Core Viewpoint - The new national standard for sanitary napkins, considered the strictest in history, officially took effect on July 1, 2024, addressing significant industry issues and enhancing product safety and quality [3][4]. Summary by Sections New National Standard Overview - The new standard, titled "Hygienic Requirements for Disposable Sanitary Products" (GB 15979—2024), replaces the previous standard from 2002, marking the first update in 22 years [4][5]. Key Revisions in the New Standard - The new standard revises five main areas: 1. **Scope Adjustment**: Clarifies that "disposable sanitary products" include menstrual hygiene products, incontinence products, sanitary wipes, and antimicrobial agents, adding definitions for new categories [5]. 2. **Raw Material Requirements**: Introduces restrictions on prohibited substances in raw materials and specifies production water quality [6]. 3. **Production Process Hygiene**: Merges initial contamination monitoring with production hygiene requirements [6]. 4. **Product Hygiene Standards**: Enhances hygiene requirements based on health risks, including pH levels and allowable residue of fluorescent whitening agents [7]. 5. **Testing Methods Update**: Revises fungal testing methods and improves detection methods for ethylene oxide residues and other physical and chemical indicators [7]. Addressing Industry Pain Points - The new standard directly tackles three major issues: 1. Prohibition of recycled materials, eliminating substandard cotton [7]. 2. Introduction of identification for sanitary tampons [7]. 3. Elimination of misleading product claims [7]. Brand Responses to New Standard - Various brands have responded to the new standard: - **Dove**: Committed to producing products that meet the new standards, with new products expected by 2025 [8]. - **Kimberly-Clark**: Confirmed that current products comply with the new standards [9]. - **Sofy**: Assured that products produced from July 2023 will adhere to the new standards [9]. - **ABC Brand**: Acknowledged the need for time to fully comply with the new standards [9]. Transition Period for Old Products - Products manufactured or imported before the new standard can still be sold until their expiration date, provided they meet the old standard [11]. Consumers are advised to prioritize purchasing products labeled with the new standard [11].

Market Overview - The paper and sanitary napkin industry is experiencing multidimensional growth, with the household paper market reaching a size of 157.1 billion yuan in 2022, growing at a CAGR of 8.1% from 2015 to 2022, indicating room for growth as per capita consumption is lower than in developed countries [2][7] - The sanitary napkin market reached a size of 99.1 billion yuan in 2022, with a CAGR of 5.9% from 2012 to 2022, suggesting a relatively stable growth with potential for increased per capita consumption [2][7] E-commerce Performance - E-commerce is a significant driver of industry growth, with the paper/wet wipes sector expected to achieve a CAGR of 16% from 2021 to 2024, reaching over 35 billion yuan by 2024; the sanitary napkin sector is projected to grow at a CAGR of 17%, exceeding 18 billion yuan by 2024 [2][16] - In Q1 2025, sales in the paper/wet wipes category are expected to surpass 29 billion yuan, with sanitary napkin sales experiencing a dramatic increase of 38% [2][23] Industry Structure - The household paper segment is the largest, while wet wipes are the fastest-growing category, with a relatively stable CR10 [2][28] - The sanitary napkin market shows a significant share for traditional napkins, while tampons are underperforming, driven by high prices [3][28] Consumer Trends - Consumers are increasingly seeking specialized products, with notable growth in cleaning paper products, female hygiene products, and swim diapers for infants [3][31] - There is a marked difference in demand for paper products across regions, with brand influence being significant during purchase decisions, and repurchase rates being closely tied to user experience [3][31] Challenges and Opportunities - The industry faces challenges related to trust and quality issues, but the implementation of new national standards in July 2025 is expected to drive quality upgrades and market reshuffling [3][12] - The potential for quality upgrades remains, as both paper and sanitary napkin segments have not fully transitioned to higher quality products, indicating further growth opportunities [10][12]