Global Sanitary Paper Products Industry

  • January 2012
  • -
  • Global Industry Analysts

The global outlook series on Sanitary Paper Products provides a collection of statistical anecdotes, market briefs, and concise summaries of research findings. The report offers a rudimentary overview of the industry, a cross-sectional comparison of top players in the international space, and a sneak peek into the major product segments that make up the industry. The discussion on the global market is punctuated with 29 market data rich tables, which capture dollar sales by region/country, and player market shares by company across product market verticals, such as, Sanitary Napkins, Infant Diapers, Facial Tissues, Paper Towels, Wipes, Incontinence Products, and Toilet/Bathroom Tissues, among others. Major regional markets discussed include United States, Japan, Europe, France, Germany, Italy, UK, Spain, Asia, China, India, South Korea, Brazil, and Argentina, among others. The report also offers a recapitulation of recent mergers, acquisitions, and corporate developments in addition to an indexed, easy-to-refer, fact-finder directory listing the addresses, and contact details of 126 companies worldwide.

Table Of Contents




1. GLOBAL OVERVIEW 1
Table 1: World Recent Past, Current and Future Analysis for
Sanitary Paper Products by Geographic Region - US, Canada,
Europe, Asia-Pacific (including Japan), Latin America and Rest
of World Markets Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2010 through 2015 1

Table 2: World Sanitary Paper Products Market (2011 and 2015) -
Percentage Breakdown of Dollar Sales by Geographic Region -
US, Canada, Europe, Asia-Pacific (including Japan), Latin
America and Rest of World 2
Worldwide Market for Sanitary Paper Products: Competitive
Analysis of Leading Players - Procter and Gamble, Kimberly-
Clark, Johnson and Johnson, and SCA 3
Sanitary Napkins 4
Belted Versus Self-Adhesive Napkins 4
Maxipads 4
Minipads 4
Panty Shields/Liners 5
Ultrathin Napkins 5
Curved Napkins 5
Overnight and Longer Napkin Products 5
Competitive Landscape 5
Table 3: Leading Players in the Global Sanitary Napkins
Market (2011E) : Percentage Breakdown of Sales for Procter and
Gamble, Kimberly-Clark, Private Label and Others 6
Infant Diapers Market 6
Functions Performed 6
The Industry Sectors 6
Disposable Diapers 6
Ultra-absorbent 7
Superabsorbent 7
Regular Diapers 7
Gender-specific Diapers 7
Biodegradable Diapers 7
Cloth Diapers 7
Diaper Services 7
New Innovations/Features 8
Preemies Personal Pamper 8
Protecting Infant’s Sensitive Skin 8
Solution for Diaper Rash 8
“Friendly” Products 8
Pretty in Pink, Blue and White 8
Licensed Characters 8
Control Labels 9
Thin Designs Gaining Acceptance 9
Gender-Specific Diapers 9
Disposable Training Pants 9
Novelty Diapers 9
Current Market Scenario 9
Table 4: World Diaper Market (2010): Percentage Breakdown
for North America, Europe, Asia-Pacific, Latin-America, and
Middle East and Africa 10
Developing Markets Account for High Growth 10
Competition 10
Table 5: Leading Players in the Global Diapers Market
(2010): Percentage Breakdown of Sales for Procter and Gamble,
Kimberly-Clark, and Others 11
Issues Confronting the Industry 11
Tissues Market 11
Facial Tissues 11
Toilet/Bathroom Tissues 12
Household Towels 12
Personal and Household Wipes Market 13
Household Wipes 13
Industrial Wipes 13
Adult Incontinence Products Market 14
Occurrence and Prevalence of Incontinence 14
Types of Adult Incontinence Products 14
Underpants 14
Briefs 14
Underpads 15
Two-piece Systems 15
Other Incontinent Products 15
Innovations in the Adult Incontinence Market 15
Private Label Products Gaining Acceptance 16
Coverstock Material 16
SCA Leads Global Incontinence Market 16
Table 6: Leading Players in the Global Incontinence Products
Market (2010): Percentage Share Breakdown for SCA, Kimberly-
Clark, First Quality Products, Unicharm, and Others 16

