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Strategy Briefing

Sanitary Protection in Asia Pacific

Jul 2019

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!

Sanitary protection in Asia Pacific has been growing the fastest globally due to rising disposable incomes, better product access and product innovation. The segment is expected to continue to grow given the substantial unmet growth potential in markets such as India, China and Vietnam. The potential hurdles that limit this growth include slow tampon and pantyliner adoption rates, ageing populations and slow but growing demand for reusable sanitary alternatives.

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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.

Key findings

Asia Pacific is the most promising region globally for sanitary protection

As of 2018, Asia Pacific has the highest unmet potential for growth compared to other regions globally. Over 2013-2018, the region recorded the highest CAGR of 7%. Along with high consumption in mature markets such as South Korea, demand is expected to continue growing in developing markets such as India and Vietnam, where per capita consumption is still very low. Rising female workforce participation rate will outweigh the ageing population in the region which will spur growth.

Towels remain the most preferred format but there is growing acceptance for tampons

While towels continue to be the preferred format purchased by consumers, tampons is witnessing the most dynamic growth in the region, especially in East Asian markets such as China, Taiwan, Hong Kong and South Korea. The segment grew the highest in China due to growing acceptance for tampons and more availability from domestic brands.

Reusable options are still niche but their presence points to consumers demanding more sustainable options

There is a small but growing number of players selling reusable sanitary protection products such as the Diva cup; there are also local players such as Freedom Cups based in Singapore entering the space. While they are unlikely to erode market share from incumbent players such as Procter & Gamble, their entry is welcomed by consumers who demand more sustainable and environmentally-friendly products. Manufacturers must innovate their product portfolios to include more biodegradable options.

E-commerce retailing for sanitary protection is on the rise in East Asia and Southeast Asia

Partnerships between leading sanitary protection players and retailers, and the establishment of flagship online stores on B2C platforms such as JD.com have resulted in the expansion of e-commerce retailing in East Asian markets such as China. In Southeast Asia, Lazada’s acquisition of Redmart has intensified competition with Shopee resulting in frequent promotions for consumers.

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Introduction

Scope

Key findings

Regional Overview

Asia Pacific leads at the global level

Southeast Asia and South Asia expected to stabilise growth

Premiumisation trend takes off strongly in China

Southeast Asian markets witness strong growth of towels

Tampons and pantyliners outperforms towels

Strong growth for towels in China and India

Health scares affect demand for towels differently in top markets

Retail distribution breakdown in Asia Pacific

Non-store retailing is on the rise in East Asia and Southeast Asia

Leading Companies and Brands

Consumers prefer established brands

Global players lose out to regional and domestic players

Room for expansion for top 10 companies by sales in Asia Pacific

Top five brands largely retain their rankings

Forecast Projections

Demand in South Asia and Southeast Asia will drive growth

Rising income levels and consumer education will boost demand

Habit persistence and soft drivers strongly impact India’s future growth

India has significant unmet volume growth potential…

…while China has significant unmet value growth potential

Soft drivers are important for industry players to boost consumption

Country Snapshots

Azerbaijan: market context

Azerbaijan: competitive and retail landscape

China: market context

China: competitive and retail landscape

Hong Kong, China: market context

Hong Kong, China: competitive and retail landscape

India: market context

India: competitive and retail landscape

Indonesia: market context

Indonesia: competitive and retail landscape

Japan: market context

Japan: competitive and retail landscape

Kazakhstan: market context

Kazakhstan: competitive and retail landscape

Malaysia: market context

Malaysia: competitive and retail landscape

Pakistan: market context

Pakistan: competitive and retail landscape

Philippines: market context

Philippines: competitive and retail landscape

Singapore: market context

Singapore: competitive and retail landscape

South Korea: market context

South Korea: competitive and retail landscape

Taiwan: market context

Taiwan: competitive and retail landscape

Thailand: market context

Thailand: competitive and retail landscape

Uzbekistan: market context

Uzbekistan: competitive and retail landscape

Vietnam: market context

Vietnam: competitive and retail landscape

Why buy this report?

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Megatrends

Strategy Briefing

Sanitary Protection in Asia Pacific

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key findings

Asia Pacific is the most promising region globally for sanitary protection

Towels remain the most preferred format but there is growing acceptance for tampons

Reusable options are still niche but their presence points to consumers demanding more sustainable options

E-commerce retailing for sanitary protection is on the rise in East Asia and Southeast Asia

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Asia Pacific leads at the global level

Southeast Asia and South Asia expected to stabilise growth

Premiumisation trend takes off strongly in China

Southeast Asian markets witness strong growth of towels

Tampons and pantyliners outperforms towels

Strong growth for towels in China and India

Health scares affect demand for towels differently in top markets

Retail distribution breakdown in Asia Pacific

Non-store retailing is on the rise in East Asia and Southeast Asia

Leading Companies and Brands

Consumers prefer established brands

Global players lose out to regional and domestic players

Room for expansion for top 10 companies by sales in Asia Pacific

Top five brands largely retain their rankings

Forecast Projections

Demand in South Asia and Southeast Asia will drive growth

Rising income levels and consumer education will boost demand

Habit persistence and soft drivers strongly impact India’s future growth

India has significant unmet volume growth potential…

…while China has significant unmet value growth potential

Soft drivers are important for industry players to boost consumption

Country Snapshots

Azerbaijan: market context

Azerbaijan: competitive and retail landscape

China: market context

China: competitive and retail landscape

Hong Kong, China: market context

Hong Kong, China: competitive and retail landscape

India: market context

India: competitive and retail landscape

Indonesia: market context

Indonesia: competitive and retail landscape

Japan: market context

Japan: competitive and retail landscape

Kazakhstan: market context

Kazakhstan: competitive and retail landscape

Malaysia: market context

Malaysia: competitive and retail landscape

Pakistan: market context

Pakistan: competitive and retail landscape

Philippines: market context

Philippines: competitive and retail landscape

Singapore: market context

Singapore: competitive and retail landscape

South Korea: market context

South Korea: competitive and retail landscape

Taiwan: market context

Taiwan: competitive and retail landscape

Thailand: market context

Thailand: competitive and retail landscape

Uzbekistan: market context

Uzbekistan: competitive and retail landscape

Vietnam: market context

Vietnam: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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