In 2018, the decline of the female population aged 12-54 continued, whilst sanitary protection was already heavily saturated. In fact, these two factors limited the growth of sanitary protection throughout the review period.
Slim/thin/ultra-thin towels achieved the strongest sales in 2018, thanks to strong consumer demand and the greater preference for this particular product type compared with standard towels. This category also saw the strongest current value growth in 2018.
Tampons was the real loser in sanitary protection in 2018, declining significantly despite all other categories (except standard towels without wings) managing to achieve current value growth. Health and hygiene concerns are increasingly an issue amongst local consumers when it comes to the use of tampons.
In 2018, The Procter & Gamble Co maintained its strong lead within sanitary protection in Macedonia, despite a declining retail value share amidst increased competitive pressure from smaller players offering lower-priced products. Procter & Gamble’s strong value share stems from the strength of its sanitary protection brand portfolio, led by Always, which was also the single leading sanitary protection brand in Macedonia in 2018.
The second most important player within sanitary protection in 2018 was the Greek company Mega Disposables, which successfully competes with the leading international players thanks to the strong penetration of its portfolio under the brand Every Day. In 2018, Mega Disposables suffered a moderate decline in its value share, due to the strong competitive pressure from incoming lower-priced standard and economy brands launched by smaller, lesser-known players.
In 2018, sanitary protection in Macedonia was dominated by international companies and their respective brands. However, private label is gradually increasing its presence, thanks to the activities of the largest drugstore/parapharmacy chain, dm-Drogerie Markt, which sells its private label line Jessa in sanitary protection.
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This industry report originates from Passport, our Tissue and Hygiene market research database.