The announcement of a lockdown by the government in an attempt to control the spread of the virus in Pakistan resulted in initial stockpiling of sanitary protection by those who regularly use these products and can afford to purchase them in the face of increasing unit prices as a result of high inflation. Their essential nature amongst the target audience therefore resulted in a notable upturn in demand across the category, although demand began to normalise as restrictions started to ease mid-2020.
Prior to the pandemic, sanitary protection was already increasing its penetration in Pakistan, supported by a number of factors including the expansion of the target audience, the female population aged 12-54 years, increasing hygiene awareness, particularly amongst urban women who are the primary users of these products and are the target of players’ promotional campaigns, and a growing mid-income group of consumers due to greater participation of women in the workforce. Awareness continues to be the biggest issue for sanitary protection, with a number of international aid organisations working in the country to help improve this; there are traditional cultural taboos in rural areas in particular, associated with buying these products, although these have diminished somewhat in urban and suburban areas, with women becoming increasingly confident in buying such products from a wider range of distribution outlets.
Procter & Gamble retained its dominance of sanitary protection in 2020 in value share terms. The multinational giant offers its Always and Tampax brands in the country, with it investing heavily in marketing campaigns, including television advertisements, to promote its products and to increase awareness of menstruation and the need for greater personal hygiene.
While recording a slowdown in the volume growth rate in 2021 compared to 2020 which was influenced by stockpiling and the home seclusion trend, sanitary protection is predicted to continue to record strong demand over the forecast period. This will be supported by further predicted growth of the female population aged 12-54 years.
Further education by players and NGOs is likely to encourage greater uptake of sanitary protection along with increased hygiene awareness, particularly amongst rural consumers which may encourage them to move away from traditional methods such as cloth. Younger Pakistanis are also likely to be more aware of sanitary protection as they become increasingly connected with global trends via social media.
Further expansion in terms of distribution will also support greater accessibility to and awareness of sanitary protection in Pakistan, with a wider range of products and brands likely to become available through modern grocery retailers and e-commerce. The latter holds stronger potential for growth due to more established online platforms and new consumer habits, including the search for more competitive prices and appreciation of the convenience offered by home delivery.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Pakistan 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 Pakistan, 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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page