JS Unitrade aspires to become a regional brand for disposable hygiene products
Increasing hygiene awareness among consumers plus rising income levels are spurring growth of disposable absorbent hygiene sector in Asia
Country Business Reports interviews and articles by Discovery Reports www.discoveryreports.com
The second-fastest growing area in Asia after China, Southeast Asia has a total population exceeding 600 million, nearly half of which are women. An estimated 10 million babies are born annually, and the elderly population continues to rise.
These market fundamentals, alongside increasing hygiene awareness among consumers and rising income levels, spur growth of disposable absorbent hygiene sector in Asia.
JS Unitrade Merchandise – a leading domestic consumer goods company with paper and personal care brands in baby diapers, adult incontinence goods and feminine care items – expands its Asian foothold as it aspires to become a regional brand for disposable hygiene and allied consumer products.
“One way by which we differentiate ourselves from the competition is by having a solid understanding of the local market landscape. This enables us to provide customers with superior alternative brands and give them the best value for their money,” says founder and president Samuel Po. “Our vision is to enrich the lives of the families we serve.”
What started as a two-man operation in a humble office nearly 30 years ago emerged as one of the country’s prime movers of baby care, feminine hygiene and geriatric care products. The company has estimated total revenue of US$186.5 million and has distribution centres nationwide. It occupies a roughly 30 per cent market share for its line of EQ baby diapers, besting more prominent imported brands, and holds the No 1 position for baby wipes for its Nursy brand.
JS Unitrade is also a market leader in the incontinence care segment with its Caress products, and distributes Secure and Hy-Pants adult disposable diaper pants, Secure adult wipes and Hy-5 hygienic wipes. The company is the country’s No 2 player in feminine protection products with its range of Charmee feminine pads, liners and feminine wipes.
“We invest heavily in research and development to search for new products, improve our existing brands, and maintain our affordability without compromising quality,” Po says.
In Asia, the company is present in Malaysia and Brunei. The company has invested in a production facility in China, and is exploring to put up a second facility in the Philippines as it looks to scale up its client base in China and Southeast Asia.
JS Unitrade sees Indonesia, Myanmar and Vietnam as potential growth markets in Southeast Asia. It seeks partnerships with local distributors and is open to merger and acquisition opportunities in the region.
JS Unitrade Merchandise