COVID-19 created uncertainty for sanitary product players, who have already been experiencing economic turmoil during the historical period and a decline in the female population aged 12-54, which had impacted sales.
Increasing price-sensitivity led products such as tampons, slim/thin/ultra-thin towels and pantyliners to continue to lose ground in both volume and current value terms, due to their premium positioning and higher average unit prices. Consumers with restricted budgets very quickly made the decision not to spend extra on these products.
Procter & Gamble remained the leading player in sanitary protection in value terms in 2020, continuing to record growth while other players declined. The player also increased its share considerably, thanks to a well-balanced portfolio with its Always, Naturella and Tampax brands.
Sanitary protection is an essential product for many, and therefore, despite the outbreak of COVID-19 in Russia, the landscape continued to see sales, with consumers trading down to cheaper options. Across the forecast period, value growth is set to be solid, supported by rising price-points.
Across the longer-term forecast period, products that add additional value will attract consumers. This includes those that use natural ingredients or align with the eco-friendly and sustainability trends.
Although sanitary protection will post positive value growth, volume growth is set to struggle across the forecast period, with tampons being the only areas to record positive volume results. The category will continue to struggle due to stagnation and the economic recession.
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This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines sanitary protection and intimate wipes, please select Sanitary Protection Including Intimate Wipes.See All of Our Definitions
This report originates from Passport, our Sanitary Protection research and analysis database.
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