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Learn moreJun 2020
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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.
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.
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.
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).
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.
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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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:
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Why buy this report?
This industry report originates from Passport, our Tissue and Hygiene market research database.
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.