Executive Summary

Mar 2019
PROSPECTS
Digital vs applicator tampons

Applicator tampons have maintained a dominant position in terms of share throughout the majority of the Anglo-Saxon world since their introduction, with digital products believed to be more popular in non-English speaking countries. However, prominent environmental campaigns against all products containing plastic have begun to focus on the high plastic content of applicator products.

Alternatives to traditional products are set to multiply

Sanitary protection was relatively buoyant in recent decades in terms of innovation, but the groundswell in environmentally-conscious product choices and the continued focus on women’s health will see radical changes over the forecast period. Although still relatively niche, menstrual cups – which are made from medical-grade silicone as opposed to plastic, and are reusable for up to five years – are continuing to grow in popularity.

COMPETITIVE LANDSCAPE
Discounters is rapidly gaining share in towels

Towels remained the largest category in sanitary protection in value terms in 2018, with a continued rise in the popularity of more premium products due to higher disposable incomes. Towels remain popular with younger women and those with lower disposable incomes.

Associated initiatives in sanitary protection

The leading multinational brands remained dominant in sanitary protection in value terms in 2018, despite increased competition from lower-priced options. Johnson & Johnson increased its value sales once again, and received widespread favourable publicity for its period education campaigns targeted towards women of all ages.

The wider consumer context will shape the category

Irish women are increasingly concerned about the negative impact of their product choices on the environment, with sustainability being a growing concern. For the most part, manufacturers have responded by introducing new products with a heavy emphasis on sustainability.

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Sanitary Protection in Ireland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Ireland 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 Ireland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Ireland market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sanitary Protection in Ireland?
  • What are the major brands in Ireland?
  • What are the key new product launches in the sanitary protection market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Sanitary Protection in Ireland - Category analysis

HEADLINES

PROSPECTS

Digital vs applicator tampons
Alternatives to traditional products are set to multiply

COMPETITIVE LANDSCAPE

Discounters is rapidly gaining share in towels
Associated initiatives in sanitary protection
The wider consumer context will shape the category

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Ireland - Industry Overview

EXECUTIVE SUMMARY

A good year overall
The environment is top-of-mind for consumers in their product choice
Private label continues to win share, but multinationals dominate
Internet retailing continues to grow
Reasonable outlook for tissue and hygiene

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources