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Global Feminine Hygiene Market Size, Share, Trends, COVID-19 Impact & Growth Analysis Report – Segmented By Type and Distribution channel and Region (North America, Europe, Asia Pacific, Latin America, Middle East, and Africa) – Industry Forecast (2022 to 2027)

Published: January, 2022
ID: 9628
Pages: 170

Feminine Hygiene Market Size (2022 to 2027)

The global feminine hygiene market size is estimated to value USD 37.30 billion by 2027 and USD 27.61 billion in 2022, growing at a CAGR of 6.2% during the forecast period.

Feminine hygiene products comprise the personal care products used by women to improve and maintain their personal hygiene. In 2018, the menstrual care products segment occupied the largest market share and projected to maintain a significant share through the forecast period. Various manufacturers are shifting to innovative products that are organic, comfortable, and scented to gain customer attention. In addition, NGOs have been working towards providing the underprivileged with critical sanitary products for affordable prices. However, environmental risks still pose a significant problem due to the disposal of sanitary products that release harmful gas, cause water contamination, and drainage clogging.


Governments of some countries aim to implement policies and spread awareness regarding feminine hygiene products, which may prove essential for boosting the global feminine hygiene market growth.

The sales have been driven majorly by the plentiful manufacturers bringing in new products to the market and the exemption of service taxes of the products. Y-O-Y growth in the literacy and awareness of menstrual health & hygiene is significantly driving the growth of the global feminine hygiene market. The literacy rate rise is propelling the major share in the feminine hygiene products market due to having relationship health issues and literacy focusing on research activities and policy debates. UNICEF and UNESCO made it the females' primary right to have hygiene during the menstrual cycle. The rise of literacy among the public and awareness growth helps to adopt the feminine hygiene products market.

Additionally, increasing awareness and consumer education about feminine hygiene has had a positive impact. Changing lifestyle and increasing per capita income, and the easy availability and user-friendliness of feminine hygiene products further accelerate market growth. During the menstrual cycle and the government’s initiatives in spreading awareness in schools, the safety and hygiene of women especially are creating a positive impact on the feminine hygiene market at a global level. In addition, the rise in per capita spending of the middle-class people in emerging countries and the need for natural materials due to the growing health consciousness among consumers contribute to the growth rate of the market.

Furthermore, the growth of the global feminine hygiene market can be attributed to the growing awareness of personal hygiene and the availability of handy sanitary products. Companies are also shifting to natural products that are biodegradable and eco-friendly, as the surging demand can negatively impact the disposal of products containing hazardous chemicals. In addition, increasing awareness in countries where feminine personal hygiene is taboo can boost growth. Apart from this, the easy availability of these products on online retail stores has proved lucrative and can expand their consumer base.


The products' pricing makes it difficult for many people to afford them in countries with emerging economies. This unaffordability has been a cause of criticism by women. Sanitary products like sanitary napkins and tampons have spread allergies among women due to manufacturers' harmful materials. Such materials cause severe and adverse health effects. Lack of awareness among women in underdeveloped regions has also hindered growth. The clogging of drains due to these products' disposal can further drop sales of the feminine hygiene market.

The stigma of social association with menstruation and feminine hygiene products is expected to restrain the growth rate to a small extent. Due to gender inequality, cultural taboos, poverty, and discrimination of social norms, girls will face harassment, social exclusion, and problems in days of the menstrual cycle. The other limiting factor is the social condition surrounding feminine menstruation, which hinders the growth of the feminine hygiene products market.

Impact of COVID-19 on the global feminine hygiene market:

With the lockdown implemented globally, each industry has faced the consequences in its specific way. Terminating online delivery services has adversely affected the sales of feminine hygiene products. Thus, the easy availability of sanitary products got restricted to pharmacies and general stores. Another thing affecting the market is that many factories paused their feminine hygiene products due to the pandemic in play. The focus was shifted to producing personal hygiene products like masks and sanitizers due to the urgent demand. Lastly, since the pandemic affected the underprivileged drastically, the scope of them buying sanitary products has become the last of their priority, affecting that segment.

According to a Menstrual Health Alliance India survey, more than 83% of product manufacturers have paused products' productivity due to coronavirus lockdown to maintain social distance. The supply chain is also disturbed in pandemic days; majorly, rural areas cannot provide due to disruption of supply like disposable and reuse of sanitary pads. It is forecasted that the feminine hygiene market will reach its normal position by the end of the 2021 first half.




Market Size Available

2021 to 2027

Base Year


Forecast Period

2022 to 2027

Segments Covered

By Product, Distribution Channel, and Region

Various Analyses Covered

Global, Regional & Country Level Analysis, Segment-Level Analysis, DROC, PESTLE Analysis, Porter’s Five Forces Analysis, Competitive Landscape, Analyst Overview on Investment Opportunities

Regions Covered

North America, Europe, APAC, Latin America, Middle East & Africa

Market Leaders Profiled

Bristol-Myers Squibb Co., Merck and Co., F. Hoffmann-La Roche, Amgen Inc., Celgene Corp, Daiichi Sankyo, and Pfizer Inc.


