The global feminine hygiene products market size was valued at USD 20.62 billion in 2017. It is expected to witness a CAGR of 6.5% during the forecast period. Increase in cognizance level, rising disposable income in developing countries, and initiatives undertaken by manufacturers and local governments are projected to drive the market. Novel product innovations are anticipated to further fuel growth. These are an essential commodity for women. Increasing initiatives to launch innovative, eco-friendly, and easy to use solutions coupled with rising awareness among women can propel the demand for various novel products in the near future.
Rising initiatives by various organizations and governments to raise awareness and to eliminate taboo surrounding menstruation are anticipated to bode well for the market. In addition, social media has been vital in bringing awareness about hygiene and other related topics. For instance, Women’s Voices for the Earth, an environmental organization conducted an awareness rally in May 2017 to raise awareness about feminine care and women’s products.
In developing countries like India and China, mensuration is still considered a taboo subject. Companies are launching awareness campaigns to eliminate this taboo and to boost sales. For instance, Procter & Gamble (P&G) has been conducting a program Parivartan across the schools in India to educate young girls about mensuration and the importance of usage of sanitary products to maintain hygiene.
Promotional activities through various media communication channels have helped P&G boost sales of their brand of feminine hygiene products called Always. The company has undertaken various other programs and campaigns to support female care products. It partnered with the United Nations International Children's Emergency Fund (UNICEF), National Department for Basic Education, and Small Projects Foundation for its campaign Always Keeping Girls in School, in Africa.
Based on distribution channels, the feminine hygiene products market is segmented into supermarkets, pharmacies, online retail stores, drug stores, and others. Specialty stores and beauty stores constituted the others segment. Supermarkets held the largest revenue share as a large number of women tend to purchase sanitary items along with household items. The convenience offered by this distribution channel is one of the prime reasons aiding the growth of the segment.
Supermarkets usually offer discounts and other such benefits to attract consumers and to increase product sales. They act as distribution centers for parent companies and offer a large number of brands in one place. Thus, with the presence of a diverse product range and ease of convenience, supermarkets held the largest market share.
Pharmacies are also a popular choice for buying female hygiene products. As pharmacies stock up medicines and drugs, they also sell essential hygiene and sanitation products. The majority of pharmacies collaborate with parent companies to attract women consumers. Online retail stores, on the other hand, offer convenience to women and are expected to witness lucrative growth in the near future. Many working women find it easier to shop online. Thus, with a boom in e-commerce, online retail stores are expected to gain a significant market share during the forecast period.
Menstrual care was the largest grossing segment in the past. These are basic necessities of women of 12 to 45 years of age. With a global rise in the population of women, the need for sanitary and hygiene products has increased immensely, thereby accelerating the demand. With rising awareness, a large number of women are opting for the most effective products. Feminine powders, soaps, and intimate washes are being used by women to take care of vaginal health and to maintain a healthy pH in the vaginal area. This, in turn, is anticipated to accelerate market growth in the near future.
Sanitary napkins held the largest market share in terms of revenue as they are highly preferred by women across all geographic regions and age groups. Sanitary napkins are available in different sizes and absorption levels and they offer better comfort and ease of use than tampons. Tampon usage is mostly seen in western countries where awareness regarding female sanitation and hygiene is relatively higher than in other parts of the world. Taboo regarding menstrual hygiene is another reason why the usage of tampons is relatively lower in these regions. With an increase in knowledge, usage of menstrual cups is on the rise. The cups are relatively cost-effective as they can be reused, unlike sanitary napkins and tampons. They are eco-friendly and safe as they are made of silicon and are not preloaded with chemicals.
Period panties and panty liners are also used by an increasing amount of women. Period panties can be used as a replacement of panty liners and sanitary napkins depending on the flow. Thus, the segment is expected to gain a lucrative market share during the forecast period. Cleaning products consist of feminine powders and soaps along with intimate washes. Internal cleaners, douches, and feminine wipes among others are used to maintain hygiene. Rising awareness is anticipated to boost product demand in the near future.
In 2017, Asia Pacific held the largest market share in terms of revenue. The large population in countries like India and China with a high number of women in their reproductive years is one of the prime reasons driving the regional expansion. The retail industry in Asia Pacific is witnessing change and consumers are following global trends. In addition, an increase in disposable income enables women to choose from a wide range of hygiene and sanitary solutions. Aggressive marketing strategies to raise awareness and to drive sales have contributed to regional growth.
North America also contributed to a significant market share owing to the presence of dominant players, high awareness, and wide product range. Period panties and menstrual cups are being increasingly adopted in this region. Eco-friendly options such as reusable cloth pads, organic tampons, and sanitary napkins are also garnering a positive response. Stringent Food and Drug Administration (FDA) regulations for commercialization of menstrual care solutions is another factor hindering the regional growth. Developers focus on meeting these regulatory standards. Sales tax imposed on menstrual care solutions in various states is one of the factors restraining market growth in the U.S.
Some of the key market participants include Procter & Gamble, Glenmark, Unicharm Corporation, Kimberly-Clark Corporation (KCWW), Edgewell Personal Care, Lil-Lets UK Ltd., Essity, Ontex, Natracare Bodywise, Kao Corporation, and Summer’s Eve. The majority of dominant players collaborate to increase product penetration.
Major players such as Procter & Gamble, Kimberly-Clark Corporation (KCWW), and Edgewell Personal Care held a dominant market share in 2016. These companies are increasingly undertaking new product development activities, extensive business collaborations, and mergers & acquisitions to gain more profits. For instance, in June 2017, Always announced the introduction of Always My Fit, a new advanced sizing system to help prevent leakage during menstruation.
Other key participants include Unicharm Corporation and Ontex. These companies are introducing innovative solutions to capture a higher market share. For instance, in August 2016, Unicharm Corporation announced the launch of SOFY panty liners for everyday use in India. Social media marketing has played a vital role in bringing awareness about various solutions for female care and hygiene. Various companies have developed unique commercials to strike a chord with consumers to boost sales.
Base year for estimation
Actual estimates/Historical data
2014 - 2016
2018 - 2025
Revenue in USD Billion and CAGR from 2014 to 2025
North America, Europe, Asia Pacific, Latin America, Middle East & Africa
U.S., Canada, U.K., Germany, France, Italy, Spain, Japan, China, Brazil, Mexico, South Africa, and Saudi Arabia
Revenue forecast, company share, competitive landscape, growth factors and trends
15% free customization scope (equivalent to 5 analyst working days)
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This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2014 to 2025. For the purpose of this study, Grand View Research has segmented the global feminine hygiene products market report on the basis of product, distribution channel, and region:
Product Outlook (Revenue, USD Billion, 2014 - 2025)
Cleaning and Deodorizing
Distribution Channel Outlook (Revenue, USD Billion, 2014 - 2025)
Online Retail Stores
Regional Outlook (Revenue, USD Billion, 2014 - 2025)
The Middle East and Africa
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