GVR Report cover Disposable Hygiene Products Market Size, Share & Trends Report

Disposable Hygiene Products Market Size, Share & Trends Analysis Report By Product (Tampons, Toilet Paper), By Distribution Channel (Hypermarkets/Supermarkets, Online), By Region, And Segment Forecasts, 2023 - 2030

  • Report ID: GVR-4-68040-144-8
  • Number of Pages: 85
  • Format: Electronic (PDF)

Market Size & Trends

The global disposable hygiene products market size was estimated at USD 211.50 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 4.6% from 2023 to 2030. The growing awareness regarding health and hygiene among consumers is a major factor driving the market growth. Moreover, enhancing menstrual hygiene among underprivileged girls and women in low- and middle-income nations has been a significant global objective. To achieve this, governments in developing regions have encouraged the adoption of disposable sanitary pads, this is expected to boosting the demand for the feminine hygiene products. Moreover, government healthcare agencies have been implementing awareness campaigns focused on personal hygiene.

U.S. Disposable Hygiene Products Market size and growth rate, 2023 - 2030

These initiatives aim to educate people about the significance of using hygiene products and are expected to bolster global product demand. An illustrative example took place in 2021 when the UK government collaborated with Unilever, Plc., a renowned global consumer goods manufacturer, to launch a worldwide personal care campaign emphasizing the importance of handwashing, personal hygiene and feminine hygiene products. These governmental endeavors are supposed to support the demand for flushable gloves and toilet paper products on a global scale. Furthermore, the increasing consciousness surrounding personal care and cleanliness is a key driver for the growth of the market.

The surge in stockpiling personal care products due to COVID-19 lockdown measures worldwide positively impacted product revenues globally. Moreover, the escalating demand for sanitizing property-based flushable tissues and toilet papers from hospitals, hotels, restaurants, and other away-from-home (AFH) consumers to uphold cleanliness and prevent infections in bathroom spaces drove product demand during the pandemic.

In addition, the increasing preference for online shopping of essential daily items propelled market expansion during this pandemic period. As an example, in 2021, Essity AB, a prominent global manufacturer of personal care products, noted a 15.9% increase in online sales of its personal care goods, achieving a total of USD 1.88 billion in revenue.

The rising demand for sustainable and biodegradable materials like bamboo, organic cotton, and sugarcane in disposable hygiene products is creating new avenues for market growth. The increasing popularity of plant-based, alcohol-free incontinence products among the adult demographic, aimed at reducing skin irritation caused by chemical-based alternatives, is positively impacting global product revenues.

Moreover, the increasing preference among millennial consumers for premium, skin-friendly, and highly absorbent diapers and wipes is propelling market expansion. In the fiscal year 2022, the Procter & Gamble Company, a leading global manufacturer of premium disposable diapers and wet wipes, reported a 5% surge in sales for its baby, feminine, and family care business segment, achieved a total revenue of USD 19.74 billion. However, the utilization of chemical-based scented disposable products can lead to adverse effects such as skin rashes, colds, and headaches among consumers. This is expected to hinder the market growth over the forecast period.

Product Insights

Based on product, the baby diapers segment dominated the market with a revenue share of approximately 27% in 2022. Increasing awareness about child health is a significant driver in the market growth. There is a notable shift towards preferring high-quality and environmentally-friendly baby products, particularly biodegradable diapers, on a global scale. Furthermore, manufacturers are placing emphasis on creating baby diapers based on bio-friendly ingredients, a trend expected to further drive market growth in the foreseeable future.

Global Disposable Hygiene Products Market share and size, 2022

The adult diapers segment is anticipated to register the fastest CAGR of about 7.2% over the forecast period. The rising geriatric population globally along with greater accessibility to diapers, urbanization, and heightened awareness regarding the importance of maintaining hygiene conditions are major factors driving the segmental growth. Moreover, incontinence care products are seeing a growing application in medical facilities, particularly for patients grappling with acute illnesses. These diapers play a crucial role in averting leaks, regulating bodily fluids, and ensuring comfort.

Distribution Channel Insights

Based on distribution channel, the supermarkets/hypermarkets segment held a majority market share of about 41% in 2022. Many consumers enjoy the experience of shopping in- supermarkets/hypermarkets, especially during the holiday season, as it can be a fun and festive activity. Furthermore, an increasing number of supermarkets offer sustainable disposable hygiene products to cater to the growing consumer demand for eco-friendly products. By stocking and promoting sustainable options, supermarkets demonstrate their commitment to corporate social responsibility and sustainability, enhancing their brand reputation among environmentally conscious consumers.

