Based on INEGI data from the 2010 census and CONAPO projections, in Mexico there are more females in the population than males, with around 65 million women in 2018. Also, based on estimates from the senate that a woman uses around 360 sanitary protection products each year between the ages of 13 years and 50 years, a woman will use around 13,320 sanitary towels or tampons during their fertile life.
The big brands in Mexico, like Saba, Kotex and Always, as well as some smaller brands that compete in the sanitary protection category, are diversifying their portfolios, with more towels options with or without wings, regular products, night products, pantyliners and feminine wipes to give women a complete solution to maintain intimate freshness during the whole month, not only during period days. Also, brands offer different product materials from natural cotton to more synthetic covers, as well as scents like camomile, lavender, floral and fresh perfumes.
In recent years, manufacturers have started to talk about intimate health and freshness using other products during the whole month not only during the period, such as intimate washes, wipes, intimate sprays and daily use of pantyliners. During 2018, brands continued talking about intimate health routines to increase demand for intimate products as part of women’s everyday life.
In Mexico, tampons is still a small category compared with the other forms of sanitary protection. During 2018, the category continued to see a positive trend, owing to manufacturers’ support with advertising campaigns using brand websites and social media – primarily Facebook and YouTube.
2018 saw significant activity in terms of product innovation and image renewals. The brand Saba, which is among the most active in terms of marketing, launched two innovative products: Panties Saba Buenas Noches and Pantyliners 2-in-1.
The use of menstrual cups has become a trend worldwide, but has only recently begun to have an impact in Mexico. In 2017, Diva Cup was introduced in supermarkets, having previously only been available at pharmacies.
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This industry report originates from Passport, our Tissue and Hygiene market research database.