Tampon Market

Market Overview

The global tampon market size was valued at USD 4.9 billion in 2022. It is estimated to reach USD 8.7 billion by 2031, growing at a CAGR of 6.2% during the forecast period (2023–2031).

Highlights

• Radially wound pledget dominates the product segment.
• Blended dominate the material segment.
• Pharmacy and retail stores dominate the distribution channel segment.
• North America is the highest shareholder in the global market.

A tampon is a female hygiene product that women should use during menstruation to absorb any vaginal fluids or blood that may leak out. The product is placed in the vagina and expands as it absorbs the menstrual blood. The tampon soaks up vaginal bacteria along with the natural lubricant. The cylinder-shaped product can be made from cotton, rayon, or a combination. It is also possible that nothing but synthetic fibers went into making this product.

Organic cotton is used in the production of some tampons. However, this is not the case with all of them. Several countries have laws governing the use of tampons in healthcare settings. There are reportedly varying levels of absorbency in tampons. The tampon string is detachable at its attachment point, making it easy to dispose of when unused. The user can rest easy knowing that their period attire won't get ruined by blood stains because of this product.

Market Dynamics

Global Tampon Market Drivers:

Enhanced Understanding of Available Feminine Hygiene Products

Women have access to a wide range of commercially available feminine hygiene products during their periods. Cups for menstruation and sanitary napkins are two products that fall under this category. Many government organizations worldwide have been implementing different awareness programs to raise awareness about these products because many women in nations with low and moderate incomes are unaware of them.

In addition, since sanitary napkins generate a substantial amount of waste and require considerable time to decompose, their global use has decreased over the past decade. As a result, governments and other significant stakeholders are undertaking campaigns to increase global understanding of tampons and the number of individuals using them. In light of this, implementing these policies will contribute to the tampon market expansion.

Availability of Organic Tampons

Cotton and rayon treated as appropriate for medical applications are frequently used to produce tampons. The companies that make these products currently concentrate on producing tampons made entirely of organic cotton in its purest, most unprocessed form. The only type of cotton used to manufacture tampons is organic cotton, cultivated without artificial fertilizers or pesticides. In addition, traditional cotton is not used to make tampons. The main driving force for the decision to use conventional cotton as the preferred material to using organic cotton while making tampons was eliminating any plastic components previously present in the product.

Additionally, organic tampons benefit women's hygiene because they are free of harmful chemicals and bleach. Therefore, they are a fantastic option for ladies worried about maintaining a clean period. This makes using them a better and safer alternative than using regular tampons. Due to these qualities, they serve as a beneficial alternative to the traditional tampons now available on the market. Anxieties about the state of the environment and worries about gender-specific cleanliness have contributed to the sector's growth.

Global Tampon Market Restraint:

Access to Alternatives and Tampon Prices

Tampon alternatives abound on the market, and some of them include sanitary napkins and menstrual cups. Sanitary napkins are the most popular menstrual hygiene items worldwide, particularly in underdeveloped nations where most women have used pads for many years. The market expansion is also constrained by the emerging economies' lack of knowledge of tampons. Compared to sanitary pads, tampons are less common in poorer countries.

Additionally, tampons are still mostly unknown to most women. Tampons also cost more than sanitary pads and menstrual cups. Menstrual cups are also one of the most effective alternatives to tampons because they can be reused. Therefore, tampons face intense rivalry in the nation's market for feminine hygiene goods, which limits market expansion.

Global Tampon Market Opportunities:

Unrealized Potential in Developing Nations.

It is anticipated that growing nations like Asia-Pacific and LAMEA will soon be lucrative markets for the production of tampons. Tampons are now more widely used as a result of this. As a result, the usage of tampons has recently become more widespread. The expanding number of activities being carried out by various non-governmental organizations (NGOs) and governments to raise awareness about the advantages of using tampons is anticipated to support a rise in the adoption rate of tampons. These programs aim to raise public awareness of the advantages of using tampons.

Additionally, these initiatives aim to spread knowledge about the advantages of using tampons across a larger population. For instance, a lot of advertising was launched in India in 2019 to raise awareness about the use of tampons. It was done to lower the number of women who did not use tampons. It is also anticipated that employing these marketing strategies will help open new doors for the tampon company's expansion in developing countries.

Regional Analysis

Based on region, the global tampon market is bifurcated into North America, Europe, Asia-Pacific, and LAMEA.

North America Dominates the Global Market

North America is the most significant global tampon market shareholder and is estimated to exhibit a CAGR of 5.0% over the forecast period. North America accounts for a sizable share of the global tampon market and is expected to hold this position during the projected period. Due to the high number of educated women in the area and awareness of the availability of tampons on the market, the U.S. tampon market is anticipated to contribute the highest share to the North American market. In the U.S., more than 50% of women are between the ages of 12 and 50, and 70% use tampons—additionally, important industry players like Johnson & Johnson and Kimberly-Clark support market expansion.

Additionally, Canada is predicted to increase fastest during the projected period due to government initiatives to enhance female hygiene. Diva International Inc. started North America's "Inner Revolution" campaign to spread awareness about alternate menstruation products. The campaign was run across North America using various media, including TV, radio, social media, and internet advertisements. According to estimates, such initiatives will raise knowledge of tampons' advantages over sanitary pads. It is also projected that the accessibility of the items will spur market expansion in North America.

