Feminine Hygiene Products Market

Industry Outlook

In terms of revenue, the global feminine hygiene products market was valued at US$ 24,350.2 million in 2017 and is expected to grow at a CAGR of 5.7% from 2018 to 2026. Asia Pacific led the feminine hygiene products market in 2017 and is expected to show a similar trend throughout the forecast period. The region is expected to be the fastest-growing market during the forecast period.

Feminine hygiene products refer to personal care products that are used by women during menstruation and other bodily functions related to the private body parts. The launch of economic products such as sanitary pads by leading manufacturers has resulted in a steady growth of the feminine hygiene products market over the years, specifically targeting poverty-stricken women and adolescent girls. The global feminine hygiene market is expected to experience significant revenue growth in the coming years. Rising concern about personal health and hygiene among the female population is a major factor driving the market.

In the past few years, several NGOs and government associations have initiated efforts to reform the hygiene practices of women by spreading awareness among them. Other factors that are promoting the growth of the market are rising living standards, per capita income, awareness campaigns, and the launch of affordable feminine hygiene products. Ireland, Canada, Kenya, and India are among the few countries where sanitary pads are tax-free.

India is one of the growing markets for feminine hygiene products, with sanitary pads capturing the attention of women as they are widely available and affordable within the country. Greater advertisement spending on feminine hygiene products and rising availability of the products across all the retail chains are some of the key factors responsible for the significant growth rate of the market in India. However, complaints from women suffering from allergies and infections due to the low quality of materials used to manufacture the products are leading to product recalls and thus restraining the global market for feminine hygiene products.

Market Snapshot: Global Feminine Hygiene Products Market Value

Moreover, demand for biodegradable and organic raw material-based products is generating opportunities for the market during the forecast period. Products such as sanitary pads contain synthetic and carcinogenic materials such as rayon, dioxin, metal dyes, and highly processed wood pulp that often lead to irritation and allergy. Use of such contaminants in or near the private parts areas can lead to itching, irritation, discomfort, and other complicated issues. In order to avoid such impacts on human health, women are demanding organic and biodegradable sanitary products.

Sanitary pads captured a major chunk of the market in 2017 and are expected to display a similar trend in the coming years.

Based on different product types, the market is segmented into sanitary pads, tampons, menstrual cups, pantyliners and shields, and disposable razors and blades, among others. In terms of market value, sanitary pads accounted for the majority of sales in 2017. Sanitary pads are particularly popular among women in the developing economies of Asia, the Middle East, and Africa.

Affordability and easy availability of sanitary pads are the key factors boosting the demand for this segment. In addition to this, different patterns, such as maxi pads, regular pads, thin pads, and ultra-thin pads, are expected to propel the growth of this segment by 2026. Companies such as Procter & Gamble and Johnson & Johnson focus on spreading awareness about health and hygiene among the population across the globe. On May 18, 2018, Procter & Gamble’s Always brand donated an additional one million period products in order to minimize period poverty across the U.S. With the ongoing partnership with Feeding America, which is the largest hunger relief organization in the country, the brand aims to provide greater access to period supplies for women and adolescent girls.

Asia Pacific dominated the global feminine hygiene products market throughout the forecast period.

Based on geography, Asia Pacific accounted for the major market share in 2017 and is expected to display a similar trend in the coming years. Feminine hygiene products are gaining importance among all sections of women, which is a key factor pushing the market growth. The use of proper feminine hygiene products prevents health hazards such as fungal infections, urinary tract infections, and reproductive tract infections, among others.

With the rising concerns about the health of women, social institutions are taking initiatives to help women gain a better understanding of menstrual health and hygiene. In India, the Total Sanitation Campaign recognized the need to incorporate proper sanitary facilities for women and the importance of constructing toilets in every school in rural areas. In addition to this, the Indian government removed taxes on all sanitary pads in order to make them more accessible among adolescent girls and women in rural areas.

However, there lies a major challenge in the removal of tax from the product as it is likely to forbid the manufacturers from gaining input tax credit (return of the taxes paid on the products that are used as inputs during the manufacturing process). With this new step, the taxes paid on the inputs are likely to be passed on to the consumers. Additionally, this gives a huge advantage to Chinese manufacturers, who can sell larger volumes of products at a low cost of production using the tax exemption status.

Product development is one of the key strategies of companies operating in the feminine hygiene market.

