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Feminine Hygiene Product Market

Eco-Friendly and Organic Feminine Hygiene Products Gain Popularity Among Consumers, Driving Growth in the Market

Feminine Hygiene Products Market Segmented By Sanitary Pads/Napkins, Tampons, Panty Liners, Menstrual Cups, and Feminine Hygiene Wash

Feminine Hygiene Product Market Outlook (2023-2033)

The global revenue from the feminine hygiene product market stands at US$ 29.5 Bn in 2022, with the global market expected to grow at a CAGR of 6.0% to reach a valuation of approximately US$ 56.5 Bn by the end of 2033.

Attributes Key Insights

Market Size (2022)

US$ 29.5 Bn

Projected Market Value (2033)

US$ 56.5 Bn

Global Market Growth Rate (2023-2033)

6.0% CAGR

Market Share of Top 5 Countries


As assessed by Persistence Market Research, sanitary napkins are set to hold a market share of around 45.5% in 2023. Overall, feminine hygiene product market sales account for approximately 77.4% revenue share in the global women’s health market, which was valued at around US$ 38.1 Bn in 2022.

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Sales Analysis of Market from 2013 to 2022 Vs Market Outlook for 2023 to 2033

The global market recorded a historic CAGR of 6.4% in the last 9 years from 2013 to 2022.

The market for personal care goods as a whole has seen a substantial transformation recently. Due to rising menstrual hygiene knowledge, the availability of inexpensive, simple-to-use disposable products, and growing government measures to encourage the use of hygiene products in rural parts of emerging economies, the adoption of feminine hygiene products has considerably grown.

Governments in several developing nations are encouraging women between the ages of 15 and 65 to use sanitary napkins. Similar to this, specific programmes are run by several government agencies and NGOs in schools and universities for adolescent girls.

For instance, girls enrolled in government and government-aided schools in India were given free sanitary napkins in May 2015. Women in industrialised and emerging economies have adjusted their daily hygiene practises to avoid uncomfortable situations during menstruation periods, such as leakage, etc., due to the increased awareness of feminine sanitary etiquette.

Reusable menstrual cups have been developed and marketed by a number of companies due to the growing disposal concerns raised by used feminine hygiene products. Costing between $20 and $50 per pack of three, these cups are produced from medical-grade silicon or latex and last for around five years. When compared to Asian nations, the U.S. and European nations are seen to adopt cups more frequently.

Another important factor driving the expansion of the worldwide market for feminine hygiene is a strong distribution network. The industry has experienced rapid expansion in recent years as a result of the simple and widespread availability of feminine hygiene products through multiple channels, including supermarkets, e-commerce, convenience stores, and retail pharmacies.

Additionally, the simplicity of acquiring goods through e-commerce platforms has greatly aided industry expansion. Increased use of disposable feminine hygiene products generates significant amounts of garbage, which is harmful to the environment. The National Women's Health Network estimates that each year in the United States, 7 million tampons and around 12 billion pads are disposed of in landfills.

As a result, a few small businesses have launched biodegradable products including women's reusable underwear that are specifically made for use during menstrual cycles in response to growing environmental concerns.

Thus, owed to the above-mentioned factors, the global market is likely to show high growth over the coming years at a CAGR of 6.0% and reach a global market size of US$ 56.5 Bn by 2033.

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How Can the Global Market Grow?

Growing Awareness and Sustainable Product Development

The rising female literacy rate and knowledge of menstruation health and cleanliness are two major factors influencing the growth of the feminine hygiene industry. Studies have shown a connection between literacy and health, and this is also true for feminine hygiene and wellness. In recent years, UNICEF and UNESCO actively engaged young women in poor and underdeveloped nations in education about feminine hygiene products.

A result of this has been the improved management of feminine health. A number of nations are also actively working to reduce the social stigma associated with menstruation through continuing discussions about including feminine hygiene products in national healthcare programmes and other government initiatives.

The market is significantly defined by a large number of recent market entrants, particularly from small businesses with a dedicated approach to sustainability. The product selection includes biodegradable items as well as organic tampons and pads. Eco-friendly products are said to offer consumers a number of advantages. A benefit is the absence of pollutants that could harm the health and safety of the human body.

The other consideration is the effect on the environment. Because biodegradable products eventually decompose to their constituent parts, they have no long-term negative effects on the environment. It took some time to establish a need and demand for sanitary items because discussing female menstruation was initially frowned upon, particularly in developing nations. Sanitary product manufacturers started marketing their products through print and television advertisements to get around this problem.