Table 7: Global Incontinence Products Market (2010):
Percentage Breakdown by Sales Channel- Institutional and Home
Care, and Retail Outlets 16

2. ISSUES and TRENDS 17
Role of Demographics 17
Technologies Influencing the Diaper Sector - The Rise of
Superabsorbent Polymers 17
Types of Superabsorbent Polymers 18
Advantages - In a Nutshell 19
Environmental Benefits 19
Private Label Market Booming 19
Innovation in Disposable Pants 20
Emergence of Eco-Friendly Diapers 20
Aesthetic Appeal of Diapers Attracts Consumers 20
Floor Wipes - An Emerging Concept 20
Consolidation to Streamline the Tissue Paper Market 21
Demand Rising for High Quality Tissue Papers 21
Diaper Sales Fall with Changing Demographic Trends 22
Feminine Hygiene Care Goes Discreet 22
Success with Scent 23
Product and Marketing Patterns 24
Innovations Largely Restricted to Line Extensions 24
Introduction of Plastic Applicators 24
Intervention of Environmentalists 24
Convenience and Portability 24
Problems Associated with Tampon Use 24
Personal Risks 24
Toxic Shock Syndrome 25
Environmental Damage 25
Expensive 25
Purchase Considerations 25
Packaging and Labeling 25
Napkins 25
Individual Wrapping 25
Highly Informative Labels 25
Eco-Concerns Changes Packaging 26
Demographic Shifts Alter Contours of the Market 26
The War Between Tampons and Sanitary Pads 26
Women with Light Incontinence Increasingly Prefer Sanitary
Protection Products 26
Tampons 27
Innovations in Tampon Packaging 27
New Absorbency Rating Labeling 27
Distribution 27
The Retailing Paradox 27
Increasing Sophistication and Cross-Merchandising 27
Napkin Sales by Retail Outlet 28
Tampon Retailing Almost Identical to Napkins 28
Packaging 28
Cardboard Cartons or Plastic Packages? 28
Package Design 28
Disposables and Reusables - The Dispute Continues 28
Are Diapers Baby-Friendly? 28
Are Diapers “Green”? 29
Are Diapers Cost-effective? 29
Research for a Single-Piece Reusable Diaper 29
Troubles Using Disposable Diaper 29
Developments in Absorbent Core Technology 30
Emergence of New Technologies 30
Declining Birth Rates Pummel Diaper Sales in Developed Countries 30
Competition Intensifies in Developed Markets 30
Developing Economies: The Only Saving Grace 31
Eco-Friendly: The New Buzz Word for Product Success 31
Disposable Paper Products Market: A Primer 31


A REGIONAL MARKET PERSPECTIVE 33

1. NORTH AMERICA 33

1a. UNITED STATES 33
Overview 33
Tissue Paper 33
Toilet Tissue Paper Market 33
Premium Quality Toilet Papers Drives Sanitary Products Sector
in the US 34
Table 8: Leading Players in the US Toilet Tissues Market
(2010): Percentage Breakdown of Sales for Kimberly-Clark,
Procter and Gamble, Georgia-Pacific, andOthers 34

Table 9: Leading Toilet Tissue Brands in the US (2010):
Breakdown of Retail Volume Sales in Million Units 34

Table 10: Leading Toilet Tissue Brands in the US (2010):
Percentage Breakdown of Value Sales 35
Facial Tissues Market 35
Table 11: Leading Players in Facial Tissue Market in the US
(2010): Percentage Breakdown for Kimberly-Clark, Procter and
Gamble, and Others 35

Table 12: Leading Facial Tissue Brands in the US (2010):
Breakdown of Retail Volume Sales in Million Units 36

Table 13: Leading Facial Tissue Brands in the US (2010):
Percentage Breakdown of Value Sales 36
Paper Towels 36
Table 14: Leading Players in the US Paper Towels Market
(2010): Percentage Breakdown of Sales for Procter and Gamble,
Kimberly-Clark, Georgia-Pacific, Private Label and Others 36

