Analyzing Growth Opportunities in the Feminine Hygiene Products Market

The report Feminine Hygiene Products Market by Nature (Disposable, Reusable), Type (Sanitary Napkins, Panty Liners, Tampons, Menstrual Cups), Region (Asia Pacific, North America, Europe, Middle East and Africa, South America) – Global Forecast to 2028″, size is projected to grow from USD 24.6 billion in 2023 to USD 32.2 billion by 2028, at a CAGR of 5.5% from 2023 to 2028. Feminine hygiene products are designed to help women maintain cleanliness, comfort, and health during their menstrual cycle and for general vaginal care. These products manage menstrual flow, maintain personal hygiene, and prevent discomfort or odour. The rise in awareness about feminine hygiene management and the increasing disposable income of females drives the market growth.

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264 – Tables

45 – Figures

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Feminine Hygiene Products Market Segments

Based on the Type

  • Sanitary Napkins
  • Tampons
  • Panty Liners
  • Menstrual Cups
Analyzing Growth Opportunities in the Feminine Hygiene Products Market

In 2022, the sanitary pads category dominated the market share for feminine hygiene products.

In terms of product type, the sanitary pads category held the most significant market share in 2022. This prominence can be ascribed to the heightened awareness of sanitary pads compared to other feminine hygiene products and their wide accessibility. Notable brands offering sanitary napkins encompass Kotex, Camelia, Always, Just., This is L, Stayfree, Carefree, o.b., and Lil-lets.

Based on its Nature

  • Reusable
  • Disposable

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The disposable segment accounted for the largest feminine hygiene products market share in 2022.

By nature, the disposable category dominated the market share in 2022. This category encompasses feminine hygiene products like sanitary pads, tampons, and panty liners. Over the past few decades, disposable absorbent feminine hygiene products have largely supplanted traditional methods of managing menstruation worldwide. These products consist of internal tampons, full-sized sanitary napkins or towels for menstruation, and panty shields designed to safeguard undergarments from light menstrual flow, spotting, or vaginal discharge while ensuring cleanliness. The significant presence of the disposable segment can be attributed to the widespread awareness and extensive use of these convenient feminine hygiene products. 

Based on the Region

  • North America
    • US
    • Canada
    • Mexico
  • Europe
    • Germany
    • UK
    • France
    • Italy
    • Norway
    • Poland
  • Asia Pacific
    • China
    • Japan
    • India
    • Malaysia
    • Thailand
  • South America
    • Argentina
    • Brazil
    • Chile
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • UAE 

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Asia Pacific accounted for the largest share of the global feminine hygiene products market in 2022.

In 2022, the Asia Pacific region held the most significant portion of the feminine hygiene products market. The countries under study in this market segment encompass China, India, Japan, Indonesia, Malaysia, and Thailand. The growth in disposable income, rapid urbanization, and increased awareness of menstrual hygiene management are key drivers of the feminine hygiene products market in this region. Additionally, there has been a noteworthy development in India, where the government revealed a commitment to invest USD 160 million in the Suvidha initiative. This initiative aims to ensure widespread access to sanitary napkins in rural areas of the country. Through this scheme, the government plans to provide biodegradable sanitary napkins to the masses at USD 0.00014. The government intends to involve high net-worth individuals (HNIs) and corporations to distribute sanitary napkins to underprivileged women nationwide. These developments will further boost the demand for feminine hygiene products.

Feminine Hygiene Products Market Key Players

Johnson & Johnson (US), Procter & Gamble (US), Kimberly-Clark (US), Essity Aktiebolag (PUBL) (Sweden), Kao Corporation (Japan), Daio Paper Corporation (Japan), Unicharm Corporation (Japan), Premier FMCG (South Africa), Ontex (Belgium), Hengan International Group Company Ltd. (China), Drylock Technologies (Belgium), Natracare LLC (US), First Quality Enterprises, Inc. (US), Bingbing Paper Co., Ltd. (China), TZMO SA (Poland), Redcliffe Hygiene Private Limited (India), The Keeper, Inc. (US), Diva International Inc. (Canada), Tosama (Slovenia), Lambi (Mexico), Cotton High Tech – Cohitech (South Africa), Edgewell Personal Care (US), Bostik (Spain), Corman (Italy) and Seventh Generation (US), among others are the key players operating in the feminine hygiene products market.

