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Feminine Hygiene Market Size, Trends and Growth Outlook by Product Type (Sanitary Napkins/Pads, Tampons, Panty Liners, Others), Distribution Channel (Supermarket and Department Stores, Retail Pharmacies, Others) and Region (Americas, Europe, Asia-Pacific and the Middle East & Africa) - Global Forecast till 2030

ID: MRFR/CR/6514-HCR | 160 Pages | Author: Kinjoll Dey| May 2024

Global Feminine Hygiene Market Overview 

Feminine Hygiene Market was valued USD 37.8 billion in 2021 and is expected to reach USD 58.8 billion by 2030 at 5.7% CAGR during the forecast period 2022-2030. 

Feminine Hygiene Market Overview

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

The feminine hygiene market is driven by factors such as increasing disposable income of the middle class in emerging countries such as Brazil and China, and the emergence of low-cost feminine hygiene products. Additionally, growing awareness of female health and hygiene is expected to boost market growth over the forecast period. For instance, Procter & Gamble (P&G) has been conducting a program Parivartan across the schools in India to educate girls about mensuration cycle and the importance of maintaining hygiene. Furthermore, the increasing demand for products such as tampons and panty liners in developing countries is anticipated to fuel the growth of the market.

Despite the drivers, the rising number of products recalls due to growing allergy cases among women is anticipated to hamper revenue growth of the market.

Currently, the feminine hygiene market is dominated by many players. Strategic collaborations, mergers, and product launches are some of the strategies undertaken by key players in the market. For instance, in February 2019, Procter & Gamble (P&G) announced its acquisition of This is L., a period care startup that manufactures organic pads and tampons.

Recent News: 

Launching responsible personal care products made of carbon neutral1 VEOCEL Lyocell fibers, VEOCELTM, the flagship specialty nonwovens brand of Lenzing Group, has reached new partnership milestones with leading beauty and feminine care brands in the Asia-Pacific region in 2023. These brands include Taiwanese skincare brand BRIDGE 24/7, Korean feminine care brand Yejimiin, and a global healthcare and beauty retailer. The expanded collaborations demonstrate VEOCEL's dedication to leading the sector-wide transition away from the use of raw materials derived from fossil fuels and toward environmentally friendly alternatives, therefore lowering the nonwoven industry's overall carbon footprint.

Consumer products company Dabur announced on Tuesday that it intends to join the Indian feminine care industry in 2022. The product will first be introduced by the company on the e-commerce site Flipkart before being made available through additional channels.

Only 22% of Indians use sanitary napkins, which is quite low. Rural areas, a significant market for Dabur, require greater attention, even if over two thirds of women in metropolitan centers employ hygienic means of protection during their periods.

In 2023, the world-famous period hygiene brand Kotex, owned by Kimberly Clark, introduced the Kotex Prohealth+ sanitary pads in India, a superior, high-end invention. In May 2022, Kotex made a comeback to the Indian market with their creative Overnight Period Panties line. After a break of eight months, Kotex has returned with their most recent product, Kotex Prohealth+, which gives customers the option to select Everything and not give up or compromise on their hygienic protection.


The global feminine hygiene market has been segmented into product type, distribution channel, and region.

The market, based on product type, has been segmented into sanitary napkins/pads, tampons, panty liners, menstrual cups, and feminine hygiene wash. The sanitary napkins/pads segment is anticipated to hold the largest market share as they have a high adoption rate among women across all geographic regions. The tampons segment is expected to be the fastest-growing due to the increased awareness about benefits associated with tampons among the female population and growing adoption among the female athletes.

The market, by distribution channel, has been segmented into supermarket and department stores, retail pharmacies, online retail stores, and others. Supermarkets and department stores segment are expected to hold the major share as a majority of women tend to purchase sanitary items along with household items.

The market, by region, has been segmented into the Americas, Europe, Asia-Pacific, and the Middle East & Africa. The feminine hygiene market in the Americas has further been segmented into North America and Latin America, with the North American market divided into the US and Canada. The European market has been segmented into Western Europe and Eastern Europe. Western Europe has further been classified as Germany, France, UK, Italy, Spain, and the rest of Western Europe. The feminine hygiene market in Asia-Pacific has been segmented into Japan, China, India, South Korea, Australia, and the rest of Asia-Pacific. The market in the Middle East & Africa has been segmented into the Middle East and Africa.

