As a result of the already high level of maturity and saturation in sanitary protection in Switzerland, current value sales remained stagnant in 2018, although volume sales saw marginal growth. Most women in Switzerland are aware of the options and products available to protect them during menstruation, and already make good use of them.
Additional factors limiting volume growth and thus the value development of sanitary protection reside in the changing demographics in Switzerland. Apart from a continuously ageing population, which decreases the target group, many women are on hormonal birth control, which often reduces or even stops menstruation.
With growing awareness of environmental issues and concerns about waste reduction, many Swiss consumers have started seeking solutions and products to improve their ecological footprint. As a result, reusable alternatives have started emerging in Switzerland, including reusable feminine hygiene products such as menstrual cups.
With a wide selection of towels and pantyliners in various different sizes, shapes and formats, Procter & Gamble’s brand Always remains amongst the best-known in sanitary protection in Switzerland. Its wide availability and high level of penetration also support awareness of the brand.
Due to the generally high level of brand concentration and consumers’ price-sensitivity, private label products continue to play a major role within sanitary protection. In 2018, the combined private label share was about a third of overall value sales, on a growth trend.
As a result of the already high level of concentration and dominance through strong brands such as Carefree, Always and o b, as well as the continuous strengthening of private label, smaller and domestic players face increasing challenges. In many cases, constant evaluation and restructuring of portfolios are necessary in order to be able to compete and remain profitable.
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This industry report originates from Passport, our Tissue and Hygiene market research database.