In 2021, sanitary protection registered 5% current value growth, down slightly on the year-earlier performance. The value growth was being driven mainly by the major slim/thin/ultra-thin towels category, which recorded slightly above-average percentage growth in 2021.
In 2021, pantyliners was again recording a disappointing performance as consumers gradually change their attitude with regard to the usage of these products. Prominent public opinion suggests that using pantyliners while women are not on period is not the best choice for women's health.
In 2021, almost all leading brands had high-end products in their line-ups, and many of these high-end ranges contribute significantly to the company's value growth. For example, Hengan's Space 7 high-end line helps to drive value growth with the help of its celebrity endorser Chaoyue Yang.
Sanitary protection is expected to see flat growth in volume terms over the forecast period as it is becoming more and more saturated, and the room for volume growth is becoming much more limited. Nevertheless, there are still existing opportunities in lower-tier cities, for example due to the “period poverty” that made the news in 2021, implying that some consumers have not yet gained access to adequate sanitary protection products.
With increased disposable income, enhanced awareness of menstrual hygiene and consumption upgrades, women in China are expected to become more and more selective when choosing their sanitary protection products. During the forecast period, consumers’ primary considerations for their sanitary products will continue focusing on quality, thinness and safety, the characteristics that very much describe the offerings of the market’s sanitary protection product lines.
While tampons will continue to record strong growth rates over the forecast period, these will be coming from a very small sales base. Further development for tampons is likely to face challenges due to consumers’ reservations about using products in the tampon format.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sanitary Protection industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines sanitary protection and intimate wipes, please select Sanitary Protection Including Intimate Wipes.See All of Our Definitions
This report originates from Passport, our Sanitary Protection research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!