Sanitary protection saw some initial stockpiling following the government’s announcement of a lockdown mid-March in an attempt to control the spread of COVID-19 in Portugal. However, overall demand throughout the year remained fairly stable with only a marginal drop noted in 2020, as some consumers rationalised their usage when confined to their homes.
Prior to the pandemic, sanitary protection in Belgium was having to contend with demographic changes due to further ageing of the population, meaning that the ongoing decline in the population of women aged 12-54 years is a limiting factor for stronger category growth. In addition, an increasing number of women are choosing contraceptive methods that diminish or eliminate menstruation.
Procter & Gamble retained its dominance of sanitary protection in 2020 in terms of value share due to its strong presence across the category with its popular brands Ausonia, Evax and Tampax. To address increasing demand for more sustainable sanitary protection, the player launched an organic cotton line under Tampax tampons, and Ausonia liners and pads towards the end of the review period.
Considered a necessity, sanitary protection is set to see a marginal upturn in demand in 2021 as consumers gradually return to their busy lifestyles, including the greater possibility of returning to the workplace and outdoor activities, depending on the threat level of the virus. The category is likely to continue to see steady demand, although more dynamic growth rates are not predicted, due to ongoing population ageing, resulting in a shrinking consumer base of women aged 12-54 years.
Environmental concerns around the use of disposable products such as sanitary protection are expected to increase in Portugal amongst younger consumers in particular. Players are therefore expected to continue to address this issue by developing less harmful and more natural products in terms of sustainable organic materials, which have the potential to add value to the category.
Towels, particularly the standard format, is expected to remain the most negatively affected area of sanitary protection over the forecast period due to maturity with an ageing population reducing its target audience as younger consumers are more comfortable using tampons and pantyliners which offer greater comfort and discretion. The latter therefore offers further potential for expansion since a considerable number of women in Portugal still did not use such products on a regular basis at the end of the review period.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Portugal 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.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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