Intimate relationship with customers

Consumers habits are changing continuously in the market of women’s hygiene products, but safety, softness, good absorption and fit remain essential requirements. Innovation focuses on air permeable materials, shapes and fragrances. The market of women’s hygiene has been expanding in recent years. Pantyliners account for 25 percent of total sales, with tampons accounting for on-third and the market share of pads remaining over 40 percent. Demand for pantyliners is growing in all age groups. The Libresse Aloe&Chamomille Invisible product line utilising Secure Fit technology was introduced last year in packs of 10 and 20. – It has an antibacterial effect, can be used on sensitive skin and also has a deodorant effect – says Szilvia Cserepes, marketing co-ordinator of Libresse. The Naturella product line was introduced in January, with intensive in-store and outdoor support. Its speciality is the balsam on its surface which contains camomile extract. The popularity of Always continues to be based on the Dri Plus systems and the flexible wings. Always Fresh has also proved to be a success. Diverse shapes helped in the expansion produced by Carefree last year. o.b.® ProComfort products have been modernised by Johnson this year, with the introduction of the exceptionally silky SilkTouch™ cover. Bella expanded its hygiene product line last year, by adding products intended for external use which have been tested in hospitals. Wipe tissues neutralise odours without damaging the natural flora of bacteria. The Intimo Sensitive bath gel is marketed by Nivea in dm stores exclusively. Intimo NATURAL wipe tissue and Intimo Natural bath gel are also sold in other distribution channels. The Lactacyd assortment has been expanded by adding a bath foam and wipe tissue. Private labels like Jessa by dm and Facelle by Rossman have appeared in the market of wipe tissue almost simultaneously with brands. The market share of private labels was around 20 percent in both the pantyliner and the pad segments. Consumer confidence in private labels has increased as quality has improved. Brands have responded to the challenge by launching loyalty programs. The market share of drugstores has been growing for years, mainly at the expense of hyper markets At present, it is 25 percent, but the market share of hyper markets is still higher. The drugstore and discount channels are expected to further increase their respective market shares. Manufacturers of women’s hygiene products frequently operate web sites providing advice or participate in educational campaigns. Most manufacturers use integrated communication campaigns including a wide range of BTL tools.