News Center

Although sanitary napkins are necessities of life, the demand has a certain rigidity, but its market size also has a certain degree of correlation with the level of economic development. In developed countries such as the United States, the market penetration rate of sanitary napkins exceeds 90%. It can be said that sanitary napkins have basically solved the troubles of women of the right age in developed countries during their physiological period.

 

The size of China's sanitary napkin market is comparable to that of the US sanitary napkin market. From this point, it can be seen that developed countries are keen on mid-to-high-end products, and the product consumption structure has been upgraded. In addition, in developed countries, in addition to sanitary napkins and sanitary pads, the amount of sanitary tampons is also large.

 

According to Statista statistics, the global retail scale of feminine hygiene products is increasing year by year from 2015 to 2020. In 2015, the global female sanitary napkin industry market size of $32 billion, in 2020, the global female sanitary napkin industry market size of $37 billion, the annual growth rate remained at 2.95.

 

In the global sanitary napkin market, five multinational companies, P & G, Kao Wang, Johnson & Johnson, Eunice, and Kimberly-Clark, occupy a large market share, and their products focus on the middle and high-end markets. According to statistics, the average penetration rate of the global sanitary napkin market is low, and the market still has a large room for growth. At present, the competition in the domestic low-end sanitary napkin market is fierce, and some strong enterprises can consider entering the overseas market.
At present, among the global sanitary napkin brands, in addition to the five global multinational companies mentioned above, each country also has its own well-known brands:

 

1. British female sanitary napkin market analysis
Euromonitor data show that in 2020, the dominant position in the UK sanitary napkins is Procter & Gamble, accounting for 51.0 per cent. Followed by Aisheri and Lil Lets, accounting for 15.3 per cent and 8.6 per cent respectively.
In the future, more families may seek value for money or even good value for money. In terms of hygiene protection, the quality of private label products is constantly improving and the variety is constantly expanding, while the fierce competition of leading brand manufacturers and grocery retailers ensures that prices remain attractive.
Consumers will expect health protection brands to produce reliable and comfortable products at any given price point without reducing quality. Otherwise, there is a danger that consumers will transfer their loyalty to another brand.

 

 

2. U.S. Female Sanitary Napkins Market Analysis
Euromonitor data show that in 2020, the dominant position in the U.S. sanitary napkins is Procter & Gamble, accounting for 47.6 percent of the U.S. sanitary market, followed by Kimberly-Clark and Ijiewei, accounting for 15.3 percent and 8.6 percent, respectively.

 

In the future, demand for health protection products is likely to weaken as the new crown epidemic subsides and the economy reopens. At the same time, the recession caused by the new crown outbreak is likely to put further pressure on incomes and growth as consumers turn to more affordable options.

Global Female Sanitary Napkin Market Development Prospect Forecast

 

There are many female consumers of the right age in the world, which shows that the market capacity is huge. From the analysis of the development of the international female sanitary napkin market, we know that sanitary napkins can be basically divided into three categories according to the degree of economic development of each country. Judging from the market penetration of the three types of countries, the sanitary napkin consumer groups in developing and underdeveloped countries still have great growth potential.

 

 

In developed countries, the market penetration rate of sanitary napkins has been at a high level, and the highlight of its market development is the continuous research and development of high-end new products to meet the individual needs of consumers with higher requirements.

 

In developing countries, there is still room for market penetration to rise, and the development of the rural market has become a necessary condition for the expansion of the entire industry; from the perspective of product structure, the market in developing countries is currently mainly low-end products. The development trend mainly lies in the upgrading of product consumption structure.

 

 

In underdeveloped countries, the penetration rate of the sanitary napkin market is at a low level, and the growth of the market scale has the most potential. The industry should vigorously develop low-cost products, adopt the business philosophy of small profits but quick turnover, and vigorously cultivate the sanitary napkin market; as for the product structure, it is suitable Mainly low-end products.

 

In the next few years, the global sanitary napkin industry will maintain a stable growth market situation. It is estimated that the global female sanitary napkin industry market size will be about US $45.4 billion by 2026.
 