The online channel segment is anticipated to register the fastest CAGR of about 6.4% over the forecast period. The pandemic accelerated the shift towards online sales for the market, as consumers looked for safe and convenient ways to shop and stay entertained from home. In addition, online subscription models for the purchase of disposable hygiene products have gained immense popularity among parents in recent years, as they offer convenience, cost savings, and customization. A subscription model simplifies the process of maintaining a steady supply of disposable hygiene products, making it a practical choice for busy caregivers.

Regional Insights

Based on region, North America dominated the market in 2022 with a revenue share of approximately 33%. The substantial U.S. and Canadian populations' need for personal care items including wipes, diapers, razors, blades, feminine hygiene products and others for everyday hygiene is what primarily drives the North American market. According to information provided by the U.S. Census Bureau, a federal government body in the United States, sales of health and personal care stores in the country reached USD 4.3 million in September 2021, an increase of 0.5% over August 2021.

Disposable Hygiene Products Market Trends, by Region, 2023 - 2030

The Asia Pacific region is anticipated to witness the fastest CAGR of 5.7% from 2023 to 2030. The increasing population, particularly in the developing economies, and their rising spending power are credited with driving the region's prosperity. In addition, the region's high infant mortality rate will contribute to increasing segment growth over the forecast period. For instance, the East Asia Forum (EAF) estimates that twelve million kids were born in China alone in 2020. Another important aspect fueling the region's growth is the accessibility of a broad range of goods at competitive rates.

Key Companies & Market Share Insights

The market for disposable hygiene products is increasingly competitive with the presence of both large- and small-scale manufacturers. Prominent players have been adopting strategies such as mergers & acquisitions, partnerships, product launches, innovation, and promotions to stay competitive in the markets.

  • In May 2023, Niine Sanitary Napkins, a prominent supplier of high-quality and cost-effective hygiene solutions in India, launched the nation'sbinitial biodegradable sanitary pads made from PLA (polylactic acid). These pads have received certification from CIPET (Central Institute of Petrochemicals Engineering and Technology) and boast a decomposition rate of over 90% within 175 days, with the remainder breaking down within a year.

  • In September 2022, Attindas Hygiene Partners launched an innovative adult disposable incontinence underwear product in North America. This innovative item remains discreet beneath clothing yet offers complete leak-proof protection of up to 100%. It incorporates Maxi Comfort ultrasonic bonding technology, resulting in a more flexible material that molds to various body shapes.

Key Disposable Hygiene Products Companies:

  • Procter & Gamble
  • Kimberly-Clark Corporation
  • Johnson & Johnson Services, Inc.
  • Essity AB
  • Unicharm Corporation
  • Ontex Group NV
  • Domtar Corporation
  • Kao Corporation
  • Edgewell Personal Care Company
  • Hengan International Group Co. Limited

Disposable Hygiene Products Market Report Scope

Report Attribute


Market size value in 2023

USD 220.60 billion

Revenue forecast in 2030

USD 304.24 billion

Growth Rate

CAGR of 4.6% from 2023 to 2030

Base year for estimation


Historical data

2017 - 2021

Forecast period

2023 - 2030

Quantitative units

Revenue in USD million/billion and CAGR from 2023 to 2030

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Product, distribution channel, region

Regional scope

North America; Europe; Asia Pacific; Central & South America; Middle East & Africa

Country scope

U.S.; Canada; Mexico; UK; Germany; France; Italy; Spain; China; India; Japan; Indonesia; South Korea; Brazil; South Africa

Key companies profiled

Procter & Gamble; Kimberly-Clark Corporation; Johnson & Johnson Services, Inc.; Essity AB; Unicharm Corporation; Ontex Group NV; Domtar Corporation; Kao Corporation; Edgewell Personal Care Company; Hengan International Group Co. Limited

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.

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Global Disposable Hygiene Products Market Report Segmentation

This report forecasts revenue growth at global, regional & country levels and provides an analysis on the latest trends and opportunities in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global disposable hygiene products market report based on product, distribution channel, and region:

Global Disposable Hygiene Products Market Report Segmentation

  • Product Outlook (Revenue, USD Billion, 2017 - 2030)

    • Sanitary Napkins

    • Tampons

    • Toilet Paper

    • Tissue paper

    • Wipes

    • Baby Diapers

    • Adult Diapers

    • Others

  • Distribution Channel Outlook (Revenue, USD Billion, 2017 - 2030)

    • Supermarkets/Hypermarkets

    • Drug Stores/Pharmacies

    • Online

    • Others

  • Regional Outlook (Revenue, USD Billion, 2017 - 2030)

    • North America

      • U.S.

      • Canada

      • Mexico

    • Europe

      • UK

      • Germany

      • France

      • Italy

      • Spain

    • Asia Pacific

      • China

      • India

      • Japan

      • Indonesia

      • South Korea

    • Central & South America (CSA)

      • Brazil

    • Middle East & Africa (MEA)

      • South Africa

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