The global feminine hygiene products market faces intense competition among the major players operating in this market. Market growth is attributed to the free distribution of products, strategic mergers and acquisitions, partnerships, and joint ventures. Geographic expansions, product innovations, and development are some of the key strategies adopted by leading players in order to ensure long-term sustenance in the market. Some of the major players operating in the global feminine hygiene products market are Procter & Gamble Co., Kimberly Clark Corporation, Unicharm Corporation, Lil-Lets Group Ltd., PayChest Inc., Kao Corporation, Albaad, Edgewell Personal Care Company, Diva Cup, Ontex Group, Callaway, Flex, Lola, Waka, Johnson & Johnson, and The Gillette Company, among others.

In 2018, a start-up company, Callaly, developed a new product that combines a pantyliner and tampon, “Tampliner,” thus offering the wearer extra comfort and security. The components used in manufacturing the product are 100% organic and free from perfumes, dioxins, or dyes. The Tampliner is available through a monthly subscription service that can also be customized in order to suit different cycles. Additionally, in order to promote the products, the company claims to donate 1 percent of the sales to poverty-stricken women through the subscription service.

With the increasing demand for products that offer proper leakage control and comfort during the night, companies strive to manufacture such products that meet the consumer’s demands. For instance, in 2018, Kimberly Clark Australia’s U by Kotex brand expanded its product portfolio by introducing overnight pads that have a longer back and provide ultimate comfort and leakage control during the night. These products are 35 cm in length with an additional width, thus grabbing more attention from women in recent years.

Historical and Forecast Period

2016: Historical Year

2017: Base Year

2018-2026: Forecast Period

Each market segment is analyzed in our study for the period of 2016 to 2026, with 2017 as the base year, while the period from 2018 to 2026 is considered for the CAGR calculation.

Report Scope

The report provides a thorough outline of the global market for feminine hygiene products by categorizing the market into the different segments given below:

Product Type Segment (2016–2026; Mn Units, US$ Mn)

• Sanitary Pads
• Tampons
• Menstrual Cups
• Panty Liners & Shields
• Disposable Razors and Blades
• Others (wipes, soaps, powders)

By Distribution Channel Segment (2016–2026; Mn Units, US$ Mn)

• Supermarkets and hypermarkets
• Online Retailing
• Departmental stores
• Pharmacy Stores
• Others (unorganized stores, convenience stores, etc.)

Geography Segment (2016–2026; MN Units, US$ Mn)

North America

• United States
• Canada

Europe

• UK
• Germany
• France
• Ireland
• Spain
• Italy
• Rest of Europe

Asia-Pacific (APAC)

• Japan
• China
• India
• Australia
• New Zealand
• Rest of APAC

Latin America (LATAM)

• Brazil
• Mexico
• rest of Latin America

Middle East and Africa (MEA)

• GCC
• Kenya
• South Africa
• rest of MEA

This research report describes leading continents and their major countries, along with profiles of key players operating in the overall market and their planned developments. Our report further defines the overall market dynamics, such as drivers, challenges, and opportunities prevalent in the market, to understand the global feminine hygiene market more explicitly. Our in-depth quantitative and qualitative analysis of each segment up to the country level highlights investment opportunities and revenue pockets in the market.

Chapter 1 Preface 15
1.1 Report Scope and Description 15
1.1.1 Study Purpose 15
1.1.2 Target Audience 15
1.1.3 USP and Key Offerings 15
1.2 Research Scope 16
1.3 Research Methodology 17
1.3.1 Phase I – Secondary Research 17
1.3.2 Phase II – Primary Research 18
1.3.3 Phase III – Expert Panel Review 18
1.3.4 Approach Adopted 18
1.3.4.1 Top-Down Approach 19
1.3.4.2 Bottom-Up Approach 19
1.3.5 Assumptions 20
1.4 Market Segmentation 20

Chapter 2 Executive Summary 21
2.1 Market Snapshot: Global Feminine Hygiene Products Market 22
2.1.1 Global Feminine Hygiene Products Market, by Product Type, 2017 (Mn Units) (US$ Mn) 24
2.1.2 Global Feminine Hygiene Products Market, by Distribution Channel, 2017 (Mn Units) (US$ Mn) 24
2.1.3 Global Feminine Hygiene Products Market, by Geography, 2017 (Mn Units) (US$ Mn) 25

Chapter 3 Market Dynamics 26
3.1 Introduction 26
3.2 Market Dynamics 27
3.2.1 Market Drivers 27
3.2.1.1 Increasing Awareness Towards Health & Hygiene is Driving the Demand for Feminine Hygiene Products 27
3.2.1.2 Availability of Products across all Distribution Channel is Key Factor Driving the Demand for Feminine Hygiene Products 28
3.2.2 Market Restraints 29
3.2.2.1 Low Quality Raw Materials Used in the Manufacture of Products is Restraining the Global Feminine Hygiene Products 29
3.2.3 Market Opportunities 30
3.2.3.1 Demand for Biodegradable and Organic Products is Generating Opportunity to the Market During the Forecast Period 30
3.3 Attractive Investment Proposition, by Geography, 2017 31
3.4 Market Positioning of Key Players, 2017 32

