Sanitary protection continued to record steady growth in current value terms in 2018 supported by the stable economic conditions within the country. With disposable income rising consumers have shown a greater willingness to invest in products which are more comfortable and more discreet, with slim/thin/ultra-thin towels with wings being the most dynamic and largest category in 2018.
With consumers becoming more conscious about their environmental footprint there is a small but growing demand for eco-friendly products such as reusable cotton pads and menstrual cups. In terms of packaged products there is a growing interest in organic and biodegradable products.
Pantyliners witnessed solid growth in 2018 in both current value and retail volume terms. These products are not just used by women during menstruation but also benefit from sales to consumers suffering from light incontinence.
Orbico doo dominates sanitary protection with it distributing the leading global brands Always and Discreet. The company saw its value share grow over the review period thanks to its carefully targeted marketing and ability to obtain strong shelf positioning for its wide range of products.
Tosama remained the leading local player in sanitary protection in 2018 with it being ranked second overall with its Tosama, Jasmin and Vir brands. The company’s long-standing presence in the country has enabled it to build trust and loyalty among the local consumer base, with it being particularly well-known for its Jasmin brand of tampons.
Private label retained a strong position in sanitary protection in 2018. dm-Drogerie Markt and Poslovni Sistem Mercator are the leading providers of private label sanitary protection with both players seeing solid current value growth in 2018.
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This industry report originates from Passport, our Tissue and Hygiene market research database.