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

Feminine Hygiene Market Scenario

The 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. 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.

Segmentation

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  

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

Global Feminine Hygiene Market, by Region

• Americas




• North America




• US


• Canada




• Latin America

• Europe




• Western Europe




• Germany


• France


• Italy


• Spain


• UK


• Rest of Western Europe




• Eastern Europe

• Asia-Pacific




• Japan


• China


• India


• Australia


• South Korea


• Rest of Asia-Pacific

• Middle East & Africa




• Middle East


• Africa

Intended Audience

• Pharmaceutical Companies


• Research and Development (R&D) Companies


• Government Research Institutes


• Academic Institutes and Universities


• Venture Capitalists