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The feminine hygiene products market size is estimated to grow at a CAGR of 5.72% between 2022 and 2027. The size of the market is forecast to increase by USD 11,407.53 million. The growth of the market depends on several factors, including aggressive marketing by vendors, the expanding organized retail landscape, and the growing awareness and concern for hygiene.
This report extensively covers market segmentation by distribution channel (offline and online), product (sanitary napkins, tampons, pantyliners, menstrual cups, and feminine hygiene wash), and geography (Europe, North America, APAC, South America, and Middle East and Africa). It also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.
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The aggressive marketing by vendors is notably driving the market growth, although factors such as the prevalence of side-effects may impede the market growth. Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Key Feminine Hygiene Products Market Driver
The aggressive marketing by vendors is the key factor driving the global feminine hygiene products market growth. A major reason why an increasing number of women are adopting feminine hygiene products is due to aggressive marketing by market participants. Several major grocery stores and pharmacies have created a dedicated section for feminine hygiene products for better visibility. During the forecast period, the introduction of new and innovative products, coupled with advertisements to attract female consumers, particularly the younger generation, to purchase feminine hygiene products, is expected to drive market growth.
Countries such as China and India have a high rate of Internet penetration; therefore, key players are increasing their efforts to market their products through this channel. Also, they are working for the high visibility of their products and establishing brand identity. Through such initiatives, the company focuses on increasing awareness about such products. Such awareness campaigns strengthen brand visibility, resulting in high sales, which, in turn, is expected to boost market growth during the forecast period.
Key Feminine Hygiene Products Market Trends
The rapid growth of e-commerce is the primary trend in the global feminine hygiene products market. The growing popularity of e-commerce is making it easier for customers to browse and purchase from a wide range of feminine hygiene products available online. This makes the shopping experience easier and allows manufacturers to improve brand visibility and brand retention. The ability to market and sell these products online opens up new avenues for vendors to expand their business in terms of product availability and accessibility.
The rapid penetration of the Internet will enable vendors to offer a broad range of feminine hygiene products and create a wide customer base for their products. The global feminine hygiene products market has also seen the introduction of a variety of products. Moreover, the advent of the Internet has reduced the time involved in the physical buying and selling of products and services for buyers and sellers. The success of online retail can be attributed to factors such as quick delivery services and the availability of a broad range of products at competitive prices. E-commerce will be the fastest-growing channel for the distribution of feminine hygiene products during the forecast period.
Key Feminine Hygiene Products Market Challenge
The prevalence of side effects is a major challenge to the global feminine hygiene products market growth. Over the years, concerns have been raised about the use of feminine hygiene products such as sanitary napkins, as they cause several side effects, including infections that can affect the general health of users. For instance, scented sanitary napkins have harmful chemicals and artificial fragrances that are known to cause irritation and tend to cause infections in the long run. These sanitary napkins also include dioxin (a chlorine-based bleaching agent) that causes reproductive health issues in women.
Further, these sanitary napkins also include furans that are present in pesticides and added as a key component of sprays used on inorganically grown cotton (used to manufacture sanitary napkins). These products may lead to TSS. The major symptoms of this condition are vomiting, low blood pressure, diarrhea, dizziness, rashes, red eyes, and high fever. These kinds of side effects create a negative perception of feminine hygiene products and may result in hampering the growth prospects of the market during the forecast period.
Key Feminine Hygiene Products Market Customer Landscape
The feminine product research report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Global Feminine Hygiene Products Market Customer Landscape
Vendors are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Albaad- The company offers feminine hygiene products such as wet wipes, household towels, and flushable wipes. Also, under this segment, the company offers products such as baby wipes, maternity wipes, toddler wipes, household cleaning wipes, adult wipes, personal care wipes, and flushable moist toilet paper.
The report also includes detailed analyses of the competitive landscape of the market and information about 15 market vendors, including:
Qualitative and quantitative analysis of vendors has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize vendors as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize vendors as dominant, leading, strong, tentative, and weak.
