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Netherlands sanitary protection market: Procter & Gamble the key player with 23% value share
Sanitary Protection in the Netherlands - a new market research report on 2014-04-18 16:11:01
In 2012 the Netherlands sanitary protection market was dominated by global companies with four key brands remaining on top in 2012. Procter & Gamble with its brand Always accounted for a 23% value share, SCA Hygiene got closer with 22%, Kimberly-Clark was steady at 16% and Gaba lost marginal share to reach 15%. All brands benefit from strong loyalty among consumers with o b tampons by Gaba suffering from the declining interest among women in using tampons.

The sanitary protection market in the Netherlands grew to maturity which can be seen in a low degree of changes in both sizes and shares. Moreover, the number of women of child-bearing age is decreasing -0.6% per year, meaning an even more rigid market situation.

Sanitary protection volume excluding wipes is forecast to be static over the forecast period as the female population of child-bearing age is about to decline, thus affecting the use of sanitary protection products negatively. The only exception to this declining trend is pantyliners which shows a slight growth in the forecast period. The main reason for this is that pantyliners is also used by elderly women who continue to use these products for extra protection in case of incontinence problems.

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