Sanitary protection is slated for solid and consistent growth over the forecast period, with population growth, urbanisation and rising affluence all set to support the category’s performance in volume terms. In addition, constant innovation and the consistent promotion of the leading brands are set to spur value growth.
One reason for the relatively low per capita spending on sanitary protection in the Philippines is that sanitary protection is often seen as a basic essential, meaning that basic products are often chosen. There remains huge potential for value growth based on more sophisticated types of sanitary protection beyond standard towels.
Night towels with improved features are likely to continue being aggressively promoted during the forecast period. Although intended for night use, some consumers prefer to use these larger, thicker variants during the day to ensure greater protection.
Johnson & Johnson’s Modess brand maintained its strong leading position in sanitary protection in 2018, accounting for almost half of value sales. The brand continues to be supported by strong marketing, with the ongoing campaign “Bagong Galaw, Bagong Mundo” (“New Move, New World”) encouraging women to share inspiring stories of having moved for the benefit of their loved-ones.
Philippine consumers still generally prefer well-known international brands such as Modess and Whisper. These brands were the first entrants in the market and have established relationships with consumers, inspiring high levels of loyalty.
Local brand Charmee by JS Unitrade continues to compete strongly in pantyliners, holding second position in 2018, although it remains some way behind the category-leading multinational brand Carefree by Johnson & Johnson. Charmee has a significant price advantage over Carefree while offering quality that is seen as perfectly adequate by many consumers.
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This industry report originates from Passport, our Tissue and Hygiene market research database.