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Strategy Briefing

Sanitary Protection in Western Europe

Jul 2018

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Ageing populations, market saturation, and social habits - particularly use of contraceptives - impact the demand for sanitary protection in Western Europe. However, a number of trends are benefiting performance, such as the shift to ultra thin sanitary protection, coupled with product use for light incontinence. In addition, as women are increasingly looking for healthier products, the region shows opportunities for products made from organic and natural chemical-free materials.

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Overview

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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.

Germany and Italy to remain market leaders in Western Europe

Western Europe was the second-largest region for sanitary protection value sales in2017 after Asia Pacific. Its position nonetheless considerably weakened during the review period. In a region where the population is ageing and where most countries have reached saturation, value growth is also expected to be sluggish over the forecast period. Germany and Italy are the largest markets in Western Europe, accounting for a 34% value share. They are expected to remain leaders in the region over the forecast period and to account for a 35% value share by 2022.

Slimmer sanitary protection products hold the greatest potential

Towels is the biggest sanitary protection category across the region, and 57% of value sales is driven by four key markets: Italy, Germany, France, and the UK. The most promising categories, however, are slimmer/thinner sanitary protection such aspanty liners and slim/thin/ultra-thin towels with wings. They are expected to register better growth over the forecast period, thanks to their ability to combine discretion with effective protection from leakages.

E-commerce to record the strongest value growth

Supermarkets and hypermarkets remain the leading distribution channels driving sanitary protection sales in Western Europe. However, the fastest-growing channel is internet retailing. It is set to continue gaining share over the forecast period due to the convenience offered by click-and-collect services and home delivery, and due to the increased availability of such services.

The competitive landscape is highly concentrated in the region

The competitive landscape is strongly concentrated across Western Europe. It is largely dominated by US-based companies. Procter & Gamble leads sanitary protection with a strong value share of 43% in 2017. It recently introduced a new sizing system for its towels, called “Always My Fit”, designed to ensure better protection thanks to customised coverage.

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Introduction

Scope

Key findings

Regional Overview

The relative importance of Western Europe is declining

Negative forecast value growth expected

Towels continue to lead in key markets in the region…

…And strong imbalance in favour of towels in developing Turkey

Value-added innovations boost pantyliners

Changing demographics and health concerns put pressure on tampons

Western Europe: a mature market with changing consumption habits

Supermarkets and hypermarkets continue to lead in the region

Store retail still dominates, but internet gains ground

Leading Companies and Brands

High degree of concentration in Western Europe

Procter & Gamble is leading player by far in sanitary protection

US-based players lead sanitary protection in Western Europe

Bodyform , winner in terms of ranking over the review period

Forecast Projections

Sanitary protection to register slow growth due to maturity

Thin and discreet sanitary protection will help sustain value sales

GDP, habit persistence, and modern retail to support growth in Turkey

Significant disparities in projected growth across the region

Country Snapshots

Germany: market c ontext

Germany: competitive and retail l andscape

Italy: market c ontext

Italy: competitive and retail l andscape

France: market c ontext

France: competitive and retail l andscape

UK: market c ontext

UK: competitive and retail landscape

Spain: market c ontext

Spain: competitive and retail l andscape

Turkey: market c ontext

Turkey: competitive and retail landscape

Netherlands: market c ontext

Netherlands: competitive and retail l andscape

Switzerland: market context

Switzerland: competitive and retail landscape

Greece: market c ontext

Greece: competitive and retail l andscape

Belgium: market c ontext

Belgium: competitive and retail l andscape

Sweden: market c ontext

Sweden: competitive and retail l andscape

Austria: m arket c ontext

Austria: competitive and retail l andscape

Denmark: market c ontext

Denmark: competitive and retail l andscape

Norway: market c ontext

Norway: competitive and retail l andscape

Finland: market context

Finland: competitive and retail l andscape

Ireland: market c ontext

Ireland: c ompetitive and retail landscape

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Megatrends

Strategy Briefing

Sanitary Protection in Western Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Germany and Italy to remain market leaders in Western Europe

Slimmer sanitary protection products hold the greatest potential

E-commerce to record the strongest value growth

The competitive landscape is highly concentrated in the region

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

The relative importance of Western Europe is declining

Negative forecast value growth expected

Towels continue to lead in key markets in the region…

…And strong imbalance in favour of towels in developing Turkey

Value-added innovations boost pantyliners

Changing demographics and health concerns put pressure on tampons

Western Europe: a mature market with changing consumption habits

Supermarkets and hypermarkets continue to lead in the region

Store retail still dominates, but internet gains ground

Leading Companies and Brands

High degree of concentration in Western Europe

Procter & Gamble is leading player by far in sanitary protection

US-based players lead sanitary protection in Western Europe

Bodyform , winner in terms of ranking over the review period

Forecast Projections

Sanitary protection to register slow growth due to maturity

Thin and discreet sanitary protection will help sustain value sales

GDP, habit persistence, and modern retail to support growth in Turkey

Significant disparities in projected growth across the region

Country Snapshots

Germany: market c ontext

Germany: competitive and retail l andscape

Italy: market c ontext

Italy: competitive and retail l andscape

France: market c ontext

France: competitive and retail l andscape

UK: market c ontext

UK: competitive and retail landscape

Spain: market c ontext

Spain: competitive and retail l andscape

Turkey: market c ontext

Turkey: competitive and retail landscape

Netherlands: market c ontext

Netherlands: competitive and retail l andscape

Switzerland: market context

Switzerland: competitive and retail landscape

Greece: market c ontext

Greece: competitive and retail l andscape

Belgium: market c ontext

Belgium: competitive and retail l andscape

Sweden: market c ontext

Sweden: competitive and retail l andscape

Austria: m arket c ontext

Austria: competitive and retail l andscape

Denmark: market c ontext

Denmark: competitive and retail l andscape

Norway: market c ontext

Norway: competitive and retail l andscape

Finland: market context

Finland: competitive and retail l andscape

Ireland: market c ontext

Ireland: c ompetitive and retail landscape

Why buy this report?

Want to find out more about this report?

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