Sanitary protection recorded only marginally higher retail value growth in 2020 compared to 2019, reflecting the COVID-19 pandemic’s negligible impact on the category overall. Towels and pantyliners recorded marginally higher value growth linked to stockpiling of products early in the year.
The innovation theme extended to the growing area of ultra-thin towels in 2020 as manufacturers focused on new product launches in a bid to boost value sales. Fide sro introduced Carin ProBiotic UltraWings as a new ultra-thin towel under its established Carin brand.
Multinationals continued to dominate sanitary protection in the Czech Republic in 2020. Procter & Gamble remained the clear leader in value terms thanks to its wide portfolio, strong distribution network and continuous promotional support for well-established brands such as Always, Naturella and Discreet.
Sanitary protection is expected to record marginal negative average retail value growth at constant 2020 prices over the forecast period, driven by negative growth in standard towels, including a further sharp decline in standard towels without wings. Flat to marginal growth in pantyliners and tampons is not expected to be sufficient to offset this trend in the context of an ongoing decline in the female population aged 12-54 as the target consumer base.
In line with a trend seen in other tissue and hygiene categories, consumers are expected to increasingly demand eco-friendly and sustainable sanitary protection products over the forecast period. This is likely to further exacerbate the downward trend in retail value growth as reuseable alternatives such as menstrual cups and cloth pads grow in popularity among younger and more eco-conscious consumers.
After many consumers made a shift to shopping more locally during the COVID-19 pandemic, independent small grocers are expected to maintain an increased share of sales over the forecast period. COVID-19 is also likely to support further gains for the e-commerce channel, most likely at the expense of health and beauty specialist retailers and modern grocery retailers.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Czech Republic 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.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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