Feminine Hygiene Products Market By Product Type (Sanitary Pads, Tampons, Menstrual Cups, Panty Liners & Shields, Disposable Razors & Blades, Others), By Distribution Channel (Supermarkets & Hypermarkets, Online Retailing, Department Stores, Pharmacy Stores, Others) - Growth, Share, Opportunities & Competitive Analysis, 2018 – 2026

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.

Frequently Asked Questions:

The market for Feminine Hygiene Products Market is expected to reach 24,350.2 Mn in 2026. 24,350.2 Mn in 2026.

The Feminine Hygiene Products Market is expected to see significant CAGR growth over the coming years,at 5.7%

The report is forecasted from 2018-2026.

The base year of this report is 2017.

Overview 54,North America 56,Europe 61,Asia Pacific 64,Latin America 67 are some of the major players in the global market.

Choose License Type
Trusted By
Published Date:  Nov 2016
Category:  Consumer Goods
Report ID:   58087
Report Format:   PDF
Pages:   120
Rating:    4.2 (65)
Delivery Time: 24 Hours to 48 Hours   
Connect With Us
24/7 Research Support