Boston, MA -- (ReleaseWire) -- 06/19/2014 -- Over the review period, manufacturers set their focus on furthering personalisation and premiumisation in sanitary protection. U by Kotex, launched in 2010, was the first major venture in this direction. With coloured packaging, a shiny black folding carton and metallic silver designs, U by Kotex appealed to consumers via aesthetic taste. Procter & Gamble followed suit in 2012 with its Radiant Collection. The Radiant Collection promises better absorbency and high technology as well as having a designer look. These products and subbrands are part of a larger effort that seeks to drive growth in the mature US sanitary protection landscape. The results are thus mixed - on the one hand, U by Kotex grew by 82% in current value terms between 2010 and 2013; on the other hand, sanitary protection only managed 2% growth during the same timeframe in current value terms. This signals that the introduction of premiumisation and the growth of premium products took share away from standard products rather than spurring growth at the top line level.
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Procter & Gamble is the clear leader in sanitary protection in the US with a 46% value share. Procter & Gamble maintained its control due to its brands Always and Tampax. Always focuses on towels and Tampax focuses on tampons.
Sanitary protection is expected to record a value CAGR of 1% in constant 2013 prices over the forecast period. Growth is expected to come as a result of the growing US population, the improving economy, and the drive towards premiumisation. The biggest difference between the forecast period and the review period is slated to be the improved state of the US economy, which manufacturers hope will allow their efforts at premiumisation and personalisation to truly bear fruit. Volume growth is also expected to record a 1% CAGR during the forecast period.
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