China's disposable sanitary products conform to the market of high-quality life

The sanitary products industry has been growing at a high speed for many years. In the increasingly competitive market, enterprises must recognize their advantages and disadvantages, find a way for their own survival, and jointly maintain the healthy development of the industry.
Today, the data of 2013 has not been fully calculated, but according to the development trend of the first three quarters, the market sales of female hygiene products in 2013 increased steadily, and the growth rate was higher than the global average. The main factors that promote the market growth are usage habits and population, mainly the use frequency. In 2013, the market penetration rate of sanitary napkins among female sanitary products has exceeded 90%, and the industry concentration is high.
At the same time, the baby diapers market developed rapidly in 2013, with many investment projects and intensified competition. In the current over investment market, the core of enterprise survival is product technology and marketing technology. The design of diapers around the world has changed from adhesive tape to pull pants. Pull pants are not limited to toilet training for children, but can be used at all ages. Pull pants account for 70% in Japan and only 2%~3% in China at present, but they will grow at several times in the future.
Compared with baby diapers, the adult incontinence products in 2013 are still in the introduction period and have not yet entered the growth period. The market is not large. Major manufacturers have done less work in market input, consumer guidance and other aspects. In addition to the thrifty habits of the elderly in China, the outbreak of the market is not yet in time. However, 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 Women's sanitary products
Stable growth at a rate higher than the world average
As the national economy continued to maintain a steady and rapid growth in 2013, women's hygiene products continued to grow at a rate higher than the world average. However, both the domestic market and the export market were more competitive. At the same time, the brands of multinational companies continued to dominate the high-end market.
The industry concentration and brand concentration of female hygiene products are constantly improving. As the national economy continues to maintain a steady and rapid growth in 2013, the female hygiene products continue to grow steadily at a rate higher than the world average. However, both the domestic market and the export market are more competitive.
The national brands of female hygiene products mainly include: Anerle, Hushubao, Sophie, Gaojie Silk, Jiaoshuang, Leerya, ABC, etc. The leading manufacturers are mainly concentrated in Shanghai, Guangdong, Fujian, etc. The regional brands with good performance include Haoshuang, Jieting, Nishuang and Jieling, many of which are downstream customers of industrial textile enterprises.
In addition, the brands of transnational corporations continue to dominate the high-end market; The market sales continued to grow steadily; The trend of product innovation and thinness is obvious.
In 2012, China's female hygiene product market continued to grow rapidly. According to the statistics of the Living Paper Professional Committee of China Paper Association (hereinafter referred to as the Living 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
The market penetration rate and per capita annual consumption are lower than those of developed countries
From 2010 to 2012, there are many new enterprises entering the industry. The fierce market competition will accelerate the elimination of backward production capacity and industry integration, and the market for high-end products and slacks will be further developed. Specifically, the baby diaper market continues to grow rapidly; Increase of investment projects, etc.
With the loosening of the government's fertility policy and the gradual marriage and birth of children after the 1980s, China is ushering in a new wave of fertility peak. According to the data of the National Bureau of Statistics, the number of new born people in China has been at a high level in the 1980s. A large number of post-80s generation have entered the marriage and childbearing stage, which will usher in a baby boom in Chinese Mainland around 2015. The number of newborn babies in China is expected to increase from 16 million to about 18 million each year, or even 20 million. Although the production and market of baby diapers in China have made great progress in recent years, there is still a big gap between the market penetration rate and the per capita annual cost of baby diapers in 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 high growth rate in the next 10 years. However, it should also be noted that the overall operating rate of the industry is low and there is a trend of phased overcapacity. From 2010 to 2012, there are many new enterprises entering the industry. The fierce market competition will accelerate the elimination of backward production capacity and industry integration, and the market for high-end products and slacks will be further developed, specifically: the baby paper diaper market continues to grow rapidly; Increase of investment projects; Intensified market competition; Driven by product innovation; The rise of mother baby channels and online stores.
In 2012, China's baby paper diaper market continued to grow at a high speed. According to statistics, the total output of baby paper diapers is 22.55 billion pieces, the consumption is about 20.41 billion pieces, and the market size reaches 22 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% over 2011, including 17.9% for baby diapers and 2.8% for baby diapers/pads. The market penetration rate increased from 39.1% in 2011 to 44.3%.
According to the customs statistics, in 2012, the export volume of baby tissue diapers increased significantly, including Daddy Babies by 18.2%, Anrou by 10.1%, Hangzhou Shutai by 30%, Hangzhou Reliable by 38.1%, Taizhou Far East by 10%, and Shantou Jicheng by 10%.
3 Adult incontinence products
The GDP per capita should reach 8000 US dollars at least
In February 2013, the report issued by the Chinese Academy of Social Sciences predicted that in the future, the number of elderly people will increase to about 10 million annually, 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 nesters and 99 million disabled elderly in China.
Adult incontinence products mainly include adult paper diapers and nursing pads. The export and foreign trade processing of adult incontinence articles account for a large proportion, which is greatly affected by the international economic situation and social factors, and the export trade fluctuates significantly. In 2012, the export volume of adult diapers and adult diapers increased significantly over the previous year, the export volume of nursing pads decreased significantly, and the domestic consumption of adult diapers and adult diapers increased significantly.
