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Women's Hygiene - China - April 2013

“The nature of feminine hygiene products defines it to be a necessity which means it is only a matter of time before the market matures. While market leaders have more power to leverage scale and distribution, for smaller players it is more imperative to cultivate a core user group by clear positioning. The challenge is how to differentiate from competitors in a market that is highly functional-driven.”

– Ruyi Xu, Deputy Research Manager

 

In this report Mintel answers the key questions:

  • What is the current state of the feminine hygiene in China and what are the important factors shaping its future development?
  • What are the differences among consumer groups and what product benefits are they looking for?
  • What opportunities do changing socio-economic trends provide players with in this market?
  • What are the lessons to be learned from successful and less successful launches?
  • How to grow the low-penetration segments such as tampons and washes in China?

 

Report Introduction:

China’s feminine hygiene market is yet to reach its peak if companies continue to invest and innovate in this category. According to China National Household Paper Industry Association, in 2010, total consumption volume of sanitary pads (the biggest segment of the market) was 55 billion pieces. Assuming a core user base of 380 million (population of total Chinese women aged 15-50 years old) and an average of a four-day period, this translates to a moderate consumption of three pieces per menstruating day. In other words, Chinese females on average change sanitary pads once every eight hours, an extremely low frequency by many standards, and clear room for growth. Further to fuel the growth includes many social and demographic changes that the market is subject to, such as earlier puberty and growing interest in more sophisticated feminine hygiene products.

It is also important to understand that, although China’s economy has been continuously growing, there are still profound differences across city tiers and regions in terms of basic infrastructure, living conditions as well as income levels, which impact people’s awareness, attitudes and usage habits related to personal hygiene products. On one hand, urbanisation and the increasing incidence of female illness help to cultivate more demanding consumer needs that provide the opportunity for branded products, trading up and better usage habits. On the other hand, there is still a large rural population without access to proper toiletry facilities and a dynamic group of migrant workers who come to fight hard for their lives in more developed cities. To this end, there is still large room for mainstream and value-driven sanitary protection products.

The nature of feminine hygiene products defines it to be a necessity which means it is only a matter of time before the market matures, and to a certain extent this is already happening in many tier one and two cities. In such markets, competition is more intensified and cut-throat. While market leaders have more power to leverage scale and distribution, for smaller players it is more imperative to cultivate a core user group by clear positioning. The challenge is how to differentiate from competitors in a market that is highly functional-driven.

 

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Forecast for China’s feminine hygiene market value, in local currency, 2007-17
                • Market segmentation
                  • Figure 2: China feminine hygiene market segmentation, segment value, share and growth, 2009-12
                • Companies and brands
                    • Figure 3: China feminine hygiene company market share, by value (%), 2009-12
                  • The consumer
                    • Key issues
                      • Attention to gynaecological diseases provides good opportunities to grow usage frequency and product trade-up
                        • Brands need clear positioning to attract and maintain core users
                          • Engage and educate young women to grow low-penetration segments
                          • The Market

                            • Key points
                              • Background and contexts
                                • Market size
                                  • Figure 4: China feminine hygiene market value, in local currency, 2007-12
                                • Growth drivers
                                  • Growth limitations
                                    • Forecast
                                      • Figure 5: Forecast for China’s feminine hygiene market value, in local currency, 2007-17
                                    • Forecast by segment
                                      • Figure 6: Forecast for China’s sanitary pad/towel segment value, in local currency, 2007-17
                                      • Figure 7: Forecast for China’s panty liner segment value, in local currency, 2007-17
                                      • Figure 8: Forecast for China’s tampon segment value, in local currency, 2007-17
                                      • Figure 9: Forecast for China’s wipes, washes, cups & feminine deodorants segment value, in local currency, 2007-17
                                    • Market segmentation
                                      • Figure 10: China feminine hygiene market segmentation, by value, 2009-12
                                  • Companies and Brands

                                    • Key points
                                      • Background
                                        • Pricing tiers
                                          • Market share
                                            • Figure 11: China feminine hygiene company market share, by value (%), 2012
                                            • Figure 12: China feminine hygiene company market share, by value, 2009-12
                                          • Heng’an International Group Co., Ltd.
                                            • Figure 13: Space 7
                                          • Procter & Gamble
                                            • Figure 14: Whisper Pinkcess
                                            • Figure 15: Naturella
                                          • Unicharm
                                            • Johnson & Johnson
                                              • Kingdom Sanitary Products Co., Ltd.
                                                  • Figure 16: ABC Feminine Wash
                                                • Kimberly-Clark
                                                    • Figure 17: Shun Xi Lan by Shuermei and Kotex
                                                • The Consumer

                                                  • Key points
                                                    • Types of sanitary protection and feminine hygiene products used
                                                      • Figure 18: Types of feminine hygiene and sanitary protection products used, February 2013
                                                    • Brands of sanitary protection products used
                                                      • Figure 19: Brands of sanitary protection products used, February 2013
                                                    • Important features of sanitary protection products
                                                      • Figure 20: Important features of sanitary protection products, February 2013
                                                    • Important factors considered when buying sanitary protection products
                                                      • Figure 21: Important factors considered when buying sanitary protection products, February 2013
                                                    • Attitudes towards sanitary protection products
                                                      • Figure 22: Attitudes towards sanitary protection products, February 2013
                                                    • Attitudes towards discharge treatment and feminine hygiene products
                                                      • Figure 23: Attitudes towards discharge treatment and feminine hygiene products, February 2013
                                                  • Attention to Gynaecological Diseases Provides Good Opportunities to Grow Usage Frequency and Product Trade-up

