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