In 2020, sanitary protection recorded similar strong retail volume and current value growth rates as those seen in the review period, and the category saw little overall impact from COVID-19. The previous major drivers of growth continued, such as: the essential nature of these products; changing lifestyles; the rising female population aged 12-54; higher disposable incomes per capita amongst women; rising menstrual education and the distribution of free sanitary towels by various local governments to increase hygiene awareness; the introduction of cost-effective products; and robust marketing campaigns by the major players.
Pantyliners saw sales driven by various factors, such as changing buying preferences, convenience, the growing population of working women and rising awareness of feminine hygiene. On the other hand, standard towels without wings saw negligible sales in 2020, as they have been completely replaced with standard towels with wings.
COVID-19 brought about a shift in consumers’ purchasing decisions, due to the economic impact of measures taken to prevent the spread of the virus. Consumers reduced the amount of money spent on sanitary protection in order to purchase necessities, or compromised on quality.
With little impact from COVID-19, retail volume and current value sales in sanitary protection are set to continue to rise in 2021 and throughout the forecast period. The trend seen in 2020 is expected to continue, with slim/thin/ultra-thin towels set to see the strongest retail volume growth due to lower prices, convenience and comfort.
Sales of premium brands such as Kotex by Kim-Fay East Africa (Kimberly-Clark) and o b from Johnson & Johnson are set to perform well as economic conditions improve. As the pandemic comes under control and the country’s economy recovers, consumers will look to upgrade once again.
Nevertheless, growth in sanitary protection will be limited by the growing number of consumers switching to products outside the category, including reusable products. Reusable pads cost a third of the price of conventional towels, and are therefore increasing in popularity.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Kenya 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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