COVID-19’s impact on sanitary protection remained limited in 2020, with mainly purchasing patterns changing slightly during the course of the year. While some consumers stocked up on sanitary protection (albeit not to the same extent as toilet paper, for example), others simply switched to purchasing through other channels, including e-commerce.
Reusable products, such as menstrual cups, washable tampons or labia pads, continued to see growing consumer awareness and interest, slightly fuelled by uncertainty about the availability of disposable alternatives during lockdowns and stockpiling due to COVID-19. In general, these reusable products are enjoying a growing level of interest and popularity, especially among younger consumers, as efforts towards waste reduction and eco-friendly behaviour move further into focus.
Procter & Gamble continued to lead the category in 2020, with its renowned and trusted Always brand. Always benefits from a long history and high level of brand recognition, as many consumers already used these products as young girls.
Stockpiling in 2020 with the result of volume sales residing at a higher overall level, is set to contribute to slower volume growth in 2021 and over the forecast period. Nevertheless, value sales are set to remain fairly stable as no further major price reductions are expected, but also no ground breaking innovations or new product launches that would increase average unit prices.
Additional limiting factors to future growth are likely to be further shifts towards reusable products and eco-friendly alternatives, albeit on a fairly low scale with regards to overall impact. Convenience and ease of use are likely to remain higher priorities for purchasing choices, especially with lives gradually returning to normal and becoming busier and more hectic again over the course of the forecast period.
With a rising demand for new eco-friendly products, competition is set to increase over the forecast period as more alternative brands and products are being launched by smaller, independent companies. In response, multinationals such as Procter & Gamble are expected to launch their own green lines and product variations.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Switzerland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sanitary Protection industry in Switzerland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Sanitary Protection research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page