Per capita use of sanitary protection in Venezuela amongst women aged 12-54 is lower than that in North America and Western Europe, accounting for 53 units per person in 2017, down from 171 units per person in 2013. This was due to the lack of foreign currency to import raw materials and finished products.
The fixed price of towels under the Law of Fair Costs and Prices continues to hamper volume and value growth as the regulation equalises the price of all towels regardless of the type of towel, whether it is ultra-thin, standard, with or without wings, and regardless of its quality or value-added features. This has diminished profit margins; thus traditional manufacturers and importers have little incentive to sell these products.
Night towels continue to have low penetration in Venezuela. According to trade sources, sales of night towels have decreased considerably since 2015, as they are not locally produced, and there is a new trend towards using light adult incontinence products instead of night towels because, although prices of adult incontinence products are higher due to being unregulated, they are more widely available than sanitary towels.
Johnson & Johnson de Venezuela led sanitary protection in 2017, thanks to its leading Carefree pantyliners. This category saw the highest unit price growth in 2017, as it is not covered by fixed price regulation.
Private label almost disappeared in 2017. At the moment, under the economic restrictions in the Venezuelan market, it is not attractive to manufacture private label products.
The Law of Fair Costs and Prices, which equalises the prices of all towels regardless of the type of product, remains a major barrier to development of new products with added value. Manufacturers are not free to set retail prices in accordance with escalating cost structures, and, in turn, price movements were below the average for the category in 2017.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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