The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreSep 2018
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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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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.
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.
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.
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.
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.