Feminine Protection Market in Poland
26/03/2004
An average per capita consumption of Sanitary Protection Products in Poland is the lowest among Central European countries such as Hungary, Czech Republic and Slovakia. In addition, average price of this type of products is the lowest comparing with above-mentioned states. For example, average price of Sanitary Product in Hungary is by about 65% higher than average price in Poland.
In spite of considerably low sales per capita comparing to the other CEE countries category has written down growth by only about +7% Vs. 2002, while in Hungary increased by +17%. However, sales increase that has been noted in Poland is relatively high considering Western European countries. For comparison in Germany sales has grown merely by about +0,4% while in Holland noticed decline by about -5%.
Dominating segment of the category are Napkins, that achieved 62% of volume share in 2003, however, this segment has written down decrease Vs. year 2002 by about 3 percents. The decrease is related to Non-Ultra Napkins sub-segment only, while Ultra Napkins sub-segment has grown by about 3 percents during last 3 years. The most dynamically growing segment of Feminine Protection category are Liners that achieved 31% of volume share while in year 2000 it was only 23%. Tampons segment in year 2003 at 16% and increased Vs. 2001 by about 2%.
Average price for Feminine Protection products decreased for last 3 year by about -5%, that is related to average price decline in Ultra Napkins segment by about -15%. For latest few years popularity of multi-packs follows upward trend, that is major engine of average price reduction in the segment. Always brand was precursor of this type of consumer promotion strategy, however very quickly followed by other brands.
Leader of Total Feminine Protection category is local brand Bella that in 2003 has 57% volume share, however in latest few year is following downward trend. In 2001, Bella was at 62% in volume. Second top player on the market is Procter & Gamble with 18% volume share in 2003 and up by +1% Vs. year 2002. Third is Johnson & Johnson with 7% volume share in 2003.
Private Levels offer by chains did not achieve strong position in Poland so far, in 2003 at 4% volume share only, however increased by +2% Vs. year 2002. Further importance of Private Label increase can be expected alike in other CEE countries, e.g. in Slovakia Private Label achieved already 8% volume share and in Hungary 16% and the dynamic of growth is substantial.
Renata Chrominska-Linkiewicz
Senior Account Executive
In spite of considerably low sales per capita comparing to the other CEE countries category has written down growth by only about +7% Vs. 2002, while in Hungary increased by +17%. However, sales increase that has been noted in Poland is relatively high considering Western European countries. For comparison in Germany sales has grown merely by about +0,4% while in Holland noticed decline by about -5%.
Dominating segment of the category are Napkins, that achieved 62% of volume share in 2003, however, this segment has written down decrease Vs. year 2002 by about 3 percents. The decrease is related to Non-Ultra Napkins sub-segment only, while Ultra Napkins sub-segment has grown by about 3 percents during last 3 years. The most dynamically growing segment of Feminine Protection category are Liners that achieved 31% of volume share while in year 2000 it was only 23%. Tampons segment in year 2003 at 16% and increased Vs. 2001 by about 2%.
Average price for Feminine Protection products decreased for last 3 year by about -5%, that is related to average price decline in Ultra Napkins segment by about -15%. For latest few years popularity of multi-packs follows upward trend, that is major engine of average price reduction in the segment. Always brand was precursor of this type of consumer promotion strategy, however very quickly followed by other brands.
Leader of Total Feminine Protection category is local brand Bella that in 2003 has 57% volume share, however in latest few year is following downward trend. In 2001, Bella was at 62% in volume. Second top player on the market is Procter & Gamble with 18% volume share in 2003 and up by +1% Vs. year 2002. Third is Johnson & Johnson with 7% volume share in 2003.
Private Levels offer by chains did not achieve strong position in Poland so far, in 2003 at 4% volume share only, however increased by +2% Vs. year 2002. Further importance of Private Label increase can be expected alike in other CEE countries, e.g. in Slovakia Private Label achieved already 8% volume share and in Hungary 16% and the dynamic of growth is substantial.
Renata Chrominska-Linkiewicz
Senior Account Executive
