As Taiwan is considered as near-saturated in sanitary protection, manufacturers are aiming to integrate more value-added features to drive value rather than volume sales. Bigger brands have been concentrating on products with unique features to secure more share in towels.
Slim/thin/ultra-slim towels with wings has since 2005 been the sole category in towels seeing growth. Most younger consumers are inclined towards products that are slimmer and offer greater absorbency, except for a small proportion of consumers who prefer standard towels, out of safety concerns.
Tampons is the smallest category in sanitary protection, owing to cultural factors and stringent regulations concerning distribution. The Taiwanese government classifies tampons as medical items, based on their invasive nature, leading to restrictions on advertising and promotions.
United Charm captures consumers with Sofy’s strong brand image, diversified packaging styles and frequent in-store promotions. The company used to be the only one with a complete range of products, covering pantyliners, towels and tampons, until Kimberly-Clark launched its tampons in 2018.
Sanitary protection is dominated by a number of international brands, including Sofy, Kotex, Whisper and the biggest domestic brand, Carnation. Owing to the very well-established brand loyalty in towels, and constant new product launches, the shares of international brands continue to rise, despite their relatively high prices.
Social media has strong penetration in Taiwan, and multiple brands, including Sofy, Kotex, Carnation and Whisper, have heavily marketed their new products via local internet influencers and official Facebook webpages. Online discussions can be helpful in increasing their sales in physical stores.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Taiwan 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 Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.
The Sanitary Protection in Taiwan market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Tissue and Hygiene market research database.