Demand for sanitary protection continued to grow in 2020, with the category driven by essential needs, which means that demand is less influenced by outside factors. While there was some initial stockpiling noted amongst consumers when restrictive measures as a result of the pandemic were announced in anticipation of shortages in retailers, this did not translate into stronger demand over the year.
Availability and access to sanitary protection were not hindered by restrictions as a result of the pandemic, with all essential outlets such as grocery retailers and health and beauty specialist retailers permitted to continue trading. The latter, which includes leading retailers such as Rossmann, Hebe and Super-Pharm, retained its position as the single largest distribution channel for the category, while supermarkets and hypermarkets lost ground in 2020 as consumers avoided larger public spaces in an effort to reduce their risk of exposure to the virus, although rising price sensitivity amongst Poles drove greater demand through discounters.
The competitive landscape of sanitary protection in Poland remained fairly consolidated with local player Torunskie Zaklady Materialow Opatrunkowych SA (TZMO) which offers its Bella brand, and multinational Procter & Gamble Operations Polska Sp zoo (Always/Whisper, Naturella), competing intensely for overall leadership. Bella is very well-known within towels, pantyliners and tampons.
Sanitary protection is expected to record stable demand over the course of the forecast period, with a marginal upturn in demand for discreet formats such as pantyliners and tampons in 2021/2022 as consumers return to greater activity outside of the home, including socialising, depending on the threat level of the virus. These products along with slim/thin/ultra-thin towels with wings will continue to outperform standard towels, as younger generations move away from traditional formats which they deem to be less comfortable.
Younger generations of Poles are becoming increasingly concerned with sustainability issues, with a higher awareness of the impact of disposable tissue and hygiene products on the environment. Players are therefore, likely to continue to develop new lines of products using natural organic materials such as cotton-based pads which are also perceived to be less harmful for their bodies.
Private label is likely to continue to attract consumers over the early part of the forecast period due to its competitive prices as price-sensitive Poles search for greater affordability in the wake of the pandemic due to decreasing disposable incomes. Retailers are therefore likely to continue to push for new product development to reflect trends within the category.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Poland 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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