Sanitary protection was more resistant to the impact of COVID-19 than other products in the country. Generally, sanitary protection products tend to be a part of a consumer’s daily routine as they require the same products every month, making them harder to replace or find equivalent substitutes to.
In 2020, all sanity protection products recorded positive current retail value growth. However, as consumers went out less due to lockdown and movement restriction, a slight slowdown in overall sales was experienced.
Tampons and pantyliners suffered the most from COVID-19. Since home seclusion permeated in 2020, consumers tended to choose more convenient products for daily routines at home products, such as towels.
Following the double-digit current retail value growth in 2020, 2021 is set to be a much slower year of growth. Daily lives more confined to the home realm will continue to limit the need for certain sanitary protection, although stronger growth is expected in the remainder of the forecast period.
Even though current retail value sales growth is set to pick up from 2022, sales are not expected to boom during the forecast period. Sanity protection products have a stable consumer base, which will only be moderately growing, thus shaping the demand accordingly.
In the forecast period, demand may begin to increase for more convenient and comfortable products. For example, ultra-thin towels and pantyliners may become more favoured as they will meet the demand of active and modern female consumers in Kazakhstan.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Kazakhstan 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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