COVID-19 will have a limited impact on sanitary protection in 2020. Although these products (especially towels), are a necessity amongst women in urban areas, with these women keen to maintain good hygiene, there is no need for them to purchase or use more products than they would normally.
During 2020, consumers spent more time at home, partly due to government-imposed safety measures and partly through their own fears of COVID-19. This led to a slight decrease in demand for pantyliners and slim/thin/ultra-thin towels in favour of standard towels.
Procter & Gamble Egypt will continue to dominate sanitary protection in current value terms in 2020, with its brands Always and Tampax leading all categories. Always remains a particular customer favourite and is highly responsive to developments and trends in terms of customer needs, offering new products and heavily promoting existing ones.
Sanitary protection is not expected to be significantly affected by COVID-19. Thus, the trends expected in the forecast period are likely to be a continuation of those seen in the review period.
Over the forecast period, towels will continue to be the favoured format of sanitary protection in Egypt as cultural and religious barriers deter consumers from using new alternatives, such as tampons or Mooncups. However, lifestyle trends are expected to help drive the development of tampons, since a growing number of women are expected to participate in sports such as swimming, for which tampons are preferred.
Slim/thin/ultra-thin towels with wings are expected to see the best performance in both volume and current value terms post-lockdown, as consumers perceive these products as more discreet and comfortable than standard towels, with the latter expected to see the slowest volume and current value growth rate within sanitary protection in the forecast period. This switch will also be boosted as purchasing power and consumer confidence improves.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Egypt 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.
If you're in the Sanitary Protection industry in Egypt, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Sanitary Protection research and analysis database.
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