Based on the distribution channel, the market is segmented into offline and online. The market share growth by the offline segment will be significant during the forecast period. The segment comprises departmental stores, supermarkets, hypermarkets, pharmacies, and convenience stores. Vendors use promotional and marketing strategies, such as branding through signages and discounts on feminine hygiene products sold at their stores. Retail stores such as Walmart and Walgreens have been selling feminine hygiene products on their shelves for a long time. Vendors in the organized retail sector operate based on factors such as geographical presence, ease of production and inventory management, and transportation of goods. They invest significantly in brick-and-mortar organized retail stores to increase their regional and global presence and share in the market.
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The offline segment was valued at USD 26,608.87 million in 2017 and continue to grow by 2021. In offline retail, buyers can purchase products immediately, unlike in online stores, wherein a buyer has to wait for a specific period to get the products delivered. Consumers get correct and trusted information inside the store when they need it the most, which enhances the shopper's experience. The stores offer easier navigation, which helps consumers to find the products they are looking for, along with section signage and kiosks. The sales personnel aid consumers in deciding the appropriate product for them by getting to know their age and menstrual cycle-related details. These sales representatives also recommend pantyliners for use on days among women when they are not on their menstrual period or during long-distance, overnight travels or business trips when accommodation is not available. This aids in higher sales of feminine hygiene products from retail stores. Such factors will increase segment growth during the forecast period.
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Europe is projected to account for 34% of market growth by 2023. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
The growth of the market in Europe can be attributed to the growing number of women in the workforce, especially in countries such as the UK, France, and Germany, making them financially sounder to invest in hygiene products such as menstrual cups and tampons to meet their hygiene needs. The growth can be attributed to an increase in awareness programs about the usage and introduction of new feminine hygiene products with organic ingredients in different colours, shapes, sizes, and prices. During menopause, women suffer from hot flashes and various symptoms like white discharge and perspiration, which can create malodor. This gives rise to the need for better daily hygiene, which, in turn, leads to the demand for sanitary napkins in the regional market.
This report forecasts the contribution of all the segments to the growth of the market. In addition, we have included the COVID-19 impact and the recovery strategies for each segment. COVID-19 led to an upsurge in the demand for Europe. However, the EU initiated vaccination drives in December 2020, which led to a reduction in the number of COVID-19 cases across countries such as Germany, France, and the UK. As a result, in Q3 2020, lockdown restrictions in the region were lifted, which restored the supply chain. This is expected to drive the growth of the feminine hygiene products market in the region during the forecast period.
The report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027. The market has been segmented by distribution channel, product, and region.
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Feminine Hygiene Products Market Scope |
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Report Coverage |
Details |
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Page number |
174 |
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Base year |
2022 |
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Historic period |
2017-2021 |
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Forecast period |
2023-2027 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 5.72% |
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Market growth 2023-2027 |
USD 11,407.53 million |
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Market structure |
Fragmented |
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YoY growth (%) |
4.86 |
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Regional analysis |
Europe, North America, APAC, South America, and Middle East and Africa |
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Performing market contribution |
Europe at 34% |
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Key countries |
US, China, Japan, UK, and Germany |
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Competitive landscape |
Leading Vendors, Market Positioning of Vendors, Competitive Strategies, and Industry Risks |
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Key companies profiled |
Albaad Deutschland GmbH, Fieldstore Ltd, Corman SpA, COTTON HIGH TECH SL, Diva International Inc., Edgewell Personal Care Co., Essity Aktiebolag, First Quality Enterprises Inc., Hengan International Group Co. Ltd., Johnson and Johnson, Kao Corp., Kimberly Clark Corp., Nature Abani Biotic Pvt. Ltd., Ontex BV, Sanofi SA, The Honest Co. Inc., The Procter and Gamble Co., Torunskie Zaklady Materialow Opatrunkowych, Unicharm Corp., and Unilever PLC |
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Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for forecast period. |
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Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Distribution Channel
7 Market Segmentation by Product
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
Research Framework
Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.
INFORMATION SOURCES
Primary sources
Secondary sources
DATA ANALYSIS
Data Synthesis
Data Validation
REPORT WRITING
Qualitative
Quantitative
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