In 2020, sanitary protection maintained the declining retail volume trend seen throughout the review period. Current value sales also turned to decline for the first time for a couple of years.
The increase of the natural and “clean” product trend led to strong growth for ecological disposable sanitary protection products in 2020. Women are concerned about the materials used for these products and their impact on personal health, with various reports and rumours of such products containing pesticides, synthetic fibres and chemicals.
Procter & Gamble maintained its lead in sanitary protection in value terms in 2020, with its Always/Whisper brand leading towels and its Tampax brand leading tampons. Strong investment and advertising and widespread distribution are key to the company’s strength, whilst regular product launches also help to attract new and existing customers.
Sanitary protection is set to maintain its retail volume decline in 2021 and throughout the forecast period, although the rate of decline is set to gradually slow, along with the slowing of the decline in the population aged 12-54. Current value growth rates are expected to be slightly higher, with growth returning from 2022.
As consumers are becoming increasingly concerned about the materials used in hygiene products, this is set to push sales of sustainable, green and “clean” brands, and lead to further new product developments and innovations. Products which are seen to be better for the environment are likely to win favour, such as biodegradable applicators, 100% cotton components and recyclable/compostable packaging.
The sustainable, green and “clean” trends are also expected to benefit reusable products such as menstrual cups and especially sanitary pants. Plim, for instance, offers a wide range of washable sanitary protection products such as pantyliners and pants.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in France 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.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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