The hygiene product industry has been growing rapidly for many years. In an increasingly competitive market, companies must recognize their own strengths and weaknesses, find a way of survival that suits them, and jointly maintain the healthy development of the industry.
Today, the data for 2013 has not been fully calculated, but according to the development trend of the first three quarters, it can be seen that the market sales of feminine hygiene products in 2013 increased steadily, and the growth rate was higher than the global average level. The factors are usage habits and population, most importantly frequency of use. In 2013, the market penetration rate of sanitary napkins in feminine hygiene products has exceeded 90%, and the industry concentration is relatively high.
At the same time, the baby diaper market developed rapidly in 2013, with many investment projects and intensified competition. In the current over-investment market situation, the core of enterprise survival is product technology and marketing technology. The design of global diapers has shifted from tape type to pull-up pants type. Pull-up pants are not limited to training children to go to the toilet, but can be used by other ages. Pull-up pants account for 70% in Japan, and currently only 2% to 3% in China, but it will grow at a rate of several times in the future.
Compared with baby diapers, in 2013, adult incontinence products are still in the introduction period and have not yet entered the growth period. The market size is small, and major manufacturers have done less work in terms of market investment and consumer guidance. The habit of thrift is not yet ready for the market to explode, but as industry leaders increase publicity and education to consumers, it is expected that the market will gradually enter a stage of rapid growth in the next 5 to 10 years.
1 Feminine Hygiene Products
Steady growth at a rate higher than the world average
As the national economy continued to maintain steady and rapid growth in 2013, feminine hygiene products continued to grow steadily at a rate higher than the world average, but competition in both the domestic market and the export market became more intense. continue to dominate.
The industry concentration and brand concentration of feminine hygiene products continue to increase. Since the national economy continued to maintain steady and rapid growth in 2013, feminine hygiene products continued to grow steadily at a rate higher than the world average. However, whether it is domestic market or export market competition are more intense.
National brands of feminine hygiene products mainly include: Anerle, Hushubao, Sophie, Kotex, Jiaoshuang, Leerya, ABC, etc. The leading manufacturers are mainly concentrated in Shanghai, Guangdong, Fujian and other places. Regional brands that perform well include Haoshushuang, Jieting, Nishuang, Jieling, etc. Many of them are downstream customers of industrial textile companies.
In addition, the brands of multinational companies continue to occupy a dominant position in the high-end market; market sales continue to grow steadily; product innovation, the trend of thinning is obvious.
In 2012, China's feminine hygiene products market continued to maintain rapid growth. According to statistics from the Household Paper Professional Committee of China Paper Association (hereinafter referred to as the Household Paper Committee), the output of sanitary napkins is about 75.81 billion pieces, the consumption is 61.41 billion pieces, and the market penetration rate is 91.3%. In 2012, the total market size of sanitary napkins and sanitary pads was about 28.55 billion yuan, an increase of 8.6% over the previous year.
2 baby diapers
Market penetration rate and per capita annual consumption are lower than developed countries
From 2010 to 2012, there will be many new companies entering the industry, fierce market competition will accelerate the elimination of backward production capacity and industry integration, and the market for high-end products and pull-up pants will be further developed. Specifically, the baby diaper market continues to grow rapidly; investment projects increase and so on.
With the loosening of the government's birth control policy and the post-80s getting married and having children, China is ushering in a new wave of baby boom. According to the National Bureau of Statistics, in the 1980s, the number of newborns in China has been at a relatively high level. A large number of post-80s have gradually entered the stage of marriage and childbirth, which will usher in a baby boom around 2015 in mainland China. The number of newborns in China is expected to rise from the current 16 million per year to around 18 million, and may even reach 20 million. Although the production and market of baby diapers in China have developed greatly in recent years, there is still a big gap between the market penetration rate and the per capita annual consumption of diapers compared with developed countries, and the market space is huge.
On the one hand, the emergence of the baby boom, on the other hand, the sustained and rapid development of China's economy, it is expected that baby diapers will have a relatively high growth rate in the next 10 years. However, it should also be noted that the current overall operating rate of the industry is low, and there is a trend of staged overcapacity. From 2010 to 2012, there will be many new companies entering the industry. Fierce market competition will accelerate the elimination of outdated production capacity and industry integration. The market for high-end products and pull-up pants will be further developed. The specific performance is: baby diaper market Continued rapid growth; increased investment projects; intensified market competition; driven by product innovation; the rise of maternal and child channels and online stores.
