Global Feminine Hygiene Market Outlook, 2027

Female menstrual hygiene is vital to the empowerment and well-being of women and girls worldwide. It is about more than just access to sanitary pads and appropriate toilets – though those are important. It is also about ensuring women and girls live in an environment that values and supports their ability to manage their menstruation with dignity. At least 500 Million women and girls lack proper access to menstrual hygiene facilities. Several factors influence difficult experiences with menstruation, including inadequate facilities and materials, menstrual pain, fear of disclosure, and inadequate knowledge about the menstrual cycle. The report "Global Feminine Hygiene Market Outlook, 2027" recently published by Bonafide Research has categorically been divided into sections, namely by product, type, distribution channel, region, country, and company. The global feminine hygiene products market is projected to show a growth of 18.75 Billion USD between 2021 and 2027. Increasing female population and rapid urbanization, rising female literacy and awareness of menstrual health and hygiene, rising female disposable income, and women's empowerment are expected to accelerate the global growth of the feminine hygiene products market. Further, the market is anticipated to grow at a more than 6% CAGR for the 2022–2027 period.

By type, the sanitary napkins segment accounted for the largest share of the feminine hygiene products market in 2021, at more than 60%. A sanitary napkin is a type of feminine hygiene product that is worn externally, unlike tampons and menstrual cups, which are worn inside the vagina. The large share of the sanitary napkins segment can be attributed to increased awareness compared to other feminine hygiene products, along with easy availability. The retail pharmacy segment is expected to gain the maximum share in terms of value among all distribution channels, whereas the supermarket segment is expected to be the second most lucrative segment over the forecast period. The supermarket segment is contributing to a higher revenue share due to increasing infrastructure and the purchasing power of people in urban countries. Asia-Pacific accounted for the largest share of the feminine hygiene products market in 2021. The large share can be attributed to the high female population in countries such as India and China. Both these countries are expected to account for a combined market share of over 60% of the region by 2027, while globally it is likely to contribute more than 30%. Growing disposable income, rapid urbanization, and awareness about menstrual hygiene management are driving the feminine hygiene products market in this region. Recently, the Indian government announced plans to invest USD 160 Million in the Suvidha initiative, a scheme to ensure proper access to sanitary napkins in rural areas of the country. The government plans to provide biodegradable sanitary napkins to the masses at a cost of USD 0.00014 through this scheme. The government plans to involve high net-worth individuals (HNIs) and corporations to assist in distributing sanitary napkins to underprivileged women across the country. These developments will further boost the demand for feminine hygiene products. Literacy is a fundamental right and a springboard for eradicating poverty and broadening the mindset of society. The relationship between literacy and health has been the focus of much research and policy debates. The rising literacy level among females is expected to have a positive impact on feminine health management and thus is directly linked to the adoption of feminine hygiene products. As a result, rising female literacy is expected to drive the feminine hygiene products market. Further, the common perception and stigma associated with menstruation act as a major disadvantage for many women. Girls face stigma, harassment, and social exclusion during menstruation. This compels girls and women to adopt traditional feminine hygiene products or completely avoid using them. Women in some countries have had to rely on scraps of fabric to absorb menstrual blood due to the prohibition on the use of tampons and sanitary napkins. This social stigma surrounding feminine menstruation acts as a significant restraint on the growth of the feminine hygiene products market.

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Manmayi Raval

Research Consultant

Over the last decade, global agencies and organizations such as UNICEF and UNESCO have been active in raising the literacy levels of young females in under-developed and developing countries, as rising female literacy will have a positive impact on feminine health management. UNICEF also views menstrual health and hygiene as a fundamental right of women and girls and hence has termed it a key objective in its Sustainable Development Goals (SDGs) for 2030. The rising literacy level among females is expected to have a positive impact on feminine health management and thus is directly linked to the adoption of feminine hygiene products. As a result, rising female literacy is expected to drive the feminine hygiene products market. According to UNICEF, menstrual and hygiene needs remain unchecked due to gender inequality, discriminatory social norms, cultural taboos, and poverty. Girls in Bolivia, for example, were reported carrying used sanitary napkins because they believed the blood could cause disease if it came into contact with other garbage. In many societies, tampons are reserved for married women in fear that they can rupture the hymen. The common perception and stigma associated with menstruation act as a major disadvantage for many women. According to the obtained data, one in four women comes under the menstruating age in the world. Women who menstruate not only need a private space for washing and managing their menstruation but also need feminine hygiene products and an appropriate place for disposal. These needs are often overlooked in rural areas, making menstruation an impediment to community participation, education, and working life. On the other hand, innovative product launches along with increasing health concerns amongst women drive the growth of the feminine hygiene products market. Moreover, the increasing number of working women across the globe has fueled the growth of the feminine hygiene products market. Furthermore, these feminine hygiene products are easily available through various sales channels, including online stores, supermarkets, hypermarkets, specialty stores, pharmacies, and others, which, in turn, contribute towards the feminine hygiene products market growth. A surge in awareness towards maintaining personal hygiene is one of the major factors accelerating the growth of the feminine hygiene industry, especially in developing countries. Currently, the awareness regarding personal hygiene in women is increasing due to various government initiatives and the number of campaigns carried out on social media. These initiatives and campaigns contribute to a better understanding and acceptance of female hygiene products. Therefore, the rise in awareness towards personal hygiene is propelling the growth of the feminine hygiene products market.

