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The sanitary napkins market share is expected to increase by USD 6.26 billion from 2021 to 2026, and the market’s growth momentum will accelerate at a CAGR of 5.74%.
This sanitary napkins market research report provides valuable insights on the post COVID-19 impact on the market, which will help companies evaluate their business approaches. Furthermore, this report extensively covers sanitary napkins market segmentations by distribution channel (offline and online), product (menstrual pads and pantyliners), and geography (North America, APAC, Europe, South America, and Middle East and Africa). The sanitary napkins market report also offers information on several market vendors, including Aisle, ALYK Inc, Corman SpA, COTTON HIGH TECH SL, Edgewell Personal Care Co, Fempro I Inc, Fieldstore Ltd, FLOW CO, Hengan International Group Co. Ltd., Kimberly Clark Corp., LOVEKINS, LYV Life Inc., Maxim Hygiene Products Inc., Ontex BV, Organic Initiative Ltd., The Procter and Gamble Co., Rael Inc, TOTM Ltd., Unicharm Corp., Veeda, and GladRags among others.
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Based on our research output, there has been a positive impact on the market growth during and post-COVID-19 era. The surge in popularity of organic products is notably driving the sanitary napkins market growth, although factors such as the rising number of counterfeit products may impede the market growth. Our research analysts have studied the historical data and deduced the key market drivers and the COVID-19 pandemic's impact on the sanitary napkins industry. The holistic analysis of the drivers will help in deducing end goals and refining marketing strategies to gain a competitive edge.
Key Sanitary Napkins Market Driver
The surge in popularity of organic products is a major factor driving the global sanitary napkins market share growth. While female consumers in developed regions are adopting organic feminine hygiene products due to its health benefits, vendors in the sanitary napkins market are steadily focusing on innovating and upgrading their product portfolio. The majority of women have the notion that chemicals and bleaching agents used in the manufacturing of pads or pantyliners can cause cervical cancer. Thus, most manufacturers are capitalizing on the perception of quality in the form of new and better packaging, indicating the increasing relevance of natural products. Thus, manufacturers are significantly focusing on keeping stock keeping units (SKUs) for natural material-made products in department and online stores. Thus, sanitary napkin product vendors in the market are focusing on making product improvements with the use of organic and natural ingredients. These product innovations are expected to impact the market with positivity in the coming years as their adoption may increase due to such products owing to their natural benefits, which they offer to users without any side effects in a market clouded with negativity, fueling further growth of the focused market during the forecast period.
Key Sanitary Napkins Market Trend
The growing consumer interest in menstrual cups is another factor supporting the global sanitary napkins market share growth. The emergence of menstrual cups will be one of the critical sanitary napkins market trends. The introduction of menstrual cups has led to a steady shift in the preference pattern of the users. The lesser chance of infection is one of the major reasons for the increased use of menstrual cups. Several vendors are shifting toward manufacturing menstrual cups as these are durable and easy to dispose of. The growing consumer interest in menstrual cups is a significant sanitary napkins market trend that has been supporting the market growth. As a result of such factors, the sanitary napkins market size will register a CAGR of more than 6% by 2024.
Key Sanitary Napkins Market Challenge
The rising number of counterfeit products will be a major challenge for the global sanitary napkins market share growth during the forecast period. With the budding acceptance and increase in opportunity for the feminine hygiene market, there is a corresponding growth in the manufacture, marketing, and sales of counterfeit feminine hygiene products such as sanitary napkins. The introduction of counterfeit products such as sanitary pads has become a growing threat to the market stakeholders as they are reasonably available in the market, making them more affordable for consumers. Counterfeit products are not just a financial and image loss to vendors in the market but also a major health concern to the users as more often they are manufactured using cheap quality raw materials. Lack of awareness among retailers about the availability of counterfeit products may make it an enticing sale opportunity as they yield more profit compared to their expensive original counterparts forcing retailers to promote such kinds of products by trusting that such products are genuine. The existence of counterfeit goods reduces the profit margins of the manufacturers and diminishes their brand name as well. It can also lead to serious health implications among the users. Thus, the presence of counterfeit products is significantly eating up the share of market vendors. This, in turn, is hindering the revenue of the sanitary napkins market during the forecast period.