This research report on the global feminine hygiene market has been segmented and sub-segmented based on the product, distribution channel, and region.

Feminine Hygiene Market – By Product Type:

  • Sanitary pads
  • Tampons
  • Internal cleaners & sprays
  • Panty liners & shields
  • Disposable razors & blades

The segment of sanitary pads is projected to grow at the most considerable rate in the forecast period due to the changing social beliefs in developing nations.

Feminine Hygiene Market – By Distribution Channel:

  • Supermarkets & hypermarkets
  • Drug stores
  • Convenience stores
  • Pharmacies & Beauty stores
  • Online stores

The supermarkets & hypermarkets segment is projected to maintain the largest share in the market, as they provide a wide range of products to the customer under one roof. Pharmacies will occupy the second-largest share amongst these segments. Online retail stores are also expected to exhibit a notable portion in the coming years.

Feminine Hygiene Market – By Region:

  • North America
    • The United States
    • Canada
    • Rest of North America
  • Europe
    • United Kingdom
    • Germany
    • Italy
    • Spain
    • France
    • Rest of EU
  • Asia-Pacific
    • India
    • China
    • Japan
    • Australia
    • New Zealand
    • Rest of APAC
  • Latin America
    • Brazil
    • Mexico
    • Argentina
    • Chile
    • Rest of Latin America
  • The Middle East and Africa

Geographically, With the growing population of the Asia-Pacific region, it remains the feminine hygiene market's leading market. It has been made possible due to personal hygiene campaigns by the government. Factors like the presence of economically developing countries such as India and China and income growth through disposable products from the middle-class population are majorly supporting this region's market. In addition, the rise of investments in hygiene products, development of awareness, and several initiatives taken by government and non-organization in the Asia-Pacific region are propelling growth share. However, people's lower per capita income in the Asia-Pacific region hinders growth than the demand for high-end products in America and Europe. Due to the same reason for affordability, America has a larger growing market for tampons.

The second-largest revenue holding region is North America, factors such as the high rise of penetration in high-end products like panty liners, internal cleansers, tampons, the rise of numerous working women, and the growth of women for organic and biodegradable products. On the other hand, the least share is attributing to the Middle East and Africa region due to low disposable incomes and limited awareness levels about menstrual hygiene in the Middle East and Africa region.

The Australian feminine hygiene market size was worth USD 397.8 million in 2020 and had a CAGR value of 2.1% during the forecast period. The market consumption had increased CAGR by 1.5% from 2015-2019 to reach USD 91.7 million units in 2019. The market is expected to boost the feminine hygiene market with a CAGR of 2.7% to reach USD 454.6milion by the end of 2024 from USD 397.8 million in 2019. Australia's female population was 12.6 million as of 2018, half (51%) of the country's population. Feminine hygiene is driven by factors like escalating disposable income of the individuals and mounting middle-class population, extending the customer base for the producers or the region's manufacturers. In 2017, the Central Australian Youth Link-Up Service (CAYLUS) had published an educational tutorial regarding menstrual health hygiene for girls in remote Indigenous Australian communities. The increasing middle-class female population is fostering market growth. Growing usage of tampons and panty liners is expected to bolster the growing market demand. The prominence of personal hygiene greatly influences the Australian market. Australia's government assists durability and financial recovery by investing in water, sanitation, and hygiene across the region. The government's National Women's Health Policy is continued to enhance all women's health and well-being in Australia. This policy was released in 1989. 


The global feminine hygiene market is a highly fragmented market dominated by various small-scale and large-scale firms. The Procter & Gamble Company offers feminine hygiene products under Tampax, Always Discreet, and Always. Walmart partnered with always donating menstrual hygiene products worth a year to 50 local NGOs identified by America’s Promise Alliance. The market players are getting involved in several but extraordinary growth, marketing, promotional, and expansion strategies to gain a competitive advantage. Industries are following value chain integration with business operations in multiple stages of the value chain.


The Procter & Gamble Company, Kimberly-Clark Corporation, Unicharm Corporation, Johnson & Johnson, Brait SE (Lil-Lets), Edgewell Personal Care, Kao Corporation, and Ontex International are some of the leading companies dominating the global feminine hygiene market.


  • In May 2020, an announcement had been made by Ontex about planning for new personal hygiene to manufacture plants in Rockingham Country, North Carolina, in the US.
  • In October 2020, an acquisition was made by Kimberly-Clark with Softex Indonesia for accelerating the growth of the personal care business segment over southeast Asia.
  • In 2019, Sofy Chojukusui pant was launched by Unicharm Corporation. It is a pant-type feminine napkin. 
  • In February 2019, an acquisition was made by Procter and Gamble as a startup that manufacturers tampons and organic pads.
  • In July 2019, Peebuddy raised a bridge investment from Indian Angel Network.
  • In February 2019, Azah launched new products to provide clean plastic and chemical-free sanitary pads to women.

