In 2018, with the improved economic conditions, women, on average, started consuming sanitary protection more. On the other hand, the declining female population mitigated this trend.
If during 2014-2015 manufacturers tried to hold back on price growth, in 2018, they stopped keeping striving for price stability. Instead, they increased their mark-ups to regain their profitability levels.
Standard towels are not popular amongst Ukrainians anymore. This type of towel is not only less convenient than slim/thin/ultra-thin towels but less affordable, too.
Procter & Gamble Ukraine not only remained the leader within sanitary protection but also improved its value share in 2018. This is because the company enhanced the value of all its brands.
Vatfarm is the only Ukrainian company operating within sanitary protection. It produces tampons under the brand Malva.
In 2018, all the companies operating within sanitary protection demonstrated strong value growth, apart from Ontex Ukraine. Although its brand Helen Harper grew in value within towels, this rise could not exceed the company’s declining value sales within pantyliners.
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This industry report originates from Passport, our Tissue and Hygiene market research database.