While some initial stockpiling was noted in Thailand in response to COVID-19, as restrictions on the movement of the population led some consumers to purchase higher quantities of sanitary protection, overall demand for the category was not adversely impacted in 2020. Most women continued to use the same level of sanitary protection as they have traditionally done, while some were in the habit of storing this product in advance of its requirement as a matter of good practice.
Despite some initial stockpiling of sanitary protection in 2020 as consumers anticipated lockdown measures or wished to remain at home rather than expose themselves to contact with others in stores, demand remained fairly steady from the previous year. However, differing trends were apparent in pantyliners, for instance, which outperformed all other sanitary protection categories in 2020, including the traditionally dynamic slim/thin/ultra-thin towels with wings.
Unicharm Thailand Co Ltd maintained its leadership of overall sanitary protection in 2020, due to its presence in the most popular category of slim/thin/ultra-thin towels with its Sofy brand. The player benefits from its Japanese origins, with the country’s culture popular with Thai consumers, particularly younger people such as teenagers who are attracted to the appealing graphic designs printed on the product packaging.
Slim/thin/ultra-thin towels are expected to gain more popularity over the forecast period. As industry players invest in new technology, these products are expected to offer greater absorption and provide greater comfort.
Consumers continued to buy sanitary protection from hypermarkets and traditional grocery retailers in 2020, with the latter experiencing some growth at the expense of the former. E-commerce also witnessed strong growth in 2020 though this is unlikely to endure over the entire forecast period as consumers are set to return to their regular shopping habits once the pandemic comes under control.
Kao Industrial (Thailand) Co Ltd, which offers the Laurier brand, is expected to perform well over the forecast period. This company has a particularly strong performance in pantyliners (along with tampons, the only sanitary protection category not to be led by a Japanese player) by gaining strong value share from leader Johnson & Johnson’s Carefree brand.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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