Feminine hygiene products are indispensable personal care items that women rely on to manage their menstrual cycles, vaginal discharge, and other bodily functions related to their genital area. These products include wipes, tampons, pads, menstrual cups, panty liners, internal cleansers, sprays, disposable and reusable razors, and blades. They are crafted from air-laid paper, wood pulp, tissue, polyethylene films, glues, release papers, and absorbent fibers derived from cotton and rayon. Their primary objective is to support women's reproductive health by ensuring proper intimate hygiene, thus reducing the risk of infections and allergies. Additionally, they offer security and confidence, enabling women to engage in sports, swimming, and various activities without concerns. With a diverse array of shapes and sizes available, these products cater to women's unique and varied needs worldwide, promoting both internal and external health.

Women's Hygiene Products Market is valued at US$ 40 billion in 2022 and is expected to grow at US$ 72.3 billion at a CAGR of 6.1% during forecast period 2032.

Menstrual hygiene management (MHM) is gaining recognition as a critical aspect of women's health and well-being on a global scale. The multi-sectoral approach adopted by organizations like the World Bank is crucial in addressing this issue comprehensively. The World Bank recognizes that MHM is not limited to one sector but affects various aspects of women's lives. This approach involves collaborating across sectors to ensure women and girls can access adequate menstrual hygiene products and education.

COVID-19 Impact on Women Hygiene Products Market

Panic buying of grocery items led to a surge in sales at retail stores during the first quarter of the year, benefiting major players in the market. For example, Ontex Group reported a notable 5.3% growth in like-for-like (LFL) sales for feminine care products in the first half of 2020. However, this heightened demand gradually subsided as consumers began to use the stockpiled products. The global COVID-19 pandemic significantly impacted people's income levels, influencing their spending choices. Since menstrual hygiene products can be relatively expensive, their sales declined during this period.

A report titled "Periods in a Pandemic - Menstrual Hygiene Management in the Time of COVID-19," published by Plan International in May 2020, highlighted that 73% of those surveyed experienced limited access to menstrual products due to shortages and disruptions in supply chains. Among them, 58% noted an increase in the prices of these products during the pandemic. Various non-profit organizations and industry players took the initiative to assist individuals in meeting their hygiene needs during this challenging period. For instance, in May 2020, P&G India donated sanitary pads as part of the Suraksha India program to aid those in need during the economic downturn caused by COVID-19.

As lockdown measures were gradually lifted in many countries, economic conditions started to improve, potentially contributing to a recovery in market conditions in the future.

Factors Driving the Women's Hygiene Products Market

Drivers

Rising awareness related to women's hygiene among the masses

The increasing literacy rate among women is helping to raise awareness about the importance of menstrual health and cleanliness. Education is vital in breaking taboos and promoting good menstrual hygiene practices. Organizations like UNICEF and UNESCO actively educate young women in underdeveloped and developing nations about feminine hygiene products. This education contributes positively to managing women's health in these regions.

Efforts to reduce the social stigma associated with menstruation are ongoing. Governments and healthcare programs in various countries are considering including feminine hygiene products in their initiatives, further reducing barriers to access. In developed economies, the focus shifts towards efficiency, sustainability, and consumer preferences. This includes optimizing production processes, reducing environmental impact, and meeting changing consumer expectations for sustainable and hygienic products. Sustainability is a key concern, not just in the products themselves but also in the entire supply chain. Consumers increasingly consider the environmental impact of products, which is driving companies to adopt more sustainable practices. Hygiene stewardship, which encompasses a broader range of hygiene needs beyond menstruation, is gaining importance. It recognizes that hygiene is essential throughout an individual's lifecycle and covers diverse aspects of health and cleanliness.

These efforts reflect a global recognition of the importance of menstrual hygiene management and the need to address it comprehensively, considering cultural, social, economic, and environmental factors. This holistic approach is essential for promoting the well-being and full potential of women and girls worldwide.

Challenges

Product Recall

The potential for a decline in sales can arise from product recalls linked to the use of certain chemicals in manufacturing feminine products. Various chemical and medical-grade materials are utilized to produce disposable feminine hygiene items. These products are FDA-approved and subject to rigorous regulation to safeguard women's health. However, in recent years, harmful materials causing allergies and skin irritations have been discovered in products like pads, tampons, and panty liners, necessitating extensive recalls by manufacturers. In 2018, Kimberly-Clark issued a voluntary product recall for its U by Kotex & Sleek Tampons, Regular Absorbency, distributed in the United States and Canada due to a quality-related defect that could affect the product's performance.

Women Hygiene Products Market Segmentation 

By Nature

The market can be categorized into two segments based on nature: disposable and reusable. The disposable hygiene products segment holds the largest market share primarily because these products cater to diverse needs and are more accessible.

By Products Type

The market can be categorized into two segments based on product type: menstrual care products and cleaning deodorizing products. The menstrual care products segment stands out as the largest market share, primarily because they are a recurring necessity for women worldwide, given their monthly use.

Furthermore, the market is benefiting from increased government initiatives to raise awareness about feminine hygiene products and improve their accessibility. For instance, in June 2020, the Government of New Zealand pledged approximately US$ 1.7 million to provide free sanitary products to schoolgirls to combat poverty in the country.

