Consumer demand for sanitary protection remained steady in 2020, with low volume sales growth continuing to be posted. There was, however, given the threat of COVID-19, a greater emphasis on antibacterial products.
Like Whisper, sales leader Kotex has invested in the premiumisation trend for pants. The brand strengthened its promotion of its upgraded Dreamate pant-form towels, which are manufactured in Korea, emphasising absorption that is four times higher and swifter.
Procter & Gamble recorded another strong performance in 2020 to put it in the leading value sales position in sanitary protection, driven by its active product innovation that helped it to target different consumer segments and usage occasions. Procter & Gamble has been a main driving force behind two key trends.
More younger consumers now understand the hygiene benefits of tampons, but still the majority are hesitant to buy the products on account of their intrusive nature. Most Hong Kong parents are unlikely to recommend their daughters use tampons, so it will be rather difficult for producers to cultivate habitual product consumption from adolescence onwards.
Hong Kong has seen a trend towards more compact and even miniature packaging in sanitary protection. In line with the high levels of maturity of sanitary protection in Hong Kong, players have made more attempts to explore further niches in terms of offering extra added value, such as in packaging.
No major changes are expected to be seen in the sales performance of sanitary protection over the forecast period as a whole, with further low volume growth being projected. The category’s products meet basic needs, which will ensure people continue to buy them.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Hong Kong, 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 Hong Kong, 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 report originates from Passport, our Sanitary Protection research and analysis database.
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