Market potential of over USD 30 Billion lies beneath the myths & social stigma of Asia Feminine Hygiene- Bonafide Research

In an age when women are making great strides, nervousness due to deep-rooted taboos, misinformation, and myths related to menstruation still prevail in some Asian countries.  Health risks and an increase in diseases due to homespun solutions have boosted the women hygiene product sector to cater to the needs of consumers with affordable products. According to the recently published report- Asia Pacific Feminine Hygiene Market Outlook, 2027 by Bonafide Research the region is the largest contributor to the market. An impressive number of established enterprises and start-ups are working efficiently to promote women hygiene products through retail chains. Women in Asia, getting aware about healthy livelihood, are opening the doors to the industry of feminine hygiene and sanitary products.

The challenges around basic sanitary infrastructure are still a major concern for women. Lack of access to hygienic facilities, especially during menstruation perpetuates health hazards, shame, and panic among women. This has caused a negative impact on the health and livelihood of women. The society, in general, doesn’t encourage discussions on menstrual experiences. Moreover, menstruating women in certain regions of Asia are prohibited from performing certain religious rituals, cook, or serve food. It is essential to ditch these taboos in order to manage menstrual hygiene with dignity.

Tampons are incredibly rare among Asian female. There is a general belief that tampons are not good for women’s health. For younger women, there has traditionally been a fear that tampons will break the hymen. Indeed, younger women have a very different vision of female hygiene. Women are active and ambitious and are now looking for new protection systems adapted to their lifestyle. Then the demand for slim, thin, and ultra-thin sanitary napkins is increasing, and the demand for menstrual cups is also expected to increase, even if the consumption remains currently very low.

For the time being, there is enough room for innovative industry players in the expanding feminine hygiene market. Consumers in China, India, and Japan are becoming increasingly informed and demanding due to rising urbanization. The potential of female hygiene products business is high in eastern countries of Asia compared to their western counterparts. A substantial part of the young female population resides in Asia; thereby creating an enormous opportunity for market players to enter. Success will require more in-depth market insights into the dynamic consumer demands, and an urge to develop innovative products in the emerging Asian markets. The market for feminine hygiene in China is difficult to understand. Between the open-mindedness of younger consumers and the old beliefs of older women, preferences differ. The country is now the largest market in Asia for hygiene products, including health protection products. But over the past decade, the Chinese population of women aged 12 to 54 has declined.

Though the awareness about hygiene products is less in the Asian markets, however, the potential to be tapped or explored by various companies. Owing to the increased demand for feminine hygiene products, the manufactures in Asia-Pacific are launching various other types of products. Several companies in the feminine hygiene industry have evolved to keep pace with specific consumer demands. Procter & Gamble (P&G), Kimberly-Clark, Johnson & Johnson, and SCA are the leading international companies in the feminine hygiene industry of Asia.  Some of the leading local players are Unicharm, Kao Corporation, Hengan International Group Company Limited, Daio Paper, Chiao, Softex and the Vinda Group.