With rising disposable incomes, Czech women are increasingly demanding quality products within sanitary protection. These products should be comfortable to use, have good absorbency and be comfortable.
A shift is being seen in preferences within sanitary protection, with growing demand for tampons and pantyliners at the expense of towels. The convenience trend and the ageing of the population are behind these developments.
In line with the premiumisation trend, products with added-value are increasingly demanded within sanitary protection in the Czech market. As a result, products with added benefits (such as pantyliners and towels with ingredients such as herbs, probiotics or scents) and personalised products (intended for specific age groups (teens), parts of the day (night) or activities (sport)) appeared in the Czech market over the review period and were well-accepted by consumers.
Sanitary protection continued to be dominated by strong multinational players in 2018, with only the weak presence of domestic producers. These multinationals, with Procter & Gamble Czech Republic leading, benefit from their well-established brands, strong distribution, constant innovations and wide promotional support, which ensured stable consumer interest at the end of the review period.
As Czech women are increasingly demanding quality within sanitary protection, producers strive to attract them through various novelties which bring an added benefit or higher comfort in use. Amongst these innovations in 2017/2018 were, for example: Bella Perfecta Night Extra Soft (ultra-thin towels with cotton extra-soft surface) and Bella Ideale (a premium line of ultra-thin towels and pantyliners with various types of surfaces and attractive designs) by Bella Bohemia; and Carin Ultra Wings Green Tea (ultra-thin towels with the scent of green tea, which is placed on the bottom of the towel) by Fide.
As brand loyalty remains relatively strong and quality is increasingly important within sanitary protection, the share of private label saw only slow growth in 2018. Reacting to the main trends in sanitary protection, private label producers continued to improve the quality of their products, with the aim of remaining competitive and avoiding losing customers at the end of the review period.
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This industry report originates from Passport, our Tissue and Hygiene market research database.