Executive Summary

Mar 2019
PROSPECTS
Value and economy pack sizes frequently seen on store shelves in Saudi Arabia

With purchase price becoming increasingly important among mass consumers in the country, brand loyalty is wavering in sanitary protection in Saudi Arabia. To maintain their customer base, companies have been pushing sales by launching value and economy pack sizes that are claimed to give more for less.

Standard towels continues to account for the highest value sales in sanitary protection

Key factors that consumers look for when purchasing sanitary protection products are high absorbency levels, durability, price and promotions as well the need for the towel to stay in place, which is ensured by the presence of wings in the product. Additionally, consumers tend to get used to a particular format of product that they use – they form a comfort zone, since one tends to gain expertise with the usage of a particular format.

Sustainability and its awareness surrounding sanitary protection products in Saudi Arabia

Due to the widespread availability of towels in retail channels with a wide range of pricing, product sizes, product types and brand variety, the primary form of sanitary protection used in the country remains towels, and towels are regarded as a product that can be used and then thrown away. Due to the ease of availability, lack of alternative options and very low awareness about sustainability, mass consumers have high product affinity with the category of sanitary towels in Saudi Arabia.

COMPETITIVE LANDSCAPE
Modern Products Co continues to lead sanitary protection

Modern Products Co continued to lead sanitary protection in 2018. The company’s success is mainly due to its flagship brand Always, which enjoys strong brand loyalty among consumers due to its quality and continuous product development that complements the needs of its consumers.

International brands dominate sales

Sanitary protection is dominated by international players in Saudi Arabia. These companies have been present long enough to establish a strong female following for brands such as Always and Kotex.

Supermarkets/hypermarkets holds the biggest share of sanitary protection sales

Supermarkets is the leading sanitary protection retail distribution channel, followed by hypermarkets. This is due to the fact that the majority of people do their grocery shopping through these channels in Saudi Arabia.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Saudi Arabia 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 Saudi Arabia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Saudi Arabia 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 Saudi Arabia?
  • What are the major brands in Saudi Arabia?
  • 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 Saudi Arabia - Category analysis

HEADLINES

PROSPECTS

Value and economy pack sizes frequently seen on store shelves in Saudi Arabia
Standard towels continues to account for the highest value sales in sanitary protection
Sustainability and its awareness surrounding sanitary protection products in Saudi Arabia

COMPETITIVE LANDSCAPE

Modern Products Co continues to lead sanitary protection
International brands dominate sales
Supermarkets/hypermarkets holds the biggest share of sanitary protection sales

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 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 5 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Saudi Arabia - Industry Overview

EXECUTIVE SUMMARY

Growth continues to slow amidst economic reforms and rising living costs
Changing consumer shopping behaviour in Saudi Arabia
International brands continue to lead the Saudi Arabian tissue and hygiene market
Discounters gaining a foothold in tissue and hygiene
Tissue and hygiene to see a slowdown in growth over forecast period

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources