Feminine Hygiene Market Insights
The global feminine hygiene market is projected to grow at the CAGR of 5.71% during the forecast period, 2018 to 2023. Currently, many players are coming up with aggressive campaigns highlighting taboo around feminine hygiene and are creating awareness around female hygiene products. Organic feminine hygiene products are trending within the market and the increasing number of players are coming up with such offerings. For instance, in 2016, Cora introduced a 100% organic cotton tampon with a BPA-free applicator in the US. It is expected that a growing preference for female hygiene products in various designs that provides comfort, style, absorption capacity, and fashion sensibilities is likely to support the feminine hygiene market growth across the globe during the forecasted period.
Product Innovation to Drive the Growth of the Feminine Hygiene Market
Currently, players operating within the market are coming up with different kinds of innovation within different feminine hygiene products to entice consumers. Many of such innovative products revolve around providing more comfort to the female during menstruation. For instance, in 2018, Callaly (a feminine care company) introduced leak-free tampons in a revolutionary new design where tampons are attached to a soft mini-liner that tucks between the labia, which provides an additional layer of security without the need for a separate pad.
Players operating in the market are launching products that are targeted across age groups. For instance, in 2018, B+etty (a sanitary napkin manufacturing brand) introduced sanitary pads for adolescents that fit them and their growing bodies. These pads come in varied sizes for adolescents girls ages (mainly 8-16), to accommodate different sized bodies.
The popularity of Sanitary Pads in Feminine Hygiene Market
Sanitary napkins/pads are the most popular feminine hygiene product that is expected to grow at a considerable pace during the forecasted period due to its easy availability coupled with initiatives taken by government and NGO’s in different countries to educate females regarding hygiene (especially the popular ones like sanitary napkins). However, with these positive attributes, sanitary napkins/pads are currently facing challenges due to growing health concerns among educated females about using conventional sanitary pads/napkins. This is because, conventional or regular sanitary pads as contains synthetic as well as carcinogenic materials; and various studies suggest that the use of these extremely permeable contaminants in or near the vaginal area can lead to irritation, itching, discomfort, and another kind of complications.
Apart from sanitary napkins/pads, the overall demand of feminine hygiene products like tampons is also increasing at a faster rate especially in North America due to changing preferences of feminine hygiene products and increasing demand for biodegradable and organic tampons.
Menstrual cups are expected to gain traction during the forecasted period. These cups are designed after receiving feedbacks regarding sanitary napkins and tampons from a number of women across the globe. They help in easy travel during menstruation cycle and currently, many females are considering it to be a good option for an upgrade from pads and tampons.
Online retail to Gain Traction over the Forecast Period
Supermarkets and hypermarkets are the most popular distribution channel for the retail sales of feminine hygiene products as a large number of brands and varieties among feminine hygiene products are available; further giving a large set of choices to females. Sales of feminine hygiene products from drug stores, pharmacies, and beauty stores are expected to gain high share during the forecasted period.
The growing popularity of online retailing is increasingly making it easier for females to browse and purchase from a wide range of feminine hygiene products available online. Further, online retailing is making the overall shopping experience easier, and the ability to market and sell these products online opens up new avenues for a large number of vendors to expand their business in terms of product availability and accessibility. It is expected that increasing penetration of the internet will enable many vendors to offer a wide range of feminine hygiene categories like sanitary napkins, tampons, menstrual cups to widen their customer base for their products.
The Asia Pacific to Witness Rapid Growth in Feminine Hygiene Market during the Forecasted Period
North America holds the largest market share in the global feminine hygiene market followed by Europe and APAC. APAC is likely going to witness rapid growth during the forecasted period due to factors like rising disposable income of the middle class, especially in countries like China and India which has led to an increase in women’s buying quality hygiene products. In addition to this, awareness about feminine hygiene products is increasing at a fast pace due to various initiatives taken by the government and NGOs in this region.
Key Developments in the Feminine Hygiene Market
2018: In 2018, it was reported that GST (good service tax) on sanitary napkins was removed by the Government of India to make this feminine hygiene product more affordable to consumers. Also, in the same year, the Government of India introduced affordable biodegradable sanitary pads (to be sold under the Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP) scheme) in order to help women from low-level income group to take care of their basic hygiene needs.
2017: Bodyform (a brand of Essary) gained global attention for being the first brand in the UK to show sanitary napkins stained with red liquid, in place of the traditional blue, in one of its adverts as a part of the #bloodnormal campaign which aimed at challenging the stigma surrounding periods.
