Sales of sanitary protection recorded a 5% value growth and 6% volume growth in 2020, with sales peaking in Q1 and Q2 of the year. This uplift in sales was aligned to the lockdown period being implemented in South Africa, with consumers asked to stay at home as much as possible.
The drivers of growth for sanitary protection remained similar to those in the review period. Pantyliners recorded the highest value and volume growth, while slim/thin/ultra-thin towels with wings also experienced a boost in growth and value sales.
Premier Foods (Pty) Ltd led the landscape in 2020, taking the lead above Procter & Gamble (Pty) Ltd with 19% of the share, compared to Procter & Gamble (Pty) with 18%. Both these players continue to offer consumers diverse sanitary protection products that cater to demands such as comfort, fit and ease, as well as being applicable for various ages and flows.
Across the forecast period, sanitary protection will record a steady increase in growth, with growth higher than that of 2019. Demand for these products will remain stable due to their necessity, as well as consumers having access to these products through major retail stores and other smaller outlets.
The leading international brands are expected to maintain their leadership in the forecast period, with players such as Premier Food and Procter & Gamble benefiting from offering established brands such as Lil-lets, Always and Tampax.
Reusable, washable sanitary pads are expected to continue gaining popularity in South Africa over the forecast period. National bodies such as the South African Bureau of Standards have been regulating the manufacturing of these products, ensuring they are affordable for everyone.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sanitary Protection industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Sanitary Protection research and analysis database.
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