New Study: Sanitary Protection in the Netherlands

Sanitary protection remained more or less static in 2014, as current value sales registered just a negligible decline, and volume sales saw a negligible increase. The major issue for this category is that there is a long term decline in the target group for sanitary protection. Despite the growth in the overall population, demographic changes had a negative impact on sanitary protection. With regard to value sales, the increase in sales of private label and the relatively high promotional sales had a negative effect.

Competitive Landscape

Procter & Gamble and SCA Hygiene Products remained the leading players in sanitary protection in 2014, holding value shares of 31% and 18% respectively. Procter & Gamble led thanks to its Allways and Allways Alldays brands, and its relatively recently launched brand Naturella. This latest addition to the Procter & Gamble range was launched in 2011, and has since contributed to the overall growth of the company’s share, as it managed to account for a 5% value share in 2014.

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Industry Prospects

Sanitary protection is forecast to remain static in the forecast period in value terms at constant 2014 prices; value sales are likely to remain completely flat. Volume sales, however, are forecast to register slow growth. Demographic developments will continue to have a negative influence on sanitary protection. Because of these changes, manufacturers will continue to try and increase the average number of days that women use sanitary protection each month. The major brands will also further increase the number of products developed for specific situations, as this is likely to stimulate value sales.

Report Overview

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

The Sanitary Protection in Netherlands 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 Netherlands?
* What are the major brands in Netherlands?

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