Feminine Hygiene Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The Feminine Hygiene Market is Segmented by Product Type (Sanitary Napkins/Pads, Tampons, Menstrual Cups, and Other Product Types); by Distribution Channel (Hypermarkets/Supermarkets, Convenience Stores, Drug Stores/ Pharmacies, Online Retail Stores, and Other Distribution Channels); and by Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). The report offers market size and values in (USD Million) during the forecasted years for the above segments.

Feminine Hygiene Market Size

Feminine Hygiene Market Summary
Study Period: 2018 - 2028
Fastest Growing Market: South America
Largest Market: Asia-Pacific
CAGR: 4.81 %

Major Players

Feminine Hygiene Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Feminine Hygiene Market Analysis

The feminine hygiene market was valued at USD 34,535.63 million in the current year, and it is projected to register a CAGR of 4.81% over the next five years.

Over the medium term, increasing awareness about female health and hygiene and the emergence of low-cost feminine hygiene products are expected to boost demand for the feminine hygiene products market. As a result, the demand for products such as tampons, menstrual cups, and internal cleansers and sprays is expected to grow rapidly in more developed regions, such as North America and Western Europe. The demand for biodegradable and organic raw materials-based female hygiene products is expected to generate opportunities in the market over the long term. Products like sanitary pads contain synthetic and carcinogenic materials like rayon, dioxin, metal dyes, and highly processed wood pulp which often cause irritation and allergy in the genital organs of women. Owing to this, the demand for organic raw material-based sanitary napkins products is increasing.

The non-biodegradability of feminine hygiene products is currently a major environmental problem. However, to cater to the concern, reusable and alternative green products are being promoted to reduce the burden of waste generation due to single-time use pads & tampons and disposable deodorizing wipes. According to the article ‘Making Menstrual Products Eco-friendly,’ published by Plastic Oceans International in February 2021, worldwide, nearly 45 billion menstrual products are used every year, and on average, 4,125 plastic bags are used by a pad user over a lifetime. Therefore, reusable menstrual cups and reusable period underwear and pads are a few solutions that are gaining traction in the feminine hygiene products segment for minimizing waste generation.

Feminine Hygiene Industry Segmentation

Feminine hygiene products are personal care products used during menstruation, vaginal discharge, and other bodily functions related to the vulva and vagina. The feminine hygiene market is segmented by product type, distribution channel, and geography. By product type, the market is segmented into sanitary napkins/pads, tampons, menstrual cups, and other product types. By distribution channel, the market is segmented into supermarkets/hypermarkets, convenience stores, drug stores/pharmacies, online retail stores, and other distribution channels. By geography, the market is segmented into North America, Europe, Asia-Pacific, South America, and Middle-East and Africa. For each segment, the market sizing and forecasts have been provided on the basis of value (in USD million).

Product Type
Sanitary Napkins/Pads
Menstrual Cups
Other Product Types
Distribution Channel
Convenience Stores
Drug Stores/Pharmacies
Online Retail Stores
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle-East and Africa
South Africa
United Arab Emirates
Rest of Middle-East and Africa

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Feminine Hygiene Market Trends

This section covers the major market trends shaping the Feminine Hygiene Market according to our research experts:

Increasing Government Initiatives for Menstrual Hygiene

The increasing awareness among consumers regarding menstrual hygiene, the growing number of working women, and rising income levels are some of the major factors stimulating the growth of feminine hygiene products, such as tampons, sanitary pads, and menstrual cups, globally. Moreover, with government initiatives to distribute free sanitary pads primarily in developing countries, the feminine hygiene sector has begun to expand faster globally. For instance, in March 2021, the Japanese government budgeted JPY 1.3 billion to help women in need of menstrual products. The government also helped local municipalities by distributing sanitary pads and tampons to the public free of charge. The government is also taking initiatives to increase awareness of menopausal health and symptoms among women.

Similarly, the Government of India started partnering with several private entities and non-governmental organizations to take initiatives to popularize the use of sanitary napkins, particularly among underprivileged and rural women. These initiatives include the Reproductive and Child Health Program, Eco Femme, and My Pad. This generated awareness among women and increased the demand for budget-friendly sanitary pads, making them an essential commodity.

