In 2020, sales performed slightly better compared with 2019, supported by stockpiling and a natural progression of increase in demand. Given that sanitary protection products are deemed essential goods in Ireland, there was never any likelihood of less demand or alternative product usage as purchasing power fell.
Small but innovative sanitary protection players continue to make their mark in the category by substituting eco-friendly alternative materials for traditional materials and by developing “green” products for environmentally conscious women. For example, while still relatively niche, menstrual cups made from medical-grade silicone rather than from traditional plastic materials — continue to grow in popularity, and though the initial outlay for silicone cups is higher, consumers who can afford to buy them will certainly enjoy longer-term savings as silicone cups can be reused for up to five years.
Despite having a rather stagnant, sometimes slightly declining, value share in recent years, a trend due in part to increasingly intense competition from smaller, lower-priced brands, Procter & Gamble still retained its commanding sales leadership in sanitary protection in 2020. Procter & Gamble was followed by Tesco Ireland, and although the grocery retailer maintained its value share in sanitary protection, that share was far lower than that of the category leader.
In 2020, most products other than retail tissue, including sanitary protection and adult incontinence, recorded only a temporary boost in sales due to bulk purchases amid panic-buying/stockpiling at the onset of the first national lockdown. However, overall in 2020 these products did not see a drastic change.
Sanitary protection registered only marginal growth in current value sales in 2020. This was due in part to the ongoing shift amongst consumers towards lower-priced sanitary protection options, a shift that was exacerbated in the short term by the uncertainty brought about by the COVID-19 outbreak and the subsequent lockdown.
It is unlikely that the future performance of sanitary protection will be significantly affected as Ireland recovers from the impact of COVID-19. Indeed, sanitary protection is projected to see ongoing, albeit small, current value and retail volume growth over the forecast period.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Ireland 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.
If you're in the Sanitary Protection industry in Ireland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Sanitary Protection research and analysis database.
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