COVID-19 related restrictions, which resulted in Swedish consumers spending more time at home, curtailed volume growth of sanitary protection in 2020. Sweden did not enter local, regional, or national lockdowns during the pandemic; however, social distancing and work-from-home recommendations meant that consumers were at home more and their mobility was restricted to a certain degree, for example, there were recommendations to minimise travel.
There continued to be a clear shift from standard to thin towels among Swedish consumers in 2020, a move that has been ongoing for a number of years. Thin towels attract consumers as they are viewed as more comfortable and discreet, and consumers have greater confidence and trust in their efficacy.
The leading company in sanitary protection in Sweden is Procter & Gamble Sverige, with brands such as Always and Tampax. The company is active in all areas of sanitary protection in Sweden, with Always being the most popular brand in the overall category.
Post COVID-19, more freedom of movement and fewer restrictions are expected to “normalise” the daily consumption of sanitary protection. Volumes of pantyliners, for instance, are expected to benefit from greater mobility due to a desire for a feeling of everyday freshness, as well as an increased focus on daily intimate hygiene.
Essity is set to launch absorbent underwear in 2021. The underwear is washable, reusable and offers the same functionality as towels.
There is the possibility that if COVID-19 has a lasting negative economic impact, it could see more consumers shifting to lower-cost products, including private label, although Swedish consumers are known to generally prefer big name brands in sanitary protection. Although consumers tend to prefer big name brands, such as Always, as they trust the quality of the product and the production methods, private label still has a strong presence, with the third biggest share in sanitary protection.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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