Executive Summary

Mar 2019
PROSPECTS
Tampons and pantyliners post the most dynamic growth

As convenience, comfort and discretion become more important for women when choosing sanitary protection products, tampons and pantyliners recorded the most dynamic volume growth in 2018. Slovak women continue to prefer digital tampons and their interest is maintained by strong promotion and the position of the leading digital brand, o b, in the country.

Demand for innovation and sustainability grows

In light of rising incomes and the growing awareness of product composition, more and more female consumers are willing to pay extra for added benefits such as organic quality, a probiotic component, antiseptic surfaces, and herbal content. The rising popularity of Naturella products with herbal content, manufactured by Procter & Gamble, provides an example of growing demand for innovation in sanitary protection.

Long-term challenges faced by sanitary protection products

The decreasing number of women aged 12-54 in Slovakia is expected to put downward pressure on retail volume sales of sanitary protection products. The impact of the ageing population will, however, be partially offset by rising health awareness and growing demand for convenience and comfort among female consumers.

COMPETITIVE LANDSCAPE
International companies lead sales

The sanitary protection competitive landscape in Slovakia is dominated by international brands, with no local brands present among the top players. Local companies find it difficult to obtain strong representation across more sanitary protection product categories, and thus are unable to raise their brand awareness.

Top brands lose slight share to small brands

Procter & Gamble and Hartmann-Rico, the top two players in sanitary protection, lost value share to their competitors over the review period. Although both companies have solid representation across all sanitary protection categories and invest in product innovation and marketing, they face rising competition from small or new brands which benefit from the growing demand for niche sanitary protection products such as menstrual cups, organic sanitary towels, and probiotic tampons.

Private label holds a small share

In 2018, private label did not significantly improve its position but saw its share stagnate due to consumers’ growing demand for higher-quality products. Brand perception and loyalty is strongly rooted among Slovak consumers, and this, coupled with the robust marketing campaigns of the top players, helps the leading players maintain their positions.

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Sanitary Protection in Slovakia

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Overview

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

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

HEADLINES

PROSPECTS

Tampons and pantyliners post the most dynamic growth
Demand for innovation and sustainability grows
Long-term challenges faced by sanitary protection products

COMPETITIVE LANDSCAPE

International companies lead sales
Top brands lose slight share to small brands
Private label holds a small share

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 Slovakia - Industry Overview

EXECUTIVE SUMMARY

Stable growth for tissue and hygiene continues
Premiumisation and innovation trends seen across all categories
No changes observed among the leading players
Internet retailing posts dynamic growth
Positive growth anticipated over the forecast period

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