FEMININE HYGIENE PRODUCTS MARKET ANALYSIS

Global feminine hygiene market was valued at US$ 33.3 Bn in 2023, exhibiting a CAGR of 9.7% in terms of revenue, over the forecast period (2023 to 2030) to reach US$ 63.5 Bn by 2030. Sanitary pads/napkins, panty liners, tampons, and feminine hygiene wash are some of the widely used feminine hygiene products. Sanitary pads/napkins, panty liners and tampons are worn by women during menstruation to absorb blood flow. These products are made of super absorbent material to hold menstrual blood during menstruation. Panty liner are majorly used to absorb daily vaginal discharge, menstrual cup backup, and light menstrual flow. Tampons are a mass of superabsorbent material, which are designed to insert into vagina during menstruation.

COVID-19 Impact on Global Feminine Hygiene Products Market

The COVID-19 pandemic has had a mixed impact on global feminine hygiene products market. The pandemic has affected by various factors such as increase in demand of feminine hygiene products. During the initial stages of the pandemic, there was a surge in demand for feminine hygiene products, including sanitary pads, tampons, and menstrual cups. People stockpiled essential items, including feminine hygiene products, leading to increased sales. Moreover, pandemic also impacted by shift towards online sales. With physical stores and supermarkets temporarily closed or operating with limited hours, consumers turned to online channels to purchase feminine hygiene products. E-commerce platforms experienced a surge in sales, and many manufacturers and retailers focused on strengthening their online presence to carter to the increased demand. Moreover, supply chain disruptions is also a factor, which is impacted by the COVID-19. The global lockdowns and restrictions on movement imposed to control the spread of COVID-19 resulted in disruptions in the supply chain for feminine hygiene products. Manufacturing plant faced temporary closures are operated at reduced capacities, leading to supply shortages in certain regions. Overall, COVID-19 has had a mixed impact on global feminine hygiene products market.

Global Feminine Hygiene Products Market - Drivers

• Growing female population

Growing female population is expected to propel growth of the global feminine hygiene products market over the forecast period. For instance, according to World Bank, the female population worldwide increased from 3.638 billion in 2015 to 3.905 billion in 2022. Moreover, government initiatives to boost use of feminine hygiene products is also expected to aid in growth of the market. For instance, in February 2020, Scotland Parliament approved The Period Products (Free Provision) bill. The legislation of the bill is expected to offer period products for free in Scotland.

• Rising Menstrual literacy rate to propel market growth

The expansion of the market is largely supported by higher education levels, a growing female workforce, and better menstrual literacy among teenage girls. For instance, In 2020, the U.S. spent US$ 2 billion on menstrual products, according to the World Economic Forum article "Periods Shouldn't be a Financial Burden; Here's How One Retailer is Helping." The market is being driven by the rising incidence of diseases such as infections of the lower reproductive tract brought on by improper genital hygiene maintenance. The item is becoming more and more popular as a result of rising awareness of the importance of maintaining personal hygiene during menstruation and the growing desire to eliminate odour.

Global Feminine Hygiene Products Market - Restraints

• Adverse impact of disposable waste on the environment: Adverse impact of disposable waste on the environment is expected to hinder growth of the global feminine hygiene products market. Increasing consumption of disposable feminine hygiene products results in large volumes of waste material, which has an adverse impact on the environment. Majority of tampons contain chemicals such as dioxin, chlorine, and rayon, which pollute groundwater and air. Moreover, menstruation taboo in both emerging and developed economies is also expected to limit growth of the market. For instance, a January 2020 survey in the U.S. commissioned by Thinx, a feminine hygiene company, found that 60% women admitted to feeling ashamed when they menstruate.

Among Product Type, the sanitary napkins/pads dominated the global feminine hygiene products market in 2022, with 51.70%, owing to easy availability in distribution channels coupled with initiatives taken by NGO’s regarding female health and hygiene to promote use of sanitary pads.

Tampons are also expected to maintain a significant role throughout the forecast period. Tampons are cylindrical shaped products made of absorbent material that are inserted into the vagina to absorb menstrual fluid. They are typically made of cotton or rayon and may include an applicator for easier insertion.

