In 2020, sanitary protection saw a slightly slower retail volume growth rate than in other years of the review period, but saw dynamic current value growth due to strong price rises as a result of the increase in the rate of VAT. Unlike most other tissue and hygiene categories, sanitary protection was not notably affected by the emergence of COVID-19, as demand per woman is fairly stable due to their essential nature.
As there are no sales of tampons in Saudi Arabia, all sales within sanitary protection are of towels and pantyliners. Pantyliners accounted for far lower value sales, due to lower volume sales and the lower prices of these products.
Modern Products, the local representative of The Procter & Gamble Co, maintained its lead in sanitary protection in value terms in 2020 with its Always/Whisper brands. However, it continued to see a decline in its share in this year, as consumers shifted to lower-priced options.
Sanitary protection is set to return to a marginally faster rate of retail volume growth in 2021 and for the rest of the forecast period, with solid increases in every year. After a dip in growth in 2020, the main factor contributing to the rise in sales will be the increasing population aged 12-54 in Saudi Arabia.
Standard towels with wings is expected to maintain its dominance in sanitary protection in Saudi Arabia in the forecast period in both retail volume and current value terms, and is set to continue to see growth. However, slim/thin/ultra-thin towels with wings is expected to continue to see the fastest growth within towels, as it is far from reaching maturity, and will benefit from evolving lifestyle trends amongst women in the country.
Reusable products such as menstrual cups and washable reusable towels and pants are not widely available in the local market, and are seldom even available via online retail channels such as souq.com and noon.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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