New market study, "Sanitary Protection in Pakistan", has been published

From: Fast Market Research, Inc.
Published: Wed Apr 15 2015

The growth in sanitary protection market has been primarily driven by urban consumers. However, the industry on the whole faces a big challenge in penetrating the rural market. Rural consumers continue to use clothes and other wool alternatives for their sanitary protection needs, as they are either not aware of the brands or unable to afford such products. Moreover, the presence of counterfeit products is a growing concern for companies. These products are indistinguishable from branded products and are sold at cheaper prices. Companies have tried to counter this issue by offering small pack sizes with low prices but it remains a significant challenge.

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Competitive Landscape

Procter & Gamble Pakistan (Pvt) Ltd led sanitary protection with a retail value share of 69% in 2014. This was primarily due to the success of its flagship brand ‘Always’. Extensive marketing campaigns made Always the most popular brand in the category. Moreover, the company invested heavily in its distribution network to acquire greater shelf space and higher visibility in all retail outlets. Its success is also attributable to below-the-line activities such as visiting girls’ schools in urban and rural areas and creating awareness of the product and giving away free samples.

Industry Prospects

Sanitary protection market is expected to register a CAGR of 6% (constant 2014 prices) over the forecast period, due to expansion of the consumer base. Increasing awareness among the young population, who are the main purchasers in the category, is expected to significantly contribute to growth. The increasing population will also drive growth in sanitary protection products. Increasing disposable incomes, combined with social and economic freedom will also contribute to the growth of sales of sanitary protection products.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Pakistan 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 Pakistan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Pakistan 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:

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