General consumer expectations regarding their wellbeing did not return to a positive path in Russia in 2018. More optimistic moods registered during the first half of 2018 did not lead to sustainable recovery in consumers’ real income, thus hampering the performance of numerous fmcg products, including sanitary protection.
The sales structure of sanitary protection continued to develop according to consumers’ saving mode in 2018. Cheaper and basic sanitary protection solutions, such as standard towels with wings, continued to take share from more sophisticated and innovative categories, such as slim/thin/ultra-thin towels.
Tampons continued to follow a negative trend in 2018, losing the competition to standard towels. Within tampons, applicator tampons are decreasing in popularity against cheaper tampons.
Russian sanitary protection is dominated by the representatives of major international players, such as Procter & Gamble OOO, Bella Vostok OOO and Johnson & Johnson OOO. Always, Bella and Discreet are strong global brand names and very well received by Russian consumers for their quality/price ratio.
With the challenges to household budgets continuing, private label sanitary protection is gaining share in Russia. Private label sanitary protection usually carries one of the lowest average unit prices and, therefore, is very well received by consumers with the lowest income.
Online sales, in general, are gaining speed in Russia, with sanitary protection being no exception. Major online retailers, such as Utkonos.
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This industry report originates from Passport, our Tissue and Hygiene market research database.