COVID-19 did not have a significant impact on overall sales of sanitary protection in 2020, although there was a slight improvement compared to 2019 with some women stocking up on products due to concerns over potential supply shortages. Nonetheless, retail volume growth remained modest with the consumption of traditional sanitary protection products such as standard towels witnessing an ongoing steep decline in sales as more modern methods, such as menstrual cups, continued to make inroads.
Slim/thin/ultra-thin towels continued to dominate sales of sanitary protection in Ukraine in 2020, with the category continuing to see stable volume growth despite the challenges presented by COVID-19. Many women are prepared to pay for the added comfort and discretion offered by slim/thin/ultra-thin towels and despite the economic hardship created by COVID-19 little changed in the market.
Procter & Gamble Ukraine maintained its strong lead in sanitary protection in 2020. Its products are regarded as affordable and of good quality.
As an essential product, there will remain an ongoing demand for sanitary protection, with alternative options unlikely to cut too deeply into the category’s sales. Nonetheless, with Ukraine’s female population aged 12-54-years set to continue declining it is likely that the category will suffer from growing maturity, and as such sanitary protection is projected to see only modest growth in retail volume terms over the forecast period.
Tampons is projected to be the most dynamic category over the forecast period in both value and volume terms, albeit with sales remaining a long way behind sales of towels. As women lead increasingly active lifestyles the appeal of tampons is expected to grow, especially among younger women.
Pre-COVID-19 online sales of sanitary protection were minimal but following the introduction of lockdown measures there was a huge surge in demand with some consumers shopping online for these products for the first time. Having become familiar with the convenience of shopping online some women are likely to continue ordering supplies of sanitary protection through e-commerce and this could be an area that manufacturers look to exploit through greater investment in online advertising, or even offering direct-to-consumer sales.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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