As convenience, comfort and discretion become more important for women when choosing their sanitary protection products, consumers increasingly opt for less visible types of sanitary protection. This trend evolved throughout the review period, as the approach towards clothing among Georgian women gradually became more liberal and fashion orientated.
Convenience, comfort, and added value are becoming increasingly important to women in Georgia when choosing sanitary protection products. A growing number of women are interested in leading healthier, more active lifestyles, therefore driving demand for convenient sanitary products which provide adequate levels of comfort and protection.
Although numerous women in the country continue to use economy and mid-priced options, including standard towels, many females are shifting towards more premium products with qualities such as breathability, absorbency, odour neutralisation and dermatologically tested. The value segment and therefore standard towels are expected to continue to witness demand in the future, and many women will continue to look for cost-efficient options.
The Procter & Gamble Co remained the leading player within sanitary protection in Georgia in 2018. The company is well ahead of its competition mainly due to its popular and well-known Always brand, with its well-established customer base.
Company value shares remained relatively stable in 2018, mostly due to strong brand loyalty in sanitary protection. A range of innovative products, however, were launched during the review period, with competition remaining strong.
Given growing saturation and an expected decline in the population of women in the 12-54 age segment over the forecast period, GDP growth, innovation and product variety will play a role in supporting demand for and sales of sanitary protection in the country. Moreover, given demand for innovative sanitary protection, competition is expected to strengthen further.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Georgia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Sanitary Protection industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Sanitary Protection in Georgia market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Tissue and Hygiene market research database.