Sanitary protection enjoys high product penetration in China, with manufacturers tapping into product innovation to drive sales in the review period. Representative products such as the Whisper Always Infinity series with FlexFoam, Sofy Night Ultra Fit series and Kotex Super Ultrathin series are positioned at the premium-end of the market, appealing to high-end consumers.
In view of the dynamism of internet retailing in China, including in sanitary protection, existing sanitary protection manufacturers strengthened their online presence by setting up flagship stores in leading B2C platforms such as JD.com and Tmall.
Tampons still had a niche presence in overall sanitary protection in China in 2018, due to its later market entry and local consumption habits. However, with the growing acceptance of imported products and more advanced hygiene standards, more local women are starting to embrace the new concept of tampons, led by women in top-tier cities, especially those who have experienced life overseas.
Hengan Fujian Holding has a wide presence in tissue and hygiene, holding the lead in many categories in the review period, including sanitary protection. Its strong position in the latter in value terms is thanks to its high brand awareness and wide product portfolio, in addition to upgraded product mixes, with the launch of mid- and high-end New Breath series in 2016/2017.
Domestic brands lead the category, with distinctive selling points to attract local women, such as attractive product design and segmented sanitary protection catering to the needs of different consumers. Amongst domestic manufacturers, apart from Hengan Fujian, Guangdong Kingdom Healthcare Holdings also offers a wide range of sanitary protection products, including overnight pants for extra reassurance at night during menstruation.
Japanese manufacturers, represented by Shanghai Uni-Charm and Kao (China) Holding, are also amongst the top players in sanitary protection in China, and enjoyed double-digit value growth in 2018. Consumer-centric, these Japanese brands design and develop sanitary protection products with higher customer satisfaction.
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This industry report originates from Passport, our Tissue and Hygiene market research database.