Sanitary protection recorded positive growth of 2% in 2020, with the initial outbreak of COVID-19 leading to stockpiling of essential goods, including sanitary protection. However, once consumers were assured that stocks would remain available, sales normalised once more – particularly as many consumers had a surplus of goods within the home.
Despite the outbreak of COVID-19 in 2020, sanitary protection continued to see growth, driven by pantyliners and slim/thin/ultra-slim towels. There was an ongoing trend for towels to become slimmer as users of the product became increasingly active, with slimline towels offering a better fit.
Essity retained its clear leadership in sanitary protection in 2020, in both current value and volume terms, increasing its lead slightly despite the outbreak of COVID-19. The other main players Procter & Gamble and Johnson & Johnson remained some distance behind the leading player.
Following the outbreak of COVID-19 in 2020, sanitary protection will record strong value growth over the coming years, with a CAGR of 4%. Ongoing value growth is expected to be driven by pantyliners and slim/thin/ultra-thin towels alongside continuing declines in standard towels and an initial decline followed by marginal growth for tampons.
Pantyliners will record strong growth across the forecast period, boosted by ongoing innovation on the landscape. Manufacturers will continue to launch new pantyliner products aligned to consumers demand for freshness and a sense of cleanliness.
Sanitary protection in Norway is characterised by a consolidated competitive landscape, with a small number of companies and brands. This reflects a shift in retailer strategies in favour of streamlined product offerings, consisting of a limited number of leading recognisable brands and private label.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sanitary Protection industry in Norway, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Sanitary Protection research and analysis database.
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