Table 15: Leading Paper Towel Brands in the US (2010):
Percentage Breakdown of Dollar Sales for Bounty, Brawny,
Kleenex Viva, Bounty Basic, Scott, Sparkle, Private Label,
and Others 37

Table 16: Leading Paper Towel Brands in the US (2010):
Percentage Breakdown of Volume Sales 37
Sanitary Napkins/Panty Liners Market 38
Table 17: Leading Feminine Sanitary Napkin/Liner Brands in
the US (2010): Percentage Breakdown of Value Sales 38

Table 18: Leading Feminine Sanitary Napkin/Liner Brands in
the US (2010): Percentage Breakdown of Value Sales 38

Table 19: Leading Players in the US Sanitary Napkins Market
(2010): Percentage Breakdown of Sales for Procter and Gamble,
Kimberly Clark, Private Label, and Others 39
Tampons Market 39
Market Trends 39
Tampon Marketers Aiming at Adolescents 39
Loyal Base of Tampon Users 39
Tampons Cash in on the Outdoor Theme 40
Clothing Favors Tampon Usage 40
Table 20: Leading Tampon Brands in the US (2010): Percentage
Breakdown of Value Sales 40

Table 21: Leading Tampon Brands in the US (2010): Percentage
Breakdown of Volume Sales 40
Baby Diaper and Wipe Products 41
Table 22: Leading Brands in the US Baby Wipes Market (2010):
Percentage Breakdown of Sales for Huggies Natural Care,
Pampers, Pampers Stages Sensitive, Huggies, Private Label,
and Others 41
Disposable Training Pants 41
Adult Incontinence Products 42
Paper Products Market for Adult Incontinence Growing 42

1b. CANADA 42
Disposable Paper Products Market 42
Feminine Protection Products 42

1c. MEXICO 43
Overview 43
Toilet Paper Market to Witness Severe Competition 43

2. EUROPE 44
Table 23: European Recent Past, Current and Future Analysis
for Sanitary Paper Products by Geographic Region- France,
Germany, Italy, UK, Spain, Russia and Rest of Europe Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2010 through 2015 44

Table 24: European Sanitary Paper Products Market (2011 and
2015) - Percentage Breakdown of Dollar Sales by Geographic
Region - France, Germany, UK, Italy, Spain, Russia, and Rest of
Europe 45
Western Europe Tissue Market 45
Western European Wipes Market Stabilizes 45
Low Birthrate Affect Diapers Market 46
European Toilet Paper Market Gets Creative 46
Market Scenario 46
Table 25: Leading Players in the European Tissue Market
(2011E) : Percentage Breakdown of Sales for SCA,
Kimberly-Clark, Georgia-Pacific, and Others 46

2a. FRANCE 46

2b. GERMANY 47
Disposable Diaper Market 47
Wipes and Disposable Pants Market 47
Incontinence and Other Sanitary Product Market 47

2c. ITALY 48

2d. THE UNITED KINGDOM 49
Disposable Diapers 49
Facial Tissues Market 49
Kitchen Towels 49
Bathroom Tissues Market 49
Sanitary Protection 50
Incontinence Products 50

