Executive Summary

Mar 2019
PROSPECTS
Fewer products, but more premium varieties

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 maintains dynamism

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.

Discussions on the “Tasa Rosa”

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.

COMPETITIVE LANDSCAPE
Highly concentrated demand

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.

New players emerge

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.

Social media defines demand

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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Sanitary Protection in Spain

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Overview

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

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

HEADLINES

PROSPECTS

Fewer products, but more premium varieties
Pantyliners maintains dynamism
Discussions on the “Tasa Rosa”

COMPETITIVE LANDSCAPE

Highly concentrated demand
New players emerge
Social media defines demand

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 Spain - Industry Overview

EXECUTIVE SUMMARY

Creating value despite a weak volume performance
Fewer babies and more elderly shape the performance of tissue and hygiene
Private label leads
Reorganisation of retail channels
The future prospects are challenging

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