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Description

Description

Covered in this report

The China feminine sanitary and hygiene market arrived at value sales of RMB43.0 billion in 2019 and is projected to grow at a value CAGR of 4.0% over the next five years, steadily growing towards RMB52.3 billion by 2024. The feminine sanitary products sector is approaching maturity, with growth supported by consumers trading up. Meanwhile, the feminine hygiene segment makes up a small share of the total market but has led growth in the past few years and is anticipated to continue its strong growth facilitated by consumers’ willingness to spend on health.

“Savvy consumers are propelling market evolution with their attention to health and wellness and driving an expedited innovation cycle with their limited brand loyalty. R&D is primarily focused on expanding the dimensions of product features, to develop products with dedicated cuts and designs for segmented occasions and needs, and to better meet consumers’ specific and various trade-up demands towards natural, safe, clean and caring features.”
– Anne Yin, Associate Research Analyst

This Report will cover the following areas:

  • Caring for her with professionalism, nature and nourishment
  • Build zero-feel periods with segmented elegance
  • Healing ingredients and mild formula demanded for feminine washes

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Excluded
          • Subgroup definitions (by Monthly Personal Income)
          • Executive Summary

              • The market
                • Figure 1: Best- and worst-case forecast of total value sales of feminine hygiene and sanitary protection products, China, 2014-24
              • Companies and brands
                • Figure 2: Leading manufacturers' share of value sales of feminine sanitary and hygiene products, China, 2017 and 2018
              • The consumer
                • Traditional sanitary pads adopted by 89% of females in the last six months
                  • Figure 3: Usage of feminine sanitary and hygiene products, July 2019
                • Over half of females see feminine washes and wipes as suitable for everyday use
                  • Figure 4: Perceptions of feminine hygiene products, July 2019
                • Breathability problem is the first to tackle
                  • Figure 5: Pain points for pads, July 2019
                • Consumers seek clean and safe pads offering cleaning benefits
                  • Figure 6: Consideration factors for pads, July 2019
                • Consumers prioritise natural materials and comfort when trading up
                  • Figure 7: Features worth paying extra for, July 2019
                • Females generally savvy about feminine health and are positive towards regimens
                  • Figure 8: Attitudes towards pH balance, over-cleaning and free period, July 2019
                • What we think
                • Issues and Insights

                  • Caring for her with professionalism, nature and nourishment
                    • The facts
                      • The implications
                        • Figure 9: Example of feminine sanitary product that features CBD for pain relief, UK, 2019
                        • Figure 10: PMS survival kit, US, 2018
                      • Build zero-feel periods with segmented elegance
                        • The facts
                          • The implications
                            • Healing ingredients and mild formula demanded for feminine washes
                              • The facts
                                • The implications
                                  • Figure 11: Example of feminine wash with amino acid formula, China, 2019
                              • The Market – What You Need to Know

                                • A stable market with total value sales of RMB43 billion in 2019
                                  • Further standardised market with e-commerce emerging as a new fast lane of growth
                                    • Pads support the total value and hygiene products lead growth
                                    • Market Size and Forecast

                                      • An RMB43 billion market with steady growth
                                        • Figure 12: Best- and worst-case forecast of total value sales of feminine hygiene and sanitary protection products, China, 2014-24
                                    • Market Factors

                                      • Consumer base and usage frequency supporting pad consumption
                                        • Consumers trade up for health and wellness
                                          • More comprehensive industry standards reducing defective offerings
                                            • E-commerce brings opportunities
                                            • Market Segmentation

                                              • Feminine sanitary pads segment relying on trading up
                                                • Figure 13: Value share of segments in feminine hygiene and sanitary products market, China, 2019 (est)
                                                • Figure 14: Examples of feminine sanitary pants, China, 2019
                                              • Insertion sanitary products framed by traditional concepts
                                                • Escaping its medical image, hygiene segment takes a leap
                                                  • Figure 15: Examples of feminine washes encouraging daily usage with mild formula, China, 2019
                                              • Key Players – What You Need to Know

