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Country Report

Sanitary Protection in

Sanitary Protection in Malaysia

Jun 2020

US$990

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Executive Summary

New Report Guarantee

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

Higher number of women in the workplace leads to stable demand for sanitary protection in 2019 that offers security, comfort, and cleanliness

In terms of demand for sanitary protection amongst female Malays, pantyliners and standard towels retained their preference in 2019, with the former holding a marginal advantage due to its accessible unit price. Pantyliners are regarded as an everyday product to ensure comfort and cleanliness throughout the day, especially for consumers with active lifestyles.

Players continue to add value to category through innovation, with night usage of particular interest in 2019

Encouraged by increasing education levels and rising incomes amongst working women in Malaysia, players are continuing to expand their portfolios with more innovative products to offer specific value to consumers such as antibacterial, scent, and absorption ability, and therefore increase their profit margins with sanitary protection as they can retail at a higher price. Leading brand Kotex offers a wide range of products that have continued to explore a variety of higher value options, with most offering with or without wings and both maxi and overnight variants including its “Odor-Care” range that claims to help avoid leakage while addressing unpleasant odours that may cause embarrassment, through the use of natural ingredients developed from essential oils.

Intense competitive landscape in 2019 due to strong brand loyalty amongst local consumers

The competitive landscape of sanitary protection remained fairly consolidated in 2019 amongst three leading players, Kimberly-Clark (M) Sdn Bhd, Vinda Malaysia Sdn Bhd and Kao M Sdn Bhd with only low share difference between them. This is due to strong brand loyalty within the category, which makes it difficult for smaller players to convince consumers to make a switch.

2020 AND BEYOND

COVID-19 impact

Value sales of sanitary protection are expected to grow by 4% at constant 2019 prices in 2020 overall in light of the impact of COVID-19. This compares favourably to a 4% value rise forecast at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within sanitary protection

Marginally slower demand for pantyliners and slim/thin/ultra-thin towels is predicted for 2020, while standard towels is predicted to remain stable. Many women are likely to keep a stock of sanitary protection at home in advance of its requirement, and therefore panic buying may not be as much of an issue as it is for other essential items that are used more regularly.

Recovery and opportunities

COVID-19 is not predicted to have a long-term impact on the performance of sanitary protection in Malaysia over the forecast period. Overall demand is set to be marginally slower compared to the review period, which may be linked to the gradual ageing of the population as a higher number of women reach menopause, while value growth (at constant 2019 prices) is set to rise.

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Sanitary Protection Market Sample Report Sanitary Protection Market Sample Data

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 Malaysia 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 Malaysia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Malaysia 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 Malaysia?
What are the major brands in Malaysia?
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 Malaysia - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Higher number of women in the workplace leads to stable demand for sanitary protection in 2019 that offers security, comfort, and cleanliness

Players continue to add value to category through innovation, with night usage of particular interest in 2019

Intense competitive landscape in 2019 due to strong brand loyalty amongst local consumers

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 Malaysia - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Tissue and hygiene sees ongoing innovation and demand for higher quality products in 2019 but consumers still value promotions

Local consumers remain brand loyal in 2019, benefiting domestic player Nibong Tebal Paper Mill with its wide product portfolio and competitive pricing

Overall positive performance predicted for tissue and hygiene, influenced by preventative health due to COVID-19 in addition to further ageing of the population

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 Malaysia

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Executive Summary

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PRE-COVID-19 PERFORMANCE

Higher number of women in the workplace leads to stable demand for sanitary protection in 2019 that offers security, comfort, and cleanliness

Players continue to add value to category through innovation, with night usage of particular interest in 2019

Intense competitive landscape in 2019 due to strong brand loyalty amongst local consumers

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 Malaysia - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Higher number of women in the workplace leads to stable demand for sanitary protection in 2019 that offers security, comfort, and cleanliness

Players continue to add value to category through innovation, with night usage of particular interest in 2019

Intense competitive landscape in 2019 due to strong brand loyalty amongst local consumers

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Tissue and Hygiene in Malaysia - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Tissue and hygiene sees ongoing innovation and demand for higher quality products in 2019 but consumers still value promotions

Local consumers remain brand loyal in 2019, benefiting domestic player Nibong Tebal Paper Mill with its wide product portfolio and competitive pricing

Overall positive performance predicted for tissue and hygiene, influenced by preventative health due to COVID-19 in addition to further ageing of the population

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

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