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Tampons represented the fastest growing sector of the South Korean sanitary protection market in 2011, recording current retail value growth of 12%. The fact more consumers want to be free from the restrictions of traditional sanitary protection products means that demand for more convenient tampons is rising.
Sanitary protection is characterised by a high level of consumer loyalty in South Korea. Therefore, manufacturers have tried to give their brands a clean and safe image by promoting their absorbency and high quality raw materials during advertising.
Yuhan Kimberly continued to lead the South Korean sanitary protection market during 2011, recording a retail value share of 52%. Thanks to superior awareness of brands such as 'White', 'Good Feeling' and 'Anyday' in towels and pantyliners, the company has dominated sales since 2002. Yuhan Kimberly introduced its first sanitary protection product in South Korea in 1971.
In June 2011, the leading sanitary protection manufacturer, Yuhan Kimberly, increased its retail prices by 6%. Considering the company's dominant sales share of over 50% in 2011, this increase resulted in an overall rise in unit prices within the area.
Procter & Gamble accounted for 18% of sanitary protection retail value sales in 2011, far behind leader, Yuhan Kimberly. The company's sales share has declined since 2005, when it stood at 22%.
Procter & Gamble offers the well-known sanitary protection brand 'Whisper' in South Korea as opposed to the Always brand it offers in other countries. Recently, the company hired rhythmic gymnast Son Yeon Jae for TV commercials in order to emphasise the superior absorbency of its products.
For more information on the South Korean sanitary protection market, see the latest research: South Korean Sanitary Protection Market Report
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