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Feminine Hygiene Market

Feminine Hygiene Market: Information by Product Type (Sanitary Napkins/Pads, Tampons), Distribution Channel (Supermarkets/ Hypermarkets, Convenience Stores), and Region-Forecast till 2031

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Market Snapshot

market snapshot
Base Year:
Study Period:
4.87 %
Fastest Growing Market:
Largest Market:

The global feminine hygiene market size had a revenue share worth USD 35.96 billion in 2022. It is estimated to reach USD 55.17 billion by 2031, advancing at a CAGR of 4.87% during the forecast period (2023-2031). The term "feminine hygiene" is a common euphemism used to describe the personal care products women use during menstruation, vaginal discharge, and other biological functions connected to the vulva. These goods include tampons, pads, douches, and lubricants. Menstruation, vaginal discharge, and other body functions associated with the vulva and vagina necessitate using feminine hygiene products. Menstrual pads, tampons, menstrual cups, menstrual sponges, pantyliners, and period underwear are examples of items referred to as menstrual hygiene products. Feminine hygiene products include douches, feminine wipes, and soap used to clean the vulva or vagina. Both disposable and reusable feminine hygiene products are available.

One of the leading causes fueling the expansion of the feminine hygiene market is the global increase in awareness of the importance of maintaining personal cleanliness, particularly in developing nations. The use of feminine hygiene products is anticipated to increase as international healthcare organizations, and industry players increase their efforts to educate girls and women. The market for feminine hygiene products is predicted to rise more rapidly. Primary producers are also introducing several innovations into the feminine hygiene market due to the rising demand for organic products, including using organic cotton to produce sanitary items.

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Market Dynamics

Feminine Hygiene Market Drivers

The Growing Governmental Initiatives Towards Menstrual Hygiene and Cost-Effective Products

The adoption of hygiene habits during menstruation has also been significantly influenced by the rising female literacy rate in the world. Global organizations and institutions like UNICEF and UNESCO have worked hard over the past ten years to increase young girls' reading levels in underdeveloped and developing nations since doing so will improve the management of feminine health. Menstrual health and cleanliness are also seen by UNICEF as fundamental rights of women and girls, and it is listed as a critical goal in the organization's Sustainable Development Goals (SDGs) for 2030. As a result, the market for feminine hygiene items is anticipated to grow due to increased female literacy.

Furthermore, the feminine hygiene industry has grown faster globally due to government programs to distribute free sanitary pads, mainly in developing nations. For instance, the Japanese government planned JPY 1.3 billion in March 2021 to assist women who require menstrual products. The government provided free sanitary pads and tampons to the general population to assist local towns. The Indian government began working with several private companies and non-governmental groups to launch campaigns to increase sanitary napkin use, especially among poor and rural women. Due to rising awareness of menstrual hygiene and various initiatives taken by the government, NGOs, and private businesses to make sanitary pads more accessible and affordable for women in underdeveloped and developing nations, the market for feminine hygiene products is anticipated to pick up steam during the forecast period.

Softness, absorbency, performance, brand loyalty, fair pricing, and value significantly impact the market for feminine hygiene products. However, consumers are now requesting menstruation products with more excellent absorption technology, in contrast to the earlier conventional pads that lasted for only a few hours. As a result, the producers offer menstrual products with enhanced absorbent cores that improve the functionality of fluid distribution materials. New developments in feminine hygiene products have been incorporated into the expanding awareness campaigns surrounding menstruation. With e-commerce businesses entering the mainstream, the market for feminine hygiene is proliferating.

Feminine Hygiene Market Restraints

Orthodox and Conventional Approach to Menstruation

Many developing nations continue to view menstruation as taboo. Even today, it can be challenging to ensure that adolescent girls are provided the correct information on menstrual hygiene because of cultural and societal influences. The health of a woman's period is essential to her well-being and the well-being of her family and community. But barriers, including attitudes, traditions, and institutional biases, hinder women from receiving the menstrual health care they require. Menstrual hygiene remains to be the world's most challenging development problem.

Moreover, women in some nations have been forced to rely on fabric scraps to absorb menstrual blood because tampons and sanitary napkins are prohibited, according to an article published by The Good Trade, a reference magazine and community for sustainable living. The market for feminine hygiene products is significantly constrained by the social stigma associated with menstruation in women.

Feminine Hygiene Market Opportunities

The Growth of Biodegradable Menstrual Product lines

The market will have chances during the anticipated period due to the need for female hygiene products made from organic and biodegradable raw ingredients. The demand for feminine hygiene products made from organic sources is growing due to the synthetic and carcinogenic materials found in products like sanitary pads, such as rayon, dioxin, metal dyes, and highly processed wood pulp, which frequently cause irritation and allergy in women's genital organs. The readily accessible, naturally biodegradable, and low-carbon footprint absorbent fibers include organic cotton, banana fiber, jute, bamboo, etc. The price of sanitary napkins is also reduced by using these fibers.

Alternative materials, including bamboo fiber, jute fiber, and banana fiber, can mimic a synthetic superabsorbent polymer's absorbency, as can a cellulose hydrogel. In addition, bio-based plastic made from starch can be utilized as a barrier sheet in place of naturally non-biodegradable materials like polyethylene and polyurethane. Manufacturers of sanitary napkins include Saathi, Carmesi, Heyday, Everteen, Purganic, and Aakar, who use only eco-friendly, biodegradable materials in their production. Additionally, these businesses allow rural women to supply the general public with low-cost, biodegradable sanitary napkins. This environmentally friendly method of producing sanitary napkins presents an exceptional opportunity for businesses to enter the feminine hygiene market.

