Feminine Hygiene Products Market – Insights
Sanitary pads/napkins, panty liners, tampons, and feminine hygiene wash are some of the widely used feminine hygiene products. Sanitary pads/napkins, panty liners and tampons are worn by women during menstruation to absorb blood flow. These products are made of super absorbent material to hold menstrual blood during menstruation. Panty liner are majorly used to absorb daily vaginal discharge, menstrual cup backup, and light menstrual flow. Tampons are a mass of superabsorbent material, which are designed to insert into vagina during menstruation.
The global feminine hygiene products market is projected to reach around US$ 43.3 billion by the end of 2027, in terms of revenue, growing at CAGR of 7.4% during the forecast period (2019-2027).
Growing female population is expected to propel growth of the global feminine hygiene products market over the forecast period. For instance, according to World Bank, the female population worldwide increased from 3.638 billion in 2015 to 3.764 billion in 2018.
Moreover, government initiatives to boost use of feminine hygiene products is also expected to aid in growth of the market. For instance, in February 2020, Scotland Parliament approved The Period Products (Free Provision) bill. The legislation of the bill is expected to offer period products for free in the Scotland.
On basis of the region, Asia Pacific region dominated the global feminine hygiene products market in 2018, accounting for 47.8% share in terms of volume, followed by Europe and North America respectively.
Figure 1. Global Feminine Hygiene Products Market, Revenue Share (%), By Region, 2018
Adverse impact of disposable waste on the environment is expected to hinder growth of the global feminine hygiene products market. Increasing consumption of disposable feminine hygiene products results in large volumes of waste material, which has an adverse impact on the environment. Majority of tampons contain chemicals such as dioxin, chlorine, and rayon, which pollute groundwater and air.
Moreover, menstruation taboo in both emerging and developed economies is also expected to limit growth of the market. For instance, a January 2018 survey in the U.S. commissioned by Thinx, a feminine hygiene company, found that 58% women admitted to feeling ashamed when they menstruate.
Use of biodegradable raw materials in making sanitary napkins and other feminine hygiene products is expected to offer lucrative growth opportunities for players in the market. For instance, Sparkle, startup based in India, produces biodegradable sanitary pads from banana fiber.
Moreover, exemption of taxes on feminine hygiene products is also expected to aid in growth the market. For instance, the government of South Carolina (U.S.)’s House Bill 4717, also known as the Female Health and Wellness Act, would eliminate the tax on feminine products in July 2020.
Figure 2. Global Feminine Hygiene Products Market– Opportunity Analysis
Educational institutes are providing free feminine hygiene products. For instance, in November 2019, public schools in Fairfax County (Virginia, U.S.) started providing free feminine hygiene products in girls’ bathrooms at schools.
Major brands are focused on promoting transgender and nonbinary customers-inclusive products. For instance, in 2019, Procter & Gamble removed the Venus symbol from its Always sanitary products to be inclusive of transgender and nonbinary customers.
Figure 3. Global Feminine Hygiene Products Market, Revenue Share (%), By Product, in 2018
- Feminine hygiene products mainly consist of pads, tampons, liners and menstrual cups. These are made from absorbent padding and a fluid barrier, which is intended to absorb menstrual blood and daily vaginal flow.
- In the U.S., FDA has developed guidance document to assist industry in preparing premarket notification submissions (510(k)) for menstrual tampons and pads that are subject to 510(k) requirements
- Key recommendations for these devices covers unique designs, technology, indication, and performance characteristics.
- Feminine hygiene products requires pre-market approval from the Federal Food, Drug, and Cosmetic Act (the Act), including the premarket notification requirements described.
- Device description:
Figure 4. Global Feminine Hygiene Products Market– Value Chain Analysis
Major players operating in the global feminine hygiene products market include, Johnson & Johnson, Procter & Gamble Company, Edgewell Personal Care Company, Kimberly-Clark Worldwide, Inc., SCA, Ontex Group NV, and Lil-Lets.
Major players in the market are focused on adopting M&A strategies to expand their product portfolio. For instance, in November 2018, Procter & Gamble Company acquired the Consumer Health business of Merck KGaA, Darmstadt, Germany.
Major players in the market are also focused on adopting partnership strategies to expand their product portfolio. For instance, in May 2019, Edgewell Personal Care Company partnered with Harry's, Inc., a manufacturer of shaving equipment, to develop a next-generation consumer products platform.