Executive Summary

Mar 2019
PROSPECTS
Sanitary protection with claims of greater comfort or organic ingredients wins favour

Scandals involving the potentially toxic nature of ingredients such as chlorine and rayon that are used in some sanitary protection products has resulted in growing interest and awareness in products made with natural and organic ingredients. Consumers have also shown a growing demand for premium products which promote greater comfort such as sanitary protection made with 100% organic cotton and hypoallergenic materials.

Slim/thin/ultra-thin towels sees strong growth

With increased health awareness and rising disposable income, many women in Hong Kong are trading up to premium products with value-added benefits. Slim/thin/ultra-thin towels offer convenience and discreet features, which benefit women when they are working or pursuing other social activities.

Tampons sees new innovations but limited distribution remains a barrier to growth

Tampons continued to record strong current value growth in 2018 thanks to growing awareness about the safety and efficacy of these products, driven by factors such as Chinese Olympic swimmer Fu Yuanhui announcing that she swam while on her period at the Rio Olympics. Nevertheless, distribution is still limited while a stigma remains among some consumers due to the invasive nature of tampons.

COMPETITIVE LANDSCAPE
Kotex leads with wide range of options and strong distribution

Kimberly-Clark (HK) Ltd retained the lead in sanitary protection in Hong Kong in 2018 thanks to the strength of its Kotex brand. The company has a long-standing position in Hong Kong and offers a wide range of products which cater to all consumer groups.

Procter & Gamble closes gap on Kimberly-Clark

Procter & Gamble HK Ltd followed closely behind Kimberly-Clark in 2018, with it seeing the largest increase in value share within sanitary protection. The company offers the popular Always/Whisper brand of towels, as well the Tampax brand of tampons.

Niche brands gain interest

Alongside mainstream international brands other international players have also appeared in sanitary protection offering products that target specific consumers. For example, Spanish brand Organyc offers a premium range of tampons that are made from 100% organic cotton.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Sanitary Protection in Hong Kong, China

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Hong Kong, 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 Hong Kong, China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Hong Kong, 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 Hong Kong, China?
  • What are the major brands in Hong Kong, 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 Hong Kong, China - Category analysis

HEADLINES

PROSPECTS

Sanitary protection with claims of greater comfort or organic ingredients wins favour
Slim/thin/ultra-thin towels sees strong growth
Tampons sees new innovations but limited distribution remains a barrier to growth

COMPETITIVE LANDSCAPE

Kotex leads with wide range of options and strong distribution
Procter & Gamble closes gap on Kimberly-Clark
Niche brands gain interest

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 Hong Kong, China - Industry Overview

EXECUTIVE SUMMARY

Consumers trade up as incomes rise
Ageing population drives growth of adult incontinence
International brands dominate while private label struggles
Supermarkets and health and beauty specialist retailers dominate distribution
Premiumisation set to continue

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