Summer intimacy

Women’s hygiene products and condoms are usually placed side by side on shelves. Both categories are characterised by constant innovation and challenge to taboos. According to Szilvia Cserepes from SCA Hygiene Products Kft, the Libresse team observes and analyses women in order to be able to provide maximum comfort for them in their everyday lives. According to observation by P&G, ladies can be divided into three distinct categories: pad users, tampon users and “system” users, with the latter using both tampons and pads depending on the intensity of menstruation. Demand for tampons goes up in the summer owing to outdoor activities. – The Hungarian market has long been among the most developed in the world – says Györgyi Janky from P&G. One sign of this is that pads, pantyliners and tampons all account for roughly one third of total sales, while another sign is that thin products account for the overwhelming part of total sales of pads. Pantyliners show continuous growth. As Judit Sándor from SCA Hygiene Products has pointed out, the segment of pantyliners is dominated by drugstores and hyper markets, systematically planned purchases and a preference for large unit sizes. In the pad segment, small stores still play an important role. The market share of private labels is over 20 percent in both the pad and the pantyliner segments. Pads are expected to be soft, safe and to fit perfectly. Air permeability and ultra-thinness represent added value. Hipster in packs of 26 was introduced by Libresse in February, which is recommended for French lingerie. Their other successful product is the anti-bacterial Libresse Aloe&Chamomille Invisible intended for ladies with sensitive skin. Procter & Gamble has launched a new brand, Naturella recently and continues development of Always pads, with 4 fix wings as the latest innovation. A lacy design is the latest innovation by Discreet, demonstrating demand for convenience. According to Adrienn Ivády from GlaxoSmithKline Kft, demand goes up in the market of women’s hygiene during the summer. Lactacyd Femina is available in several versions so that it can be used in any situation. – In my experience, customers no longer tend to be shy about condoms, though still prefer impersonal distribution channels – says Miklós Krassovics from SSL Magyarország Kft. – Condoms are no longer simply means of contraception but have become an integral part of sexual culture – adds János Magyar, director of Herbaker Kft, the distributor of Sico. The market of lubricants has been producing the most dynamic growth among the “sexual welfare” segments, probably owing to the intensive promotional activity pursued by Durex with their Play concept. Six different types of condoms are sold by RakO Kft., including Long Love. Market experts agree that demand reaches its peak in the summer. Durex Play 2in1 is a special product intended for the summer season. Durex also organises a Sex University in the sumer with a long weekend on a luxury yacht as the main prize. Their latest product, Durex Play O is intended to intensify the pleasure felt by ladies. Sico is to launch the Wellnes&Love product line in the summer. The packaging of RakO condoms has been modernised recently with different colours used for different types and all coloured condoms becoming flavoured as well.