In 2020, the overall category of sanitary protection remained at a demand level similar to that in 2019, due to no major lockdown taking place in Taiwan amid COVID-19. Indeed, there was only a slight depression in demand at the beginning of the outbreak, from February to May, and when the country was confident that the pandemic was under control in Taiwan, overall sales of sanitary protection were no longer affected.
Slim/thin/ultra-thin towels with wings remains the main category within sanitary protection in Taiwan. In 2020 it continued to be the only format to register volume sales growth in towels since 2005.
United Charm Co Ltd maintained lead in sanitary protection sales in 2020, posting strong volume and value growth. The company captures consumers with Sofy’s strong brand image, diversified packaging styles and frequent in-store promotions.
Compared with 2020, sanitary protection is anticipated to post a similar volume sales performance in 2021 and over the rest of the forecast period.
Online retailers are predicted to focus on consolidating their sales performance in sanitary protection. In view of Taiwanese consumers’ high use of social media, multiple brands including Sofy, Kotex, Carnation and Whisper have heavily marketed their new products via local internet influencers and official Facebook fan pages.
Sanitary protection is predicted to record marginally declining demand over the forecast period due to ongoing maturity, and the fact that Taiwan is increasingly moving towards an ageing society; therefore, some consumers will no longer have use for these products as they enter the menopause. Slim/thin/ultra-thin towels with wings and tampons will continue to be the best performers, appealing to consumers who appreciate the discreet nature of these products as they go about their daily activities.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Taiwan 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.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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