2e. SPAIN 50
Overview and Outlook 50

2f. RUSSIA 51
Overview of Disposable Sanitary Paper Products Market 51

2g. REST OF EUROPE 52
Austria 52
Disposable Paper Products 52
Value-Added Products Fuel Market Growth 52
Belarus 52
Sanitary Protection Market: Overview 52
Belgium 53
Overview of Disposable Sanitary Paper Products Market 53
Bulgaria 53
Disposable Paper Products Market - Overview and Outlook 53
Bolivia 53
Market for Paper Tableware Ascends, New Economy Products
Launched 53
Czech Republic 54
Outlook 54
Denmark 54
Disposable Sanitary Paper Products Market 54
Estonia 55
Wipes and Non-Woven Cotton Products Market Plunges Due to
Recession 55
Finland 55
Sanitary Paper Products Market 55
Greece 55
Disposable Sanitary Paper Products Market 55
Hungary 55
Disposable Paper Products 55
Competitive Scenario 56
Outlook 56
Ireland 56
Latvia 56
Norway 56
Poland 57
Overview 57
Distribution Dynamics 57
Portugal 57
Overview 57
Nappies/Diapers/Pants - Niche Sector 57
Prospects for Portuguese Toilet Paper Market in the Near Term 58
Romania 58
Slovakia 58
Sweden 59
Demographic Factors Drive Demand for Value Added Products 59
Switzerland 59
Overview 59
The Netherlands 60
Economic and Demographic Factors Impact Growth 60
Turkey 60
Sanitary Towels Dominate 60
Outlook 61
Ukraine 61
Hegemony of Multinationals Across Segments 61
Self-Service Channels Expected to Drive Sales 61

3. ASIA-PACIFIC 62
Table 26: Asia-Pacific Recent Past, Current and Future
Analysis for Sanitary Paper Products by Geographic Region-
Japan, China and Rest of Asia-Pacific Markets Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2010 through 2015 62

Table 27: Asia-Pacific Sanitary Paper Products Market (2011 and
2015) - Percentage Breakdown of Dollar Sales by Geographic
Region - Japan, China and Rest of Asia-Pacific 63

3a. AUSTRALIA 64
Market for Disposable Paper Products 64
Competitive Scenario 64
Wipes 64

3b. CHINA 65
A Leading Market for Tissue Paper 65
Health Awareness Drives Wipes Sales 65
Market for Toilet Paper and Sanitary Protection Beginning to
Saturate 65
Competitive Landscape 65
Leading Brands of Major Pantyliner/Sanitary Napkin
Manufacturers in China (2010) 66
Table 28: Sanitary Napkins Market in China (2011E) :
Percentage Breakdown of Revenue by Leading Players - Procter
and Gamble, Heng An, Unicharm, Johnson and Johnson, Kimberly
Clark, and Others 66

3c. INDIA 67
Sanitary Protection - The Leading Category 67
Sanitary Paper Products to Drive Up the Indian FMCG Sector 67
Tissue Products Gain Popularity, Albeit Slowly 67

3d. INDONESIA 68
Overview 68
Recession Fails to Offset Sanitary Paper Products Market 68
Sanitary Protection 68

3e. JAPAN 69
Disposable Paper Products Market 69
Baby Diapers and Adult Incontinence Products 69

3f. MALAYSIA 70

3g. PHILIPPINES 70
Overview 70

3h. SOUTH KOREA 71
Increasing Standards of Lifestyle in South Korea 71
Dry Toilet Paper Prevails Over Wet Variety 71
Rise in Prices 71
Outlook 71

3i. TAIWAN 72
Price Competition, Low Demand Impairs Value Sales 72
Outlook 72

3j. THAILAND 73
Better Economy Drives Growth 73
Supermarkets/Hypermarkets Dominate Retail Distribution 73

3k. VIETNAM 73

4. MIDDLE EAST 74
Diapers Market 74

4a. ISRAEL 74
Overview 74

4b. SAUDI ARABIA 75
Wipes - A Leading Category 75
Distribution Scenario 75

5. LATIN AMERICA 76

5a. ARGENTINA 76

5b. BRAZIL 77
Purchasing Trends 77
Retail Strategies 77
Disposable Diapers Market 77
Table 29: Leading Players in Brazilian Diaper Market (2011E)
: Percentage Breakdown for Procter and Gamble, Johnson and
Johnson, and Others 77

5c. COLOMBIA 78
Incontinence Products 78

5d. CHILE 78

5e. VENEZUELA 79
Disposable Paper Products Market 79

6. REST OF WORLD 80

6a. SOUTH AFRICA 80

6b. EGYPT 80
Sanitary Protection Products Dominate 80
Outlook 80

6c. MOROCCO 81
Overview 81


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