Asia-Pacific is anticipated to exhibit a CAGR of 6.6% over the forecast period. Due to its large female population, rising adoption of cutting-edge products, and rising disposable income, Asia-Pacific is predicted to have the quickest growth rate in the worldwide tampon industry. The population in the Asia-Pacific region constitutes 59.66% of the population of the entire world. Due to their larger populations, India and China mainly contribute to the market's growth. In addition, a notable increase in disposable income, healthcare industry advancements, and awareness of feminine hygiene further drive the market expansion for tampons in this region. One significant factor projected to increase the adoption of tampons among women during the forecast period is the rise in efforts to enhance awareness regarding the advantages of using them in the Asia-Pacific region. The high percentage of women in the region and the growing knowledge of the value of utilizing tampons also contribute to the market's expansion.

Germany, France, the United Kingdom, Italy, Spain, and the rest of Europe are among the five major nations covered in the study of Europe. Due to growing consumer knowledge of the advantages of using tampons and a growing demand for environmentally friendly feminine hygiene products, Europe currently maintains the second biggest market share in the worldwide tampon industry. In addition, Germany is the largest contributor to the European tampon market since improved goods are widely used and easily accessible.

In LAMEA, the tampon market is anticipated to grow at a rapid CAGR over the forecast period due to increased awareness of the advantages of tampons and the high percentage of women in the region. Due to the easy access to tampons and significant advancements in the healthcare industry, Brazil is the primary contributor to the market growth in this area. In addition, low adoption rates of tampons in the region are caused by a lack of knowledge about their availability in low-income African nations. For instance, 65% of young women in Western Africa do not have access to hygiene supplies, according to the NGO Zana Africa, which works to prevent and eliminate period poverty in Kenya. Most women in this area favor sanitary pads to maintain their hygiene.

Segmental Analysis

The global tampon market is bifurcated into product, material, and distribution channels.

Based on the product, the global market is bifurcated into radially wound pledget and rectangular/square pads. 

The radially wound pledget segment is the highest contributor to the market and is estimated to exhibit a CAGR of 4.21% over the forecast period. Sheets of fibrous material are wrapped like Swiss rolls and then crushed to create a tampon that expands in a radial direction when making wound pledgets. This process is called "radially wound pledget manufacturing." A radially wound pledget is the name given to this particular variety of pledges. This particular pledget is referred to by its specific term, a radially wound pledget.

Even though it was responsible for the vast majority of the market share, this industry is estimated to remain prevalent over the forecast period. This expectation is based on the fact that this industry has historically been the most successful because there has been an upsurge in demand for these tampons among women worldwide. The reason for this can be seen in the previous sentence. In particular, the demand for this product has been coming from developing nations.

Based on material, the global market is segmented into cotton, rayon, and blended.

The blended segment dominates the global market and is predicted to exhibit a CAGR of 4.1% during the forecast period. Blended tampons are more affordable than organic tampons because they are made from a combination of cotton and rayon instead of just cotton. Blended tampons are also more hygienic. As a result, it is the component that tampon makers rely on the most when creating their products because this tampon incorporates characteristics of both cotton and rayon, as well as being economical. These are either made to be put directly into the body without an applicator or to be put into the body through a plastic or cardboard applicator.

Most tampon products are constructed with a rayon and cotton combination. In addition, these tampons are gradually becoming the product of choice among women who have their periods, making them an interesting development. This can be explained by the benefits these tampons offer, such as the fact that they are more comfortable to wear and more effective in soaking up menstrual blood flow. One of the most important aspects that will contribute to the expansion of this sector of the market in the foreseeable future is the environmental damage that can occur when sanitary pads are thrown away.

Based on distribution channels, the global market is bifurcated into online stores and pharmacies and retail stores.

The online store segment owns the highest market share and is predicted to exhibit a CAGR of 5.2% over the forecast period. "Online store" refers to a virtual shopping platform allowing customers to purchase Internet products and services. Shopping online has many benefits, including being convenient, available 24/7, offering a large selection of products in one place, and making it simple for customers to compare prices. The section of the worldwide market comprised of online stores owns the largest share by distribution channel because online shopping is more convenient, and a wider selection of products is available in various materials, shapes, and sizes. This has led to an increase in money spent at online stores.

Recent Developments

• March 2023- Procter & Gamble Co. introduced a new feminine hygiene product, i.e., Tampax Cup. It is designed in a soft cup shape that stays in a single place and reduces pressure on the bladder. This product is reusable and offers comfort as well as protection. Tampax cup is available in two sizes such as regular flow and heavy flow.

• December 2022- Lil-lets Group Ltd unveiled its reusable tampon applicator. The company is focusing on the development of sustainable products, and it has stopped producing its plastic applicator tampons. The new reusable tampon applicator is slimline and smooth with a rounded tip for easy insertion that can be cleaned between usages and has been designed to offer comfort. It also features a lid so the user can insert a tampon into the applicator without touching the tube.

• June 2022- Sequel, a startup firm offering health and wellness experience for women through the manufacture of women's hygiene products, launched tampons and raised USD 5 million through seed funding rounds. The firm aims to improve the quality of women’s hygiene products by enhancing design and technology. The move will likely boost the expansion of the tampon business in the U.S. and North America.