The desire to eliminate unpleasant body odors has become a significant concern for teenagers and working women alike, leading to the adoption of deodorizing products. Those in higher income brackets tend to invest substantially in deodorizing products to enhance their personal hygiene.

Sanitary pads have become the dominant product type in the market for several compelling reasons. They offer exceptional absorbency and dependable protection against menstrual flow, ensuring women's comfort and confidence throughout their menstrual cycles. Additionally, the widespread availability of sanitary pads in various retail outlets makes them convenient and easily accessible to women in diverse regions, a significant driver of market growth.

Furthermore, sanitary pads have a longstanding presence and a sense of familiarity in the market. Women have trusted and relied upon them for generations, establishing a strong foundation of trust and reliability. Moreover, the increasing popularity of sanitary pads can be attributed to their emphasis on comfort and convenience, thanks to their soft materials and contoured designs. These features ensure a comfortable fit and ease of use, contributing to a higher product adoption rate.

In summary, the combination of absorbency, accessibility, familiarity, and comfort has firmly established sanitary pads as the preferred choice among women seeking menstrual hygiene products.

By Distribution Channel

In terms of distribution channels, the market can be divided into hypermarkets/supermarkets, convenience stores, drug stores, and other outlets. The hypermarkets/supermarkets segment is anticipated to take the lead, primarily because women prefer purchasing their hygiene products in bulk from these establishments. These channels often provide substantial discounts on bulk purchases, making tampons and pads more affordable, especially for individuals with limited income. Hypermarkets serve as a comprehensive destination where women can find a wide array of menstrual products and compare various brands before making their final selection.

While pharmacies and drug stores typically offer a more limited product range, the drug stores segment has still managed to secure a significant market share. This can be attributed to trusted brands, convenient store accessibility, and straightforward payment options, which resonate well with consumers.

By Regions

By region, the market is divided into North America, Europe, APAC, and Others. Others are further divided into the Middle East and South America.

The Asia Pacific region is poised to take the lead in the global market, accounting for over 32% of the global share in 2022. This growth can be attributed to increasing hygiene awareness and the ongoing urbanization processes in countries like India and China. The rising number of employed women in these nations has resulted in higher disposable incomes, enabling them to allocate more resources to their health and well-being. Additionally, the continuous development of reusable products will likely contribute to the regional market's expansion. Reusable products offer a cost-effective alternative to purchasing new disposable items for each use. For instance, a survey by the Government of Scotland in May 2020 revealed that 42% of the Scottish population relies on disposable menstrual items.

In contrast, North America and Europe represent mature markets due to their elevated standards of living, robust sanitation practices, and greater income levels among women. These factors have led to these regions maintaining a substantial market share. For example, Essity AB, a prominent manufacturer of hygiene products, published its annual sustainability report in 2020, indicating that the highest consumption of feminine hygiene products was observed in Western Europe, followed by North America and Eastern Europe. According to the same source, women aged 10 to 54 in Western Europe use more than 380 units of feminine hygiene products per year.

Competitive Landscape

The competitive landscape of the Women's Hygiene Products market involves assessing the competitive landscape to understand the strengths, weaknesses, opportunities, and threats of the industry. The Women's Hygiene Products market was highly competitive, with numerous companies vying for market share. The market features prominent companies like Procter & Gamble, Unilever, and Kimberley Clark, alongside various local and startup firms. Manufacturers are directing their efforts toward creating safer and more user-friendly hygiene products. Key considerations for market players when introducing new products include designing items with softer materials to minimize the risk of allergic reactions and skin irritations, as well as developing sustainable product alternatives.

Additionally, manufacturers prioritize geographic expansion and product refinement based on consumer feedback to align with changing preferences. For instance, in March 2021, Care Form Labs Private Limited, a social innovation startup based in Pune, India, introduced menstrual cups designed for user-friendliness and easy switching. Furthermore, in 2020, OrganiCup launched mini-sized menstrual cups tailored specifically for teenagers.

Recent Developments in the Women's Hygiene Products Market

• In January 2022, Essity AB broadened its global presence in the intimate apparel products industry by acquiring Modibodi, an Australian company, and Knix Wear, Inc., a Canadian firm specializing in leak-proof intimate apparel.
• In February 2022, Sirona Hygiene Private Limited, an Indian manufacturer of menstrual cups, bolstered its revenues in women's safety products within the Indian market by acquiring the women's safety brand Impower.
• In November 2022, the Edgewell Personal Care Company expanded its product portfolio of women's personal care products by acquiring Billie Inc., a U.S.-based consumer brand company.
• In April 2022, Kimberly-Clark Corporation introduced the new poise Ultra-Thin pads with wings. These ultra-thin poise pads assure up to 100% protection against bladder leaks while keeping them clean, dry, and fresh.
• In April 2021, hygiene and health company Essity agreed to acquire around 44% of the Colombian hygiene firm Productos Familia SA (Familia). Following the completion of this transaction, Essity's ownership stake in Familia will rise to at least 94%. Without assuming any debt, the total purchase price for 100% of the company amounts to USD 1,540 million.
• In January 2021, Essity AB introduced a washable and absorbent underwear line as part of its incontinence products category. These products are highly effective for managing bladder leakage and menstruation.
• In March 2020, Hindustan Unilever Limited announced its intention to acquire VWash, a brand specializing in female intimate hygiene products, from Glenmark Pharmaceuticals Ltd.