Feminine Hygiene Products Market Size, Share & Industry Analysis, By Product Type (Menstrual Care Products and Cleaning & Deodorizing Products), By Distribution Channel (Hypermarkets/Supermarkets, Convenience Stores, Drugs Stores, and Others), and Regional Forecast, 2024-2032

The global feminine hygiene products market size was valued at USD 41.29 billion in 2023. The market is anticipated to grow from USD 43.25 billion in 2024 to USD 73.07 billion by 2032, exhibiting a CAGR of 7.78% during the forecast period.

Today, technological advancements and availability of quality education have helped women better understand important aspects of their bodies, such as the menstruation cycle. Poor sanitation of genital areas can lead to temporary infections and certain severe conditions, such as infertility. Therefore, healthcare professionals are continuously recommending menstrual care products to prevent the occurrence of such conditions. This factor will support the feminine hygiene products market growth in the future. The Procter & Gamble Company reported a 9% growth in its baby, feminine, and family care business segment and reached USD 20,217 million in the first half of 2023. Rise in its segment’s revenue is attributed to the increasing consumer demand for feminine care products during the period.

Feminine Hygiene Products Market Trends

Rising Waste Reduction Efforts to Bode Well for Market Growth

Reusable and alternative green products are being promoted to reduce the burden of waste generation due to single-use pads & tampons and disposable deodorizing wipes. According to the United Nations Environment Programme (UNEP), single-use plastic-based menstrual products take more than 500 years to decompose. Therefore, reusable menstrual cups, period underwear, and pads are a few solutions that are gaining traction for minimizing waste generation. According to the article ‘Making Menstrual Products Eco-friendly,’ published by Plastic Oceans International in February 2021, worldwide, nearly 45 billion menstrual products are being used annually, and on average, 4,125 plastic bags are used by a pad user over a lifetime.

Use of safer and less toxic fragrance additives in deodorizing products, biodegradable wipes, and recyclable packaging is being heavily promoted by companies among customers. For instance, Bodywise (U.K.) Limited offers a natracare product range of tampons, panty liners, wipes, and pads. These products are made with 100% organic cotton, sustainably sourced wood pulp, and compostable bioplastic free from synthetic dyes, and certified vegan.

Feminine Hygiene Products Market Growth Factors

Rising Menstrual Literacy Rate to Propel Market Growth

Feminine hygiene products make it easier for women to control their blood flow while going through their menstrual cycle. Increased education levels, a rising female workforce, and better menstrual literacy among teenage girls are largely supporting the market’s expansion. According to an article titled ‘Periods Shouldn’t be a Financial Burden, Here’s How One Retailer is Helping’ published by the World Economic Forum, the U.S. spending on menstrual products in 2020 reached USD 2 billion. Furthermore, increased awareness of menstrual hygiene among women consumers to avoid bacterial infection during the COVID-19 pandemic amplified the product demand worldwide.

The market is also driven by rising number of diseases, such as infection in the lower reproductive tract owing to poor hygiene of genital areas. Growing awareness regarding maintaining hygiene during menstruation and need to eliminate odor are increasing the product's popularity.

Growing Hygiene-related Initiatives to Increase Product Sales

Several initiatives, such as Menstrual Hygiene Day (May 28^th), initiated by a German non-profit organization and WASH United are likely to increase hygiene awareness among women. Such programs will also remove several related taboos, thereby increasing the demand for feminine hygiene products.

Similarly, Menstrual Health and Hygiene (MHH) activities are considered among the five core priorities for adolescent girls in UNICEF’s Gender Action Plan (2018-2021), which is planning to provide basic knowledge and improve access to menstrual care materials and facilities. For instance, in June 2022, Essity and UNICEF extended their agreement to promote the importance of following menstrual hygiene practices. Since 2019, nearly 200,000 Mexican people, including 42,000 public servants and 3,200 teachers, have benefitted from this partnership. Therefore, rising efforts by global healthcare organizations and players operating in the market to educate girls and women will likely increase the adoption of feminine hygiene products.

RESTRAINING FACTORS

Incidences of Skin Rashes Due to Prolonged Product Usage to Limit Market Growth

Incidences of skin rashes and skin infection due to the usage of reusable tampons, sanitary pads, and cups for a longer duration can restrain the product demand among global consumers. Furthermore, lack of awareness of efficient use of the product and limited product availability can hamper the product consumption rate across emerging and undeveloped countries.

Feminine Hygiene Products Market Segmentation Analysis

By Product Type Analysis

Menstrual Care Products to Gain Notable Traction Due to their Higher Usage

Based on product type, the market is segmented into menstrual care products and cleaning & deodorizing products. The menstrual care products segment held the largest feminine hygiene products market share as these products are used by women every month across the globe. Additionally, the growing government initiatives for increasing awareness and access to feminine hygiene products will aid market expansion. For instance, in October 2021, the government of Ontario, Canada started distributing 6 million free period products to schools located across the Ontario province.

