Slim/thin/ultra-thin towels saw the fastest current value increase within sanitary protection in 2018, maintaining the changing dynamic between thin and standard products. Income growth led to changes in consumers’ perceptions and lifestyles.
A major trend in sanitary protection in 2018 was the shift towards better-quality or premium products. This was mostly due to higher purchasing power, which resulted from significant growth in wages.
Sanitary protection is expected to continue to see strong growth in the forecast period. Stronger growth than that seen in the review period is expected in current value terms, but not in volume terms.
There is a clear leader in sanitary protection in Romania. In 2018, Procter & Gamble Distribution maintained its leading position, accounting for half of overall value sales due to product innovation and social responsibility campaigns.
The women’s empowerment movement had an impact on the promotion of sanitary protection products during 2018. In this year, the global context saw women’s empowerment in a wide variety of fields, one of them being sanitary and hygiene.
Brand loyalty plays a key role within sanitary protection. Therefore, many brands are using various strategies to keep consumers engaged.
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This industry report originates from Passport, our Tissue and Hygiene market research database.