Additionally, these businesses launched fresh, effective promotional initiatives that significantly increased the utilization of feminine hygiene products. The marketing for these products has seen a number of creative adjustments during the past ten years.

The market for feminine hygiene products has grown significantly as a result of how this transformation has affected customer purchasing habits.

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Can the Feminine Hygiene Product Market Growth Be Affected in Any Way?

Product Recalls and Low Awareness in Underdeveloped Countries

Increased use of disposable feminine hygiene products generates significant amounts of waste, which is harmful to the environment. The National Women's Health Network estimates that each year in the United States, 7 million tampons and around 12 billion pads are disposed of in landfills.

As a result, a few small businesses have introduced biodegradable products including women's reusable underwear that are specifically made for use during menstrual cycles in response to growing environmental concerns.

Presently, disposable feminine hygiene products are made from a variety of chemical and medical-grade components. These products are FDA-approved and strictly regulated, taking into account the health of women. However, in recent years, it was discovered that numerous harmful substances including some that cause allergy and rash were used in pads, tampons, and panty liners. As a result, businesses were forced to recall these products in large quantities.

Bulk product recall activities provide a substantial restraint towards the growth of the global market. It also induces a short-term financial risk and burden to the producer whose recalled items are undergoing reclaims.

In certain underdeveloped countries, menstruation has historically been viewed as a social taboo since it prevents girls from enrolling in school and is more than just a monthly occurrence. Girls and young women in developing nations sometimes lack access to sanitary products and adequate cleanliness in schools, which may prompt adolescent female students to drop out and not complete their education.

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Country-wise Insights

Why is the U.S. Market Booming?

“Growing Awareness and Rising Demand for Organic Products”

The U.S. is set to account for around 13.5% share in the global market in 2023.

Due to its huge female labour force, highly developed economy, high disposable income, and high level of health consciousness, the U.S. is predicted to have a major market share in the global feminine hygiene product market. In addition, rising female literacy rates and increased knowledge of menstrual health and hygiene are some of the key drivers propelling the growth of the market.

In addition, the expansion of the organised retail sector, technological advancements, and growing preference for organic products have all contributed to the market's expansion in the US. Despite ongoing price pressure and intense competition, demand is growing in the region's marketplaces. As a result, by addressing all the key sales points, marketers are attempting to boost their availability.

Will Germany Be a Lucrative Market for Feminine Hygiene Product?

“Sustainable Manufacturing of Feminine Hygiene Products”

Germany is set to hold around 3.1% share of the global market in 2023. In Germany, educational institutions and colleges give students free access to feminine hygiene items including sanitary pads and tampons.

Manufacturers are also concentrating on the development of new products to reclaim consumers' shifting preferences. Additionally, product innovations give manufacturers the chance to increase their market share and attract new customers, while also boosting retail value sales growth with healthy margins.

Additionally, to meet the growing sustainability concerns, product innovations would include organic cotton tampons without of synthetic absorbent materials. Additionally, manufacturers are exploring into manufacturing tampons and towels without plastic. For instance, The Female Company sells certified organic cotton bio-towels, tampons, and panty liners in plastic-free packaging. Such elements are anticipated to affect the development of the German market.

How is Japan Emerging as a Prominent Market?

“Growing R&D on Reusable Feminine Hygiene Products”

Japan is set to hold a market share of about 3.2% of the global market in 2023.

With a big but underutilised consumer base, rising product availability and knowledge, and expanding spending power, Asia-Pacific is currently the largest industry for retail disposable feminine products. Manufacturers are investing more in research and development for self-cleaning, washable, and reusable period underwear.

Businesses operating in the Japan market primarily employ three key strategies: expanding product portfolios, controlling the discrepancy between supply and demand, and fostering product differentiation.

Category-wise Insights

Which Product is Driving Demand within the Global Market?

“Superior Absorption and High Accessibility”

Sanitary napkins is set to hold around 45.5% of the total market in 2023. Thin pads made of absorbent materials are sanitary napkins, often known as sanitary pads. They are crucial to maintaining proper feminine hygiene because they absorb the menstrual fluid.

Four functional parts make up a sanitary napkin: a fluid acquisition layer, an absorbent structure, a distribution component, and a liquid impermeable membrane.

These napkins come in a variety of sizes and shapes with varied levels of absorption. There are many different sanitary napkin designs that consider not only convenience but also design and fashion sensibilities. These products are largely accessible, and have a greater product adoption rate when compared to other segments for feminine hygiene products.