In 2012, the market of adult incontinence products continued to develop rapidly on the basis of still low market penetration, with rapid growth in export trade and domestic consumption market, and the investment projects of adult incontinence products were also quietly heating up. At present, market demand is still limited to economic 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 above in China reached 193.9 million, accounting for 14.3% of the total population, 0.59 percentage points higher than that at the end of last year. China is getting older and older. In February 2013, the report issued by the Chinese Academy of Social Sciences predicted that in the future, the number of elderly people will increase by about 10 million annually, 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 nesters and 99 million disabled elderly in China. The rapid growth of the elderly population makes the life care problem of the elderly increasingly prominent.
Although the large elderly population is the driving force for the growth of incontinence demand, it is generally believed that the necessary condition for the formation of a considerable incontinence consumer group is that the per capita GDP reaches $8000~$10000. On the whole, China's per capita GDP is still low, about $6100 in 2012, which is still a gap. However, 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.
The market of adult incontinence products in China is at the initial stage of development. Due to the low base, the growth rate is very high. With the development of China's economy, the aging of society, the improvement of the disposable income of elderly consumers, and the change of ideas, this market will continue to grow at a high speed, with great development potential.
4 Wet wipes
Focus on the function and cost-effectiveness of washable toilet wipes
With the improvement of living standards, toilet wipes have great development potential. However, to consider the function and cost-effectiveness of the product, a balance must be reached between washability, biodegradability and performance. The price of the product should be within the acceptable range of consumers who pay attention to environmental protection.
At present, the penetration rate of wet wipes in the domestic market is relatively low, but baby wet wipes are still popular. More and more mothers buy and use baby wet wipes for their babies. Women's special and makeup removing wipes are also increasingly favored by young people. Many white-collar workers will put a bag of wipes in their handbag.
Convenience and ease of use are the primary factors that attract consumers and the health care market. Due to the pressure of work, the busy lifestyle formed by household chores and the overall accelerated pace of life, many people feel that time is urgent. Wet wipes can save a lot of time for people's daily cleaning work. Household cleaning wipes have been developed for many years in developed countries, but in the Chinese market, these products are still in the initial stage. With the improvement of residents' disposable income and the pursuit of high-quality life, the market for household cleaning wipes will be fully explored. According to the development experience of foreign countries, pet wipes are also a large market, which can be subdivided into wiping eyes, ears, teeth and feces, with a large demand.
In addition, in the medical market, alcohol tablets are also very popular, especially for some patients with diabetes, which can completely replace the original way of dipping alcohol in alcohol cotton.
Environmental protection has been paid more and more attention, and the degradability and washability 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 washability guidelines for the wet towel industry, and released the third version of washability guidelines in the autumn of 2012.
At present, the existing wet wipes in the domestic market do not have washability, but with the improvement of living standards in the future, the toilet wipes have great development potential. Developing washable toilet wipes will be a good choice. At the same time, the functions and cost-effectiveness of the products should also be considered. It is necessary to achieve a balance between washability, biodegradability and use performance, The product price should be within the acceptable range of consumers who pay attention to environmental protection.
Similar to the situation of adult incontinence products, the export and foreign trade processing proportion of wet wipes is also large. According to the statistics of the Household Paper Commission, in 2012, the output of China's wet wipes was about 29.52 billion pieces, the export volume was about 13.13 billion pieces, the consumption volume was about 15.11 billion pieces, and the market size was about 1.54 billion yuan, an increase of 13.2% over 2011.
5 Sanitary equipment
Imported sanitary products and equipment regain the favor of domestic manufacturers
Domestic equipment suppliers have made great progress in technology and performance, but there is still a big gap between them and imported equipment, mainly in metal materials, processing accuracy, assembly accuracy, etc. Therefore, in recent two years, imported equipment has regained the favor of manufacturers, and the number of enterprises purchasing imported equipment has increased.
In recent years, the manufacturing level of disposable sanitary equipment in China has been rapidly improved. Using modular design, full servo electric control, and the development of production equipment with one machine and multiple uses can meet the needs of different types of enterprises. At the same time, continuous improvement has been made in speed, stability, noise control and other aspects.
Domestic equipment suppliers with advanced technology have been able to manufacture sanitary napkin production lines and baby diapers production lines with speeds of 1200 pieces/minute and 600 pieces/minute respectively. Training pants and adult diapers production lines have also been successfully trial produced. In 2012, Anqing Hengchang launched a T-type baby diaper production line and packaging equipment for the production of "big ear diapers". The stable running speed of the machine was 500 pieces/minute. In June 2013, it launched a baby diaper production line with a speed of 800 pieces/minute.
With the heating up of the domestic adult incontinence product market, the sales volume of adult diapers production line has increased year by year. The sanitary products and equipment with good 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 are exported to Japan, Europe, the United States, the Middle East, Southeast Asia and other countries and regions. At present, major domestic suppliers of adult incontinence products and equipment include Hengchang, Hanwei, Xinyuhong, etc.
At present, manufacturers of sanitary products need efficient and stable equipment; New enterprises or small enterprises need multi-functional flexible equipment; Mature and large-scale enterprises pursue a single variety of high-speed equipment. Although domestic equipment has made great progress in technology and performance in recent years, there is still a big gap between domestic equipment and imported equipment, mainly in metal materials, processing accuracy, assembly accuracy, etc. These factors restrict the improvement of vehicle speed. It is a common phenomenon and a trend in the future to supply complete sets of sanitary products processing machines with stacking and packaging machines.
Famecanico (Italy), Raytheon (Japan) and GDM (Italy) have all built factories in China to meet the needs of customers in China and Asia for high-end equipment and reduce the production and transportation costs of equipment. In order to meet consumers' demand for high-end baby diapers, imported equipment has regained the favor of manufacturers in recent two years, and the number of enterprises purchasing imported equipment has increased.