Throughout the review period the number of menstruating women in Germany declined, and there is no indication that this trend will change any time soon. In addition, the usage of the contraceptive pill leads to fewer or lighter periods amongst younger women. As a result, volume sales in sanitary protection saw only marginal growth in 2015, and this is expected to continue over the forecast period. Manufacturers have to introduce speciality products, addressed at women’s individual needs, in order to maintain fairly stable sales.
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Johnson & Johnson remained the clear leader in tampons and pantyliners in 2015, with its brands ob and Carefree. Towels has a more fragmented competitive landscape; however, Procter & Gamble’s Always brand strongly led standard towels and ultra-thin towels in 2015. Both companies have been in the market for a long time and have earned the trust of consumers. At the same time, both companies regularly develop new products or enhance their existing ones in order to further attract consumers to their brands.
Women in Germany want to use discreet sanitary protection products which still provide the safety that is needed to feel comfortable. Therefore, ultra-thin towels, pantyliners and tampons are expected to be the most demanded products over the forecast period. Additional features, for example scented pantyliners, will also gain importance, as this is a possibility for brands to differentiate their products from others and to add value to otherwise basic products.
Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Germany with research from Euromonitor's team of in-country analysts.
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The Sanitary Protection in Germany 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 Germany?
* What are the major brands in Germany?
* What are the key new product launches in the sanitary protection market?
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