                                                • Centralised market stimulated by e-commerce
                                                  • One step closer in consumer engagement
                                                    • Innovation led by consumers’ trade-up interest
                                                    • Market Share

                                                      • Top five companies make up over 50% of the market
                                                        • Figure 16: Leading manufacturers' share of value sales of feminine sanitary and hygiene products, China, 2017-18
                                                      • Unicharm expanding online with attractive designs
                                                        • Figure 17: Examples of Sofy products targeting young females, China, 2019
                                                      • Continuous technological innovation aids P&G and HengAn’s growth
                                                        • Figure 18: Examples of expansions of FlexFoam sanitary pads, China, 2018-19
                                                      • Close followers surrounding KAO and Kimberly-Clark
                                                        • Figure 19: Examples of sanitary pads claiming zero-feel, China, 2018
                                                        • Figure 20: Examples of Kotex approaching younger females with new products, China, 2018-19
                                                      • Pharmaceutical companies invading the market
                                                        • Figure 21: Examples of pads from pharmaceutical companies, China, 2019
                                                    • Competitive Strategies

                                                      • Selling premium online
                                                        • Figure 22: Light life presents its premium cotton, China, 2019
                                                      • Selling niche through communities
                                                        • Figure 23: LUÜNA selling organic sanitary products online, China, 2019
                                                      • Diving into subcultures
                                                        • Figure 24: Offline channel display of Whisper x Luotianyi, China, 2019
                                                        • Figure 25: Kotex and Hello Kitty mystery box, China, 2019
                                                      • Communications leveraging lifestyles
                                                        • Figure 26: Purcotton x National Geographic Cotton Natural Human art exhibition, China, 2018
                                                    • Who’s Innovating?

                                                      • For sensitive skin, tested and more
                                                        • Figure 27: Examples of coversheets utilising silk and PLA for sensitive skin, China, 2019
                                                      • Absorbent core free from fluff pulp for clean and natural
                                                        • Figure 28: Example of pads with cotton core, China, 2019
                                                      • Raised centre to offer targeted absorption
                                                        • Figure 29: Examples of sanitary pads with raised centre, Japan and China, 2019
                                                      • Segmented with activities to offer suitable breathability
                                                        • Figure 30: Spa7ce sanitary pads for long-term sitters, China, 2019
                                                      • Ingredients on coversheets to bring extra variety and enhanced benefits
                                                        • Figure 31: Examples of adding nanosilver and essential oil to pad coversheet, Singapore and China, 2019
                                                        • Figure 32: P&G expands natural cotton pads into three variants with essential oil added to coversheet, China, 2019
                                                      • Helping to maintain pH balance and a healthy microbiome
                                                        • Figure 33: Example of sanitary pad that maintains pH balance of private area, China, 2019
                                                        • Figure 34: Examples of sanitary pad and hygiene product building a healthy microbiome, China and US, 2018-19
                                                      • Durable feminine sanitary products also evolving
                                                        • Figure 35: Examples of new products in menstrual cups, China and US, 2018-19
                                                        • Figure 36: Thinx reusable sanitary pants, UK, 2019
                                                    • The Consumer – What You Need to Know

                                                      • Saturated market with incremental opportunities in hygiene
                                                        • Homogenisation frames differentiation of washes from wipes
                                                          • Breathability and poor absorption still bothers over half of women
                                                            • Consumers root for pads superior in cleaning benefits and safe materials
                                                              • Materials and comfort leading consumers’ trading up
                                                                • Carefree periods demanded by one fifth of respondents
                                                                • Usage of Feminine Sanitary and Hygiene Products

                                                                  • Panty liners a necessity for 78% of females
                                                                    • Figure 37: Usage of feminine sanitary and hygiene products, July 2019
                                                                  • Early 20s are in favour of softer coversheets over net-coversheets
                                                                    • Figure 38: Usage of feminine sanitary and hygiene products, by age, July 2019
                                                                  • 25-29s lead hygiene products consumption
                                                                    • Opportunity in affordable period elegance for lower earners
                                                                      • Figure 39: Usage of feminine sanitary and hygiene products, by monthly personal income, July 2019
                                                                  • Perceptions of Feminine Hygiene Products

