Sanitary protection is an essential item and therefore demand in volume terms generally remains largely constant, with usage not really significantly impacted by outside factors such as the economy. Nevertheless, following the outbreak of COVID-19 there was an unprecedented surge in demand for sanitary protection as people rushed to stock up on essential products.
Despite New Zealand’s recognised success in containing COVID-19, this has had a significant downside with it putting huge pressure on the local economy. This led to an increase in so-called period poverty in the country during the year.
In an effort to address the stigma around periods and incontinence and to encourage usage, domestic supermarket chain Countdown changed the way it refers to these products online during 2020. The retailer has removed the ‘personal care and sanitary products’ and ‘incontinence products’ categories on its e-commerce site and is now calling the category ‘period and continence care’.
Sanitary protection was not significantly impacted by COVID-19 with these being essential products. As such, overall growth is expected to remain stable over the forecast period.
The government’s efforts to improve education around periods and to put an end to period poverty should provide a boost to sales of sanitary protection. Although the provision of free sanitary protection to school-age girls may be seen as an obstacle to growth it could also provide a long-term benefit, with it helping to raise awareness of the need to regularly replace products and to use them correctly.
With New Zealand’s economy expected to come under mounting pressure in the wake of COVID-19 this could force consumers to become more price conscious. This could favour towels, which are cheaper than tampons, while it could also see more consumers switching to more affordable brands and private label.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in New Zealand 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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