Feminine Hygiene Products Market Size, Share & COVID-19 Impact 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, 2023-2030

The global feminine hygiene products market size was valued at $39.66 Bn in 2022 and is projected to reach from $41.29 Bn in 2023 to $62.66 Bn by 2030, exhibiting a CAGR of 6.1% during the forecast period. Feminine hygiene products are essential items designed to help women manage their menstrual cycles and maintain personal hygiene.

Today, technological advancements and the 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.

COVID-19 IMPACT

Scarce Availability and Increasing Product Prices amid COVID-19 Affected Market Growth

Panic buying of grocery items resulted in high sales through retail stores that helped key players perform better in the year's first quarter. For instance, Ontex Group experienced LFL sales growth of 5.3% for feminine care products in H1 2020. However, demand gradually decreased as people started using stockpiled products.

The COVID-19 outbreak had badly hit the income levels of people across the globe, which also impacted their purchasing decisions. Since period products are expensive, their sales decreased during this period. For instance, the report, ‘Periods in a Pandemic - Menstrual hygiene management in the time of COVID-19,’ published in May 2020 by Plan International, revealed that 73% of surveyed individuals experienced restricted access to period products due to shortages and disrupted supply chains, out of which 58% said that they saw an increase in product prices during the pandemic.

Several non-profit organizations and players operating in the market made several efforts to help people deal with hygiene requirements during the crisis. For instance, in May 2020, P&G India donated sanitary pads to help needy individuals during economic downtime in response to COVID-19 under the ‘P&G Suraksha India’ program. As the lockdown was lifted in most countries, economic conditions also improved, which might aid in improving the market conditions in the future.

LATEST TRENDS

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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-time use pads & tampons and disposable deodorizing wipes. 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 being used by a pad user over a lifetime.

Therefore, reusable menstrual cups, period underwear, and pads are a few solutions that are gaining traction for minimizing waste generation.

Using safer and less toxic fragrance additives in deodorizing products, biodegradable wipes, and recyclable packaging are 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.

DRIVING 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 phase. 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.

The market is 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, 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

Low Penetration in Underdeveloped Areas to Limit Market Growth

A less sensitized population toward personal hygiene and several misconceptions regarding feminine hygiene products have resulted in lower demand from less-developed countries and rural areas. Price constraints, low product accessibility, and limited product penetration will further limit the market growth.

SEGMENTATION

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 June 2020, the Government of New Zealand announced an investment of about USD 1.7 million to provide free sanitary products to school girls to eliminate ‘period poverty’ in the country.

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

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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

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The Asia Pacific market stood at USD 12.72 billion in 2022. 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 continual development of reusable products will further likely foster the regional market growth. It provides a cost-effective solution against purchasing new disposable products every time for the next use. For instance, as per the 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.

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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.

KEY INDUSTRY PLAYERS

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, 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 2022 – Essity AB acquired Australian company Modibodi and Canadian firm Knix Wear, Inc., leakage-proof providers of 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 build revenues 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 product 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.


• March 2020 – Hindustan Unilever Limited announced its plans to acquire VWash, a female intimate hygiene products brand from Glenmark Pharmaceuticals Ltd.

REPORT COVERAGE

An Infographic Representation of Feminine Hygiene Products Market

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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, the report 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