In 2012, China's baby diaper market continued to maintain rapid growth. According to statistics, the total output of baby diapers is 22.55 billion pieces, the consumption is about 20.41 billion pieces, and the market size reaches 22.00 billion yuan (based on the retail markup rate of 40%), an increase of 19.2% over the previous year. The consumption of baby diapers increased by 14.2% compared with 2011, of which baby diapers increased by 17.9% and baby diapers/pads increased by 2.8%. The market penetration rate rose from 39.1% in 2011 to 44.3%.
According to customs statistics, in 2012 the export volume of baby-absorbing diapers increased greatly: Daddy Baby increased by 18.2%, Anrou increased by 10.1%, Hangzhou Shutai increased by 30%, Hangzhou Reliable increased by 38.1%, and Taizhou Far East increased by 10%. %, Shantou Jicheng increased by 10%.
3 Adult Incontinence Products
Form a scale of at least 8,000 US dollars per capita GDP
In February 2013, the report released by the Chinese Academy of Social Sciences predicted that the number of new elderly people will reach about 10 million per year in the future, and by about 2033, the number of elderly people will reach 400 million. At the same time, the report shows that in 2012, there were 36 million empty-nest elderly in China, and 99 million disabled elderly.
Adult incontinence products mainly include adult diapers and nursing pads. The proportion of export and foreign trade processing of adult incontinence products is very large, which is greatly affected by the international economic situation and social factors, and the export trade fluctuates obviously. In 2012, the export volume of adult diapers and adult diapers increased significantly compared with the previous year, the export volume of nursing pads decreased significantly, and the domestic consumption of both adult diapers and adult diapers increased significantly.
In 2012, the market of adult incontinence products continued to develop rapidly on the basis of a low market penetration rate, the export trade increased rapidly, the domestic consumption market increased substantially, and the investment projects of adult incontinence products also quietly heated up. At present, market demand is still limited to economical products with basic functions, and consumption is still price-oriented.
According to the Statistical Bulletin, at the end of 2012, the population aged 60 and over in my country reached 193.9 million, accounting for 14.3% of the total population, an increase of 0.59 percentage points over the end of the previous year. China is getting older. In February 2013, the Chinese Academy of Social Sciences released a report predicting that the number of new elderly people will reach 10 million per year in the future, and by 2033, the number of elderly people will reach 400 million. At the same time, the report shows that in 2012, there were 36 million empty-nest elderly in China, and 99 million disabled elderly. The rapid increase of the elderly population has made the living care of the elderly more and more prominent.
Although the characteristics of a large elderly population are the driving force behind the growth of demand for incontinence products, it is generally believed that the necessary condition for the formation of a considerable scale of incontinence product consumer groups is a per capita GDP of US$8,000 to US$10,000. On the whole, China’s per capita GDP is still relatively low. Low, about 6100 US dollars in 2012, there is still a certain gap from this. But in the long run, the further development of the economy, the aging of the urban population and the rise of the central region will provide considerable growth opportunities for incontinence products.
my country's adult incontinence product market is in the initial stage of development, and the growth rate is high due to the low base. With the development of China's economy, the aging society, the increase of disposable income of elderly consumers, and the change of concept, this market will continue to grow at a high speed. growth, with great potential for development.
Focus on functionality and cost-effectiveness of flushable toilet wipes
With the improvement of living standards, toilet wipes have great potential for development, but considering the function and cost-effectiveness of the product, a balance must be struck between flushability, biodegradability and performance, and the product price should be between It is within the acceptable range of consumers concerned about environmental protection.
At present, the penetration rate of wet wipes in the domestic market is generally relatively low, but baby wipes are still relatively popular. More and more mothers are buying and using baby wipes for their babies. Wet wipes for women and make-up removers are becoming more and more popular among young people. Many white-collar workers will put a pack of wet wipes in their handbags.
