Sanitary protection posted current value growth of 6% in 2014. Rising disposable income saw sophisticated Hong Kong women demand value-added benefits from sanitary protection. Given the daily necessity of sanitary protection products, manufacturers compete on differentiation, functionality and consumer satisfaction in an attempt to build loyalty.
Kimberly-Clark (Hong Kong) Ltd led sanitary protection in 2014 with a value share of 37%. The player’s leadership can be attributed to the popular Kotex brand, which led ultra-thin towels in 2014. Constant product innovation and effective marketing attracted and retained consumer interest and thus saw the player’s value share increase steadily over the review period.
Over the forecast period, sanitary protection is expected to register a value CAGR of 1% at constant 2014 prices. The projected sluggish performance of sanitary protection is due to a combination of an ageing population and a low birth rate, meaning that there will be a decline in the number of women aged 12-54 years.
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