Sanitary protection is considered relatively saturated given the fact that these products have been available for many years. In the weeks immediately following the news regarding the risks related to COVID-19 and the enforcement of lockdown measures, consumers stockpiled to avoid frequent store visits.
Moreover, rising demand for natural products and health concerns are affecting demand in sanitary protection. The primary concerns are related to health.
The major players, Procter & Gamble and Johnson & Johnson, continue to be the top choice for the majority of consumers, offering trusted brands such as Always, Discreet and Carefree that are associated with quality. In addition, these major players also regularly invest in marketing and in-store activity to consolidate market presence.
Over the forecast period, it is expected that consumers will gradually switch from standard to ultra-thin options as Estonia recovers from the pandemic. Tampons will regain their momentum as many restrictions are expected to be softened, including for gyms.
Over the coming years, manufacturers will look to respond to demand for specific flow-based products within slim/thin/ultra-thin towels (sports, sensitive, antibacterial, multi-style) and tampons. In addition, players will also look to create new variants for pantyliners, including wings and longer styles to improve breathable and protection ranges.
There is no expectation for drastic demographic changes that could impact sanitary protection in future years. With Estonia’s economy returning to growth, sales of products with additional comfort features, such as ultra-thin towels, are expected to accelerate.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Estonia 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 Estonia, 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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