Executive Summary

Mar 2019
PROSPECTS
Dignity for women as VAT exemption on sanitary protection to be implemented in 2019

Following the announcement of value added tax being increased to 15%, concerns were raised by various interested parties about the impact on poor and low-income households. Based on public submissions, sanitary products, in addition to free provision, were recommended to become zero-rated VAT products.

Effects of the VAT exemption to increase over time

Although the announcement was warmly received, factors such as inflation and the costs of raw materials will remain unchanged. The effects of the exemption are more likely to increase over the course of the forecast period as more girls and women gain access.

Product innovation and the large female population anticipated to lead to greater usage

Leading players continue to introduce innovations in their products to maintain shares. Innovation over the review period was observed in terms of leakage protection, fit and comfort, in addition to compactness of both pad and tampon formats.

COMPETITIVE LANDSCAPE
The Lion Match Company continues its product diversification in sanitary protection

The GBO, The Lion Match Company, is better known for its matches, but in addition the company is gaining ground in tissue and hygiene with its sanitary protection and wipes product offerings. In addition to local manufacturing facilities, it recently imported specialist equipment to manufacture pantyliners in its NSP Unsgaard base in Cape Town.

Leading brands remain relevant by tailoring product ranges and offerings to specific segments of the female population

Local brand, Comfitex from NSP Unsgaard, continues to target a specific segment of the female population, notably teenage girls with its Comfitex Teenz range. The brand remains relevant with a dedicated website and Facebook page, which is used to inform girls about the changes in their body during puberty.

VAT exemption to support economy brands

Female members of parliament, academics and other relevant parties in civil society have long been calling for the abolishment of VAT on sanitary products, as thousands of young girls from underprivileged households were missing school because of menstruation and not being able to afford sanitary protection. It is anticipated that girls and women who missed out due to affordability issues are likely to start utilising these products more freely, allowing them to continue with school and other daily activities.

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Sanitary Protection in South Africa

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Overview

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

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

HEADLINES

PROSPECTS

Dignity for women as VAT exemption on sanitary protection to be implemented in 2019
Effects of the VAT exemption to increase over time
Product innovation and the large female population anticipated to lead to greater usage

COMPETITIVE LANDSCAPE

The Lion Match Company continues its product diversification in sanitary protection
Leading brands remain relevant by tailoring product ranges and offerings to specific segments of the female population
VAT exemption to support economy brands

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 South Africa - Industry Overview

EXECUTIVE SUMMARY

Despite challenges and declining consumer spending, tissue and hygiene performs reasonably well
Announcement of VAT exemption on sanitary protection products warmly received after years of lobbying
Product diversification, expansion and investment by domestic players bodes well for competition
Store-based retailing remains the main channel for the majority of South African consumers
Players to continue with price promotions and product diversification in the face of constrained economic growth

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