Key Players

Procter and Gamble, Edgewell Personal Care, Unicharm Corporation, Kimberly-Clark Corporation, Lil-Lets Group Ltd, Svenska Cellulosa Aktiebolaget SCA, Johnson & Johnson, Ontex International, Natracare LLC, and Kao Corporation are some of the key players in the feminine hygiene market.

Regional Market Summary

Global Feminine Hygiene Market Share (%), by Region, 2018  Feminine Hygiene Market

Source: World Health Organization (WHO), Food and Drug Administration (FDA), Women's Health

The Asia-Pacific region is expected to dominate the global feminine hygiene market owing to the growing disposable income of the middle-class population, especially in countries such as China and India which has led to rising in women’s buying quality hygiene products. Moreover, awareness about feminine hygiene products is growing at a fast pace owing to several initiatives taken by the government and the non-government organization in this region is expected to propel the market.

The Americas is anticipated to hold second market position owing to various factors such as the high penetration of high-end products such as tampons, panty liners, and internal cleansers, an increasing number of working women, and increasing demand by women for organic and biodegradable products.

Europe is expected to show a considerable amount of growth in the global feminine hygiene market. The market growth in the region is due to factors such as easy access to feminine hygiene products, rapid urbanization, growing disposable income, and increasing spending on menstrual products. According to the data published by the Bloody Good Period in 2018, the average lifetime spends on period products adds up to around USD 5,380.56 in the UK.

The market in the Middle East & Africa is expected to account for the least share of the global market due to low disposable incomes and limited awareness about menstrual hygiene in the region.

Global Feminine Hygiene Market, by Product Type

  • Sanitary Napkins/Pads

  • Tampons

  • Panty Liners

  • Menstrual Cups

  • Feminine Hygiene Wash

Global Feminine Hygiene Market, by Distribution Channel

  • Supermarket and Department Stores

  • Retail Pharmacies

  • Online Retail Stores

  • Others

Feminine Hygiene Regional Outlook

  • North America

    • US

    • Canada

  • Europe

    • Germany

    • France

    • UK

    • Italy

    • Spain

    • Rest of Europe

  • Asia-Pacific

    • China

    • Japan

    • India

    • Australia

    • South Korea

    • Australia

    • Rest of Asia-Pacific

  • Rest of the World

    • Middle East

    • Africa

    • Latin America

Intended Audience

  • Pharmaceutical Companies

  • Research and Development (R&D) Companies

  • Government Research Institutes

  • Academic Institutes and Universities

  • Venture Capitalists

Report Attribute/Metric Details
  Market Size   58.8 billion
  CAGR   5.7%
  Base Year   2021
  Forecast Period   2022-2030
  Historical Data   2020
  Forecast Units   Value (USD Million)
  Report Coverage   Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
  Segments Covered   Product Type, Distribution Channel and Region
  Geographies Covered   North America, Europe, Asia-Pacific, and Rest of the World (RoW)
  Key Vendors   Procter and Gamble, Edgewell Personal Care, Unicharm Corporation, Kimberly-Clark Corporation, Lil-Lets Group Ltd, Svenska Cellulosa Aktiebolaget SCA, Johnson & Johnson, Ontex International, Natracare LLC, and Kao Corporation
  Key Market Opportunities   Strategic collaborations, mergers, and product launches, strategies undertaken by key players in the market
  Key Market Drivers   Increasing disposable income of the middle class in emerging countries

Frequently Asked Questions (FAQ) :

The feminine hygiene market had a valuation of USD 37.8 billion in 2021

The feminine hygiene market is slated to grow with 5.7% CAGR during the forecast period of 2022 to 2030.

Hike in disposable income and better awareness level are triggering growth for the feminine hygiene market.

The chance of allergy can hold back the feminine hygiene market growth.

The sanitary napkins/pads segment would lead the global feminine hygiene market ahead.

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