In 2020, sales of sanitary protection declined by 1% in current value terms, deepening the decline recorded in 2019.
Competition from reusable products continued to grow throughout 2020. Nomai, a premium cup brand, was introduced in 2019.
Procter & Gamble (Always/Whisper, Tampax) remained the leader of the landscape in 2020, followed by Essity, which offers Libresse. However, rising price-sensitivity impacted consumers buying habits in 2020, with the outbreak of COVID-19 leading to financial insecurity.
Although COVID-19 led to stockpiling, value and volume sales were impacted by price-sensitivity and the declining target audience in 2020. Across the forecast period, value and volume growth is set to slowly rise, with a gradual return growth anticipated from the mid-forecast period.
The debate about lowering the VAT is a reoccurring debate in the media and in the political arena. Unlike other hygiene products, which come with 10% VAT, sanitary protection VAT is 24%.
New launches across the forecast period are expected to focus on comfort and safety while also responding to ethical concerns, which is playing a growing role in the purchasing decisions of consumers. For example, Essity’s offering of Libresse DailyFresh pantyliners aims to improve comfort and security through the delivery of ProSkin technology.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Finland 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 Finland, 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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