1. Introduction                                 

                1.1 Market Definition                    

                1.2 Scope of the report                

                1.3 Study Assumptions                 

                1.4 Base Currency, Base Year and Forecast Periods                          

2. Research Methodology                                           

                2.1 Analysis Design                         

                2.2 Research Phases                      

                                2.2.1 Secondary Research           

                                2.2.2 Primary Research 

                                2.2.3 Data Modelling      

                                2.2.4 Expert Validation  

                2.3 Study Timeline                          

3. Report Overview                                        

                3.1 Executive Summary                

                3.2 Key Inferencees                       

4. Market Dynamics                                       

                4.1 Impact Analysis                         

                                4.1.1 Drivers      

                                4.1.2 Restaints  

                                4.1.3 Opportunities        

                4.2 Regulatory Environment                       

                4.3 Technology Timeline & Recent Trends                            

5. Competitor Benchmarking Analysis                                    

                5.1 Key Player Benchmarking                     

                                5.1.1 Market share analysis        

                                5.1.2 Products/Service  

                                5.1.3 Regional Presence               

                5.2 Mergers & Acquistion Landscape                      

                5.3 Joint Ventures & Collaborations                        

6. Market Segmentation                                              

                6.1 Feminine Hygiene Market, By Type                 

                                6.1.1 Sanitary Pads         

                                6.1.2 Tampons  

                                6.1.3 Internal Cleaners & Sprays               

                                6.1.4 Panty Liners & Shields        

                                6.1.5 Disposable Razors & Blades             

                                6.1.6 Market Size Estimations & Forecasts (2019-2024)   

                                6.1.7 Y-o-Y Growth Rate Analysis             

                                6.1.8 Market Attractiveness Index          

                6.2 Feminine Hygiene Market, By Distribution Channel                  

                                6.2.1 Supermarkets & Hypermarkets     

                                6.2.2 Drug Stores             

                                6.2.3 Pharmacies & Beauty Stores           

                                6.2.4 Convenience Stores            

                                6.2.5 Online Stores         

                                6.2.6 Market Size Estimations & Forecasts (2019-2024)   

                                6.2.7 Y-o-Y Growth Rate Analysis             

                                6.2.8 Market Attractiveness Index          

7. Geographical Landscape                                         

                7.1 Global Identity Governance and Administration Market, by Region                  

                7.2 North America - Market Analysis (2018 - 2024)                            

                                7.2.1 By Country              



                                7.2.2 By Type    

                                7.2.3 By Distribution Channel     

                7.3 Europe                         

                                7.3.1 By Country              






                                       Rest of Europe

                                7.3.2 By Type    

                                7.3.3 By Distribution Channel     

                7.4 Asia Pacific                  

                                7.4.1 By Country              




                                       South Korea

                                       South East Asia

                                       Australia & NZ

                                       Rest of Asia-Pacific

                                7.4.2 By Type    

                                7.4.3 By Distribution Channel     

                7.5 Latin America                             

                                7.5.1 By Country              




                                       Rest of Latin America

                                7.5.2 By Type    

                                7.5.3 By Distribution Channel     

                7.6 Middle East and Africa                           

                                7.6.1 By Country              

                                       Middle East


                                7.6.2 By Type    

                                7.6.3 By Distribution Channel     

8. Key Player Analysis                                    

                8.1 The Procter & Gamble Company                       

                                8.1.1 Business Description           

                                8.1.2 Products/Service  

                                8.1.3 Financials 

                                8.1.4 SWOT Analysis       

                                8.1.5 Recent Developments       

                                8.1.6 Analyst Overview 

                8.2 Kimberly-Clark Corporation                 

                8.3 Unicharm Corporation                           

                8.4 Johnson & Johnson                 

                8.5 Brait SE (Lil-Lets)                       

                8.6 Edgewell Personal Care                         

                8.7 Kao Corporation                       

                8.8 Ontex Internationsal                              

9. Market Outlook & Investment Opportunities                                


                List of Tables                     

                List of Figures                   

  1. Global Feminine Hygiene Market, By Region, From 2022 - 2027 (USD Million)
  2. Global Feminine Hygiene Market, By Type, From 2022 - 2027 (USD Million)
  3. Global Sanitary Pads Market, By Region, From 2022 - 2027 (USD Million)
  4. Global Tampons Market, By Region, From 2022 - 2027 (USD Million)
  5. Global Internal Cleaners & Sprays Market, By Region, From 2022 - 2027 (USD Million)
  6. Global Panty Liners & Shields Market, By Region, From 2022 - 2027 (USD Million)
  7. Global Disposable Razors & Blades Market, By Region, From 2022 - 2027 (USD Million)
  8. Global Feminine Hygiene Market, By Distribution Channel, From 2022 - 2027 (USD Million)
  9. Global Supermarkets & Hypermarkets Market, By Region, From 2022 - 2027 (USD Million)
  10. Global Drug Stores Market, By Region, From 2022 - 2027 (USD Million)
  11. Global Pharmacies & Beauty Stores Market, By Region, From 2022 - 2027 (USD Million)
  12. Global Convenience Stores Market, By Region, From 2022 - 2027 (USD Million)
  13. Global Online Stores Market, By Region, From 2022 - 2027 (USD Million)
  14. 200+ MORE

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