Chapter 4 Global Feminine Hygiene Products Market, by Product Type 33
4.1 Overview 33
4.1.1 Global Feminine Hygiene Products Market Value Share, by Product Type, 2017 & 2026 (Value, %) 34
4.1.1 Global Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (Mn Units) (US$ Mn) 34
4.2 Sanitary Pads 35
4.2.1 Global Feminine Hygiene Products Market, by Sanitary Pads, 2016 – 2026 (Mn Units) (US$ Mn) 35
4.3 Tampons 36
4.3.1 Global Feminine Hygiene Products Market, by Tampons, 2016 – 2026 (Mn Units) (US$ Mn) 37
4.4 Menstrual Cups 37
4.4.1 Global Feminine Hygiene Products Market, by Menstrual Cups, 2016 – 2026 (Mn Units) (US$ Mn) 38
4.5 Panty Liners & Shields 39
4.5.1 Global Feminine Hygiene Products Market, by Panty Liners & Shields, 2016 – 2026 (Mn Units) (US$ Mn) 39
4.6 Disposable Razors & Blades 40
4.6.1 Global Feminine Hygiene Products Market, by Disposable Razors & Blades, 2016 – 2026 (Mn Units) (US$ Mn) 40
4.7 Others (wipes, soaps, powders) 41
4.7.1 Global Feminine Hygiene Products Market, by Others, 2016 – 2026 (Mn Units) (US$ Mn) 42

Chapter 5 Global Feminine Hygiene Products Market, by Distribution Channel 43
5.1 Overview 43
5.1.1 Global Feminine Hygiene Products Market Value Share, by Distribution Channel, 2017 & 2026 (Value, %) 44
5.1.2 Global Feminine Hygiene Products Market, by Distribution Channel 2016 – 2026 (Mn Units) (US$ Mn) 44
5.2 Supermarkets & Hypermarkets 45
5.2.1 Global Feminine Hygiene Products Market, by Supermarkets & Hypermarkets, 2016 – 2026 (Mn Units) (US$ Mn) 46
5.3 Online Retailing 47
5.3.1 Global Feminine Hygiene Products Market, by Online Retailing, 2016 – 2026 (Mn Units) (US$ Mn) 47
5.4 Department Stores 48
5.4.1 Global Feminine Hygiene Products Market, by Department Stores, 2016 – 2026 (Mn Units) (US$ Mn) 49
5.5 Pharmacy Stores 50
5.5.1 Global Feminine Hygiene Products Market, by Pharmacy Stores, 2016 – 2026 (Mn Units) (US$ Mn) 50
5.6 Others (unorganized stores, convenience stores, etc.) 51
5.6.1 Global Feminine Hygiene Products Market, by Others, 2016 – 2026 (Mn Units) (US$ Mn) 52

Chapter 6 Global Feminine Hygiene Products Market, by Geography 54
6.1 Overview 54
6.1.1 Global Feminine Hygiene Products Market Value Share, by Geography, 2017 & 2026 (Value %) 55
6.1.2 Global Feminine Hygiene Products Market, by Geography 2016 – 2026 (Mn Units) (US$ Mn) 55
6.2 North America 56
6.2.1 North America Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (Mn Units) (US$ Mn) 57
6.2.2 North America Feminine Hygiene Products Market, by Distribution Channel 2016 – 2026 (Mn Units) (US$ Mn) 59
6.2.1 North America Feminine Hygiene Products Market, by Country, 2016-2026, (Mn Units) (US$ Mn) 60
6.3 Europe 61
6.3.1 Europe Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (Mn Units) (US$ Mn) 61
6.3.2 Europe Feminine Hygiene Products Market, by Distribution Channel 2016 – 2026 (Mn Units) (US$ Mn) 62
6.3.3 Europe Feminine Hygiene Products Market, by Country/Region, 2016-2026, (Mn Units) (US$ Mn) 63
6.4 Asia Pacific 64
6.4.1 Asia Pacific Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (Mn Units) (US$ Mn) 65
6.4.2 Asia Pacific Feminine Hygiene Products Market, by Distribution Channel 2016 – 2026 (Mn Units) (US$ Mn) 66
6.4.3 Asia Pacific Feminine Hygiene Products Market, by Country/Region, 2016-2026, (Mn Units) (US$ Mn) 67
6.5 Latin America 67
6.5.1 Latin America Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (Mn Units) (US$ Mn) 68
6.5.2 Latin America Feminine Hygiene Products Market, by Distribution Channel 2016 – 2026 (Mn Units) (US$ Mn) 69
6.5.3 Latin America Feminine Hygiene Products Market, by Country/Region, 2016-2026, (Mn Units) (US$ Mn) 70
6.6 Middle East & Africa 71
6.6.1 Middle East & Africa Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (Mn Units) (US$ Mn) 71
6.6.2 Middle East & Africa Feminine Hygiene Products Market, by Distribution Channel 2016 – 2026 (Mn Units) (US$ Mn) 72
6.6.3 Middle East & Africa Feminine Hygiene Products Market, by Region, 2016-2026, (Mn Units) (US$ Mn) 73

