The number of women joining the workforce has been increasing due to changes in Thai social norms and the feminist movement. Thai working women are likely to dress well, in line with the variety of trendy apparel available in the Thai market and the more relaxed dress code rules in the workplace.
With their very unusual appearance and a lack of knowledge on how to use them, Thai women are not familiar with tampons and most of them have never used this product. Furthermore, there are no tampon TV commercials in Thailand.
Further development of sanitary protection products is a necessity for producers in order to keep up with or ahead of their rivals. The particular needs of Thai women enables players to introduce new product features such as ultra-thin towels with leak-free performance throughout an entire 8-hour working day, extra-wide wings to ensure security and extra-long back to protect from heavy duty leakage when sleeping.
When Thai women are unsure about when exactly their period is going to start, they might carry around a pantyliner to ease stress and anxiety. Carefree from Johnson & Johnson is the leader in pantyliners, accounting for half of total retail value sales.
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This industry report originates from Passport, our Tissue and Hygiene market research database.