Sanitary protection is a well-developed category in Latvia in 2020, with an ongoing demand for essential products. Given that the category requires regular repeat purchases, COVID-19 has had limited impact on its sales.
Tampons had been experiencing increasing demand during the review period as consumers became more active. To complement their busy lifestyles, more and more women were seeking sanitary protection solutions that were more sophisticated, convenient, and discrete.
More consumers staying at home during lockdown has led to an uptake in more traditional products and reduced demand for more modern and sophisticated categories. Standard towels with wings will perform better than other sanitary towel categories in 2020, as they are perceived as the most convenient choice for use at home.
From 2021, it is expected that consumers will switch back from standard towels to slim/thin/ultra-thin towels and pantyliners as the COVID-19 rules are relaxed. The latter options are more discrete, and consumers generally prefer wearing them while out and about or doing exercise.
Over the forecast period, tampons are expected to regain their momentum as they are a popular choice for active consumers seeking a convenient and discrete sanitary protection option. This will be particularly true when restrictions are softened, allowing Latvians to visit the gym, take part in sport, and socialise.
Although there is not yet a significant swing away from brand loyalty to more ecologically friendly products, this trend is growing. For example, there was an increase in the popularity of menstrual cups over the review period.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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