In 2017, consumers began to distrust the safety of sanitary protection products due to the Lilian sanitary pads issue, even though the Ministry of Food and Drug Safety proclaimed that there were no serious findings of chemical problems with Lilian. Major manufacturers therefore tried to build up trust among their consumers by introducing eco-friendly sanitary protection pads made from cotton or organic sanitary pads or by introducing new substitute sanitary protection products like menstrual cups.
Pantyliners and tampons are expected to record stronger performances in current value terms over the forecast period than towels. Female workers increasingly like to use pantyliners because they want to feel freshness in their daily life and the products are also easy to carry in their handbag.
Consumers like to buy sanitary protection pads in offline channels like hypermarkets. Major manufacturers display their sample products in such outlets so that consumers can touch the pads and see detailed explanations about the ingredients used in the products.
Yuhan Kimberly continued to rank first in sanitary protection in 2018. It has a long-established brand and a strong partnership with players in major retail channels such as hypermarkets and internet retailing.
After the issue with the Lilian brand in 2017, major retail players removed KleanNara’s sanitary protection pads from their shelves so that it was difficult to find Lilian pads in retail stores in 2018. KleanNara therefore introduced a new brand May&June, which enhanced softness and featured hypoallergenic pads based on consumer needs.
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This industry report originates from Passport, our Tissue and Hygiene market research database.