New Report Available: Sanitary Protection in Finland

While categories such as nappies have long been affected by price-based promotions sanitary protection has seen fewer fluctuations in unit price. However, since 2013 there has been pressure to offer more affordable products in sanitary protection in the two largest retailers, Kesko Oyj and S Group, which were accused of keeping prices at a high level due to lack of competition. These two retailers dropped their prices for sanitary protection over 2013-2014. Several branded products saw lower unit prices in 2013 and 2014 than in 2012.

Competitive Landscape

Procter & Gamble Finland Oy led sanitary protection accounting for 39% of retail value sales in 2014. The share was down slightly on the previous year as consumers sought more economic offerings. The company’s lead was a result of its popular brands in all sanitary protection categories. Within tampons the Tampax brand held a value share of 44%, and Always in towels and pantyliners accounted for value shares of 36% and 38% respectively. Procter & Gamble Finland Oy often promoted its brands through advertising campaigns on national television and regularly introduced line extensions to the category as well as packaging innovations.

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Industry Prospects

The sanitary protection category is expected to see a constant value CAGR of 1% over 2014-2019. Volume sales are expected to stagnate. This will put pressure on manufacturers, and competition for share will be partly conducted through price-based promotions that affect value growth. However, towards the end of the review period unit price growth is expected to begin recovery. The first years of the forecast period are expected to see a low number of value-added product launches due to the continued impact of the economic downturn.

Report Overview

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

The Sanitary Protection in Finland 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 Finland?

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