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