Spain experienced another year with the pandemic in 2021, but also saw rising inflation, pushing prices up and therefore making unit price more relevant for decision making. While this helped sanitary protection record a better performance in current value terms in 2021, moving from negative territory a year earlier into positive growth, sales in volume terms and at constant 2021 prices were still in decline in Spain in 2021.
Although COVID-19 did not have a significant impact on sales of disposable sanitary protection products, as these are seen as essential by most women and have fairly stable sales, there were slight changes seen. For example, some women were keen to try alternative formats such as reusable sanitary protection products, including menstrual cups and reusable pants.
The competitive landscape in sanitary protection remained largely unchanged in value terms in 2021, with Procter & Gamble España maintaining its dominance in the category in value share terms. The company offers a large product portfolio, with its brands Evax, Ausonia and Tampax holding the three leading positions in value terms.
While positive current value growth will be seen over the forecast period, this will be primarily down to rising prices and increasing premiumisation in sanitary protection, with sales expected to decline in volume terms and at constant 2021 prices. Even though these products are considered essential, volume sales are expected to continue their long-term decline.
While some of the current value growth expected over the forecast period will doubtless be attributable to rising prices, consumers will gradually return to more premium products. These include organic products, the prospects for which are expected to gradually improve over the course of the forecast period as consumers’ incomes rise and as environmental concerns grow.
The underlying trend away from tampons and standard towels will continue to be seen over the forecast period, with both categories recording volume declines. This is due to their perception as old-fashioned and the switch to reusable alternatives, which will cannibalise sales of these more traditional products.
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This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines sanitary protection and intimate wipes, please select Sanitary Protection Including Intimate Wipes.See All of Our Definitions
This report originates from Passport, our Sanitary Protection research and analysis database.
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