Convenience and ease of use are the top factors that attract wet wipes to consumers and the health care market. With many people feeling pressed for time due to busy lifestyles caused by work stress, chores around the house, and an overall accelerated pace of life, wet wipes can save a lot of time in people's daily clean-up tasks. Household cleaning wipes have been developed for many years in developed countries, but in the Chinese market, such products are still in their infancy. With the improvement of residents' disposable income and the pursuit of high-quality life, the market for household cleaning wipes will be fully developed. dig. According to the development experience of foreign countries, pet wipes are also a big market, which can be subdivided into eye, ear, teeth, feces, etc., and are in great demand.
In addition, in the medical market, alcohol monoliths are also very popular, especially for some diabetic patients, which can completely replace the original method of dipping alcohol cotton in alcohol.
Environmental protection issues have been paid more and more attention, and the degradability and flushability of wet wipes have gradually attracted people's attention. The American Nonwovens Association and the European Nonwovens Association have been working to develop a comprehensive set of flushability guidelines for the wet wipes industry, and released the third edition of the flushability guidelines in the fall of 2012.
At present, the existing wet wipes in the domestic market are not flushable, but with the improvement of living standards in the future, toilet wipes have great potential for development, and the development of flushable toilet wipes will be a good choice. At the same time, the function and cost-effectiveness of the product should also be considered. A balance must be achieved between flushability, biodegradability and performance. The price of the product should be within the acceptable range of consumers who care about environmental protection.
Similar to the situation of adult incontinence products, the proportion of export and foreign trade processing of wet wipes is also relatively large. According to the statistics of the Tissue Paper Committee, in 2012, the output of wet wipes in China was about 29.52 billion pieces, the export volume was about 13.13 billion pieces, the consumption was about 15.11 billion pieces, and the market size was about 1.54 billion yuan, an increase over 2011. 13.2%.
5 sanitary products and equipment
Imported sanitary products and equipment regain the favor of domestic manufacturers
Domestic equipment suppliers have made great progress in terms of technology and performance, but there is still a big gap between them and imported equipment, mainly in terms of metal materials, processing accuracy, and assembly accuracy. Therefore, in the past two years, imported equipment has regained the favor of manufacturers, and the number of enterprises purchasing imported equipment has begun to increase.
In recent years, the manufacturing level of China's disposable sanitary products equipment has been rapidly improved. The use of modular design, full servo electric control, and the development of multi-purpose production equipment for one machine can meet the needs of different types of enterprises. At the same time, in terms of speed, stability, and noise control keep improving.
Domestic equipment suppliers with advanced technology have been able to manufacture sanitary napkin production lines and baby diaper production lines with speeds of 1200 pieces/min and 600 pieces/min respectively, and the production lines of training pants and adult diapers have also been successfully trial-produced. In 2012, Anqing Hengchang launched a T-shaped baby diaper production line and packaging equipment for the production of "big ear diapers". Baby diaper production line.
As the domestic market for adult incontinence products heats up, the sales volume of adult diaper production lines is increasing year by year. Sanitary products and equipment with better cost performance not only meet the needs of the domestic market, but also go to the international market by participating in relevant international exhibitions, and export to Japan, Europe, the United States, the Middle East, Southeast Asia and other countries and regions. At present, the main domestic suppliers of adult incontinence products include: Hengchang, Hanwei, Xinyuhong, etc.
At present, manufacturers of sanitary products need efficient and stable equipment; newcomers or small businesses need multi-functional and flexible equipment; mature and large-scale enterprises are pursuing a single variety of high-speed equipment. Although domestic equipment has made great progress in terms of technology and performance in recent years, there is still a large gap between them and imported equipment, mainly reflected in metal materials, processing accuracy, assembly accuracy, etc., and these factors restrict the speed of the vehicle. improve. The complete supply of sanitary products processing machines with stacking packaging machines has become a common phenomenon and will become a future trend.
Fameccanico of Italy, Ruiguang of Japan and GDM of Italy have all built factories in China to meet the needs of customers in China and Asia for high-end equipment, while reducing the production and transportation costs of equipment. In order to meet consumers' demand for high-end baby diaper products, imported equipment has regained the favor of manufacturers in the past two years, and the number of enterprises purchasing imported equipment has begun to increase.