In 2018, sanitary protection maintained the declining trend already registered the previous year. The ageing population, together with an increasing number of women choosing contraceptive methods that diminish or eliminate menstruation, continued to affect the development of the category.
Whilst tampons and towels continued to have difficulties achieving growth, pantyliners presented the best performance in volume terms, as it continues to be the category with the best opportunities, since a considerable number of women in Portugal do not yet use such products on a regular basis. For this reason, manufacturers are putting additional effort into this category, through price discounts and volume discounts, together with new launches.
Despite increasing concern around environmental issues, the offer in terms of organic and reusable products is still limited, as the number of consumers that are looking for such products remains small. There is an organic offer available in health and beauty channels or in specific organic product stores, such as Celeiro.
The competitive landscape in sanitary protection is highly concentrated, with only two relevant players, Johnson & Johnson and Procter & Gamble Portugal, competing with private label. Procter & Gamble continued to dominate in value terms in 2018, due to its strong presence in all sanitary protection categories with its popular brands Ausonia, Evax and Tampax.
With no outstanding innovations, and price pressure due to the strong presence of private label, manufacturers are investing in improving their existing offer, by making pantyliners and towels more flexible and absorbent and launching longer and larger options. Carefree and Evax are gaining share in pantyliners, a category which still has the opportunity for increased penetration, as both brands are well-known and recognised for their quality.
Considering all sanitary protection categories, private label has its highest share in pantyliners. As the frequency of use is considerably higher, resulting in higher investment, consumers are more open to purchase less expensive options.
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This industry report originates from Passport, our Tissue and Hygiene market research database.