Executive Summary

Mar 2019
PROSPECTS
Negative consumer expectations hamper sales

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.

Basic solutions gain increased share

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 and pantyliners struggle to compete

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.

COMPETITIVE LANDSCAPE
Major international players continue to dominate

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.

Private label is on the rise

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 retailing of sanitary protection grows fast

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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Sanitary Protection in Russia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Russia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sanitary Protection industry in Russia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Russia market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sanitary Protection in Russia?
  • What are the major brands in Russia?
  • What are the key new product launches in the sanitary protection market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Sanitary Protection in Russia - Category analysis

HEADLINES

PROSPECTS

Negative consumer expectations hamper sales
Basic solutions gain increased share
Tampons and pantyliners struggle to compete

COMPETITIVE LANDSCAPE

Major international players continue to dominate
Private label is on the rise
Online retailing of sanitary protection grows fast

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Russia - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene stagnates rather than evolves
Consumers go for cheaper products to maintain comfort
International players face challenges
Distribution consolidates with a touch of internet retailing
Sustained development expected

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources