GLOBAL FEMALE URINATION DEVICES MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2023 - 2030)

The global female urination devices market size was valued at US$ 7,695.2 Million in 2023 and is expected to reach US$ 13,903.6 Million by 2030, growing at a Compound Annual Growth Rate (CAGR) of 8.8% from 2023 to 2030.

Female Urination Devices Market Regional Insights

North America has emerged as the dominant region in the female urination devices market, accounting for over 35.6% of the global market share. The presence of key players in the U.S., such as GoGirl, PStyle, and Whiz Freedom, has ensured wide availability of innovative products across various distribution channels. Moreover, open conversations around women's health issues and changing attitudes towards gender equality have boosted product acceptance in the region. An important factor contributing to North America's leadership position is the higher discretionary spending on specialty health and convenience products. Women in the U.S. and Canada are willing to pay premium prices for high quality urination devices that suit their active lifestyles. Manufacturers have also been quick to customize products based on regional feedback, further cementing customer loyalty. With female participation rising rapidly in outdoor recreational activities, the demand for portable urination solutions is expected to keep growing.

The Europe market is witnessing robust growth and emerges as the second largest owing to the rising used of reusable female urination devices in the region. For example, many European cities have seen a rise in public events promoting reusable cups, and similar products in recent years. Municipalities aim to cut back on single-use plastics which end up in landfills. Reusable urination devices appeal to outdoor enthusiasts who want sustainable options. Manufacturers like P-Mate have witnessed increased demand from campers, hikers, and cyclists across countries like Sweden, Germany, and France. These consumers seek reusable products endorsed by outdoor recreation organizations, promoting responsible stewardship of natural spaces. In the Nordic region especially, embracing reusable gear has become a point of pride.

Asia Pacific has emerged as the fastest growing regional market. Countries like China, Japan, and India are investing heavily in digital health technologies to meet the evolving needs of their burgeoning patient populations. The widespread preference for disposable devices can be attributed to convenience factors and cultural norms. Many countries in South and Southeast Asia still consider menstruation and other feminine hygiene needs to be private matters. Portable, discreetly-packaged disposable products allow women to deal with such situations with ease even while traveling or in public places.  This demand has further increased during the pandemic. Reports from WASH United, a global non-profit working in sanitation, highlighted that over 50% of women in remote parts of India and Bangladesh opted for disposable urine collection bags or bottles in 2021 when public washrooms were shut. The products' single-use format and availability in small unit packs made them comparatively more hygienic and accessible than reusable options at that time. Countries like Japan, South Korea, Taiwan, and Australia have witnessed rising popularity of reusable urination aids among active female populations in recent years.

Figure 1. Global Female Urination Devices Market Share (%), By Region, 2023

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Analyst View

The female urination devices market is expected to see steady growth in the coming years. Growing participation of women in outdoor recreational activities is a key driver as it increases the demand for convenient urination solutions. North America currently dominates the market share due to the social acceptance of feminine hygiene products. However, Asia Pacific is expected to witness the fastest growth with increasing women's participation in sports. Product innovation will be important for capturing the market share as companies strive to design devices that are convenient and easy to use. Portability and discretion will be important factors for consumers. Sanitation remains a top consideration and antimicrobial coatings could provide opportunities. Prices need to be affordable and value for money to drive volume sales.

Female Urination Devices Market Drivers:

