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.
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.
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.
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.
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.
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.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Malaysia 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 Malaysia, 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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