Sales of sanitary protection recorded 1% value growth in 2020, aligning with results seen in 2019. The outbreak of COVID-19 resulted in a lockdown from April, which led consumers to stockpile goods they deemed essential.
Most categories in sanitary protection are fairly mature, as products are seen as essential by women. Consequently, no product areas were heavily impacted during 2020, and while there were initial stockpiling of these products, government assurances with regards to product availability limited stockpiling.
Kao’s Laurier continued to lead sanitary protection in 2020, improving on its share. The player has enjoyed consumers’ trust for decades, offering an extensive range, with features including antibacterial, dermatologically-tested, and 360-degree leakage protection.
COVID-19 is not expected to have a significant long-term impact on sanitary protection, with consumers having stockpiled goods in Q1 of 2020, before purchasing behaviours returned to normal. Both volume and value growth will be positive across the coming years, with a value CAGR of 4% predicted for the forecast period.
Following the outbreak of COVID-19 in Singapore, consumers will have an increased interest in health and hygiene, which will continue to see women spending money on more sanitary protection. Sanitary protection is however, already very mature, with little expansion in the 12-54-year-old female population and already high penetration limiting growth over the forecast period.
Across the forecast period, manufacturers will be focused on getting their latest innovations displayed in stores, enabling them to communicate the value of their products via packaging. Adore and UUcare entered Singapore through e-commerce and have now extended their distribution reach to store-based retailing chains, such as Watsons and FairPrice.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sanitary Protection industry in Singapore, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Sanitary Protection research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page