What is the market prospect of sanitary napkins?

With the rapid development of China's economy, the continuous improvement of national income and the continuous enhancement of residents' health awareness, China's female sanitary napkin manufacturing industry has achieved steady and rapid growth for five consecutive years, and the market penetration rate of female sanitary napkins has increased year by year, and the market development has entered a mature stage.

According to statistics, in 20 10, China's female sanitary napkin manufacturing industry achieved a total industrial output value of 51300 million yuan, a year-on-year increase of 3 1.3 1%, and the growth rate was 17.42 percentage points higher than that of the same period last year. The sales revenue of the whole industry reached 49.8 billion yuan, up 30.93% year-on-year, and the growth rate was 14.72 percentage points higher than that of the same period of last year.

According to the Analysis Report on the Production and Marketing Demand and Strategic Investment of Women's Sanitary napkins Manufacturing Industry in China issued by Prospective Industry Research Institute, there are many women's sanitary napkins manufacturing enterprises, with more than 250 enterprises above 20 10 scale, mainly distributed in Fujian, Guangdong, Shandong, Zhejiang, Jiangsu, Henan, Shanghai and other places, with high regional concentration.

It is worth noting that at present, domestic female sanitary towel manufacturers are generally small in scale, mostly small and medium-sized enterprises; Enterprise market sales and profits are highly concentrated, and advantageous enterprises such as Hengan International, Procter & Gamble, Kimberly-Clark, Kao and so on occupy almost all the high-end women's sanitary napkin market; The overall profitability of enterprises is good, and the market size and sales profit of most enterprises have increased significantly compared with 2009. Among them, the 20 10 sales of sanitary towel business of Hengan International Group increased by 24.50% compared with the previous year, reaching nearly 2.7 billion yuan, and the gross profit margin of products reached 62.50%.

According to the research group of sanitary napkin manufacturing industry of Prospective Industry Research Institute, there are many female sanitary napkin brands, but there are relatively few high-end brands, which are developing steadily. National sanitary towel brands mainly include Anerle, Hushubao, Sophie, Shu, kotex, Jiao Shuang, Le Ya, Hao, ABC and so on.

The product types and functions of women's sanitary napkins are constantly innovating and updating with the development of national consumption and the gradual maturity of the industry market. Winged sanitary napkins have almost completely replaced straight sanitary napkins, and "ultra-thin", "soft cotton", "antibacterial" and "comfortable" have become synonymous with the development of sanitary napkins, and "traditional Chinese medicine care", "incense to remove odor" and "green degradation" have become new profit points for the development of sanitary napkins. It is precisely because of the innovation of the types and functions of sanitary napkins that the products have gained high added value. In the past two years, the market sales growth of women's sanitary napkin industry has been higher than the sales growth.

Women's sanitary napkin manufacturing industry, as a sub-industry with a large profit margin in the household paper industry, has a stable market demand, a rapid expansion of the mid-to-high-end market, and the development of the industry is highly valued, and new enterprises are constantly joining the industry. Multinational enterprises and a number of domestic production enterprises with large production scale and sufficient funds have also increased investment and expanded production, and the industry competition has become increasingly fierce, forming a situation in which multinational enterprises and domestic enterprises compete for high-end market share and domestic sales enterprises compete for second-and third-tier markets.

The research group of sanitary napkin manufacturing industry of Prospective Industry Research Institute reminded that although China's female sanitary napkin manufacturing industry is booming, it should not be ignored that when environmental protection becomes the focus of the government and the public, the cost of sewage discharge and consumption reduction for female sanitary napkin manufacturers is bound to increase. In addition, with the continuous rise of international raw material prices, enterprises are also facing more intense price competition while production costs are increasing.