Sanitary protection recorded only marginally higher retail value growth in 2020 compared to 2019. Aside from a short-term spike in demand leading to some stockpiling of products during the spring, the COVID-19 pandemic had a negligible impact on sales of sanitary products.
The sanitary protection landscape continued to evolve in 2020 with the emergence of a new wave of brands positioned as more ethical, more feminist and more ecological. Sustainability was also a driver in the growing popularity of alternative products such as menstruation cups and other reusable products.
Procter & Gamble Nederland BV remained the leading player in sanitary protection in the Netherlands in value terms with a clear lead over second-ranked Essity Nederland BV. Procter & Gamble’s Always/Whisper remained the leading sanitary protection brand overall in 2020, while Always Dailies retained a strong lead in pantyliners.
Sanitary protection is expected to record marginal negative retail value growth at constant 2020 prices over the forecast period, with tampons and standard towels without wings recording some of the sharpest average declines. This is set to contrast with marginally positive growth for pantyliners.
The past five years have seen a 10% fall in the number of younger, typically millennial, women taking contraceptive pills in the Netherlands due to greater awareness of potential side effects. Instead, many are opting to use the contraceptive spiral.
New brands are increasingly expected to meet consumer demand for sanitary protection with the launch of subscription-based home delivery services. These are likely to appeal to busy women seeking convenience who wish to ensure they have a regular supply of products delivered directly to the home and as a trend is expected to grow in popularity.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Netherlands 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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