                                                    • Key points
                                                      • Widespread menstrual sickness and gynaecological diseases alert women to take hygiene and health more seriously
                                                        • Figure 24: Gynaecological diseases prevalence rate in China, 2001-10
                                                        • Figure 25: Marketing campaigns to promote feminine health in China
                                                      • Leverage health-conscious to improve product usage habits that help volume growth
                                                        • Branding will be increasingly important as consumers need to be reassured of product safety and quality
                                                          • Interest in women’s wellbeing can be played in premiumisation – natural products are a key attraction
                                                            • Figure 26: PurCotton
                                                            • Figure 27: New product launches in China feminine hygiene, by claim, 2008-February 2013
                                                            • Figure 28: Yi Mu wormwood sanitary pad
                                                            • Figure 29: Watsons aloe vera panty liners
                                                            • Figure 30: Anerle’s antibacterial sanitary pad
                                                            • Figure 31: Liershuang’s bamboo charcoal sanitary pad
                                                          • What it means
                                                          • Brands Need Clear Positioning to Attract and Maintain Core Users

                                                            • Key points
                                                              • Chinese feminine hygiene market is proliferated with homogeneous products that overlap in claims and innovations
                                                                • Figure 32: Feminine hygiene new product launches in China and Japan, by launch type, 2008-February 2013
                                                                • Figure 33: ABC and ADG’s logo design and product packaging
                                                                • Figure 34: Anerle and Whisper’s pull pack design
                                                                • Figure 35: Top three claims of feminine hygiene new product launches in China, Japan and UK, by country, 2008-February 2013
                                                                • Figure 36: Kotex’s innovation in China and Always Infinity in the US
                                                              • Price tiers are blurring as MNC and local players cross over to each other’s traditional markets.
                                                                • Figure 37: Most popular brands of sanitary protection products used, by region, February 2013
                                                              • Brands win by clear positioning relevant to a well-defined core user group
                                                                • Figure 38: Important factors/product features considered when buying sanitary protection products, by age, February 2013
                                                                • Figure 39: Attitudes towards sanitary protection products, by household income, February 2013
                                                                • Figure 40: Whisper’s sweet dream night pad
                                                              • What it means
                                                              • Engage and Educate Young Women to Grow Low-usage Segments

                                                                • Key points
                                                                  • Adoption of tampons and washes is hindered by conventional beliefs that are increasingly out of date
                                                                      • Figure 41: Foreign imports of feminine hygiene products in China
                                                                      • Figure 42: Tmaxx’s online shop
                                                                    • Engage ‘modern dialogues’ with consumers by taking advantage of online and social media
                                                                      • Figure 43: Kimberly-Clark’s ‘Generation Know’ campaign website in the US
                                                                      • Figure 44: Consumer attitudes towards online shopping, by gender, February 2013
                                                                    • Shape the future from young females
                                                                      • What it means
                                                                      • Appendix – Types of Feminine Hygiene and Sanitary Protection Products Used

                                                                          • Figure 45: Types of feminine hygiene and sanitary protection products used, February 2013
                                                                          • Figure 46: Most popular types of feminine hygiene and sanitary protection products used, by demographics, February 2013
                                                                          • Figure 47: Next most popular types of sanitary protection products used, by demographics, February 2013
                                                                          • Figure 48: Types of feminine hygiene products used, by demographics, February 2013
                                                                      • Appendix – Brands of Sanitary Protection Products Used

                                                                          • Figure 49: Brands of sanitary protection products used, February 2013
                                                                          • Figure 50: Most popular brands of sanitary protection products used, by demographics, February 2013
                                                                          • Figure 51: Next most popular brands of sanitary protection products used, by demographics, February 2013
                                                                      • Appendix – Important Features of Sanitary Protection Products

                                                                          • Figure 52: Important features of sanitary protection products, February 2013
                                                                          • Figure 53: Most popular features of top ranked sanitary protection products, by demographics, February 2013
                                                                          • Figure 54: Next most popular features of top ranked sanitary protection products, by demographics, February 2013
                                                                      • Appendix – Important Factors Considered When Buying Sanitary Protection Products

                                                                          • Figure 55: Important factors considered when buying sanitary protection products, February 2013
                                                                          • Figure 56: Important factors considered when buying top ranked sanitary protection products, by demographics, February 2013
                                                                      • Appendix – Attitudes Towards Sanitary Protection Products

                                                                          • Figure 57: Attitudes towards sanitary protection products, February 2013
                                                                          • Figure 58: Attitudes towards sanitary protection products, by demographics, February 2013
                                                                          • Figure 59: Attitudes towards sanitary protection products, by demographics, February 2013 (continued)
                                                                      • Appendix – Attitudes towards Discharge Treatment and Feminine Hygiene Products

                                                                          • Figure 60: Attitudes towards discharge treatment and feminine hygiene products, February 2013
                                                                          • Figure 61: Most popular attitudes towards discharge treatment and feminine hygiene products, by demographics, February 2013
                                                                          • Figure 62: Most popular attitudes towards discharge treatment and feminine hygiene products, by demographics, February 2013 (continued)

                                                                      Companies Covered

                                                                      To learn more about the companies covered in this report please contact us.

                                                                      Women's Hygiene - China - April 2013

                                                                      £3,273.18 (Excl.Tax)