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Analysis of consumption trend of sanitary napkins in China
Sep 11, 2018

Analysis of consumption trend of sanitary napkins in China

Brand penetration refers to the proportion of people who consume a certain category in the past year to the total population. By investigating the 15-44 year-old female population in 46 cities of China, the new generation began with the penetration rate and use of various types of female hygiene products. The results are as follows:

Over the past 5 years, disposable feminine hygiene products have been gradually popularized and increased in 2013 to 2017. Among them, the penetration rate of sanitary napkins reached 97.6%, close to saturation; the penetration rate of panty liners fluctuated around 70%; and the penetration rate of tampons was close to 9%.

The penetration rates of sanitary napkins, panty liners and tampons were uniform in different age groups. The penetration rate of sanitary napkins increased greatly in all age groups, while the penetration rates of panty liners and tampons increased slowly.

Sanitary napkins are still one of the most popular disposable sanitary products for Chinese female consumers. Women of all ages are becoming more and more interested in using only sanitary napkins, especially those aged 15 ~ 24. This is mainly because of the emerge of mini sanitary napkins which replaced panty liners. The group of consumers who use both sanitary napkins and panty liners was reduced, and consumers using only sanitary napkins increased.

The majority of consumers who only use sanitary towels are 15 ~ 24 years old and 35 ~ 44 years old, while the majority of consumers who use both sanitary towels and panty liners are 25 ~ 34 years old. 

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