Chapter 7 Company Profiles 75
7.1 Callalay 75
7.2 Diva Cup 77
7.3 Edgewell Personal Care Company 78
7.4 Johnson & Johnson 79
7.5 Flex 80
7.6 Kao Corporation 81
7.7 Kimberly Clark Corporation 82
7.8 Lil Lets Group Ltd. 83
7.9 Lola 84
7.10 Ontex Group 85
7.11 PayChest Inc. 86
7.12 Procter & Gamble Corporation 87
7.13 Unicharm Corporation 88
7.14 Wuka 89

List of Figures

FIG. 1 Global Feminine Hygiene Products Market: Research Methodology 17
FIG. 2 Market Size Estimation – Top Down & Bottom up Approach 19
FIG. 3 Global Feminine Hygiene Products Market Segmentation 20
FIG. 4 Global Feminine Hygiene Products Market, by Product Type, 2017 (Mn Units) (US$ Mn) 24
FIG. 5 Global Feminine Hygiene Products Market, by Distribution Channel, 2017 (Mn Units) (US$ Mn) 24
FIG. 6 Global Feminine Hygiene Products Market, by Geography, 2017 (Mn Units) (US$ Mn) 25
FIG. 7 Attractive Investment Proposition, by Geography, 2017 31
FIG. 8 Global Market Positioning of Key Feminine Hygiene Products Manufacturers, 2017 32
FIG. 9 Global Feminine Hygiene Products Market Value Share, by Product Type, 2017 & 2026 (Value, %) 34
FIG. 10 Global Feminine Hygiene Products Market, by Sanitary Pads, 2016 – 2026 (US$ Mn) 35
FIG. 11 Global Feminine Hygiene Products Market, by Tampons, 2016 – 2026 (US$ Mn) 37
FIG. 12 Global Feminine Hygiene Products Market, by Menstrual Cups, 2016 – 2026 (US$ Mn) 38
FIG. 13 Global Feminine Hygiene Products Market, by Panty Liners & Shields, 2016 – 2026 (US$ Mn) 39
FIG. 14 Global Feminine Hygiene Products Market, by Disposable Razors & Blades, 2016 – 2026 (US$ Mn) 40
FIG. 15 Global Feminine Hygiene Products Market, by Others, 2016 – 2026 (US$ Mn) 42
FIG. 16 Global Feminine Hygiene Products Market Value Share, by Distribution Channel, 2017 & 2026 (Value, %) 44
FIG. 17 Global Feminine Hygiene Products Market, by Supermarkets & Hypermarkets, 2016 – 2026 (US$ Mn) 46
FIG. 18 Global Feminine Hygiene Products Market, by Online Retailing, 2016 – 2026 (US$ Mn) 47
FIG. 19 Global Feminine Hygiene Products Market, by Department Stores, 2016 – 2026 (US$ Mn) 49
FIG. 20 Global Feminine Hygiene Products Market, by Pharmacy Stores, 2016 – 2026 (US$ Mn) 50
FIG. 21 Global Feminine Hygiene Products Market, by Others, 2016 – 2026 (US$ Mn) 52
FIG. 22 Global Feminine Hygiene Products Market Value Share, by Geography, 2017 & 2026 (Value %) 55

