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