Which Distribution Channel Provides the Global Market With a Large Share?

“Ease of Availability”

The supermarkets segment will hold the dominant share of about 22.3% in 2022 within the global market. Feminine hygiene products can largely be distributed through supermarkets. This is owed to the ease of availability of the products, as well as the increasing accessibility due to greater awareness regarding selecting a product of choice during the menstrual cycle. Moreover, presence of existing brands and consumer preference will further propel the market share of supermarkets, over the forecast years.

Competition Landscape

Expanding sales areas and product launches in emerging markets by raising consumer knowledge of the use of feminine hygiene products. In order to increase their presence in the personal care sector, companies are concentrating on developing novel feminine hygiene products that target a particular female age group.

Additionally, significant firms will concentrate on growing their global market while supplying their portfolios of personal care, pharmaceutical, and diagnostic products in new emerging regions.

Some key instances of development within the market include:

  • In February 2022, the key player in reusable period and incontinence underwear Thinx, Inc. reported that Kimberly-Clark Corporation, the inventor of menstrual hygiene products, had completed the acquisition of a controlling share in the company. In 2019, the business made a preliminary, modest investment in Thinx.
  • Unicharm, a major brand in feminine hygiene, introduced the hip sanitary napkin “Sofy COOL” in India in October 2019. With its groundbreaking "Coolpad Technology," the product provides a cooling sensation for an "Irritation Free Period."

Similarly, the team at Persistence Market Research has tracked recent developments related to companies in the feminine hygiene product market, which are available in the full report.

Feminine Hygiene Product Market Report Scope

Attribute Details

Forecast Period


Historical Data Available for


Market Analysis

USD Million for Value

Key Countries Covered

  • U.S.
  • Canada
  • Brazil
  • Argentina
  • Mexico
  • Germany
  • France
  • U.K.
  • Italy
  • Spain
  • Russia
  • India
  • Thailand
  • Malaysia
  • Indonesia
  • China
  • Japan
  • South Korea
  • Australia
  • New Zealand
  • Turkey
  • GCC
  • North Africa
  • South Africa

Key Market Segments Covered

  • Product
  • Distribution Channel
  • Region

Key Companies Covered

  • Kimberly-Clark Corporation
  • Procter and Gamble
  • Unicharm Corporation
  • Svenska Cellulosa Aktiebolaget SCA
  • Johnson & Johnson
  • Sanofi
  • Ontex
  • Edgewell Personal Care
  • Lil-lets UK Limited
  • Diva International Inc.

Report Coverage

  • Market Forecast
  • Competition Intelligence
  • DROT Analysis
  • Market Dynamics and Challenges
  • Strategic Growth Initiatives

Customization & Pricing

Available upon Request

Key Segments Covered in Global Feminine Hygiene Product Industry Research


  • Sanitary Napkins/Pads
  • Tampons
  • Panty liners
  • Menstrual Cup
  • Feminine Hygiene Wash

Distribution Channel:

  • Supermarket
  • Convenience Stores
  • Department Stores
  • Retail Pharmacies
  • Online Purchase


  • North America
  • Latin America
  • Europe
  • South Asia
  • East Asia
  • Oceania
  • Middle East & Africa

- Companies Covered in This Report -

  • Kimberley Clark Corporation
  • Procter and Gamble
  • Unicharm Corporation
  • Svenska Cellulosa Aktiebolaget SCA
  • Johnson & Johnson
  • Sanofi
  • Ontex
  • Edgewell Personal Care
  • Lil-lets UK Limited
  • Diva International Inc.

- Frequently Asked Questions -

The global market is currently valued at around US$ 29.5 Bn in 2022.

Sales of the market are set to witness growth at a CAGR of 6.0% and be valued at around US$ 56.5 Bn by 2033.

Demand for the global market increased at a 6.4% CAGR from 2013 to 2022.

The U.S., Germany, Japan, and Australia account for most demand within the market, currently holding around 56.3% market share.

The U.S. is set to account for around 13.5% share of the global market in 2023.

Europe is set to account for around 20.0% share of the global market in 2023.

Japan market will hold a share of about 3.2% in the global market in 2023.

U.K. market is set to expand at 8.1% CAGR over the forecast period.

China market is expected to grow at 8.0% CAGR during the forecast period.

The market in India is set to expand at an 8.4% CAGR over the forecast period.

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