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Currently, the issue of the non-biodegradability of feminine hygiene products is a serious environmental concern. However, the development of eco-friendly products such as sanitary napkins made from natural fiber is a sustainable option to advance in this market. The naturally available absorbent fibers such as organic cotton, banana fiber, jute, and bamboo etc are widely available, biodegradable in nature, and have a low carbon footprint. The use of these fibers also reduces the manufacturing cost of sanitary napkins. The primary function of a sanitary napkin is to absorb menstrual fluid. Hence, the selection of a core material depends on the absorbency and retention properties of the fiber. Alternatives such as bamboo fiber, jute fiber, and banana fiber, along with a cellulose-based hydro-gel, can provide absorbency similar to that of the synthetic superabsorbent polymer (SAP). A bio-based plastic prepared from starch also can be used as a barrier sheet in place of polyethylene and polyurethane, which are non-biodegradable in nature. Saathi, Carmesi, Heyday, Everteen, Purganic, and Aakar are producing sanitary napkins using 100% eco-friendly biodegradable products. Moreover, these companies enable women in rural locations to produce and distribute affordable and biodegradable sanitary napkins to the masses. This sustainable solution for developing sanitary napkins provides a unique opportunity for companies to enter the market. The market is also hampered by a scarcity of hygiene management facilities, particularly in developing countries. According to the World Bank Organization, at least 367 Million children do not have access to sanitation in their schools, and girls and women worldwide lack adequate menstrual management facilities. Furthermore, a lack of product supply and affordability is hampering industry growth. For example, 12 percent of India's 355 Million menstruating population cannot manage to pay for period products, and that figure rises to 65 percent in Kenya. Furthermore, the rising number of vaginal infections positively supports the feminine hygiene products market share. Common types of vaginal infections include yeast infection, bacterial vaginosis, trichomoniasis, chlamydia vaginitis, gonorrhea, and viral vaginitis. To deal with these hurdles, 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 Indian government has also started partnering with several private entities and non-governmental organizations for initiatives to popularize the use of sanitary napkins, particularly among underprivileged and rural women. Some of these initiatives include the Reproductive and Child Health Program, Eco Femme, and My Pad. This growing awareness among women has increased the demand for budget-friendly sanitary pads, making them an essential commodity. Focus on feminine care is expected to grow exponentially over the next few years, and this would eventually benefit the feminine hygiene products industry, both in terms of demand as well as sales. Some of the major players in the global feminine hygiene products market across the value chain are Kimberley–Clark Corporation, Procter & Gamble, Unicharm Corporation, Svenska Cellulosa Aktiebolaget SCA, Johnson & Johnson, Lil-lets UK Limited, Sanofi, Ontex, and Egdewell Personal Care, Diva Cup. Leading manufacturers are focusing on expanding their regional presence in emerging geographies such as Latin America and MEA through collaboration with distributors and social media promotion. COVID-19 Impacts: The spread of this virus is impacting the growth of economies across the globe. The disease was unknown before its outbreak in Wuhan (China) in December 2019. The primary impacts of an outbreak are defined as the direct and immediate consequences of this pandemic on human health. However, secondary impacts are those caused by the pandemic indirectly, either through the effect of fear on the population or because of measures taken to contain and control it. The COVID-19 pandemic is expected to have a secondary impact on the feminine hygiene products market. Consumers who could access the products at local markets earlier were unable to do so due to the lack of public transport and mobility restrictions under the 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 the Girls have started taking initiatives to bridge this gap. This organization donated over 900,000 feminine hygiene products in March 2020 alone to Los Angeles, New Jersey, Washington D.C., Maryland, and Virginia. Major companies present in the market Procter & Gamble, Kimberly-Clark Corporation, Hengan International Group Company Limited, Edgewell Personal Care Company, Kao Corporation, Johnson & Johnson, Unicharm Corporation, Daio Paper Corporation, Essity Aktiebolag, Ontex, First Quality Enterprises Inc Considered in this report • Geography: Global • Historic year: 2016 • Base year: 2021 • Estimated year: 2022 • Forecast year: 2027 Aspects covered in this report • Global Feminine Hygiene market with its value and forecast along with its segments • Region and Country-wise toy market analysis • Various divers and challenges • Ongoing trends and developments • Five force models • Top profiled companies • Strategic recommendation Countries covered in the report • North America (US, Canada, Mexico) • Europe (Germany, UK, Spain, Italy, France, Russia) • Asia-Pacific (China, Japan, India, Australia) • South America (Brazil, Argentina, Columbia) • Middle East & Africa (UAE, Qatar, Saudi Arabia, South Africa) Segment covered in the report By Product Type • Sanitary Pad • Tampons • Panty Liner • Menstrual Cup • Internal Cleansers ,Disposable Razors & Blades By Type •Disposable •Reusable By Sales Channel • Supermarkets and Hypermarkets • Pharmacies • Convenience Stores • Online • Others (Specialty Stores, Hospitals) The approach of the report: This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual reports of companies, and analyzing the government- generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have verified the details obtained from secondary sources. Intended audience This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to feminine hygiene products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.