This sanitary napkins market analysis report also provides detailed information on other upcoming trends and challenges that will have a far-reaching effect on the market growth. The actionable insights on the trends and challenges will help companies evaluate and develop growth strategies for 2022-2026.
Technavio categorizes the global sanitary napkins market as part of the global personal products market. Our research report has extensively covered external factors influencing the parent market growth potential in the coming years, which will determine the levels of growth of the sanitary napkins market during the forecast period.
The report analyzes the market’s competitive landscape and offers information on several market vendors, including:
This statistical study of the sanitary napkins market encompasses successful business strategies deployed by the key vendors. The sanitary napkins market is fragmented and the vendors are deploying organic and inorganic growth strategies to compete in the market.
To make the most of the opportunities and recover from post COVID-19 impact, market vendors should focus more on the growth prospects in the fast-growing segments, while maintaining their positions in the slow-growing segments.
The sanitary napkins market forecast report offers in-depth insights into key vendor profiles. The profiles include information on the production, sustainability, and prospects of the leading companies.
Our report provides extensive information on the value chain analysis for the sanitary napkins market, which vendors can leverage to gain a competitive advantage during the forecast period. The end-to-end understanding of the value chain is essential in profit margin optimization and evaluation of business strategies. The data available in our value chain analysis segment can help vendors drive costs and enhance customer services during the forecast period.
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33% of the market’s growth will originate from North America during the forecast period. The US is the key market for sanitary napkins market in North America. Market growth in this region will be faster than the growth of the market in APAC regions.
The improving healthcare infrastructure and an increase in the number of clinics and diagnostic centers will facilitate the sanitary napkins market growth in North America over the forecast period. This market research report entails detailed information on the competitive intelligence, marketing gaps, and regional opportunities in store for vendors, which will assist in creating efficient business plans.
COVID Impact and Recovery Analysis
In 2020, the outbreak of COVID-19 affected the market in North America, which resulted in a crisis. The outbreak compelled governments of the countries such as the US, Canada, and Mexico in North America to impose a complete lockdown that led retailers in this region either to work with a limited workforce or to temporarily close their stores as per government guidelines. In addition, the lockdown imposed by the government of this region to prevent the further spread of the disease led to the isolation of people in their homes in the first two quarters of 2020.
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The sanitary napkins market share growth by the offline segment will be significant during the forecast period. Buyers can purchase products immediately, unlike online stores, wherein a buyer has to wait for a specific period to get the products delivered. Consumers get to know the legitimate and trusted information inside the store when they need it the most, which is key to enhancing the shopper experience.
This report provides an accurate prediction of the contribution of all the segments to the growth of the sanitary napkins market size and actionable market insights on post COVID-19 impact on each segment.
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Sanitary Napkins Market Scope |
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Report Coverage |
Details |
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Page number |
120 |
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Base year |
2021 |
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Forecast period |
2022-2026 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 5.74% |
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Market growth 2022-2026 |
$ 6.26 billion |
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Market structure |
Fragmented |
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YoY growth (%) |
5.06 |
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Regional analysis |
North America, APAC, Europe, South America, and Middle East and Africa |
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Performing market contribution |
North America at 33% |
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Key consumer countries |
US, China, Japan, UK, and Germany |
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Competitive landscape |
Leading companies, Competitive strategies, Consumer engagement scope |
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Key companies profiled |
Aisle, ALYK Inc, Corman SpA, COTTON HIGH TECH SL, Edgewell Personal Care Co, Fempro I Inc, Fieldstore Ltd, FLOW CO, Hengan International Group Co. Ltd., Kimberly Clark Corp., LOVEKINS, LYV Life Inc., Maxim Hygiene Products Inc., Ontex BV, Organic Initiative Ltd., The Procter and Gamble Co., Rael Inc, TOTM Ltd., Unicharm Corp., Veeda, and GladRags |
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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, and Market condition analysis for the 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. |
We can help! Our analysts can customize this report to meet your requirements. Get in touch
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Five Forces Analysis
5 Market Segmentation by Distribution Channel
6 Market Segmentation by Product
7 Customer Landscape
8 Geographic Landscape
9 Drivers, Challenges, and Trends
10 Vendor Landscape
11 Vendor Analysis
12 Appendix
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