Sanitary protection sales were down in both retail volume and current value terms in 2021, although this was due to falling sales in the biggest product area, standard towels, with pantyliners and slim/thin/ultra-thin towels both continuing to record healthy growth rates in this year. To an extent, the normalisation of work from home and flexible working has hit sales of sanitary protection, with fewer out-of-home occasions affecting consumption.
Better-off consumers have been helping to continue the drive towards premiumisation in sanitary protection in the Philippines. This has been visible for some time in the shift in towels away from standard towards ultra-thin products – partly influenced by a return to the office following strict lockdowns, with ultra-thin towels less bulky and therefore less visible under clothing – as well as from without wings to wings, given products with wings are able to support more movement and offer better protection from leaks.
In terms of distribution, some channels were adversely affected by COVID-19 when it hit the country. For example, convenience stores saw a dip in retail value share over 2020.
After the declines seen in 2021, a swift rebound to positive growth rates throughout the whole sanitary protection category is expected, given that fundamentals like population growth and improvements in the economic performance will be seen. In addition, with more out-of-home occasions in the post-pandemic period, even given more flexible working arrangements, this should also help sanitary protection to record growth in the coming years, given consumers tend to wear pantyliners, for example, more when outside the home.
One effect of COVID-19 was a slight shift to e-commerce, which could continue over the forecast period. Lockdowns and fear of contact with others saw more households shift to e-commerce, although sales through this channel remained low in sanitary protection.
It is likely that users of reusable alternatives will gradually grow in number over the forecast period. The acceptance of menstrual cups, in particular, is set to grow as such products make it possible for women to be active and engage in different activities, such as swimming, even during their menstrual period.
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This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines sanitary protection and intimate wipes, please select Sanitary Protection Including Intimate Wipes.See All of Our Definitions
This report originates from Passport, our Sanitary Protection research and analysis database.
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