In 2018, sanitary protection saw declining volume demand and rising unit prices. On the one hand, demand was negatively affected by the emergence of alternative products, such as menstrual cups and cloth protection products, as well as negative demographic trends.
Pantyliners registered the fastest current value growth within sanitary protection in 2018, as many women started to use these daily, and manufacturers centred their new launches on this more dynamic category. On the other hand, tampons registered the fastest decline in volume and current value terms in 2018, as it was the most affected by the emergence of menstrual cups, and growth was jeopardised by the stigmatisation of the use of such products by public opinion, especially through social media.
The review period saw the emergence of intense discussion on the taxation of sanitary protection products in Spain. In 2017, the Spanish government approved the reduction of the VAT on such products to 10%, whilst in 2018 the autonomous region of the Canary Islands approved the abolition of the tax within its territory.
The competitive landscape in sanitary protection is characterised by strong concentration of value share in the hands of Procter & Gamble España, which has a large product portfolio, with brands such as Evax, Ausonia and Tampax, and a wide presence within all retail channels. In 2018, its value share fell slightly under the pressure of small emerging brands and the negative performance of tampons.
The high level of concentration in the competitive landscape does not discourage new, smaller players from entering the competition by positioning themselves in niche segments. Currently, the most dynamic segment is sanitary protection products based on natural and organic cotton, which are seeing increasing demand from Spanish consumers due to their sustainability and suitability for a healthier lifestyle.
Within sanitary protection, social media and blogs have become the main sources of information for women, especially young women. For example, the popularisation of blogs on women’s health supported the discussion on the use of disposable sanitary protection products and boosted the emergence of alternative solutions.
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This industry report originates from Passport, our Tissue and Hygiene market research database.