Competitive Landscape of Feminine Hygiene Market
Major Key Players are Kimberly-Clark Corporation, Procter & Gamble, Unicharm Corporation, Johnson & Johnson, Lil-lets Group Limited, Ontex Group, Edgewell Personal Care, Organ(y)c, Luv Ur Body, Lena Cup and Rael.
Reasons to Purchase this Feminine Hygiene Market Research Report
Analyzing the outlook of the market with the recent trends and Porter’s five forces analysis
Market dynamics, which essentially consider the factors, which are impelling the present market scenario, along with growth opportunities of the market in the years to come
Market segmentation analysis including qualitative and quantitative research incorporating the impact of economic and non-economic aspects
Regional and country level analysis integrating the demand and supply forces that are influencing the growth of the market
Competitive landscape involving the market share of major players, along with the key strategies adopted for development in the past five years
Comprehensive company profiles covering the product offerings, key financial information, recent developments, SWOT analysis, and strategies employed by the major market players
3-month analyst supports, along with the Market Estimates sheet in excel
Customization of the Feminine Hygiene Market Research Report
This report can be customized to meet your requirements. Please connect with our analyst, who will ensure you get a report that suits your needs.
1.1 Scope of Study
1.2 Study Deliverables
1.3 Study Assumptions
1.4 Research Phases
2. Feminine Hygiene Market Insights
2.1 Market Overview
2.2 Market Trends
2.3 Industry Attractiveness – Porter’s Five Forces Analysis
2.3.1 Bargaining Power of Suppliers
2.3.2 Bargaining Power of Consumers
2.3.3 Threat of New Entrants
2.3.4 Threat of Substitute Products and Services
2.4.5 Degree of Competition
3. Feminine Hygiene Market Dynamics
4. Feminine Hygiene Market Segmentation
4.1 Product Type
4.1.1 Sanitary Napkins/Pads
4.1.2 Tampons and Menstrual Cups
4.1.3 Panty Liners
4.3 Distribution Channel
4.3.1 Supermarkets and Hypermarket
4.3.2 Drug Stores, Pharmacies, and Beauty Stores
4.3.2 Convenience Stores
4.3.3 Online Retail
5. Feminine Hygiene By Geography
5.1 North America Feminine Hygiene Market Size (2018-2023)
5.1.1 US Feminine Hygiene Market Size (2018-2023)
5.1.2 Canada Feminine Hygiene Market Size (2018-2023)
5.1.3 Mexico Feminine Hygiene Market Size (2018-2023)
5.1.4 Rest of North America Feminine Hygiene Market Size (2018-2023)
5.2 Europe Feminine Hygiene Market Size (2018-2023)
5.2.1 Spain Feminine Hygiene Market Size (2018-2023)
5.2.2 UK Feminine Hygiene Market Size (2018-2023)
5.2.3 Germany Feminine Hygiene Market Size (2018-2023)
5.2.4 France Feminine Hygiene Market Size (2018-2023)
5.2.5 Italy Feminine Hygiene Market Size (2018-2023)
5.2.6 Russia Feminine Hygiene Market Size (2018-2023)
5.2.7 Rest of Europe Feminine Hygiene Market Size (2018-2023)
5.3 Asia-Pacific Feminine Hygiene Market Size (2018-2023)
5.3.1 China Feminine Hygiene Market Size (2018-2023)
5.3.2 Japan Feminine Hygiene Market Size (2018-2023)
5.3.3 India Feminine Hygiene Market Size (2018-2023)
5.3.4 Australia Feminine Hygiene Market Size (2018-2023)
5.3.5 Rest of Asia-Pacific Feminine Hygiene Market Size (2018-2023)
5.4 South America Feminine Hygiene Market Size (2018-2023)
5.4.1 Brazil Feminine Hygiene Market Size (2018-2023)
5.4.2 Argentina Feminine Hygiene Market Size (2018-2023)
5.4.3 Rest of South America Feminine Hygiene Market Size (2018-2023)
5.5 Middle East & South Africa Feminine Hygiene Market Size (2018-2023)
5.5.1 South Africa Feminine Hygiene Market Size (2018-2023)
5.5.2 Saudi Arabia Feminine Hygiene Market Size (2018-2023)
5.5.3 Rest of Middle East & Africa Feminine Hygiene Market Size (2018-2023)
6. Feminine Hygiene Market Competitive Landscape
6.1 Most Active Companies
6.2 Market Share Analysis
6.3 Strategies Adopted by Leading Players
7. Company Profiles
7.1 Kimberly-Clark Corporation
7.2 Procter & Gamble
7.3 Unicharm Corporation
7.4 Johnson & Johnson
7.5 Lil-lets Group Limited
7.6 Ontex Group
7.7 Edgewell Personal Care
7.9 Luv Ur Body
7.10 Lena Cup