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Boston, MA -- (ReleaseWire) -- 06/17/2014 --Sanitary protection is one of the tissue and hygiene categories in Iran with the highest growth potential. The fact that there are more than 26 million Iranian women aged between 12 and 54 years old means that there was a massive consumer base for sanitary protection in Iran in 2013. In addition, these women were able to find a wider range of products in the category as new product and packaging designs and higher levels of sophistication than the basic and simple products which were on offer in previous years became available towards the end of the review period.

Competitive Landscape

Pars Crepe Co led sanitary protection in 2013 with a 17% value share. The company benefits from the high popularity of its Cheshmak brand, which offers a wide range of products, especially in ultra-thin towels. The brand benefits from a very effective distribution network, which has helped Pars Crepe Co to make its products available in the majority of relevant retail outlets in Iran.

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Industry Prospects

The impressive growth value rates experienced in sanitary protection during the review period were associated with the improvement of health and living standards. Many Iranian women became regular consumers of sanitary protection products and this boosted volume growth. However, during the forecast period, the main driver of value growth in the category is expected to be unit price growth. More sophisticated products which offer higher quality at higher unit prices are expected to become available, with strong advertisement campaigns likely to mean that many consumers will upgrade, boosting average unit prices.

Product coverage: Pantyliners, Sanitary Protection Including Intimate Wipes, Tampons, Towels.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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