Due to the essential nature of the products in the category, the COVID-19 pandemic had little overall impact on sanitary protection in 2020. There was some initial stockpiling of products at the start of the pandemic as consumers rushed to stock up on essential products due to a fear of shortages during the impending lockdown.
Having been one of the fastest-growing categories in 2019 in both value and volume terms, tampons recorded slower growth in 2020. Despite the small size of the category, demand for tampons had grown among consumers with busy lifestyles and for whom the product’s relatively high unit price was not perceived as a key factor in purchasing decisions.
The e-commerce channel recorded strong double-digit growth in retail value sales as many consumers made fewer visits to outlets such as supermarkets and hypermarkets in 2020. There was also double-digit growth for discounters, albeit from a smaller base.
Sanitary protection is expected to record marginal average retail value growth at constant 2020 prices over the forecast period, with pantyliners set to offer the strongest prospects. Standard towels is expected to maintain its longer-term decline in contrast to further value growth for thin/slim/ultra-thin towels as the category continues to develop.
Sanitary protection products made using natural ingredients are expected to account for a growing proportion of manufacturers’ portfolios over the forecast period. There is also expected to be a growing focus on the sustainability of packaging as consumers increasingly demand eco-friendly and sustainable products over the forecast period.
Demand for tampons is expected to increase as life begins to return to normal over the early part of the forecast period. However, sales are likely to be negatively impacted by an ongoing debate surrounding the potentially adverse impact of tampons on health.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Lithuania 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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