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The feminine hygiene products market size is to increase by USD 14.44 billion, at a CAGR of 6.73% between 2023 and 2028. Our market report examines historical data from 2018-2022, besides analyzing the current market scenario.
The growth rate in Europe feminine hygiene markets is fueled by the increasing consumer demand for products offering convenience and benefits. Align with market growth analysis, Western European markets like the UK, France, and Germany play a pivotal role, in the rising consumption of menstrual cups and tampons. Awareness programs and the introduction of new products with organic ingredients drive trends. Despite the tradition and culture influencing purchase decisions, global influences are evident, with education on feminine hygiene starting early in schools. However, challenges remain, particularly in Eastern Europe, where product availability impacts the market. High disposable incomes drive demand for premium products, leading to increased online sales and forecasts for continued growth.
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Increasing aggressive marketing by companies is the key factor driving market growth. A major reason why an increasing number of women are adopting feminine hygiene products is due to aggressive marketing by market players. Several major grocery stores and pharmacies have created a dedicated section for feminine hygiene products for better visibility. For instance, feminine hygiene wash products have been positioned next to sanitary napkins and tampons, which are bought regularly by women. 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.
Further, due to the high rate of Internet penetration in nations such as China and India, major players are stepping up 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. Thus, the awareness campaigns strengthen brand visibility, resulting in high sales, which, in turn, is expected to boost market growth during the forecast period.
Increasing brand loyalty is the primary trend shaping market growth. Established market players have a wide customer base, making it difficult for new entrants and also private labels to find consumers for their products in the market. Women usually prefer not to take risks and try out new products or brands when it comes to hygiene products. It has also been observed that most products from small vendors are not easily available in stores due to limited demand. Thus, aligned with market trends and analysis, consumers choosing these products often have to order on the company's website. This discourages them from trying out products that well-known brands do not make.
Consequently, brand loyalty can influence the market in both a positive and negative manner during the forecast period; new players and private labels can have a difficult time setting up a customer base, whereas established brands can continue to expect loyalty from old customers with the likelihood of acquiring new customers, who are looking for quality and reliability in feminine hygiene products. Therefore, due to all such factors, the market is expected to witness significant growth during the forecast period.
The availability of counterfeit products is a challenge that affects market growth. Even though counterfeit feminine hygiene products are less expensive and, therefore, more accessible, they have grown to be a growing threat to market participants. The key differentiator between the original and counterfeit products is the packaging color, wherein the original product is packaged in blue, whereas the counterfeit product is packaged in green. Counterfeit products are not just a financial and image loss for vendors but also a major health concern for users as they are manufactured using poor-quality raw materials.
For example, counterfeit sanitary pads contain a gel that can cause uterine cancer among women and also cause severe infections and allergies. Lack of awareness among retailers about counterfeit products makes them view these as profit-making opportunities compared with their expensive original counterparts, and they unknowingly promote these products. With the rising availability of counterfeit products, the market may face challenges during the forecast period.
The offline segment is estimated to witness significant growth during the forecast years. The segment comprises department stores, supermarkets, hypermarkets, pharmacies, and convenience stores. Tesco Plc (Tesco), Walmart Inc. (Walmart), and Target Corp. (Target) are some of the largest retail chains that have separate retailing sections for feminine hygiene products at their stores. Market players use promotional and marketing strategies, such as branding through signages and discounts on feminine hygiene products sold at their stores.
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The offline segment was the largest segment and was valued at USD 26.90 billion in 2018. 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. Further, the growing sales of feminine hygiene products on online platforms have diminished the sales of these products at smaller stores, as the former (online platforms) offer a range of products and brands to choose from. Thus, rising demand for offline sales of feminine hygiene products boosts the growth of the market during the forecast period.
