Women’s hygiene increasingly confidential category

While demand for panty liners and tampons is increasing, the market share of hygienic liners is shrinking. The proportion of scented products is also rising. Brand loyalty is still strong in the market of women’s hygiene products. According to recent statistics, the market produced dynamic growth last year, as a result of growing sales of panty liners and tampons. A perfect fit and being ultra thin are essential requirements for all products. The expansion of the tampon segment has been accelerating for years, especially in drugstores. Customers of women’s hygiene products display a significant degree of brand loyalty. Consumers prefer higher quality in this category. – Secure Fit technology is the latest innovation by Libresse, which allows a perfect fit to be achieved – says Ildikó Kardos, marketing manager. Procter&Gamble introduced their Naturella product line in response to the demand for a natural sensation, in January. Always hygienic liners have also been altered in the beginning of the year to offer even more protection for users. This year, Bella has expanded is assortment with the PERFECTA Rose and PERFECTA Violet hygienic liners. While purchases of menstruation products are planned, those of hygienic liners are impulsive. This is why innovation is even more important in this segment. Fragrances, variable shapes and natural materials have been the most popular trends in recent years. Libresse has also added Classic Deo Fresh 50 to its assortment of hygienic liners. Johnson & Johnson is focusing on a natural feel this year in the panty liner segment. Airflow products are to be replaced by products containing a cotton extract in the Carefree product line this year. Panty, the scented product line of Bella Hungária was launched last year. Four ultra thin products are to be added to this product line this year. Expansion of the tampon market has been accelerating for years. New products in this segment are the P&G Naturella tampons and o.b. Flexia tampon with Soft Folds by J&J.