In Greece, pantyliners are predominantly viewed by consumers as products for use outside of the home; a perception that has been encouraged by advertising campaigns produced by players in this category. In 2020, as a result of the COVID-19 pandemic and the associated lockdown restrictions, consumers spent much more time at home.
Following the outbreak of COVID-19 in March 2020, there was some stockpiling of sanitary products in Greece as consumers prepared for an uncertain period of lockdown and attempted to reduce the frequency of their visits to retail outlets. After the initial surge in demand for products in this category, volume and value sales declined (as women worked through the stocks they accumulated before) and the category subsequently normalised as consumers became more confident in supply chains.
There has been an emerging trend for more niche products entering the category towards the end of the review period. Flower Organic Products SA offers towels and pantyliners that are plastic free and produced from 100% organic cotton.
Sales of tampons are expected to make a swift recovery in the forecast period as the travel bans are lifted and consumers in Greece will feel able to return to their usual activities. The peak season for recovery is expected to be June to August 2021 as it is anticipated that the epidemiological situation will be much improved by this point, and tourism is expected to recover as the threat of COVID-19 subsides.
Sales of products in pantyliners are expected to recover in the forecast period when lockdown restrictions come to an end. The rate of recovery will also depend upon how quickly work from home arrangements come to an end in the country.
Two product types dominate sanitary protection in Greece; slim/thin/ultra-thin towels with wings is expected to remain the most popular option in the forecast period in retail current value sales, closely followed by pantyliners, which holds the higher share in volume terms due to its more affordable unit price. Both types of sanitary protection benefit from the perception amongst Greek women that they are more discreet and convenient compared to standard towels, in addition to having greater space allocation in retailers.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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