The fact that France’s population is ageing means that the number of menstruating women is the country is in decline. As a result, this demographic trend will continue to negatively impact volume and value sales over the forecast period.
As a result of concerns over the toxicity of some ingredients used in products in this area, a growing number of women are looking for healthy and natural alternatives. Rising awareness and availability of reusable alternatives in mass retailers are set to impact disposable sanitary protection sales over the forecast period.
France’s ageing population, combined with growing distrust in the composition of products and rising health and wellness awareness, means tampon sales are expected to continue declining over the forecast period, with a growing number of consumers turning to menstrual cups and disposable towels. Branded tampons are set to perform better than private label ranges thanks to widespread TV and digital campaigns to reassure consumers about product composition via both packaging and websites.
Procter & Gamble recently extended its Radiant range, which initially only offered towels with shape memory but now also includes pantyliners and tampons. In addition, the company also extended its Maxi range within sanitary towels, with a new design for night wear offering better protection, better absorption via an anti-leak system and a soft voile lining.
During 2018, all players focused on increasing transparency and communication with customers regarding the composition of their products. For example, Procter & Gamble now devotes more of its packaging to highlight product composition, while Johnson & Johnson also mentions the composition of its products on packaging and continues to run an advertising campaign designed to attract teenagers.
While Natracare and Organyc have been offering natural disposable sanitary protection for years, new start-ups are entering the area and improving their position. For example, Love & Green towels were recently launched and are expected to see growth over the coming years due to their positive natural and toxic-free image and the fact they are becoming more available in mass retailers.
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This industry report originates from Passport, our Tissue and Hygiene market research database.