Because sanitary protection products are a basic need, their retail volume consumption was little affected by the COVID-19 pandemic, with slow and steady growth continuing unabated in both 2020 and 2021 due to pre-existing trends in the category. However, at the same time, the rise in raw materials and shipping prices led to increases in average unit prices in most sanitary protection categories.
Israeli consumers became more aware of reusable hygiene products in recent years, and they are becoming more commonly used by women. Such items include menstrual cups, period underwear and reusable towels.
Procter & Gamble Israel remained the dominant company in sanitary protection in value terms in 2021. It owns the leading brands Always in towels and Tampax in tampons, with a large variety of products available on shelves in a wide range of distribution channels.
Sanitary protection is expected to maintain its slow and stable retail volume growth trend throughout the forecast period, with current value growth rates set to be slightly higher due to continued price rises. This growth will be driven by a continuation of the trends seen in the review period, with slimmer, more discreet yet still absorbent products, including pantyliners, tampons and slim/thin/ultra-thin towels with wings, expected to see the best performances.
A notable threat to growth in the forecast period is the rising interest in eco-friendly, reusable offerings, such as menstrual cups. In addition, options such as menstrual cups, period underwear and washable pads all address consumer concerns that tampons can lead to vaginal infections.
The distribution of sanitary protection products made of organic cotton expanded in the review period, and this is set to continue. Brands such as Always and Tampax have joined the organic segment following Organyc and Natracare.
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This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines sanitary protection and intimate wipes, please select Sanitary Protection Including Intimate Wipes.See All of Our Definitions
This report originates from Passport, our Sanitary Protection research and analysis database.
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