[Photo provided to China Daily]

"Foreign brands have 70 to 80 percent of the market share in China, and domestic brands are in a disadvantageous position. Besides, the acceptance rate of tampons among Chinese women is very low ... it will take two to three years for the tampon market in China to show signs of rapid growth." Fu says. "What we could do is to change women's conventional beliefs and gradually make them see the advantages of using tampons."

According to market research firm Mintel, the retail value of feminine hygiene products in China is expected to increase 47 percent by 2018, from 57.71 billion yuan ($8.7 billion) in 2013 to 84.95 billion yuan in 2018. In 2013, the market value of tampons was about $190 million; in contrast, sanitary pad sales reached $7.6 billion.

A Bosi Data Research Center report says sanitary pads still take up 84 percent of the market share in China. This fact apart, tampon makers also face consumer indifference. For example, Zhang Xue, 28, an English teacher at a primary school in Beijing says she has heard about tampons but never used it. "And I won't consider using tampons in the future, because I have got used to sanitary pads, and I find them comfortable."

Contact the writer at fanfeifei@chinadaily.com.cn

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