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Sanitary Protection in Germany

Germany sanitary protection market: EUR 622 million industry in 2012

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2014-02-04 01:05:03 - Sanitary Protection in Germany - a new market research report on

The leading companies in the Germany sanitary protection market in 2012 remain Johnson & Johnson, with a retail value share of 41% and Procter & Gamble, with a share of 21%. Their brands Carefree, o b (Johnson & Johnson) and Always and Alldays (Procter & Gamble) are well known in the German market and benefit from a great reputation amongst their customers.

Compared with the review period CAGR, the performance in 2012, with a decline between zero and 1%, is slightly above average. 2012 being the third year in the row of negative growth seems to be indicating a trend that might continue, considering the current customer base situation. A possible reason for the slightly improved growth rate compared to the



previous years might be the misuse of sanitary protection as incontinence products, since the latter still has not reached a level of good acceptance among most people – about 79% of female customers suffering from incontinence are said to use female hygiene products instead of incontinence products.

Over the forecast period to 2017, retail value sales of sanitary protection in Germany are expected to face a further decline in constant value terms, to an expected value sales amount of €613 million in 2017; €9 million lower than in 2012. This is mainly due to the demographic changes in Germany, with fewer women of childbearing age every year. All categories are expected to see very similar, slightly negative development over the forecast period.

Key Headlines

- Sanitary protection declines by a negligible amount in current value terms in 2012, to reach €622 million
- Demographic developments and sociological changes continue to have a limiting impact on growth potential of sanitary protection
- Average unit prices of sanitary protection products remain stable in Germany in 2012
- Johnson & Johnson and Procter & Gamble Germany remain at the top with a combined value share of 61%
- Sanitary protection will presumably face further decline over the forecast period, with a slight negative CAGR in constant value terms to 2017

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