Feminine Hygiene Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Feminine Hygiene Market is segmented by Product Type (Sanitary Napkins/Pads, Tampons, Menstrual Cups, and Other Product Types); by Distribution Channel (Hypermarket/Supermarket, Convenience Stores, Drug Stores/ Pharmacies, and Other Distribution Channels); and by Geography (North America, Europe, South America, Asia Pacific, and Middle East & Africa). The report offers market size and forecasts for feminine hygiene in value (in USD million) for all the above segments.

Market Snapshot

Feminine Hygiene Market Size
Study Period: 2016 -2027
Base Year: 2021
Fastest Growing Market: South America
Largest Market: Asia-Pacific
CAGR: 4.81 %
Feminine Hygiene Market Major Players

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Market Overview

The global feminine hygiene market was valued at USD 34,535.63 million in 2021, and it is projected to witness a CAGR of 4.81% during the forecast period (2022 - 2027).

The COVID-19 pandemic has severely hit access to feminine hygiene products. According to a Menstrual Health Alliance India survey, over 82% of feminine hygiene product manufacturers had to pause operations in many countries due to social distancing norms and lockdown. Women relying on free feminine hygiene products from schools, social service centers, government health centers, and medical facilities also faced shortages due to the COVID-19 pandemic. As a result, non-profit organizations such as Support, and The Girls have started taking initiatives to bridge this gap. As the pandemic gets into its endemic stage, the majority ofthe countries' economic conditions are likely to improve, which will further aid in improving market conditions in the future.

Over the medium term, increasing awareness about female health and hygiene and the emergence of low-cost feminine hygiene products are expected to boost the demand for the feminine hygiene products market during the forecast period. As a result, the demand for products such as tampons, menstrual cups, and internal cleansers and sprays are 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 generating opportunities to the market during the forecast period. Products such as sanitary pads contain synthetic and carcinogenic materials such as rayon, dioxin, metal dyes, and highly processed wood pulp that often leads to irritation and allergy in the genital organ of women, which are propelling the demand for organically sourced feminine hygiene products.

Some manufacturers use low-quality raw materials to produce hygiene products, causing concerns about an increase in allergies and vaginal infections. This has led to more awareness particularly in developing countries.

Scope of the Report

Feminine hygiene products are personal care products used during menstruation, vaginal discharge, and other bodily functions related to the vulva and vagina. The global feminine hygiene market is segmented into by product type, distribution channel, 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 supermarket/hypermarket, convenience stores, drug stores/pharmacies and other distribution channels. By geography, the market is segmented into North America, Europe, Asia-Pacific, South America, and Middle East & Africa. For each segment, the market sizing and forecasts have been provided on the basis of value in USD million.

By Product Type
Sanitary Napkins/Pads
Menstrual Cups
Other Product Types
By Distribution Channel
Convenience Stores
Drug Stores/Pharmacies
Other Distribution Channels
By Geography
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 & Africa
South Africa
United Arab Emirates
Rest of Middle East & Africa

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Key Market Trends

Increasing Government Initiatives Towards Menstrual Hygiene

The increasing awareness among consumers regarding menstrual hygiene, the growing number of working women, and expanding 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 the 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 of India started partnering with several private entities and non-governmental organizations to take initiatives to popularize the use of sanitary napkins, particularly among the underprivileged and rural women. Some of 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 Trends

Increasing Measures of Women 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 emerges 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, the manufacturers in Asia-Pacific are launching various other products. The market players are actively participating in expansion strategy to gain more ground in the regional market. For instance, in July 2021, Nobel Hygiene in India expanded its production capacity by launching a new plant in the country to cater to the growing demand. Through government and NGO led several awareness programs across the region about women's menstrual hygiene, there is a growing demand for the product in the Asia-Pacific region.

Feminine Hygiene Market Growth

Competitive Landscape

The global feminine hygiene market is highly competitive, with the presence of various global and regional companies. Some major global companies in the market include Procter and Gamble, Unicharm Corporation, Kimberly-Clark Corporation, Johnson & Johnson, and The Edgewell Personal Care Company, among others. Studies indicated that feminine hygiene products have some of the lowest penetration rates in the market studied, with their affordability being a major barrier. Considering these factors, various local players are providing low-cost sanitary napkins to promote feminine hygiene. The company has been involved in frequent launches of newly developed products in developing and potential markets to improve its market position and revenue. ​ Additionally, the key players operating in the market are considering various factors to make their products more appealing to the customers.

Recent Developments

  • In April 2021, Hygiene and health company Essity made an agreement to acquire approximately 44% of the Colombian hygiene company Productos Familia S.A. ("Familia"). After closing the transaction Essity's ownership in Familia will amount to at least 94% making them the major stakeholder.
  • 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.
  • In May 2020, Ontex announced that it has entered into an agreement with Albaad Massuot Yitzhak Ltd. to acquire their feminine hygiene production assets in Rockingham County.

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 By 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 By 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 Other Distribution Channels

    3. 5.3 By 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 & Africa

        1. South Africa

        2. United Arab Emirates

        3. Rest of Middle East & Africa


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 The Procter & Gamble Company

      2. 6.3.2 Kimberly-Clark Corporation

      3. 6.3.3 Unicharm Corporation

      4. 6.3.4 Johnson & Johnson

      5. 6.3.5 Essity AB

      6. 6.3.6 Ontex Group

      7. 6.3.7 The 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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Frequently Asked Questions

The Feminine Hygiene Market market is studied from 2016 - 2027.

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 2021- 2026.

Asia-Pacific holds highest share in 2021.

The Procter & Gamble Company, Kimberly-Clark Corporation, Unicharm Corporation, The Edgewell Personal Care Company, Johnson & Johnson are the major companies operating in Feminine Hygiene Market.

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