Market Report, "Sanitary Protection in Saudi Arabia", published

A number of trends proved beneficial for sanitary protection in 2013. There was, for example, ongoing strong growth in the female population, with a growing number of women entering the country to work or to accompany their working husbands. In addition, there was growth in the number of working women amongst both Saudis and non-Saudis. There was thus growth in the female urban population, and also a rise in disposable incomes for women; thus a greater sense of economic independence, encouraging stronger spending on sanitary protection. Growth was also fuelled by ongoing developments in modern grocery retailers, such as convenience stores, supermarkets and hypermarkets, with these making a wider range of sanitary protection products accessible to a greater number of women.

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Competitive Landscape

Modern Products was the clear leader in sanitary protection in 2013, with a value share of 47%. This company represents Procter & Gamble's strong Always range across sanitary protection. This brand has a strong reputation for quality, offers affordable prices and has a wide distribution reach. The company notably dominated ultra-thin towels in 2013 with a 55% value share, and led standard towels and pantyliners with 43% and 28% value shares respectively.

Industry Prospects

Sanitary protection is expected to benefit from women taking more active roles in Saudi Arabian society during the forecast period. King Abdullah's government is expected to remain moderately progressive, and women are expected to continue to benefit from its reforms and initiatives. Women will, for example, be able to vote and stand in the 2015 municipal elections, whilst January 2013 saw the first 30 women appointed to the 150-member Saudi Consultative Council. The government also opened the first co-educational university in Saudi Arabia in 2011, and towards the end of the review period created new job opportunities for women in areas such as retail and manufacturing. As a result of these changes there is expected to be a marked rise in the number of working women during the forecast period, and an increase in female migrant workers. Women are expected to lead busier lives, and will increasingly demand good-quality sanitary protection as their disposable incomes rise.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Saudi Arabia 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.

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