Sanitary protection is mature in Greece and this leaves little room for growth. Volume sales were flat in 2018 and are not anticipated to change significantly during 2018-2023.
Amid the proliferation of discounting activities used by manufacturers and retailers alike, the average retail price of sanitary protection products decreased in 2018 and is expected to lower further over the forecast period, albeit at a slower pace in current terms than in 2018. Volume sales of promotional and value packs saw a significant increase in 2018, unlike single non-promotional packs which displayed a decline in sales.
Sales of standard towels declined steadily during the review period and the decline is set to continue during 2018-2023, although at a slower rate, given that the products’ penetration is very low in Greece. Greek women opt for the convenience of slim/thin/ultra-thin towels, as they are more discreet.
Brand loyalty is high in sanitary protection. Women shop based on brand and price, usually stocking up when their preferred brand is discounted.
O b is the dominant brand in tampons. The brand managed to increase its value and volume shares in 2018.
Promotional intensity is high among branded products, translating into a squeezed price margin between private label products and branded ones. This has led to steep losses for private label, in both value and volume terms, across sanitary protection.
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This industry report originates from Passport, our Tissue and Hygiene market research database.