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Strategy Briefing

Sanitary Protection: Evolving Category in the Changing World of Womanhood

Jun 2016

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

The second largest disposable hygiene category globally, after nappies/diapers/pants, sanitary protection faces a number of challenges in developed markets and significant opportunities in developing markets. This report looks at the category globally, including the unmet potential, a review of key trends in product segmentation, packaging, marketing and distribution. The report also provides an in-depth look at the two largest world markets for sanitary protection - the US and China.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Significant unmet potential with incomes and habits supporting future demand

Developing markets continue to fuel the demand for sanitary protection products, with incomes and habit formation as key drivers of growth. Tampons, however, continue to face barriers due to product misconceptions and cultural inhibitions. Saturation, on the other hand, remains the key issue in the developed world.

Focus on product segmentation

Some of the main themes in product positioning include lifestyle, product westernisation in the developing markets, fitness and active women, age-specific products, overnight protection, and natural/organic/ethical products.

Premiumisation with a balanced approach

Value-added products are in focus in both developed and developing markets. However, it should not overshadow the needs and means of the wider audience, beyond wealthier and middle class, to support consumption. Successful brands in China, for example, offer a wide range of products and pricing structure to appeal to a wider audience and lower-income households

Young generation in focus

Product development, distribution and advertising sees significant emphasis on 12-29 year-olds. Young women are better educated and more open to breaking taboos. Social media and digital marketing help connect with young consumers and raise brand awareness, thereby potentially building life-long loyalties.

Packaging designed to fit specific market preferences

Attractive packaging (outer and inner packaging) is increasingly important and is popular with younger generation, especially in Asian markets. Furthermore, convenient size for on-the-go use is being utilised as brand differentiation to fit modern women and their busy social lifestyles.

Opportunities in online retail

Online retail, including m-commerce and subscription services, has been gaining traction. While offering opportunities to reach a wider audience or build a loyal following through subscription, more traditional online retail puts pressure on pricing as many online retailers offer multipacks and competitive pricing.

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Introduction

Scope

Key findings

Global Category Overview

Women in numbers

Positive category growth globally, with towels in the lead

Significant unmet potential for further household penetration

Income growth and habit formation among the key drivers

Developing markets are fastest growing

Regional players pick up pace

E-commerce grows and evolves into a variety of formats

Product Segmentation in Focus

Evolving marketing and product segmentation

Being part of a modern woman’s lifestyle

Exporting Western (modern) hygiene management

Fitness in focus

Building brand loyalties from an early age

Trusting in better protection: Evolution of night towels

Natural, organic and ethical

Packaging: One Size Does Not Fit All

Packaging for a modern woman

Beauty and colour : Inside and out

Tampons: Barriers to Growth

Slow adoption in developing countries

Low demand in Asia, but not unusual

Misconceptions, lack of product knowledge and cost

Consumer education and awareness remain key

Case Studies: China and The Us

Case study 1: China

Sanitary protection marketplace in China nears saturation

Tampons and pantyliners , however, offer room for growth

Incomes and habit persistence are key to growth in China

Demographic trends can present a challenge

Urban vs rural split in household income level important

Positive growth in category value in 2015

Premiumisation in towels takes various forms

Opportunities in towels for overnight use

Bright and contrasting colours in packaging

Unicharm’s Sofy : The best-performing brand

Unicharm’s Sofy : Digital marketing to engage with young consumers

E-commerce: Demand, competition and pricing pressure

Case study 2: US

Limited potential for volume growth in the US

Negative pull from soft drivers

Demographic trends show promise

Modest category growth

Added value through product segmentation

Diversifying packaging

Private label seeking to keep pace in product design

Honesty, humour and experience in the marketing tool kit

Evolution of e-commerce: S ubscription services

Watching Reusable Alternatives

Non-disposable alternatives: Future threat?

Report Definitions

Data parameters and report definitions

Why buy this report?

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Megatrends

Strategy Briefing

Sanitary Protection: Evolving Category in the Changing World of Womanhood

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Significant unmet potential with incomes and habits supporting future demand

Focus on product segmentation

Premiumisation with a balanced approach

Young generation in focus

Packaging designed to fit specific market preferences

Opportunities in online retail

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Global Category Overview

Women in numbers

Positive category growth globally, with towels in the lead

Significant unmet potential for further household penetration

Income growth and habit formation among the key drivers

Developing markets are fastest growing

Regional players pick up pace

E-commerce grows and evolves into a variety of formats

Product Segmentation in Focus

Evolving marketing and product segmentation

Being part of a modern woman’s lifestyle

Exporting Western (modern) hygiene management

Fitness in focus

Building brand loyalties from an early age

Trusting in better protection: Evolution of night towels

Natural, organic and ethical

Packaging: One Size Does Not Fit All

Packaging for a modern woman

Beauty and colour : Inside and out

Tampons: Barriers to Growth

Slow adoption in developing countries

Low demand in Asia, but not unusual

Misconceptions, lack of product knowledge and cost

Consumer education and awareness remain key

Case Studies: China and The Us

Case study 1: China

Sanitary protection marketplace in China nears saturation

Tampons and pantyliners , however, offer room for growth

Incomes and habit persistence are key to growth in China

Demographic trends can present a challenge

Urban vs rural split in household income level important

Positive growth in category value in 2015

Premiumisation in towels takes various forms

Opportunities in towels for overnight use

Bright and contrasting colours in packaging

Unicharm’s Sofy : The best-performing brand

Unicharm’s Sofy : Digital marketing to engage with young consumers

E-commerce: Demand, competition and pricing pressure

Case study 2: US

Limited potential for volume growth in the US

Negative pull from soft drivers

Demographic trends show promise

Modest category growth

Added value through product segmentation

Diversifying packaging

Private label seeking to keep pace in product design

Honesty, humour and experience in the marketing tool kit

Evolution of e-commerce: S ubscription services

Watching Reusable Alternatives

Non-disposable alternatives: Future threat?

Report Definitions

Data parameters and report definitions

Why buy this report?

Want to find out more about this report?

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