Overall, the COVID-19 pandemic had little impact on growth trends within sanitary protection in 2020. Stockpiling impacted sales at the start of the country’s lockdown in spring 2020, with spikes in demand as Romanians rushed to buy large quantities of essential products due to a fear of shortages.
Consumers continued to focus on both the impact of sanitary protection on their health and the environmental impact of the products they use. This encouraged a shift towards products containing natural ingredients or natural extracts.
The e-commerce channel recorded strong double-digit growth in retail value sales in 2020 as many consumers made fewer visits to physical stores to avoid exposure to the virus. Online retailers responded to the surge in demand by expanding their product ranges to include sanitary protection products.
Sanitary protection is expected to record moderate average retail value growth at constant 2020 prices over the forecast period, with pantyliners and slim/thin/ultra-thin towels expected to deliver the strongest performances, reflecting both the essential nature of sanitary protection and consumers’ growing demands for comfort, flexibility and convenience.
Increasing product segmentation is expected to become a characteristic of sanitary protection over the forecast period as a response to the more diverse and specific demands of consumers. This is likely to include further growth for sustainable products based on consumers’ growing awareness of the environmental impact of sanitary protection products.
The lingering economic fallout from the COVID-19 pandemic is expected to lead to an increase in the number of consumers seeking the greater value for money offered by private label products. With disposable incomes set to fall over the short to medium term, many consumers are expected to trade down to lower-priced options, with private label players and brands well positioned to grow their sales and put pressure on unit price growth for the category as a whole.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Romania 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.
If you're in the Sanitary Protection industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Sanitary Protection research and analysis database.
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