Procter & Gamble

Procter & Gamble (P&G) is a multinational consumer goods company with a strong presence in the global feminine hygiene products market. P&G operates through five major business segments—Fabric and Home Care; Baby, Feminine, and Family Care, Beauty, Health Care; and Grooming. The Baby, Feminine, and Family Care business includes feminine hygiene products (sanitary pads, panty liners, tampons, and menstrual cups). The company offers its feminine hygiene products through the Always, Just., This is L, Always Discreet, and Tampax brands. The company holds a dominant position in the global feminine care sector, commanding a market share exceeding 20% worldwide. It has a presence in over 180 countries and maintains manufacturing facilities in 70 nations globally.

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Kimberly-Clark Corporation

Kimberly-Clark Corporation is one of the prominent manufacturer of various product categories, including family care, baby and childcare, adult and feminine care, personal care, and professional items. It operates across three segments: Personal Care, Consumer Tissue, and K-C Professional (KCP), and its feminine hygiene products are distributed under recognized brands like Kotex, Intimus, and Camelia. These products are sold through various retail channels, including warehouse clubs, mass merchandisers, supermarkets, drugstores, and departmental stores, as well as via distributors and e-commerce platforms. The company has been actively expanding its global presence, particularly in emerging markets like South America, Asia Pacific, and Eastern Europe, and it dedicates a significant portion of its R&D investment to developing new and enhanced personal care materials.

Johnson & Johnson

Johnson & Johnson is a leading pioneer in healthcare and personal care solutions. Johnson & Johnson is engaged in the research development, manufacture, and sale of a broad range of products in the healthcare industry. The company operates through three business segments— Consumer Health, Pharmaceutical, and MedTech. The Consumer segment includes a broad range of products used in the baby care, oral care, beauty, over-the-counter pharmaceutical, women’s health, and wound care markets. The company’s feminine hygiene products are manufactured and sold under the women’s health segment. STAYFREE and CAREFREE sanitary pads and o.b. tampons are major brands outside North America. The company’s various subsidiaries oversee a total of 89 manufacturing facilities. The Consumer Health segment in the US utilizes four facilities, while the pharmaceutical segment employs five, and the MedTech segment operates 19. Outside the US, the Consumer Health segment operates 23 facilities, the pharmaceutical segment utilizes 13, and the MedTech segment maintains 25.

Essity Aktiebolag (PUBL)

Essity Aktiebolag (publ) is one of the leading global hygiene and health product providers. As of January 1, 2022, Essity has restructured its business areas into three main divisions: Health & Medical, Consumer Goods, and Professional Hygiene. These changes are designed to align the company with its customer and sales channels, expand its offerings into new and related product categories, and enhance service offerings based on customer and consumer needs. Additionally, a new Group organization was implemented as of December 31, 2022, resulting in four business units that align with the company’s business areas: Consumer Goods EMEA, Consumer Goods Americas, Health and medical, and Professional Hygiene. Concurrently, the Global Digital & Business Services unit was established.

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Unicharm Corporation

Unicharm Corporation is one of the global company that has made substantial contributions to the feminine hygiene products market. Unicharm Corporation operates through the following segments: Personal Care, Pet Care, and Others. The Personal Care segment offers baby care, feminine care, health care, and clean-and-fresh products. These products are sold under the moony, Natural moony, MamyPoko, Center-in, Kiyora, Sofy, Lifree, Charm Nap, and Silcot brands. The Feminine Care business of the personal care segment commenced in 1963. The company offers feminine care products through the Sofy brand, primarily in East and Southeast Asia. Unicharm continues to hold the leading market share in Japan (50%), Indonesia (43%), and Thailand (57%), while maintaining high profitability.

Recent Developments

  • In February 2019, P&G acquired This is L., a period care startup that manufactures organic pads and tampons.
  • In February 2022, Kimberly-Clark Corporation successfully finalized its acquisition of a controlling interest in Thinx, Inc., a pioneering company in the reusable period and incontinence underwear sector.
  • In September 2020, Johnson & Johnson Consumer Health planned to invest USD 800 million by 2030 to enhance its products’ sustainability, aiming to contribute to a healthier planet. For example, the O.B. brand carton is FSC-certified and contains 90% recycled material. Its Wuppertal, Germany manufacturing plant has been using renewable sources of electricity.