Active brands, loyal ladies

Women’s hygiene products have produced spectacular growth in recent years. As a result of the efforts invested into education and communication by manufacturers and retailers, this subject is no longer regarded as a taboo. There are two major categories among women’s hygiene products: intimate hygiene and everyday hygiene. According to Anett Mlinárik, brand manager of GlaxoSmithKline Kft, sales total HUF 1.5 billion in the intimate product market, with gels accounting for 62 per cent and wipe tissue for 28 per cent. Products are most frequently used in the 20-39 age group, although teenagers are also a target group. Drugstores account for almost one half of total sales. Brand loyalty is strong in this category and the market share of private labels is marginal. Summer is the peak season, with most promotional activities scheduled for this season. Lactacyd Femina Intim gel is the market leader with a market share of 50 per cent and should be stocked by all major distribution channels in 200 ml size. Continuous presence of Lactacyd Femina Intim wipe tissue in drugstores, hyper markets and super markets is justified. Promotional campaigns are highly effective in this category. The use of pantiliners and tampons has become universal. According to Ildikó Kardos, markleting manager of Libresse, the most important consideration for consumers apart from liquid absorption capacity is comfort. The use of pads is highest (85 %) among women in the 30-39 age group, while pantiliners and tampons is used mainly by the 18-29 age group. The use of pantiliners is increasingly popular, as ultra thin products are no longer regarded as risky. Maximum softness, perfect fit and liquid absorption are the basic criteria for these products. Libresse has been providing advice for young girls in schools for over ten years. Internet is also playing a major role in brand communication, including the distribution of samples promoting Secure Fit technology. As Judit Sándor, trade marketing manager of SCA Hygiene Products has told us, the most important thing in the case of pads is that the thin segment should always be present on the shelves. At least the number one and two brands in the category should be stocked. As purchases are often unscheduled, even smaller stores play a relatively big role in this category. As pantiliners are used for everyday hygiene, this is a more impulsive segment, with more spontaneous shopping decisions and experimentation with brands. Scented product show dynamic growth. According to recent data, the women’s hygiene market produced overall growth of 9 per cent last year in terms of value, mainly as a result of expansion in the pad and tampon segments. The popularity of larger size packages has increased in recent years. Regarding innovation, practically invisible materials will soon appear.