Brazil Key Influencer in Latin America Feminine Hygiene Products Market as it Reaches US$3.81 bn by 2020

Countries such as Peru, Chile, Brazil, and Argentina will continue to support the growth of the Latin America feminine hygiene products market, says Transparency Market Research in its report, titled ‘Feminine Hygiene Products Market - Latin America Industry Analysis, Size, Share, Growth, Trends, and Forecast 2014 - 2020.’ TMR says that the feminine hygiene products market in Latin America will log a 9.6% CAGR from 2014 through 2020, and will rise from a valuation of US$2.19 bn in 2014 to US$3.81 bn by 2020.

The essential nature of feminine hygiene products guarantees a steady demand for them, but growth and profitability will be determined chiefly by innovative products. Brazil, being the most dominant country in this market, will largely influence the trajectory of the market until 2020.

The use of modern feminine hygiene products among women in Latin American countries is rising because of more women entering the work force, giving them greater purchasing power. This, coupled with women being more aware about the latest feminine hygiene products on the market, will also augur well for the Latin America feminine hygiene products market, say TMR analysts. Products that seamlessly fit into changing lifestyles of women in the region are seeing encouraging sales.

In Brazil, the largest market for feminine hygiene products in Latin America, the demand for premium products is higher than in many neighboring countries. Here, women are seen to prefer products such as tampons over conventional sanitary pads, shields, and pantiliners. Manufacturers, having spotted this changing preference as a key market trend, have been responsive in introducing innovative products in the Brazilian feminine hygiene products market. The scenario is slightly different in Argentina, where purchase decisions are made more rationally and cost remains an important factor on account of the relatively low purchasing power. As a result, mid-range products are more popular in Argentina, says the report.

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In Chile, on the other hand, there is a palpable demand for feminine hygiene sprays and cleansers meant for use internally. This is attributable to the growing emphasis on maintaining a high degree of hygiene. The demand for premium internal cleansers and sprays is only just picking up in Chile and will be an attractive space in until 2020, according to the report.

In Peru, the report notes that the preference for ultra-thin sanitary pads is higher than that for other kinds of sanitary protection products. The status quo will remain unchanged until 2020, predicts TMR. Players in the Peruvian feminine hygiene products market are investing bullishly in advertising and marketing campaigns to attract consumers from middle- and low-income households to achieve high-volume sales.

The report also studies the Latin America feminine hygiene products market basis distribution channel. Products are mainly distributed through general and variety stores, dollar stores, cash and carry stores and warehouse clubs, drug stores and beauty stores, convenience stores, and supermarkets and hypermarkets. Of these, sales of feminine hygiene products through drug and beauty stores as well as supermarkets and hypermarkets is the highest. No major disruption in distribution channels is expected in the region until 2020, says TMR in its report.

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