There are rising concerns regarding the component materials of sanitary protection. These worries are pronounced in relation to tampons.
The impact of this concern is accelerated by the availability of alternatives. Although absolute value sales are small and in their infancy, menstrual cups are increasingly popular as they address health and environmental concerns.
There are growing calls to minimise the financial burden of sanitary protection for the female population. The calls range from lowering/abolishing VAT on sanitary protection to providing free sanitary protection for teenagers and young adults.
Procter & Gamble continues to lead sanitary protection due to its long-established presence in the field, durable branding, widespread distribution and extensive, varied and innovative product offering. Procter & Gamble is the national brand owner of Always and Tampax, both recognisable and highly trusted names with high consumer loyalty.
Breaking the taboo associated with menstruation and encouraging open dialogue underpin the marketing endeavours of Essity AB. Essity has launched mensutmaningen.
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This industry report originates from Passport, our Tissue and Hygiene market research database.