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Country Report

Sanitary Protection in

Sanitary Protection in China

Jun 2020

US$990

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Executive Summary

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

PRE-COVID-19 PERFORMANCE

Innovation targets upmarket trend in demand

Sanitary protection recorded steady current value growth in 2019, primarily supported by a rise in unit price underpinned by a premiumisation trend. Indeed, volumes fell slightly during the year as the category is already mature and leaves little room for volume growth.

Pantyliners sees notable decline

Pantyliners saw a significant decline in volumes in the final year of the review period as it suffered from intense competition from the expanding range of mini-sized towels in the market. Almost all of the leading manufacturers launched mini-sized towels in 2017-2018.

Hengan loses share as multinational rivals perform well

Shanghai Uni-Charm Co Ltd overtook Hengan Fujian Holding Co Ltd to become the leading player in sanitary protection in 2019. Hengan experienced a marked decline in share during the year, largely as a result of its reliance on store-based retailing in the context of a rapidly expanding e-commerce channel, as well as the increasingly old-fashioned image of its Space 7 brand, which has suffered from limited major product innovation and marketing activity.

2020 AND BEYOND

COVID-19 impact

Sales of sanitary protection are expected to grow by 3% in 2019 constant value terms in 2020 overall in light of COVID-19, the same as forecast in the 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within sanitary protection

COVID-19 has had little effect on any sanitary protection category. The impact of stockpiling, due to women’s fears about running out of sanitary protection products or unwillingness to visit retail stores, is set to be limited with sales normalising quickly as there is little opportunity for increased product usage.

Recovery and opportunities

While sanitary protection is set to remain relatively unaffected by the COVID-19 pandemic, increased discussion of issues surrounding menstruation on social media is likely to erode the stigma around the subject and create a more open environment for manufacturers to develop and market products. Social media discussion was stimulated by awareness of the plight of female health workers trying to deal with the COVID-19 outbreak while experiencing their periods amidst a shortage of sanitary protection products.

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sanitary Protection industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in China market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Sanitary Protection in China?
What are the major brands in China?
What are the key new product launches in the sanitary protection market?

Why buy this report?

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

This industry report originates from Passport, our Tissue and Hygiene market research database.

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Sanitary Protection in China - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Innovation targets upmarket trend in demand

Pantyliners sees notable decline

Hengan loses share as multinational rivals perform well

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 3 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 4 Retail Sales of Towels by Type of Use: % Value 2014-2019
Table 5 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 6 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 7 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 8 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Tissue and Hygiene in China - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Growth underpinned by urbanisation and consumer awareness, but categories at different stages of development

Expansion of smaller local players leads to increasing fragmentation, while e-commerce expands

COVID-19 set to have a limited long-term impact

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 9 Birth Rates 2014-2019
Table 10 Infant Population 2014-2019
Table 11 Female Population by Age 2014-2019
Table 12 Total Population by Age 2014-2019
Table 13 Households 2014-2019
Table 14 Forecast Infant Population 2019-2024
Table 15 Forecast Female Population by Age 2019-2024
Table 16 Forecast Total Population by Age 2019-2024
Table 17 Forecast Households 2019-2024

MARKET DATA

Table 18 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 19 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 20 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 21 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 22 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 23 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 24 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 26 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

Megatrends

Country Report

Sanitary Protection in China

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Executive Summary

New Report Guarantee

PRE-COVID-19 PERFORMANCE

Innovation targets upmarket trend in demand

Pantyliners sees notable decline

Hengan loses share as multinational rivals perform well

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Sanitary Protection in China - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Innovation targets upmarket trend in demand

Pantyliners sees notable decline

Hengan loses share as multinational rivals perform well

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Tissue and Hygiene in China - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Growth underpinned by urbanisation and consumer awareness, but categories at different stages of development

Expansion of smaller local players leads to increasing fragmentation, while e-commerce expands

COVID-19 set to have a limited long-term impact

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

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