Figure 1. Global Feminine Hygiene Products Market, By Product, 2022

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Global Feminine Hygiene Products Market - Opportunities 

Use of biodegradable raw materials in making sanitary napkins and other feminine hygiene products is expected to offer lucrative growth opportunities for players in the market. For instance, Sparkle, a start-up based in India, produces biodegradable sanitary pads from banana fiber. Moreover, exemption of taxes on feminine hygiene products is also expected to aid in growth the market. For instance, the government of South Carolina (U.S.)’s House Bill 4717, also known as the Female Health and Wellness Act, would eliminate the tax on feminine products in July 2020 which is successfully carried out.

Global Feminine Hygiene Products Market - Market Trends

Educational institutes are providing free feminine hygiene products. For instance, in November 2019, public schools in Fairfax County (Virginia, U.S.) started providing free feminine hygiene products in girls’ bathrooms at schools. Major brands are focused on promoting transgender and nonbinary customers-inclusive products. For instance, in 2019, Procter & Gamble removed the Venus symbol from its Always sanitary products to be inclusive of transgender and nonbinary customers. The Procter & Gamble Co (P&G) is a manufacturer and marketer of fast-moving consumer goods. The company’s products include conditioners, shampoo, male and female blades and razors, toothbrushes, toothpaste, dish-washing liquids, detergents, surface cleaners and air fresheners

Global Feminine Hygiene Products Market - Regional Insights

In 2022, Asia Pacific held the largest market share with 53.30%. Rising female personal hygiene awareness and the growing number of women in populations in nations such as China and India have fuelled demand for feminine hygiene products, which has helped the market as a whole expand.

Due to their generally higher standards of living, improved sanitation procedures, and higher levels of female income, North America and Europe are mature markets. These factors have caused the regions to hold a sizable market share for feminine hygiene products. For instance, according to the annual sustainability report released by Essity AB, a major manufacturer of hygiene products, in 2020, Western Europe saw the highest usage of feminine hygiene products, followed by North America and Eastern Europe. Women in Western Europe, ages 11 to 55, use more than 390 units of feminine hygiene products annually, according to the same source.

Figure 2. Global Feminine Hygiene Products Market, By Region

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Global Feminine Hygiene Products Market - Recent Developments

• In October 2020, Kimberly-Clark Corporation acquired Softex Indonesia to accelerate growth in the personal care business segment across Southeast Asia. Kimberly-Clark Corporation is a global health and hygiene company that manufactures and provides consumer products. The Company's products include diapers, tissues, paper towels, incontinence care products, surgical gowns, and disposable face masks. Kimberly-Clark's products are sold in countries around the world.
• In January 2021, Essity AB launched a range of washable & absorbent underwear within its incontinence products category. These products are highly efficient in bladder leakage and menstruation management. Essity is a hygiene and Health Company that develops, produces, and sells personal care products. The company's products include feminine care, baby care, toilet paper, facial tissue, wet wipes categories, hand soap, hand sanitizers, and tissue dispensers for institutional customers. It also offers medical solutions in the form of wound care, orthopedics, and compression therapy.
• In March 2020, Hindustan Unilever Limited announced its plans to acquire VWash, a female intimate hygiene products brand from Glenmark Pharmaceuticals Ltd. Unilever Plc (Unilever) is a manufacturer and supplier of fast-moving consumer goods. The company's product portfolio comprises food products, beauty, and personal care products, beverages, home care products, vitamins, minerals, and supplements.
• In May 2019, Edgewell Personal Care Company partnered with Harry's, Inc., a manufacturer of shaving equipment, to develop a next-generation consumer products platform. Edgewell Personal Care Co (Edgewell) is a manufacturer and marketer of personal care products. The company offers shaving, sun care, feminine care, and skincare products. Its products include razor handles and refillable blades, shaving gels and creams and disposable shaving products, men’s grooming products, tampons, pads and liners.

Global Feminine Hygiene Products Market - Key Players

Major players operating in the global feminine hygiene products market include, Johnson & Johnson, Procter & Gamble Company, Edgewell Personal Care Company, Kimberly-Clark Worldwide, Inc., SCA, Ontex Group NV, and Lil-Lets.

Definition: Feminine Hygiene Usage and Products. The term “feminine hygiene products” often refers specifically to items or goods that a woman uses during her menstrual cycle. These products include tampons, sanitary pads, menstrual cups, sea sponges, and others designed to manage the symptoms of a woman's menstrual cycle.