Competitive Rivalry of Global Hygiene Products Market at 2022

Using Porter's Five Forces model, we can see the current complete competitive rivalry of the hygiene care industry.

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From the internal competition, the world's leading players have joined the competition for environmental friendly products. P&G acquired This’s L, a brand of organic cotton sanitary pads, Kimberly-Clark launched diapers made from natural materials, and Ontex launched compostable diapers. In China's domestic market, leading brands are competing for the pure cotton sanitary pads market. Since 2019, the market share of cotton sanitary pads in China has grown at an annual rate of 20%.

From the perspective of new entrants, sanitary pads brands that focus on natural and organic materials gradually occupy the forefront of the sales list, such as Cora, Rael, Maxim, they mainly sell feminine hygiene products made of natural cotton. Not only is the raw material upgraded, but emerging brands are also innovating in terms of product functions. Planera, a British sanitary pads brand, has launched flushable sanitary napkins, which are more environmental friendly and more convenient to use.

Looking at suppliers, cotton prices have risen sharply recently, partly due to consumers' recognition of cotton, resulting in a shortage of supply in the market. Sanitary pads brands must pay attention to the supply capacity and quality stability of their suppliers. In 2021, Winner Medical's global sales of cotton spunlace non-woven fabrics will account for 21.67%, ranking first.

From the perspective of end buyers, thanks to the improvement of environmental awareness, the consumer demand for environmental friendly products has gradually increased. In addition, there are some innovative functional requirements, such as menstrual sleep pants, flushable, etc. In addition, we see that the consumption channels in the Asian market are gradually shifting from offline to online, which is mainly due to the influence of social media and the rapid development of e-commerce.

About the threat of substitute, the demand for environmental protection has led to reusable hygiene products, such as menstrual cups, flushable underwear, etc. So the disposable feminine hygiene products urgently need to be transformed into a more environmental friendly way.

Through the analysis of competitive rivalry, we see some obvious trends in feminine hygiene products. The first is consumption upgrade. Consumers attach great importance to product quality, functionality, material safety and product experience. The second is product upgrade. Mid-to-high-end brands should seize the opportunity to consolidate their market positions. In addition, we can also see the development trend of product personalization. The new generation of consumer groups pay attention to personalized product design and packaging design. The menstrual pants market has maintained rapid growth, and this growth momentum is expected to continue in the next few years. We also cannot forget to sink the market and provide hygiene products that meet basic needs for areas with lower consumption levels, which is one of the directions for the brand to expand in the future.

Under these markets trends, how should brands of feminine hygiene products respond? Externally, we recommend that brands launch sustainable environmental hygiene products solutions and choose manufacturers with R&D capabilities and stable supply, Winner Nonwovens would be the optimal choice as a manufacturer with 31 years of production experience. Internally, it is necessary to improve production efficiency and outperform competitors, and secondly, to integrate the scale of the company and improve the work efficiency of the organization.