Due to the essential nature of sanitary protection, the overall dip in retail volume sales was restrained in 2020, despite the outbreak of Coronavirus (COVID-19) impacting consumers disposable income levels. In this light, there was a quick rebound in retail volume sales in 2021 as more consumers returned to pre-pandemic work and social norms.
Importantly, sanitary protection remained highly advertised and promoted in hypermarkets and supermarkets throughout Mexico, with consumers having easy access to these goods, as grocery retailing was considered essential. In response to heightened price-sensitivity in the wake of the economic fallout of COVID-19, direct discounts, bundle products and gift items available when purchasing products were all used by players to encourage sales.
Multinationals Essity AB (Saba), Kimberly-Clark de México SAB de CV (Kotex) and Procter & Gamble de México SA de CV (Naturella) continued to account for the bulk of retail value sales in sanitary protection in 2021. Essity, which retained the overall lead, invested in strong marketing and promotion for Saba, while continuing to engage in conversations around intimate hygiene, alongside new product development.
Sanitary protection is expected to see moderate, but consistent retail volume growth in the forecast period, supported by the anticipated rise in the 12-54-year-old female population. However, in line with the economic recession following the outbreak of COVID-19, affordability concerns are set to shape consumer buying habits in the short to medium term.
Towels, the main category, is projected to see consistent demand growth, led by standard and slim/thin/ultra-thin towels with wings. Towels continues to be considered an essential product type, while sanitary protection options like pantyliners and tampons are used mainly for “special occasions”, such as swimming, exercise, outdoor activities, and events.
The increasing use of intimate wipes and washing shampoos is a trend that is also set to continue across the forecast period. Brands are likely to continue to be expanded in terms of their “intimate hygiene routine” portfolios with the addition of wipes, shampoo and daily pantyliners to offer self-confidence, freshness and higher hygiene to users.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Mexico with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines sanitary protection and intimate wipes, please select Sanitary Protection Including Intimate Wipes.See All of Our Definitions
This report originates from Passport, our Sanitary Protection research and analysis database.
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