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