Hygiene without compromises

This article is available for reading in Trade magazin 2025/5.

Barbara Horváth
senior category manager
Essity Hungary

“Both the sanitary pad and pantyliner categories had a successful year in 2024. According to NIQ Total Hungary data, sanitary pad value sales grew by 7.8% and pantyliner sales were up 5% year-on-year. As for volume sales, both categories improved by 3-4%”,

adds Barbara Horváth, senior category manager of Essity Hungary Kft..

In the past, the duo-pack was the best-seller, but now demand for the quattro-pack and megapack is growing visibly

Strong brand equity

In 2024 packs of 32-42 were the bestsellers from the o.b. brand’s portfolio, while shoppers were less likely to choose the smallest and largest sizes.

“The o.b. brand has stable positions in the feminine hygiene segment, and the Carefree brand maintained its weight in the pantyliner segment. The long-term stability of our brands is guaranteed by their strong brand equity”,

informs Viktor Hegedűs.

Gréta Tölgyesi
senior brand manager
Essity Hungary

Libresse value sales grew by 18% in the night category. There is strong market demand for larger product sizes, with Essity’s quattro-pack product sales growing by more than 20%.

“I see great long-term potential for environmentally friendly solutions. I am not only thinking about sustainable raw materials, but also about washable and reusable alternatives”,

says Gréta Tölgyesi, senior brand manager of Essity Hungary Kft..

In addition to excellent performance, the focus is on adapting to individual needs

Bigger – at a lower price

Women are committed to their favourite brands and tried and tested products. For them comfort, practicality and reliable protection are the main considerations, because on those special days they want to live their lives without compromises.

Yvette Krubl
corporate communications manager, CEE
Procter&Gamble

“They also want to be able to make their purchases quickly and easily. Packaging that visibly separates day and night pads on the shelves is a big help. Plus pictograms indicate the absorbing capacity of each type, so that everyone can easily find the right version for them”,

explains Yvette Krubl, corporate communications manager for Central Europe at Procter & Gamble.

She reports a visible increase in the popularity of quattro-packs and megapacks.

Tailored to women’s needs

Procter&Gamble’s experience is that more and more women are choosing applicator tampons. Yvette Krubl reckons the hygiene benefits of these are unquestionable, as they offer maximum protection, while on lighter days Discreet, Naturella or Always sanitary pads are the ideal choice. Procter & Gamble is present with lots of brands on the feminine hygiene market: Always, Naturella, Discreet and Tampax. Always Ultra and Platinum are two of the company’s most popular product ranges, with day and night versions to suit different consumer needs. Always 100% Cotton is available for those who prioritise sustainability. There is a completely plastic-free tampon in the Tampax product range. //