Report Published: "Sanitary Protection in Belgium"

Issues of saturation, cannibalisation and distrust continue to threaten stakeholders in sanitary protection. The growing use of contraceptives is reducing women's menstrual cycle. As a result, women are opting for lighter protection, such as ultra-thin towels or pantyliners. This change of habit clearly impacts the value of sanitary protection, as lighter protection products usually cost less. Moreover, sanitary protection is slowly being cannibalised by incontinence products. In the past, women would use sanitary protection products for incontinence, due to social taboos. However, recent marketing campaigns also changed habits by showing more adapted incontinence products. Ultimately, some distrust also continues to beset the use of tampons.

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Competitive Landscape

Procter & Gamble remained the leader in sanitary protection with a 46% value share in 2013. The top two players accounted for 57% of value sales in 2013, which reflects the concentrated competitive landscape. Procter & Gamble benefits from a large portfolio of brands, such as Always in towels, Always Alldays in pantyliners and Tampax in tampons. Belgium was the first country in which the US brand Always was launched in the late 1990s. Brand penetration is therefore very high.

Industry Prospects

Continuously reviving the demand for sanitary protection is vital to the leading players. A stronger focus on tampons and standard towels is essential, even though women will never stop buying these products. Belgian women must particularly be reassured about the use of tampons and allergy problems.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Belgium with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sanitary Protection industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Belgium market research report includes:

* Analysis of key supply-side and demand trends  
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Sanitary Protection in Belgium?
* What are the major brands in Belgium?
* What are the key new product launches in the sanitary protection market?

Reasons to Get this Report

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