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Learn moreJun 2020
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Sanitary protection continued to be negatively impacted by the slower growth rate in the population of women aged 15-54 in 2019. This population constitutes the main consumer base for sanitary protection, and its decelerating growth rate indicates that the population may contract.
Sanitary protection has seen a wave of newcomers in recent years with new business models, products and values. This has included being disrupted by social entrepreneurship and the rise of e-commerce.
In 2019, Procter & Gamble acquired This is L, one of the fastest-growing sanitary protection companies in recent years. This is L started off as an online-only player in 2016, but quickly expanded into Target’s bricks-and-mortar stores in the same year.
Sales of sanitary protection are expected to grow by 1% in 2020 at constant 2019 prices, which, in spite of COVID-19, will be in line with the figure included in our 2020 edition published in February 2020 (pre-COVID-19). While concerns about COVID-19 were leading to stockpiling of household staples, including sanitary protection products, in the first two quarters of 2020, sanitary protection is expected to see a speedy normalisation of demand, with consumers realising that they do not need to stockpile.
Pantyliners and slim/thin/ultra-thin towels will continue be the fastest-growing products in 2020, as they are the most versatile. Early on during the COVID-19 pandemic, consumers were stocking up on pantyliners for both sanitary protection and incontinence reasons.
Sanitary protection was primarily impacted by stockpiling during the COVID-19 peak. Although consumers were purchasing more of these products in this period, their need for such products will not significantly increase because of COVID-19.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in USA with research from Euromonitor's team of in-country analysts.
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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.