• Female urination devices promote good hygiene: Female urination devices allow women to urinate in a standing position, especially in locations where there may not be adequate bathroom facilities. This promotes better hygiene as women do not need to touch unsanitary surfaces. Particularly in outdoor settings like concerts, festivals, camping trips, or long road trips, having access to a clean method of urinating can help prevent the spread of infections. These devices give women more freedom and control over their private functions without compromising on cleanliness. With long lines often seen at public restrooms during events or emergencies, female urination devices provide a hygienic backup option when a bathroom is unavailable or cannot be accessed quickly enough. The ability to urinate discreetly anywhere further encourages women to drink enough fluids and stay hydrated, which is beneficial for health. By facilitating easier access to sanitary urination on the go, these products support overall well-being and hygiene.
• Evolving social attitudes increase acceptance: Traditionally seen as taboo, social conventions surrounding female urination are gradually changing. Younger generations especially are more open about bodily functions and do not view public urination as unacceptable for women in certain necessary situations. Changing attitudes toward gender, sexuality, and personal empowerment among progressive groups positively impact the stigma around female urination devices. As these devices become more widely used without negative social consequence, its mainstream adoption grows. Additionally, the growing popularity of outdoor recreational activities among women further drives demand, as these products actively enable greater participation. Discussions online via blogs and videos by ambassadors normalize usage. Large public events and organizations now provide discrete facilities to meet women's needs, reflecting society's increased understanding and accommodation. With a general trend toward more inclusive spaces and services, the social acceptance of female urination tools is likely to continue broadening the market potential over time.
• Portability and ease of use of female urination devices: Portability and convenience have become increasingly important to consumers in recent years. The busy modern lifestyle leaves less time for breaks during long car or plane trips. The ease of discreetly using small female urination devices without finding a restroom has significant appeal. Products that are compact, lightweight, and simple to use allow women to eliminate barriers to hydration and be spontaneous when traveling or participating in outdoor activities. As more women enter careers requiring time spent away from home or embrace active hobbies, the freedom and confidence provided by urination devices enhances their quality of life. An indicator of this trend is data from the U.S. Census Bureau showing that over 60% of American women were in the workforce as of 2020, the highest rate on record. With greater participation in professional and personal pursuits outside the home, women demand products empowering them to spend less time searching for restrooms and more time focused on tasks or recreation. Innovation from manufacturers to create devices integrating sanitation, discretion and ease of use into compact designs well-suited to busy lifestyles has seen strong demand.

Female Urination Devices Market Opportunities:

• Untapped markets in developing countries: Untapped markets in developing countries present significant opportunities for growth in the female urination devices market. These regions are experiencing rapid urbanization along with increasing participation of women in education and workforce. However, sanitation facilities still remain inadequate to address the needs of the growing population, especially women. Lack of properly maintained public restrooms encourages open defecation and discourages mobility and participation of women. This negatively impacts their health, education and livelihood. At the same time, traditional taboos around menstrual hygiene management further marginalize women from leading an active social life. Portable and easy to use female urination devices can help address some of these challenges by empowering women with convenient options. They provide discretion and confidence to women to relieve themselves in unsafe or unhygienic public settings. Regions like Sub-Saharan Africa and parts of South Asia are expected to undergo massive urbanization in coming decades according to data from UN Population Division.
• Innovation of environment-friendly urination devices: The innovation of environment-friendly urination devices can be a major opportunity in the female urination devices market. With growing environmental consciousness, women are increasingly looking for urination solutions that do not harm the planet. The devices made from sustainable, biodegradable, and naturally derived materials could see rising demand. One segment that can highly benefit from this is urination devices for outdoor activities and travel use cases. As women participate more in camping, hiking, festivals, and other events outside of urban areas, they require portable urination solutions. However, most existing products involve disposal plastic wares that end up as non-biodegradable waste. Devices crafted from natural substitutes like bamboo, leaves and compostable polymers will appeal to eco-conscious users in this segment. Manufacturers developing such devices can get an early advantage in this space and help popularize more sustainable options.

Female Urination Devices Market Trends:

• Growing prominence of e-commerce channels: Cloud-based patient-generated health data solutions are having a significant influence on the Female Urination Devices Market. As healthcare moves increasingly to digital platforms, patients are now able to easily capture and share diverse health data beyond what is typically recorded in medical records. Cloud technologies are enabling the seamless integration of various remote monitoring devices, wearables, apps, and digital engagement platforms to aggregate longitudinal patient health data over time. This trend towards centralized cloud-based repositories of patient data is empowering individuals to take a more active role in their own care. Patients can share their unique health history and generated data with their care teams to enhance clinical discussions and inform care planning decisions. It is also improving care coordination across different providers.
• Rapid urbanization leading to increasing outdoor mobility of women: The increasing trend of rapid urbanization leading to higher outdoor mobility of women has significantly impacted the female urination device market in recent years. As more women move to cities for employment and education opportunities, and have to spend more time commuting and in public spaces, the need for convenient urination solutions has risen. Traditionally, the lack of clean and safe public toilets has deterred women from outdoors activities or long commutes. However, with changing social norms and rising female participation in the workforce, their time spent outside home has increased substantially. This has boosted the demand for portable urination devices that allow for discreet urination anytime, anywhere while upholding sanitation and privacy. Several innovations have been introduced in the market to facilitate urination on the go. Hand-held devices that can be easily carried in bags or pockets are becoming increasingly popular.