Feminine Hygiene Market: Total Female Labor Force in %, Global, 2016-2021

Increasing Measures for Feminine Hygiene in Asia-Pacific Driving the Market

Various companies have introduced different brands of feminine hygiene products for various economic sections of society. China’s local sanitary pads market has emerged as the largest market in the Asia-Pacific region. Though the awareness about hygiene products is less in the Asian markets, there is potential to be tapped into or explored by various companies. Owing to the increased demand for feminine hygiene products, manufacturers in Asia-Pacific are launching various products. Owing to several governments and NGO-led awareness programs across the region about women's menstrual hygiene, the demand for these products is growing in the Asia-Pacific region. For instance, in May 2021, UNICEF India launched a campaign called Red Dot Challenge. Through this campaign, UNICEF joined with adolescent girls, women, influencers, and celebrities and promoted safety and hygiene in all aspects of life including menstrual hygiene and sanitation practices.

Feminine Hygiene Market: Market Size (%), by Region, Global, 2021

Feminine Hygiene Industry Overview

The feminine hygiene market is highly competitive, with the presence of various global and regional companies. Some major companies in the market include Procter and Gamble, Unicharm Corporation, Kimberly-Clark Corporation, Johnson & Johnson, and The Edgewell Personal Care Company. Studies indicate that feminine hygiene products have some of the lowest penetration rates, with their affordability being a major barrier. Considering these factors, various local players are providing low-cost sanitary napkins to promote feminine hygiene. Companies are engaging in frequent launches of newly developed products in developing and potential markets to improve their market position and revenue. Additionally, the key players operating in the market are considering various factors to make their products more appealing to customers. For instance, the key players are offering products with better absorbency and odor control. Johnson & Johnson offers its Stayfree Dry Max Cover with Odor Control Technology, which incorporates natural plant extracts to ensure a prolonged fresh feel.

Feminine Hygiene Market Leaders

  1. Procter & Gamble Company

  2. Kimberly-Clark Corporation

  3. Unicharm Corporation

  4. Johnson & Johnson Services, Inc.

  5. Essity AB

*Disclaimer: Major Players sorted in no particular order

Feminine Hygiene Market Concentration

Feminine Hygiene Market News

  • In April 2022, Kimberly-Clark Corporation launched new Poise Ultra Thin Pads with Wings. The Poise thinnest pads guarantee up to 100% clean, dry, fresh protection from bladder leaks.
  • In April 2021, hygiene and health company Essity entered an agreement to acquire approximately 44% of Colombian hygiene company Productos Familia SA (Familia). After closing the transaction, Essity's ownership in Familia will amount to at least 94%. The purchase price amounts to USD 1,540 million (approximately SEK 13 billion) for 100% of the company on a debt-free basis.
  • In March 2021, hygiene and health company Essity is continuing to expand its range toward more sustainable products through the launch of Libresse V-Cup, a reusable menstrual cup, in Denmark, Finland, Norway, and Sweden.

Feminine Hygiene Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Industry Attractiveness - Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Product Type

      1. 5.1.1 Sanitary Napkins/Pads

      2. 5.1.2 Tampons

      3. 5.1.3 Menstrual Cups

      4. 5.1.4 Other Product Types

    2. 5.2 Distribution Channel

      1. 5.2.1 Hypermarkets/Supermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Drug Stores/Pharmacies

      4. 5.2.4 Online Retail Stores

      5. 5.2.5 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. United Kingdom

        2. Germany

        3. Spain

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle-East and Africa

        1. South Africa

        2. United Arab Emirates

        3. Rest of Middle-East and Africa


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Procter & Gamble Company

      2. 6.3.2 Kimberly-Clark Corporation

      3. 6.3.3 Unicharm Corporation

      4. 6.3.4 Johnson & Johnson Services, Inc.

      5. 6.3.5 Essity AB

      6. 6.3.6 Ontex Group NV

      7. 6.3.7 Edgewell Personal Care Company

      8. 6.3.8 Unilever PLC

      9. 6.3.9 TZMO SA

      10. 6.3.10 Kao Corporation

    4. *List Not Exhaustive

**Subject to Availability
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Feminine Hygiene Market Research FAQs

The Feminine Hygiene Market is studied from 2018 - 2028.

The Feminine Hygiene Market is growing at a CAGR of 4.81% over the next 5 years.

South America is growing at the highest CAGR over 2018 - 2028.

Asia-Pacific holds highest share in 2021.

Procter & Gamble Company, Kimberly-Clark Corporation, Unicharm Corporation, Johnson & Johnson Services, Inc., Essity AB are the major companies operating in Feminine Hygiene Market.

Feminine Hygiene Industry Report

Statistics for the 2023 Feminine Hygiene market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Feminine Hygiene analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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