List of Tables

TABLE 1 Market Snapshot: Global Feminine Hygiene Products Market Volume 22
TABLE 2 Market Snapshot: Global Feminine Hygiene Products Market Value 23
TABLE 3 Global Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (Mn Units) 34
TABLE 4 Global Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (US$ Mn) 35
TABLE 5 Global Feminine Hygiene Products Market, by Distribution Channel, 2016 – 2026 (Mn Units) 44
TABLE 6 Global Feminine Hygiene Products Market, by Distribution Channel, 2016 – 2026 (US$ Mn) 45
TABLE 7 Global Feminine Hygiene Products Market, by Geography 2016 – 2026 (Mn Units) 55
TABLE 8 Global Feminine Hygiene Products Market, by Geography 2016 – 2026 (US$ Mn) 56
TABLE 9 North America Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (Mn Units) 57
TABLE 10 North America Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (US$ Mn) 57
TABLE 11 North America Feminine Hygiene Products Market, by Distribution Channel, 2016 – 2026 (Mn Units) 59
TABLE 12 North America Feminine Hygiene Products Market, by Distribution Channel, 2016 – 2026 (US$ Mn) 59
TABLE 13 North America Feminine Hygiene Products Market, by Country 2016 – 2026 (Mn Units) 60
TABLE 1 North America Feminine Hygiene Products Market, by Country 2016 – 2026 (US$ Mn) 60
TABLE 2 Europe Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (Mn Units) 61
TABLE 3 Europe Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (US$ Mn) 62
TABLE 4 Europe Feminine Hygiene Products Market, by Distribution Channel, 2016 – 2026 (Mn Units) 62
TABLE 5 Europe Feminine Hygiene Products Market, by Distribution Channel, 2016 – 2026 (US$ Mn) 63
TABLE 6 Europe Feminine Hygiene Products Market, by Country/Region 2016 – 2026 (Mn Units) 63
TABLE 7 Europe Feminine Hygiene Products Market, by Country/Region 2016 – 2026 (US$ Mn) 63
TABLE 8 Asia Pacific Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (Mn Units) 65
TABLE 9 Asia Pacific Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (US$ Mn) 65
TABLE 10 Asia Pacific Feminine Hygiene Products Market, by Distribution Channel, 2016 – 2026 (Mn Units) 66
TABLE 11 Asia Pacific Feminine Hygiene Products Market, by Distribution Channel, 2016 – 2026 (US$ Mn) 66
TABLE 12 Asia Pacific Feminine Hygiene Products Market, by Country/Region 2016 – 2026 (Mn Units) 67
TABLE 13 Asia Pacific Feminine Hygiene Products Market, by Country/Region 2016 – 2026 (US$ Mn) 67
TABLE 14 Latin America Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (Mn Units) 68
TABLE 15 Latin America Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (US$ Mn) 68
TABLE 16 Latin America Feminine Hygiene Products Market, by Distribution Channel, 2016 – 2026 (Mn Units) 69
TABLE 17 Latin America Feminine Hygiene Products Market, by Distribution Channel, 2016 – 2026 (US$ Mn) 69
TABLE 18 Latin America Feminine Hygiene Products Market, by Country/Region 2016 – 2026 (Mn Units) 70
TABLE 19 Latin America Feminine Hygiene Products Market, by Country/Region 2016 – 2026 (US$ Mn) 70
TABLE 20 Middle East & Africa Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (Mn Units) 71
TABLE 21 Middle East & Africa Feminine Hygiene Products Market, by Product Type, 2016 – 2026 (US$ Mn) 72
TABLE 22 Middle East & Africa Feminine Hygiene Products Market, by Distribution Channel, 2016 – 2026 (Mn Units) 72
TABLE 23 Middle East & Africa Feminine Hygiene Products Market, by Distribution Channel, 2016 – 2026 (US$ Mn) 73
TABLE 24 Middle East & Africa Feminine Hygiene Products Market, by Region 2016 – 2026 (Mn Units) 73
TABLE 25 Middle East & Africa Feminine Hygiene Products Market, by Region 2016 – 2026 (US$ Mn) 74
TABLE 26 Callalay : Company Snapshot (Business Description; Product/Business Portfolio; Financial Information; Business Overview and Recent Development) 75
TABLE 27 Diva Cup: Company Snapshot (Business Description; Product/Business Portfolio; Financial Information; Business Overview and Recent Development) 77
TABLE 28 Unicharm Corporation: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 78
TABLE 29 Johnson & Johnson: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 79
TABLE 30 Flex: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 80
TABLE 31 Kao Corporation: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 81
TABLE 32 Kimberly Clark Corporation: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 82
TABLE 33 Lil Lets Group Ltd.: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 83
TABLE 34 Lola: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 84
TABLE 35 Ontex Group: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 85
TABLE 36 PayChest Inc.: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 86
TABLE 37 Procter & Gamble Corporation: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 87
TABLE 38 Unicharm Corporation: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 88
TABLE 39 Wuka: Company Snapshot (Business Description; Product Portfolio; Financial Information; Business Overview and Recent Development) 89