Female Urination Devices Market Restraints:

• Cultural barriers and social taboos: There are several cultural barriers and social taboos that are restraining the growth of the female urination devices market. In many cultures, the topic of female urination is still considered taboo and is not discussed openly. This creates a stigma around female urination problems and limits the conversation on solutions like female urination devices. As a result, most women are hesitant to talk about their urinary issues or consider devices as a solution due to the social embarrassment and shame associated with it. Additionally, cultural norms define strict gender roles in many developing countries. Activities like using devices or kits are often portrayed as unfeminine and against the traditional roles prescribed to women by the society. This acts as a strong deterrent for women in adopting solutions like urinary devices which are perceived to diminish their womanhood. For example, in South Asian countries open defecation is widely practiced and toilets have gendered use. Use of portable urination devices may be viewed as challenging such social norms and traditions which most women are unwilling to do due to fear of backlash and isolation from the community.

• Competition from alternative solutions: The female urination devices market has been facing significant challenges from alternative products that serve similar functions. Top options among these alternatives are portable urinals and urine diversion devices. Portable urinals allow women to urinate in standing position just like female urination devices (FUDs) but have gained more acceptance due to their lower costs and availability in varied designs. Major brands have introduced urinals targeted towards women for outdoor activities like camping, trekking, etc. which are compact, lightweight, and easy to carry. This has reduced the appeal of FUDs that usually need separate cleaning and maintenance.

Recent Developments

Product Launches

• In August 2023, Sirona Hygiene Private Limited., a company offering innovative period, intimate & toilet hygiene solutions, announced the launch of its latest product, PeeBuddy PooFume. This revolutionary toilet odor eliminator is designed to transform bathroom experiences. PeeBuddy PooFume is a unique blend of mint essential oils meticulously crafted to tackle toilet odor even before it even starts.
• In July 2020, Neha Chachra, an India-based entrepreneur, launched an innovative pee device WeeMate with an aim to help women counter dirty public toilets and to protect them from deadly infections that they may get from using public toilet seats.

Business Development Activities by Market Players

• In November 2023, Pee Safe, India's personal hygiene and wellness brand, launched "Hygeine Ki Aadat," a World Toilet Day awareness campaign aimed at instilling the significance of safe hygiene. The Pee Safe campaign differs from other advertising in that it focuses on spreading awareness of better hygiene practices and reducing the risk of infections such as Urinary Tract Infections (UTIs) and E.coli rather than scaring consumers about the dangers lurking beneath their bottoms.
• In February 2023, ProvenMed, a pioneering U.A.E-based MedTech provider, announced an exclusive partnership with Gulf Medical Company, Ltd., a market leader in medical device and healthcare solutions distribution, to provide and distribute ActivGo for men, the world's first infection-preventative urinary incontinence management medical device, throughout the Kingdom of Saudi Arabia (KSA).
• In March 2020, Pee Safe, India's personal hygiene and wellness brand, encourages women to go above and beyond what society expects of them and recognize their genuine value. A recent video promotion from the firm depicts how the first Women's Day was most likely celebrated when women realized their worth. The commercial reaffirms Pee Safe's dedication to empowering women through their products and assisting them in reaching their full potential - after all, they are supposed to do much more than cook and clean.

Figure 2.  Global Female Urination Devices Market Share (%), By Product Type, 2023

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Top Companies in the Female Urination Devices Market

• PeeBuddy
• GoGirl
• Whiz Freedom
• LadyP
• SheWee
• P-Mate
• Tinkle Belle
• Feminal
• Travelmate
• Pibella
• Freshette
• URINELLE

Definition: Female urination devices, also known as female urinals or pee funnels, provide women with an alternative to public restrooms. There are a few main types of these products available. Stand-to-pee devices are shaped like a cone or funnel that a woman can hold to direct her stream while standing. These allow for a clean and hands-free experience. Another type is a disposable urination aid made of paper or plastic that a woman can use while squatting. Simply unwrap, position, and urinate through a small hole. These products offer women advantages in certain situations where accessing a traditional toilet may not be ideal or possible.