Sanitary Protection in Malaysia

2020 IMPACT

Players continue to add value to category through innovation

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 offers include antibacterial properties, scent, and absorption ability.

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

For sanitary protection amongst female Malays, there will be no significant changes recorded in category growth rates in 2020, with pantyliners and standard towels retaining their preference. Pantyliners are regarded as an everyday product to ensure comfort and cleanliness throughout the day, especially for consumers with active lifestyles.

Competitive landscape to remain consolidated as e-commerce struggles to take off

The competitive landscape of sanitary protection will remain fairly consolidated in 2020. The three leading players, Kimberly-Clark (M) Sdn Bhd, Vinda Malaysia Sdn Bhd and Kao M Sdn Bhd together hold more than half of the total category share, with only a low share difference between them.

RECOVERY AND OPPORTUNITIES

COVID-19 to have limited impact on long-term category prospects

COVID-19 is not predicted to have a long-term impact on the performance of sanitary protection in Malaysia over the forecast period. Overall growth is set to be marginally slower than the review period, possibly linked to the gradual ageing of the population and a higher number of women reaching menopause, while value growth (at constant 2020 prices) is set to rise.

Sanitary protection set to increasingly be substituted for light adult incontinence products; reusable alternatives to remain niche

Given that the economic hardship induced by COVID-19 is set to continue over the forecast period, consumers who are hard hit will increasingly look for ways to reduce their spending, even on essential products. As such, sanitary protection products are increasingly likely to be used as a substitute for light adult incontinence products, due to their cheaper prices and wider availability.

Expected innovation and premiumisation from manufacturers as hygiene awareness continues to be a strong purchase driver

Over the forecast period, hygiene awareness is likely to remain a strong purchase factor for Malay consumers, particularly within sanitary protection. Consumers are also more likely to buy into added-value claims, such as absorbency levels, scent, overnight usage, and antibacterial attributes, for peace of mind.