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Learn moreMar 2019
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Menstruation cups became more popular in the Netherlands from the end of 2017, with several vloggers and bloggers giving their opinions about these products. As such, some Dutch women were interested in trying out these new products, especially given the fact that they are reusable for a long period and therefore can offer cost savings.
The target population of users of sanitary protection declined slightly in 2018, negatively affecting volume sales. In addition, the per capita use of sanitary protection declined once again in 2018; this was due to several factors, such as the use of alternative products and the use of hormonal birth control.
The average unit price in sanitary protection increased in 2018, thereby having a positive effect on value growth. An increase was seen in all categories: tampons, towels and pantyliners.
Procter & Gamble Nederland maintained its leading position in sanitary protection in the Netherlands in value terms in 2018, ahead of Essity Nederland. Both companies enjoyed value growth in 2018, with Essity Nederland growing faster thanks to the continuous special offer promotions for its Libresse brand in both supermarkets and health and beauty specialist retailers.
FIP Organic saw the fastest growth in sanitary protection in 2018, thanks to its wide marketing activities to promote its Yoni brand in the Netherlands. The company, which was recognised for its innovation in 2016 at the Chamber of Commerce MKB Innovation Awards, has never looked back.
Rather than focusing on pushing volumes by providing lower-priced products, private label is reinventing itself in the Netherlands. Due to promotional activities by established brands such as Always, Libresse and o b, amongst others, private label was losing out, as consumers preferred branded products.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Netherlands with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
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This industry report originates from Passport, our Tissue and Hygiene market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.