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Feminine Hygiene Products Market

Feminine Hygiene Products Market: Information by Usage Pattern (Disposable, Reusable), Type (Sanitary Pads, Tampons, Panty Liners), Distribution Channel (B2B), and Region — Forecast till 2029

Published On : 22 Apr, 2020
Updated On : 04 Oct, 2022
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Market Snapshot

Base Year:
Study Period:
5.80 %
Fastest Growing Market:
Largest Market:
Asia Pacific

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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Market Dynamics

Online E-commerce to Drive the Feminine Hygiene Market Growth

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.

Organic Sanitary Pads Bringing Forth Lucrative Proposition for the Market

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.

Product Landscape

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.

Regional Overview

Asia-Pacific’s Preference for Sanitary Pads

Feminine Hygiene Products Market Regional Analysis

Regional Growth Insights Request Sample Pages

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.

Key Players

List of key feminine hygiene products market suppliers

  • 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
  • Hengan International Group Company Limited

Corporate Strategies

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.

Recent Developments

  • Kimberley-Clark Corporation, in Feb 2019, announced the opening of a global digital technology center in Bengaluru, India. This is expected to enable the company to focus on product development in the Asia-Pacific region.
  • Jewel Sanitary Napkins, a U.S.-based company in Jun 2019, announced the launch of its sanitary napkins enhanced by graphene. The use of graphene is beneficial as it helps with cramps, fatigue, bacteria, immune system, and metabolism.
  • Unicharm Corporation, in Oct 2019, launched its sanitary napkin Sofy Cool brand in India. The product is integrated with a technology that keeps the area cool, facilitating an irritation-free period.

Global Feminine Hygiene Products Market: Segmentation

By Usage Pattern

  • Disposable
  • Reusable

By Type

  • Sanitary Pads
  • Tampons
  • Panty Liners
  • Menstrual Cups
  • Others

By Distribution Channel

  • B2B
  • B2C
  • Store-Based Retail
  • Hypermarket & Supermarket
  • Pharmacy Stores
  • Convenient Stores
  • Specialty Stores
  • Others
  • Online Retail

By Region

North America

  • U.S.
  • Canada
  • Mexico


  • Germany
  • U.K
  • Italy
  • France
  • Rest of Europe


  • China
  • South Korea
  • Australia
  • India
  • Japan
  • Rest of Asia-Pacific

Central and South America and the Caribbean

  • Brazil
  • Argentina
  • Colombia
  • Rest of Central and South America and the Caribbean

Middle East

  • Saudi Arabia
  • Oman
  • Qatar
  • The UAE
  • Turkey
  • Rest of ME


  • Nigeria
  • South Africa
  • Rest of Africa

Frequently Asked Questions (FAQs)

Sanitary Pads Type Segment is expected to be the leading segment in the market during the forecast period.
Procter & Gamble, Unicharm Corporation, Johnson & Johnson, Kimberly-Clark Corporation, Edgewell Personal Care, Seventh Generation, Vivanion, Lil-Lets UK Ltd., Essity, Kao Corporation are the top players in the market.
The Asia Pacific is expected to hold the highest market share in the market.
The rise presence of key players, in tandem with a higher level of awareness and education regarding personal hygiene, are the key factors expected to drive the market during the forecast period.
Report Metric Details
Market Size USD in Billion By 2030
Historical Data 2019-2020
Base Year 2021
Forecast Period 2022-2030
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
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