Online retail will be the fastest-growing segment of the market during the forecast period, due to the increase in acceptance of online stores due to the privacy offered and the ability to discuss products, their benefits, and preferences through online chat and forums. Furthermore, it is easy for consumers to buy feminine hygiene products at a low cost and in bulk as these products are required frequently and used on a regular basis. The growth of this market is directly proportional to the increase in the Internet user base as the Internet acts as the medium of sale. Additionally, competitive pricing and quick delivery services are the major factors for the growth of the segment. The online distribution channel of the market is estimated to be the fastest-growing distribution
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Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast years. The market in Europe is thriving due to increased female workforce participation, especially in the UK, France, and Germany, leading to greater investment in menstrual cups and tampons. Awareness programs and new organic products fuel growth across Western Europe. Menopausal symptoms drive demand for sanitary napkins. Manufacturers target price-sensitive consumers, driving market expansion. Education and cultural factors influence consumer choices, with hygiene education starting early. Sales surge as marketing promotes thin pads over thick ones. Availability remains a concern in Eastern Europe. Rising disposable incomes spur demand for premium products, prompting vendors to offer them online. Thus, such factors will propel the growth of the market in the region during the forecast period.
Companies 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.
The Market growth and forecasting report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:
Edgewell Personal Care Co., Essity AB, First Quality Enterprises Inc., Hengan International Group Co. Ltd., Johnson and Johnson, Kao Corp., Kimberly Clark Corp., Lagom Labs Private Limited, Maxim Hygiene Products Inc., Ontex BV, Premier, The Good Glamm Group, The Honest Co. Inc., The Procter and Gamble Co., The SCA Group LLC, TZMO SA, Unicharm Corp., and Unitex Composite Mills Ltd
The market analysis and report of qualitative and quantitative analysis of companies 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 companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market research report forecasts market research and growth by revenue at global, regional & country levels and provides an analysis of the latest market growth and trends opportunities from 2018 to 2028.
The global feminine hygiene products market is experiencing a paradigm shift driven by heightened awareness surrounding menstrual health & hygiene and the overarching goal of women's empowerment. Product advancements focus on developing safer and easier-to-use hygiene products to mitigate issues like allergic reactions and rashes, often caused by synthetic materials and fragrance additives commonly found in traditional products. Embracing sustainability, manufacturers are turning towards biodegradable materials such as organic cotton and sustainably sourced wood pulp, along with innovations like compostable bioplastic to address concerns about environmental impact. Amidst rising literacy rates among females globally, efforts in feminine health and hygiene education are gaining traction, supported by governments administrative agendas aimed at enhancing the education of girls in underdeveloped and developing countries.
However, social stigma and cultural taboos surrounding menstruation persist, hindering the widespread adoption of hygienic products and perpetuating traditional and unsafe practices. As advancements in de-stigmatizing menstruation continue, the social stigma attached to feminine hygiene products industry is witnessing a shift towards more sustainable options like reusable menstrual cups, period underwear, and pads, contributing to waste reduction initiatives championed by organizations like Plastic Oceans International.
Feminine Hygiene Products Market Scope |
|
Report Coverage |
Details |
Page number |
178 |
Base year |
2023 |
Historic period |
2018-2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 6.73% |
Market Growth 2024-2028 |
USD 14.44 billion |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
5.85 |
Regional analysis |
Europe, North America, APAC, South America, and Middle East and Africa |
Performing market contribution |
Europe at 34% |
Key countries |
US, China, Japan, UK, and Germany |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
BeYou, Corman SpA, Edgewell Personal Care Co., Essity AB, First Quality Enterprises Inc., Hengan International Group Co. Ltd., Johnson and Johnson, Kao Corp., Kimberly Clark Corp., Lagom Labs Private Limited, Maxim Hygiene Products Inc., Ontex BV, Premier, The Good Glamm Group, The Honest Co. Inc., The Procter and Gamble Co., The SCA Group LLC, TZMO SA, Unicharm Corp., and Unitex Composite Mills Ltd |
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, and market condition analysis for the forecast period. |
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. |
We can help! Our analysts can customize this market research report to meet your requirements.
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
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