Segmental Analysis

The global feminine hygiene market is classified across product types, distribution channels, and regions.

Per the product type, the sections are Sanitary Napkins/Pads, Tampons, Menstrual Cups, and Other Product Types.

The sanitary napkins/pads section is forecasted to hold the largest market share while expanding at a CAGR of 4.57%. Additionally, the increasing awareness about the importance of maintaining proper hygiene during the menstrual cycle, the availability of sanitary napkins in a range of packaging sizes and price points, with different types of absorption technologies, is significantly attracting the interest of women from various socioeconomic groups and driving sanitary napkin sales globally. Sanitary napkins are offered in various variations, including antibacterial, high or low absorption, fragrance-free, and available in various sizes and shapes. These products can be chosen depending on the consumer's budgetary needs and whether they will be used during the day or at night. These elements support the market growth for feminine hygiene.

The tampons section will hold the second-largest share. Tampons provide ladies more comfort than other items because they are sensationless, compact, almost invisible, and swim-safe. This enhances the buying experience. Moreover, since sanitary napkins only sometimes guarantee a stain-free experience, customers who seek a stain-free experience are moving toward buying tampons. Tampon penetration is a little low in emerging and impoverished nations since they are both challenging and expensive. One of the things preventing the tampon business from expanding is people's need to understand the need for feminine hygiene.

Per the distribution channel, the sections are Supermarkets/ Hypermarkets, Convenience Stores, Pharmacies/ Drug Stores, and Other Distribution Channels.

The supermarkets/hypermarkets section will likely have the highest revenue holding growing at a CAGR of 3.42%. The sales of feminine hygiene products through supermarkets and hypermarkets are anticipated to account for the most significant shares during the projection period due to the ample retail space catering to a wide variety of tastes. In addition to significantly boosting sales across these retail formats, factors like corporate expansion and the rise in supermarkets and hypermarkets have encouraged the industry under study. These large-scale retailers offer a selection of period care and feminine hygiene items in various brands, varieties, price ranges, and packaging.

The pharmacies/drug stores will hold the second-largest share. Pharmacy visits are an essential sales channel because they follow doctor and health expert recommendations as the first places people go. Additionally, they uphold a reputation for product efficacy and safety that encourages customers to prefer purchasing feminine hygiene products from such establishments. To break into the feminine hygiene industry, major pharmacy chains like Apollo are also introducing various sanitary products, including ordinary and ultra-thin XL pads, under their own brands.

Regional Analysis

The regional segmentation of the global feminine hygiene market includes North America, Asia-Pacific, South America, Europe, and the Middle East & Africa.

The Asia Pacific and Europe are expected to hold the most significant shares

Feminine Hygiene Market Regional Analysis

Regional Growth Insights Request Sample Pages

The Asia Pacific will likely command the feminine hygiene market while advancing at a CAGR of 5.81%. One of the biggest markets for personal hygiene products is in China. It represents over one-fifth of the potential global feminine hygiene population. About 7 out of 10 women prefer cotton-based baby care and feminine hygiene products. As a result, cotton pads are China's most widely used feminine hygiene product and are used during the entire menstrual cycle. In contrast, tampons are still a niche market due to low consumer knowledge and a need for more supply in tier 2 and 3 cities.

Additionally, the demand for high-quality items is rising quickly in Asia Pacific. As a result, the region has seen a rise in the demand for organic and environmentally friendly products in the sanitary hygiene sector, creating the considerable potential for manufacturers to diversify their product lines in the market.

Europe is forecasted to hold a share of USD 6,427 million, growing at a CAGR of 1.3%. Germany and Russia are amongst the largest revenue generator in the region. Due to the substantial taxes levied on period supplies, the German market for feminine hygiene has always been value-driven. In contrast, the country's parliament approved a bill in 2020 that reduced taxes from 19% to 7% in response to social action and a campaign begun on International Women's Day in 2018.

This changed the status of the products from "luxury goods" to "essential" things, foreshadowing a possible decrease in prices. Brands like Kaufland, a member of the Schwarz Group, were the first to pass down the reduced costs, followed by the pharmacy chains Rossmann and Dm-Drogerie Markt. A prospective market for businesses to target is the market for feminine hygiene products, where there is a significant desire for organic and environmentally friendly goods. O.B., Always, and carefree continued to be the sanitary brand names that women in the nations of the region most frequently used.

Competitive Landscape

  • The Procter & Gamble Company
  • Kimberly-Clark Corporation
  • Unicharm Corporation
  • Johnson & Johnson
  • Essity AB
  • Ontex Group
  • Edgewell Personal Care
  • Unilever PLC

Recent Developments

  • In 2022, Kimberly-North Clark's American Huggies® Brand collaborated with designer, beauty mogul, and mother Kristen Noel Crawley to produce a limited-edition line of provocative t-shirts to fight the need for diapers to help spread awareness about the reality of the poverty-driven households in the United States.
  • In 2022, together with the government, Unicharm Indonesia gave elementary school students a lecture on "Separation of Garbage."

Global Feminine Hygiene Market: Segmentation

By Product Type

  • Sanitary Napkins/Pads
  • Tampons
  • Menstrual Cups
  • Other Product Types

By Distribution Channel

  • Hypermarkets/Supermarkets
  • Convenience Stores
  • Drug Stores/Pharmacies
  • Other Distribution Channels

By Region

  • North America
  • Europe
  • Asia Pacific
  • The Middle East & Africa
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