What you need to know

The China feminine sanitary and hygiene market arrived at value sales of RMB43.0 billion in 2019 and is projected to grow at a value CAGR of 4.0% over the next five years, steadily growing towards RMB52.3 billion by 2024. The feminine sanitary products sector is approaching maturity, with growth supported by consumers trading up. Meanwhile, the feminine hygiene segment makes up a small share of the total market but has led growth in the past few years and is anticipated to continue its strong growth facilitated by consumers’ willingness to spend on health.

Covered in this report

This Report includes internal and external products for sanitary protection and feminine hygiene needs, including the following products:

  • Feminine hygiene products, including feminine washes, wipes and sprays that are used as sanitary care for women’s private parts.

  • Pads/towels, including day and night products with and without wings or pant-shaped, with all surface and absorbent materials.

  • Panty liners, including liners of all surface and absorbent materials.

  • Tampons, including tampons of all absorbent materials with and without applicators.

  • Reusable sanitary products, such as Mooncup.

Excluded

Adult incontinence products, including briefs and pads, for men or women.

Ancillary products such as disposal bags and tampon containers, or wallets and belts.

Market sizes in this Report do not cover sales that have occurred in the C2C market (eg WeChat business or Taobao).

Subgroup definitions (by Monthly Personal Income)

  • Low personal income is defined as RMB2,000-5,999 in tier one cities; RMB2,000-4,999 in tier two or below cities.

  • Mid personal income is defined as RMB6,000-9,999 in tier one cities; RMB5,000-8,999 in tier two or below cities.

  • High personal income is defined as RMB10,000 or above in tier one cities; RMB9,000 or above in tier two or below cities.

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