Boston, MA -- (SBWIRE) -- 08/18/2014 -- Over 2012 and 2013, it was noted that the applicator tampon was revived by a number of sanitary protection players launching or rebranding within New Zealand. 2012 witnessed the introduction of Libra Girl (to entice younger women to the brand) which included applicator tampons. In addition, U by Kotex followed suit with the introduction of applicator tampons to its range of sanitary protection over the latter half of the review period. However, it was the launch of Tampax Pearl in 2013 that was the main driver in reviving applicator tampons during the year. Tampax Pearl was well advertised and was launched in an attempt to modernise the Tampax brand, following minimal marketing over the review period.

Competitive Landscape:

Johnson & Johnson Pacific (NZ) Ltd continued to dominate sanitary protection, but with a two percentage point drop from 2012 to reach value share of 43% in 2013. Its Carefree brand (tampons and panty liners) remained the second highest ranked brand in the category with a steady brand share of 25%. However, the towel brand of Stayfree, although still ranked the third highest, dropped in value share to 18%. Stayfree remained relatively stagnant in 2013 in terms of new product development and marketing compared to other brand rivals such as Libra and U by Kotex.

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Industry Prospects:

The key trends within sanitary protection over the forecast period are expected to be segmentation into age segments, the threat of private label and green/organic brands entering the category. As a result, sanitary protection is expected to record marginal value growth at constant 2013 prices over the forecast period.

Report Overview:

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in New Zealand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sanitary Protection industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in New Zealand market research report includes:

- Analysis of key supply-side and demand trends
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Sanitary Protection in New Zealand?
- What are the major brands in New Zealand?
- What are the key new product launches in the sanitary protection market?

Reasons to Get this Report:

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

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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