Hygiene – from intimately close

This article is available for reading in Trade magazin 2024/5

Barbara Horváth
senior category manager
Essity Hungary

“With sanitary pads consumer loyalty is very important, but in today’s inflationary environment this has suffered somewhat and market figures reveal there has been more switching between brands than ever before”,

informs Barbara Horváth, senior category manager at Essity Hungary Kft.

Demand for duo or larger packs is rising in the sanitary pad category. Among sales channels, in the intimate hygiene segment the biggest winners were drugstores last year, which were able to increase their value share by several percentage points.

Education is important

Libresse absorbent pantyliners were renewed last year and are now also made using the Cour-V technology, which follows the contours of the body.

Eszter Hegedűs
senior brand manager
Essity Hungary

“In 2024 the goal is to make our products as widely known as possible, plus we will continue with our social responsibility promotion, working with the Foundation for Women’s Health – better known as Endometriosis Hungary”,

explains senior manager Eszter Hegedűs. TENA Lady’s communication focuses on education and breaking down the taboos surrounding incontinence.

Yvette Krubl
senior corporate communications manager
Procter&Gamble CEE

Yvette Krubl, senior corporate communications manager for Central Europe at Procter & Gamble:

“Product performance is very important in this category, our experience is that consumers are loyal to brands and products. In addition to perfect performance, personalisation is increasingly important, e.g. offering a wide range of sizes, day and night use, being skin-friendly, and fragranced or unscented versions”.

Although the market is dominated by manufacturer brands, switching between brands has become more common than ever

Renewal inside and outside

Popularity of large packs has increased significantly, with products offering better value for money taking a prominent role

Concentrating on young girls

Mária Glück, marketing and product manager of TZMO Hungary reminds us that young girls experience more moderate menstrual bleeding than adult women, so bella for teens sanitary pads have been developed specifically for teenagers. They provide reliable protection and are available in both fragrance-free and scented versions. “The bella for teens Sensitive intimate wash soothes skin irritation, has a caring and refreshing effect, and the lactic acid helps to maintain an optimal pH level in intimate areas. It is safe to use from a very young age, contains at least 97% natural ingredients and is vegan”, says the marketing and product manager, adding that bella tampo tampons are also performing very well. This year the company is developing the bella for teens portfolio. //