Sanitary protection registered positive growth in 2020 as the category was relatively unaffected by the COVID-19 situation. There were however some positive factors influencing sales in the category during the year, chiefly the greater focus on hygiene that were seen among the population of Slovenia in response to the COVID-19 situation.
While the COVID-19 pandemic had a detrimental impact on Slovenia’s national economy during 2020, this did not have a strong negative influence on demand for sanitary protection. This is because the general economic context in Slovenia has been very positive for some time and this meant that the negative impact of the COVID-19 pandemic on the labour market and household incomes did not have as strong an influence on consumer confidence as it did in many other countries.
As mentioned above, one of the main drivers of sales in sanitary protection during 2020 was the widespread stockpiling that was seen among the population of Slovenia during the year. As soon the first quarantine lockdown that was in place between March and May was announced, huge numbers of Slovenians flocked to hypermarkets, supermarkets and other large-format retail outlets to stock up on a wide range of goods that are regarded as absolutely essential.
As mentioned above, widespread stockpiling of sanitary protection items was seen in Slovenia during the second quarter of 2020 in response to the quarantine lockdowns that formed a key part of the Slovenia government’s response to the COVID-19 situation. The spike seen in demand for sanitary protection during the early stages of the COVID-19 pandemic resulted in inconsistent supply of some sanitary protection brands in some of the most important retail channels for sales of these products, undermining sales growth in the category during the year.
Sanitary addiction is a category that has in recent years seen corporate social responsibility emergency major marketing theme. This is expected to continue during the forecast period, with some of the leading players in the category pain increasing attention to their efforts to appeal to women by positioning their brands as ethical and, in particular, environmentally friendly.
The demographic trends that are expected to be seen in Slovenia during the forecast period can be expected to be favourable for sales growth in sanitary protection. Specifically, the increasing numbers of girls within the crucial adolescent age group who are entering womanhood and having their period for the first time means a wider consumer base in the crucial younger market.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Slovenia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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