Peru introduced strict measures to control the spread of COVID-19 with this resulting in most women spending considerably more time at home during 2020. This home seclusion negatively affected demand for sanitary protection, with women changing their sanitary protection products less frequently.
Tampons was the one category to continue seeing growth in current value terms in 2020, with little impact from COVID-19. While the category remains somewhat of a niche it has been growing in popularity due to the various benefits tampons afford, including helping women to maintain their active lifestyles, including swimming and exercise.
Pantyliners is still an underdeveloped category in sanitary protection in the country. Pantyliners have limited penetration in Peru, being distributed mainly through modern retailers.
Sanitary protection is expected to start on the path to recovery in 2021, with most women expected to return to work, while the easing of restrictions should also put an end to the home seclusion seen through much of 2020. Also, universities and schools should also start reopening again sometime during the second or third quarter of 2021, depending on the speed at which the country’s vaccine programme is rolled out.
If pantyliners is to become a mainstream product in Peru then they will likely need to establish a stronger presence in traditional grocery retailers, which remains the dominant distribution channel for sanitary protection. To increase market penetration, manufacturers and distributors of pantyliners will need to do more advertising in order to create awareness because many women still do not consider these products as essential.
The number of women switching from standard towels to slim/thin/ultra-thin towels is set to continue over the forecast period. Women feel more comfortable using slim towels when going outside the home because they are more discreet.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Peru 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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