Sanitary Protection - Europe - September 2010
Feminine hygiene and sanitary protection markets in Western Europe have slowed down in recent years due to negative demographic trends, commoditisation of certain product categories (such as towels) and the impact of the recession. Eastern European markets have been more dynamic as a result of the growing purchasing power and demand for branded products.
The sanitary protection market is evolving throughout Europe with panty liners emerging as the new driver of growth thanks to their more modern image and their growing appeal among all female age groups. However, reduced consumer spending in response to the current recession has led to trading down and fierce price competition, thus further reducing profit margins and forcing manufacturers to invest more in public education and product support.
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