Demand for branded sanitary protection continued to grow in 2021 due to rising awareness, affordability and switching from traditional alternatives to branded sanitary protection products in the cities of the country. Hence, the per capita use of sanitary protection amongst 12-35-year-old women continued to increase in Pakistan.
International players dominated the market owing primarily to their better distribution and effective in-store and mass marketing that convinced consumers to maintain their consumption habits and refrain from switching to alternative brands. Since international manufacturers had the first mover advantage in the market, they enjoyed brand equity and consumer loyalty, which is why emerging local players in the review period failed to succeed in the market because of lack of consumer trust.
Procter & Gamble Pakistan led sanitary protection in 2021 due to the continued success of its brand, Always. For many consumers, the brand name Always is synonymous with the product category.
Demand for sanitary protection in Pakistan is expected to be boosted by rising awareness and increasing hygiene consciousness amongst young consumers. Leading brands will continue with their efforts to induce trials with sampling initiatives and smaller SKUs, plus the development of innovative offerings focused on quality and comfort will drive consumers to shift from traditional cloth and towel alternatives to packaged products, driving growth of the category going forward.
The market for sanitary napkins in Pakistan has huge potential with consumers rapidly switching to packaged hygiene alternatives for their needs. Manufacturers are introducing convenient small packaging to encourage trials and increasingly convert non-users into loyal users.
As a result of the booming growth of the sanitary protection market in the country, products have become a consumer necessity that need to be readily available. The growing popularity and acceptability of sanitary products has also reduced the cultural taboo associated with the buying them, therefore consumers have become increasingly confident in buying them from neighbourhood shops.
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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.
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Sanitary Protection
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 DefinitionsThis report originates from Passport, our Sanitary Protection research and analysis database.
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