Feminine hygiene in recent times has grown in importance. Women are focussing on the overall well-being of their bodies. There is an increasing consensus that personal hygiene plays a crucial role in fighting against infections. Due to the growing variety of feminine hygiene products, consumers can choose a product that is best suitable for their needs.
The global feminine hygiene products market is in its maturity. However, extensive advertising, awareness of health and hygiene, and innovative, smart product development has enabled a healthy growth of the market.
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The global feminine hygiene products market has witnessed phenomenal growth in the past few years especially due to the rise in E-commerce. According to the United Nations Conference on Trade and Development (UNCTAD), global e-commerce sales grew 13% in 2017, accounting for USD 29 trillion. UNCTAD also observed that there was an increase in cross-border online sales, especially in the U.S., from 15% in 2015 to 21% in 2017. This shows that significant internet users are buying products using e-commerce. The boom in e-commerce has become a boon for personal hygiene, as consumers are likely to opt for online shopping for these products.
Many Companies are trying to convey the adverse effects of an inorganic sanitary pad, which is made out of cotton, gel, and plastic. Some of the products are even perfumed, which makes the product synthetic. Such synthetic products are manufactured using chlorine compounds, which researchers believe to be a cause for endometriosis, UTI, reduced fertility, and even cancer. Inorganic sanitary pads are believed to take about 500 to 700 years for decomposition due to plastic. Nailen Private Limited’s brand Noraa has introduced organic sanitary pads made out of organic cotton, corn starch, and bamboo. This trend is likely to catch up fast as consumers are day-by-day are inclining towards making an effort in the environmental cause while buying.
Feminine hygiene products are those products that are used during menstruation. Products can be looked at through the perspective of usage pattern or the method. The market can also be viewed as per the purpose to which these products are used. Menstrual cups and tampons are meant to be inserted in the vagina, while sanitary napkins and panty liners are intended to use externally.
The use of different products varies according to the region where factors such as culture, loyalty towards the brand, digital outreach, and overall product awareness become essential. Countries such as China, Italy and Mexico heavily use sanitary pads instead of tampons. Whereas countries such as the U.S., the U.K, Germany, and France where tampons are the preferred choice. The feminine hygiene products market has a vast consumer base where menstruating age generally starts around 13 and ends around 50. Due to this broad consumer age-group, companies have to come up with innovative solutions in terms of hygiene products, which can cater to females across all age groups.
Asia-Pacific’s Preference for Sanitary Pads
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Asia-Pacific, owing to its due to populated countries like China and India, has the largest share in terms of revenue generated through feminine hygiene products, especially the sanitary pad segment. Moreover, the age group 25-40, where the majority of females undergo menstruation, is the largest in China and India. This is one of the primary reasons which has accelerated the growth of the feminine hygiene products market.
Awareness and Right Education — Key Drivers for the Female Hygiene Products Market Growth
Developed and western economies have shown a slightly different trend in terms of product sales. The presence of key players, in tandem with a higher level of awareness and education regarding personal hygiene, has entrenched a positive environment benefiting market growth. Here, tampons, instead of sanitary pads, are the go-to hygiene product amongst consumers. Products that are organic and eco-friendly are more commonly getting sold.
Favorable Government Initiatives in India and South Africa
The global feminine hygiene products market is expected to grow due to the increase in the efforts of governments of developing economies. Countries such as India, South Africa are spreading awareness through government initiatives. For instance, the Government of India in 2018 made tampons and sanitary napkins tax-free while the South African government upon public demand eliminated the taxes on menstrual health products in Oct 2018.
List of key feminine hygiene products market suppliers
Companies are mostly cashing in on advertisement and marketing strategies to boost their sales. Additionally, increasing disposable income among consumers is a crucial factor that companies are trying to focus on. For instance, many companies in a bid to increase their market presence are focussing on destigmatizing periods, in turn, spreading awareness, especially in rural areas.
Procter & Gamble, in Oct 2019, had to make an important decision concerning its brand logo. The company announced that it is removing the Venus symbol associated with the feminine, which is seen as a move to consolidate its market share with respect to trans and gender non-conforming community. It remains to be seen how other companies take stand on this issue. Feminine hygiene is a sensitive topic, and inclusivity remains a critical factor in the brand building, especially in the minds of millennials.
Central and South America and the Caribbean
|Market Size||USD in Billion By 2030|
|Forecast Units||Value (USD Million)|
|Report Coverage||Revenue Forecast, Competitive Landscape, Growth Factors, Environment & Regulatory Landscape and Trends|
|Segments Covered||by Usage Pattern (Disposable, Reusable), Type (Sanitary Pads, Tampons, Panty Liners), Distribution Channel (B2B)|
|Geographies Covered||North America, Europe, Asia-Pacific, LAME and Rest of the World|
|Key Companies Profiled/Vendors||Procter & Gamble, Unicharm Corporation, Johnson & Johnson, Kimberly-Clark Corporation, Svenska Cellulosa Aktiebolaget, Edgewell Personal Care, Seventh Generation, Vivanion, Lil-Lets UK Ltd., Essity, Kao Corporation, Glenmark and Hengan International Group Company Limited are some of the that are operating worldwide.|
|Key Market Opportunities||Growing Prevalence Of Consumer Products Industry Helps To Grow Feminine Hygiene Products Market Share|