Chinese female sanitary napkin market segment: sheet sanitary napkin dominates

 

China is currently the main popular three types of women's sanitary napkins are: flake sanitary napkins, sanitary pads and tampons. Among them, the sheet sanitary napkin is still the first choice of Chinese consumers. It is expected that in the future, as people gradually deepen their understanding of tampons, their market size will increase significantly.

 

 

According to Euromonitor data, in 2020, China's female sanitary napkin market segments can be divided into: sheet sanitary napkins, pads and tampons. According to the proportion of market segments, sheet sanitary napkins dominate, accounting for 91.06 per cent, followed by pads and tampons, accounting for 8.14 per cent and 0.80 per cent, respectively.

 

 

1. China sheet sanitary napkin market size increased year by year

 

At present, China's sheet sanitary napkin market occupies the dominant position in China's female sanitary napkin market, and is in the stage of innovation and upgrading. The rapid growth of this stage is mainly due to the consumption upgrading of the domestic market, as well as the breakthrough and promotion of the industry in terms of technical functions.

 

 

Enterprises need to grasp the opportunity of this round of market growth, they need to deeply understand the changing needs of consumers, use technology and functional innovation, re upgrade or define brand value, and provide higher quality sheet sanitary napkin care products.

 

 

According to the preliminary forecast, from 2015 to 2020, the market size of China's flake sanitary napkins will increase year by year, with a compound annual growth rate of 9.12. In 2020, the market size of China's flake sanitary napkins will reach 54.7 billion billion yuan, up 5.72 percent year on year.

 

2. China sanitary pad market size or will stabilize

 

The size of the sanitary pad is much smaller than that of the ordinary flaky sanitary napkin and can be used every day. The advantage is that the area is small, to the user to bring zero discomfort experience. However, its disadvantage is that it cannot meet the use of multi-stage use in women's menstrual period.

 

 

According to the preliminary forecast, the market size of China's female sanitary pads from 2015 to 2020 showed a trend of first growth and then stability, stable at about 5 billion yuan, with a compound annual growth rate of 2.25. Preliminary estimates, 2020 sanitary pad market size of about 4.9 billion yuan.

 

3. Tampons are still in the early stages of market growth

 

Tampons are still in the introduction period in China. At present, the core users of tampons are young women aged 20-39, accounting for more than 70%, and they are mostly used with sanitary napkins. The use rate of tampons is higher in sports women, high-income and high-income students. The main factors limiting the development of tampons are inconsistent usage habits, lack of category awareness, difficulty for female consumers to accept built-in products, and fear of uncleanliness and bacterial infection.

 

 

The prospective believes that from 2015 to 2020, with the gradual deepening of Chinese women's awareness of tampons, the market size of Chinese tampons has shown a trend of increasing. According to preliminary estimates, the market size of China's tampons will reach 0.48 billion yuan in 2020.
 
Forecast of the future development of Chinese female sanitary napkin market segment

 

In terms of flake sanitary napkins, flake sanitary napkins are still the main market occupants of the Chinese female sanitary napkin market, and the market will continue to develop in accordance with this trend in the next few years. Based on the calculation of the market size of sheet sanitary napkins in recent years, the prospective industry research institute predicts that by 2026, the market size of China's sheet sanitary napkins will reach 67.5 billion billion yuan.

 

In terms of sanitary pads, sanitary pads, as a segment of the female sanitary napkin industry, can meet the needs of women at different physiological stages in addition to the small amount of use before and after menstruation. However, considering that the scope of application of sanitary pads is not wide, and the professional committee of household paper of China Paper Association predicts that the output of sanitary pads will decline year by year. Therefore, the prospective industry research institute predicts that by 2026, the market size of China's sanitary pads will be about 3.7 billion yuan.

 

In terms of tampons, due to the low market penetration rate, and according to Euromonitor data, the Chinese market for tampons currently accounts for only 0.8 per cent. However, with the gradual deepening of people's awareness of tampons, the market size of tampons is bound to expand. According to forward-looking conservative estimates, the market size of tampons will grow from 0.5 billion yuan in 2021 to 0.57 billion yuan in 2026 in 2021.

 

Source: Prospective Industry Research Institute


Source: Jung-International Nonwovens Industry