The need to get rid of bad body odor has become an important factor among teenagers and working women, thereby increasing the adoption of deodorizing products. High-income groups invest heavily in deodorizing products to enhance their personal hygiene.

By Distribution Channel Analysis

Hypermarket/Supermarket Segment to Remain Dominant Due to Bulk Purchasing Options

Based on distribution channel, the market is segmented into hypermarkets/supermarkets, convenience stores, drug stores, and others. The hypermarkets/supermarket segment is expected to dominate the market as women prefer to buy their hygiene products in bulk at these stores. These channels offer heavy discounts on bulk purchases, attracting consumers to buy tampons and pads that are usually highly priced and not affordable for low-income groups. Hypermarkets are a one-stop destination for females to purchase several required period products where various brands can be compared before making the final decision.

Pharmacies and drug stores usually offer limited product range. However, the drug stores segment held a significant market share due to the presence of trusted brands, easy store access, and easy payment options.

REGIONAL INSIGHTS

The Asia Pacific market value stood at USD 13.22 billion in 2023. The region is expected to dominate the global market share due to rising hygiene awareness and urbanization in India and China. The growing number of working women in these countries has resulted in higher disposable income, which enables them to spend more on their health and body. The continuous development of reusable products will further foster the regional market growth. Reusable products provide a cost-effective solution against purchasing new disposable products every time for the next use. For instance, as per a survey conducted by the Government of Scotland in May 2020, 42% of the Scotland population uses disposable menstrual items.

North America and Europe are matured markets owing to higher standard of living, better sanitation practices, and greater income levels for women. These factors have resulted in the regions holding a significant market share. For instance, according to the annual sustainability report published by Essity AB, a leading hygiene products maker, in 2020, the highest usage of feminine hygiene products was witnessed in Western Europe, followed by North America and Eastern Europe. As per the same source, women in Western Europe aged 10 to 54 use more than 380 units of feminine hygiene products per year.

Favorable government initiatives in South America and the Middle East & Africa will increase the demand for feminine hygiene products. For instance, in May 2020, Kenya’s Ministry of Health launched the country’s first Menstrual Hygiene Management (MHM) Policy and Strategy with support from the Water Supply and Sanitation Collaborative Council (WSSCC). A few key strategies in the policy included mainstreaming the development of MHM for Water, Sanitation and Hygiene (WASH) infrastructure and strengthening MHM education and awareness.

List of Key Companies in Feminine Hygiene Products Market

Major Companies to Focus on Product Development to Consolidate their Market Positions

The market is characterized by prominent players, such as Procter & Gamble, Unilever, Kimberley Clark, and several local and startup companies. Manufacturers are focusing on developing safer and easy-to-use hygiene products. Designing products with softer materials to minimize allergic reactions and rashes, and developing sustainable products are important aspects to be considered by market players while making new products.

Manufacturers are also focusing on geographic expansions and product optimization based on consumer feedback to cater to their changing preferences. For instance, in March 2021, Care Form Labs Private Limited, Pune, an India-based social innovation startup, launched menstrual cups that are easy to use and switch by users. Furthermore, in 2020, OrganiCup launched mini-sized menstrual cups for teenagers.    

LIST OF KEY COMPANIES PROFILED:

• Procter & Gamble Company (U.S.)


• Unicharm Corporation (Japan)


• Essity AB (Sweden)


• Kimberly-Clark Corporation (U.S.)


• Ontex Group NV (Belgium)


• Edgewell Personal Care (U.S.)


• Maxim Hygiene (U.S.)


• Hengan International Group (China)


• TZMO SA (Poland)


• Unilever Plc. (U.K.)

KEY INDUSTRY DEVELOPMENTS:

• January 2024 – Compass Diversified (CODI), a publicly traded company, invested USD 380 million to acquire The Honey Pot Company, an Atlanta, U.S.-based feminine care brand operating in more than 33,000 U.S. retail stores. Through this partnership, the brand will be able to increase its product reach across the U.S.


• January 2022 – Essity AB acquired Australian company Modibodi and Canadian firm Knix Wear, Inc., providers of leakage-proof intimate apparel products, to expand its presence in the global intimate apparel products industry.


• February 2022 - Sirona Hygiene Private Limited, an Indian menstrual cup manufacturer, acquired women's safety brand, Impower, to generate revenue from women's safety products in India.


• November 2022 - The Edgewell Personal Care Company acquired Billie Inc., a U.S.-based consumer brand company, to expand its portfolio of women's personal care products.


• 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.

REPORT COVERAGE

The research report provides a detailed analysis of the market and focuses on key aspects, such as competitive landscape, distribution channels, and leading product types. Besides this, it offers insights into the latest market trends and highlights key industry developments.

In addition to the abovementioned factors, the report encompasses several factors that have contributed to the market's growth in recent years.

Report Scope & Segmentation