The global feminine hygiene products market revenue is estimated to reach US$ 27,605.8 Mn in 2021. The overall feminine hygiene products sales are likely to surpass US$ 54,189.6 Mn by 2031, growing at a CAGR of 7.0% for the period 2021 – 2031.
The demand for sanitary napkins will accelerated growth, accounting for approximately 50% of the overall value share in 2021. Demand for sanitary napkins is forecast to rise at a CAGR of over 8% through the forecast period.
Growth forecasts remain optimistic for the market. It is expected to register year on year sales growth at 6.5% in 2021.
The sales of feminine hygiene products have grown at a 5.8% CAGR between 2016 and 2020. Increasing customer awareness in terms of personal hygiene promotes feminine hygiene product sales. Expansion and product launches in emerging markets also boost the market.
Companies are focusing on the development of innovative feminine hygiene products targeting specific female demographics. Strategic mergers and acquisitions to strengthen their position in the personal care market are likely to gain traction. Major players in the market are focusing on the launch of new products, providing comfort and support on typical menstruation days.
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In June 2021, Kimberly-Clark announced a partnership with the RWDC Industries to advance sustainable technology for consumer products. On a similar note, in Feb 2021, Diva International, launched the DivaProtect line, a new product development effort with anti-bacterial lotion.
Hygiene product companies are dedicated to developing new choices for women to expand their portfolio. Companies are focusing on the development of super-absorbent materials and smart solutions for menstruation.
The global market to grow at a CAGR of 7.0% over the forecast period by 2031-end. The growth is attributed to many majors companies that are actively participating in acquisitions to expand their product portfolios.
In May 2020, Ontex announced plans for its first U.S. manufacturing facility and the acquisition of U.S.-based feminine hygiene assets.
Feminine Hygiene Products Market by Category
Product type
- Sanitary Napkins
- Tampons
- Menstrual Cup
- Panty liners
- Feminine Hygiene Wash
Distribution Channel
- Hypermarket
- Supermarket
- Convenience Stores
- Department Stores
- Retail Pharmacies
- Online Purchase
Region
- North America
- Latin America
- Europe
- East Asia
- South Asia
- Oceania
- Middle East and Africa (MEA)
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How is Increasing Awareness Regarding Female Health and Hygiene Affecting Growth?
Over the past few years, a significant transformation has been observed in the overall personal care products industry. Adoption of feminine hygiene products has increased notably owing to growing awareness regarding menstrual hygiene etiquette, availability of low-cost and easy-to-use disposable products, and increasing government initiatives in developing countries to promote the usage of hygiene products in rural areas.
Women are currently widely adopting biodegradable sanitary pads and menstrual cupsin addition to feminine hygiene wash for daily vaginal grooming activities. Also, in order to reduce the volume of sanitary napkin waste and to comply with government environmental laws, companies are adopting biodegradable raw materials made of bio-actives extracted from plants.
For an Instance, in Aug 2020, Kimberly-Clark Corporation Introduced Pull-Ups® and New Leaf™, a super soft training underwear with plant-based* ingredients.
What are the Key Opportunities Available to Feminine Hygiene Product Producers?
Social media is the fastest growing channel to connect with customers and bolster product sales. Investments into online retail is making a mark particularly in the U.S. and Europe. Key players are adopting social media campaigns, promotion, and advertising. The rapid penetration of the internet creates great opportunities for small and large players.
Kimberly-Clark, Procter & Gamble, and Johnson & Johnson increasingly focused on social media platforms in 2019 to promote their products and brands, recognizing the fact that women who use digital media often tend to be in tune with their menstrual cycle by using apps.
For instance, In January 2020, Johnson & Johnson Services Inc. announced its collaboration with the internationally-acclaimed social change organization, The MTV Staying Alive Foundation, on a youth-focused “edutainment” campaign in India, MTV Nishedh, which aimed to raise awareness and reduce stigma around critical health and social issues faced by young women.
How are Sanitary Napkin Sales Set to Fare?
Sanitary napkins show steady growth in the historical and forecast period. The segment is likely to have a high CAGR of 8.1% in the near future. Innovation in sanitary napkins and advances in adsorbing material drive demand
Developments of sanitary napkins to make products leak free and comfortable to use are important to adoption rates. Sanitary napkins are cost effective compared to feminine hygiene products as it is adapted extensively by emerging countries.
What is the Scope of Growth for Online Purchases?
Despite, retail pharmacies currently leading the market, online purchases have a very positive growth prospects in the market with a 7.9% CAGR in the forecast period.
This growth can be primarily attributed to higher acceptance of online sales channels which provides discounts and and a wider product choice for consumers.
Competitive Landscape
Manufacturers in this market are primarily aiming to carry out strategic collaborations and invest in R&D to consolidate growth in a competitive market landscape.
For Instance, In May 2020, Diva International announced the launch of a unique menstrual education partnership with Plan International Canada to reach Indigenous youth. In May 2019, Edgewell Personal Care collaborated with Harry’s, Inc. to create a next generation consumer products platform.
In July 2021, pH Care announced the launch of phcaretolearn.com, a digital pl,atform for feminine health education for access to people of all ages.
In November 2020, Santex Products announced a partnership with Institute of Business Administration (IBA) in Karachi to set up vending machines for the companies Butterfly Breathable range of feminine hygiene products.
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Key Questions Answered in Report
How much is the feminine hygiene products market worth?
The feminine hygiene products market will reach a worth US$ 27,605.8 Mn in the year 2021 and is expected to reach US$ 54,189.6 Mn by 2031 driven by favorable government initiatives taken towards creating awareness programs about importance of menstrual hygiene.
Which are top-selling feminine hygiene products?
Sanitary napkins will register high demand on a global scale during the forecast period at CAGR of 8.1%.
What was the last 5 year market CAGR in the feminine hygiene products market?
Historically, the market has grown at a CAGR of 5.8% between 2016 and 2020.
What is the share of the top 5 playersin the feminine hygiene products market?
The cumulative market share of the top 5 players including Procter & Gamble, Johnson & Johnson, Svenska Cellulosa Aktiebolaget SCA, Kimberly Clark Corporation, and Unicharm Corporation constitutes around 62.1% of the overall market.
Which are the top 5 countries driving demand in the feminine hygiene products market?
India, China, U.S., Brazil, and Germany are the top 5 countries driving the demand for feminine hygiene products.
What is the East Asia feminine hygiene products market outlook?
East Asia holds around 24.6% revenue share in the overall feminine hygiene products market in 2021. China remains the fastest growing country over the U.S. exhibiting a CAGR of 8.0% over the forecast period.
At what rate will feminine hygiene products demand rise in Europe?
The Europe market is set to exhibit a CAGR of 7.4% during the forecast period owing to high social media promotion and high adoption of online platforms for buying consumer products.
Which companies are key producers of feminine hygiene products?
Procter and Gamble, Kimberly-Clark Corporation, Johnson & Johnson, Unicharm Corporation, and Svenska Cellulosa Aktiebolaget SCA are key producer of this market.
What is the key market statistics in South Korea and Japan?
Japan’s market for feminine hygiene products is expected to hold a value shareof 3.4% during the forecast period. South Korea holds a revenue share of 1.5% in the global feminine hygiene products market.
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