Executive Summary

Mar 2019
PROSPECTS
The premiumisation trend pushes up unit prices

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.

Online sales demonstrate robust momentum

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.

Explosive growth is witnessed for tampons

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.

COMPETITIVE LANDSCAPE
Hengan Fujian Holding maintains its lead

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 manufacturers lead the competition

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 producers also remain strong

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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Sanitary Protection in China

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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.

Sanitary Protection in China - Category analysis

HEADLINES

PROSPECTS

The premiumisation trend pushes up unit prices
Online sales demonstrate robust momentum
Explosive growth is witnessed for tampons

COMPETITIVE LANDSCAPE

Hengan Fujian Holding maintains its lead
Domestic manufacturers lead the competition
Japanese producers also remain strong

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 Retail Sales of Towels by Type of Use: % Value 2013-2018
Table 5 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 6 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 7 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 8 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in China - Industry Overview

EXECUTIVE SUMMARY

Consumers’ rising hygiene awareness fuels strong value growth in 2018
Robust online sales of tissue and hygiene products in 2018
Hengan Fujian Holding continues to lead a stable competitive environment
Hypermarkets and supermarkets together still dominate, yet face mounting pressure
Stable growth momentum is expected in the forecast period

MARKET INDICATORS

Table 9 Birth Rates 2013-2018
Table 10 Infant Population 2013-2018
Table 11 Female Population by Age 2013-2018
Table 12 Total Population by Age 2013-2018
Table 13 Households 2013-2018
Table 14 Forecast Infant Population 2018-2023
Table 15 Forecast Female Population by Age 2018-2023
Table 16 Forecast Total Population by Age 2018-2023
Table 17 Forecast Households 2018-2023

MARKET DATA

Table 18 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 19 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 20 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 21 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 22 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 24 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 26 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources