Feminine Hygiene Products Market Size

Report on Industry Size & Market Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Global 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, 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) During the Forecasted Years for the Above Segments.

Feminine Hygiene Products Market Size

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Feminine Hygiene Market Summary
Study Period 2019 - 2029
Base Year For Estimation 2023
CAGR (2024 - 2029) 5.01 %
Fastest Growing Market South America
Largest Market Asia-Pacific
Market Concentration Low

Major Players

Feminine Hygiene Market

*Disclaimer: Major Players sorted in no particular order


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Feminine Hygiene Products Market Analysis

The Feminine Hygiene Market is expected to register a CAGR of 5.01% during the forecast period.

Over the medium term, increasing awareness about personal hygiene and emerging low-cost products are expected to boost demand for the feminine hygiene products market. Moreover, the need for products such as tampons, menstrual cups, and internal cleansers and sprays is expected to increase 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 for market players 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 napkin 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 operated by a pad user over a lifetime. Therefore, reusable menstrual cups and reusable period underwear and pads are a few solutions gaining traction in the feminine hygiene products segment for minimizing waste generation.

Feminine Hygiene Products Market Trends

Increasing Government Initiatives Toward Menstrual Hygiene

The increasing awareness among consumers regarding menstrual hygiene and rising income levels are major factors stimulating the growth of feminine hygiene products, such as tampons, sanitary pads, and menstrual cups, globally. Moreover, governments of numerous countries are undertaking initiatives to distribute free sanitary pads. For instance, in March 2021, the Japanese government budgeted JPY 1.3 billion to help women needing 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 partnered 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

Asia-Pacific is the Largest 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 multiple 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 Products 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 Essity AB. Studies indicate that feminine hygiene products have some of the lowest penetration rates, with their affordability being a significant 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, key players operating in the market are considering various factors to make their products more appealing to customers. For instance, Johnson & Johnson offers its Stayfree Dry Max Cover with Odor Control Technology, incorporating natural plant extracts to ensure a prolonged fresh feel.

Feminine Hygiene Products 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

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Feminine Hygiene Products Market News

  • In June 2023, The Procter & Gamble Company announced an investment of USD 24 million to set up a personal healthcare manufacturing facility in Gujarat, India.
  • In April 2022, Kimberly-Clark Corporation launched new Poise Ultra Thin Pads with Wings. The Poise thinnest pads guarantee 100% clean, dry, fresh protection from bladder leaks.
  • In April 2021, hygiene and health company Essity agreed to acquire approximately 44% of Colombian hygiene company Productos Familia SA (Familia). After closing the transaction, Essity's ownership in Familia will be 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.

Feminine Hygiene Products 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

      1. 4.1.1 Government Initiatives Promoting Menstrual Hygiene

      2. 4.1.2 Advertisement and Promotional Campaigns Raising Awareness

    2. 4.2 Market Restraints

      1. 4.2.1 Orthodox and Conventional Approach Towards Menstruation

    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 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

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Feminine Hygiene Products 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, 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).

Product Type
Sanitary Napkins/Pads
Menstrual Cups
Other Product Types
Distribution Channel
Convenience Stores
Drug Stores/Pharmacies
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 Products Market Research FAQs

The Feminine Hygiene Market is projected to register a CAGR of 5.01% during the forecast period (2024-2029)

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

South America is estimated to grow at the highest CAGR over the forecast period (2024-2029).

In 2024, the Asia-Pacific accounts for the largest market share in Feminine Hygiene Market.

The report covers the Feminine Hygiene Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Feminine Hygiene Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

The emerging technologies impacting the Feminine Hygiene Market are a) Smart period trackers b) Leak-proof underwear with sensors c) Personalized product recommendations

Feminine Hygiene Industry Report

The feminine hygiene market is witnessing robust growth, driven by an increasing female population, urbanization, and a surge in awareness regarding menstrual health. Sustainable product innovations like eco-friendly menstrual cups and biodegradable tampons, supported by healthcare IT advances, are boosting market demand. Further fueled by efforts from governmental and non-governmental bodies to counteract menstruation stigma and promote gender equality, the market sees sanitary napkins leading due to efforts in combating menstrual stigmas. Despite facing challenges such as environmental concerns and societal stigmas, the market is ripe with opportunities for eco-friendly products and empowerment initiatives, especially in the Asia-Pacific region, underscored by a growing awareness and supportive governmental actions. Statistics for the Feminine Hygiene market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Feminine Hygiene analysis includes a market forecast outlook and historical overview. Get a sample of this industry analysis as a free report PDF download.

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Feminine Hygiene Products Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)