: competitive and retail landscape

Bosnia-Herzegovina: market context

Bosnia-Herzegovina: competitive and retail landscape

Estonia: market context

Estonia: competitive and retail landscape

Macedonia: market context

Macedonia: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

Sanitary Protection in Eastern Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key Findings

Comfort, convenience, and added value among the main factors when choosing products

Declining number of women aged 12-54 in many countries poses a long-term challenge

Consumers demand innovative and all-natural products

Brands focus on targeting specific consumer segments more effectively

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Putting Eastern Europe in context

Positive growth forecast for the region as a whole to 2022

Towels remain most popular product in region

Value vs premium products: diverse trends across markets

Russia the key contributor to the region’s sales, Ukraine in decline

Economic uncertainties play a role, but quality is in demand

Diverse distribution across markets, but modern retail dominates

Modern retailers dominate sales and provide platform for private label

Leading Companies and Brands

Consolidated market with rising share of private label

Targeting new customer segments boosts brand sales

Russia attracts top global and regional players

Innovation and product diversification supporting growth

Forecast Projections

Markets will move at different paces, with Russia in recovery mode

GDP as key driver of demand across markets

GDP growth complemented by product variety and lifestyle trends

Country Snapshots

Russia: market context

Russia: competitive and retail landscape

Poland: market context

Poland: competitive and retail landscape

Ukraine: market context

Ukraine: competitive and retail landscape

Romania: market context

Romania: competitive and retail landscape

Serbia: market context

Serbia: competitive and retail landscape

Czech Republic: market context

Czech Republic: competitive and retail landscape

Belarus: market context

Belarus: competitive and retail landscape

Hungary: market context

Hungary: competitive and retail landscape

Slovakia: market context

Slovakia: competitive and retail landscape

Croatia: market context

Croatia: competitive and retail landscape

Lithuania: market context

Lithuania: competitive and retail landscape

Bulgaria: market context

Bulgaria: competitive and retail landscape

Georgia: market context

Georgia: competitive and retail landscape

Slovenia: market context

Slovenia: competitive and retail landscape

Latvia: market context

Latvia: competitive and retail landscape

Bosnia-Herzegovina: market context

Bosnia-Herzegovina: competitive and retail landscape

Estonia: market context

Estonia: competitive and retail landscape

Macedonia: market context

Macedonia: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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