The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJul 2018
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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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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.
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.
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 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.
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.