                                                                    • Washes should enhance healing properties to differentiate from wipes
                                                                      • Figure 40: Perceptions of feminine hygiene products, July 2019
                                                                    • Non-users don’t buy into functional benefits while being more concerned about safety
                                                                      • Figure 41: Gap of perceptions of feminine hygiene products between non-users and users (as benchmark), July 2019
                                                                  • Pain Points of Pads

                                                                    • Balance breathability and absorption
                                                                      • Figure 42: Pain points for pads, July 2019
                                                                    • Camouflage the period for young females
                                                                      • Figure 43: Pain points for pads, by age, July 2019
                                                                    • Improve softness, thinness and fitting to please higher earners
                                                                      • Figure 44: Pain points for pads, by monthly personal income, July 2019
                                                                  • Consideration Factors for Pads

                                                                    • Low loyalty but high interest in clean materials
                                                                      • Figure 45: Consideration factors for pads, July 2019
                                                                    • Suitable for sensitive skin sought by young females
                                                                      • Figure 46: Consideration factors for pads, by age, July 2019
                                                                    • Coversheet material draws shared attention across income levels
                                                                      • Figure 47: Consideration factors for pads, by monthly personal income, July 2019
                                                                  • Features Worth Paying Extra for

                                                                    • Willing to pay for better material and better sensations
                                                                      • Figure 48: Features worth paying extra for, July 2019
                                                                    • Younger females interested in activity segmented pads
                                                                      • Figure 49: Features worth paying extra for, by age, July 2019
                                                                    • Good for mature women and for the planet
                                                                      • Figure 50: TURF analysis of features worth paying extra for, 30-49 yrs, July 2019
                                                                  • Attitudes towards Feminine Sanitary and Hygiene Products

                                                                    • Consumers generally aware of pH balance and importance of cleaning
                                                                      • Figure 51: Attitudes towards pH balance and over-cleaning, July 2019
                                                                    • Enhance mildness to convert frequent usage from cleaning-phobics
                                                                      • Figure 52: Usage of feminine hygiene products, by attitudes towards over-cleaning, July 2019
                                                                    • Giving birth produces altered pad usage behaviour
                                                                      • Figure 53: Attitudes towards frequent pad change, July 2019
                                                                      • Figure 54: Attitudes towards frequent pad change, by family structure, July 2019
                                                                    • Carefree periods appeal to over one fifth of respondents
                                                                      • Figure 55: Attitudes towards free period, July 2019
                                                                      • Figure 56: Key drivers of ‘I think female shouldn’t change daily schedule in periods’, July 2019
                                                                    • Plain and fashionable packages are demanded half-half
                                                                      • Figure 57: Preference over package designs, July 2019
                                                                      • Figure 58: Preference over package designs, by monthly personal income, July 2019
                                                                    • 20-24 age group most reluctant to try tampons
                                                                      • Figure 59: Attitudes towards trying tampons, by age, July 2019
                                                                    • Potential users of tampons chase beauty over active lifestyles
                                                                      • Figure 60: Gap of daily used apps between positive and negative (as benchmark) opinion holders towards trying tampons, July 2019
                                                                  • Meet the Mintropolitans

                                                                    • Upgrade coversheet add-ons to appeal to Mintropolitans
                                                                      • Figure 61: Gap of consideration factors for pads between Mintropolitans and non-Mintropolitans (as benchmark), July 2019
                                                                    • Mintropolitans long for innovations
                                                                      • Figure 62: Gap of features worth paying extra for between Mintropolitans and non-Mintropolitans (as benchmark), July 2019
                                                                  • Appendix – Market Size and Forecast

                                                                      • Figure 63: Total value sales of feminine hygiene and sanitary protection products, China, 2014-24
                                                                  • Appendix – Methodology and Abbreviations

                                                                    • Methodology
                                                                      • Fan chart forecast
                                                                        • Abbreviations

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