In 2018, demographic factors and legislative action started to affect retail value growth in sanitary protection more than ever. The 12-54 female population recorded a slower growth rate compared to previous years.
Female consumers look for comfortable personal hygiene products that are convenient to use. As education among females about sanitary protection increases, consumers become more aware that there are products suitable for every body and every need.
There is still room for innovation in sanitary protection products. As societies encourage people to be more active in their daily lives, convenience of sanitary protection products will increase in importance in consumers’ purchasing decisions.
Following the slowdown in the growth of the female population, owners of global brands focused more on running in-store promotions. Consumers have been informed about the benefits and usage of different types of products to match their bodies and needs.
Procter & Gamble Gulf FZE continued to benefit from the high awareness of its Always brand. Procter & Gamble Gulf FZE led sales in 2018 in both retail value and volume terms.
Private label products are limited to those from Carrefour and in the Boost pharmacies. In 2018, Carrefour launched new lines of sanitary protection products.
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This industry report originates from Passport, our Tissue and Hygiene market research database.