Feminine Hygiene Market Research Reports & Industry Analysis
Intimate care has a larger consumer base, as it caters to diverse needs of women across all age groups. In fact, an aging population is a large driver for products such as personal lubricants. Another factor at work here is shift toward awareness and openness regarding once taboo topics and embarrassing products, on the part of both marketers and consumers. Thus, this is an exciting category with an immense potential for growth.
Women and marketers are both increasingly open to discussions about the human body and its special needs. A survey conducted by Combe, Inc.’s Vagisil Women's Health CenterSM found that about 43% women are comfortable discussing their genital issues as well as comfortable with referring to the genital area as ‘vagina’. This is good news for new product development, as it makes the marketing conversation with the consumer easier. Marketers no longer need tiptoe around delicate topics and products that may have once seemed outrageous are no longer so.
Baby boomers are changing the shape of the feminine hygiene market. Even though a large number of baby boomers are entering the menopause stage, they are also creating new avenues for marketers. Their large disposable income and the drive to stay youthful offers marketers tremendous potential and variety in addressing their functional and emotional needs, especially as they become familiar with inconveniences and maladies due to aging, such as light incontinence, vaginal dryness, increased the risk of infections due to dryness, sweating, and hot flashes.
Feminine Hygiene Industry Research & Market Reports
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Sanitary Protection in North Macedonia
... a double-digit increase in current value sales in 2022, constant value sales fell. All the same, there a slight increase in volume sales, despite a declining population. This was due to larger numbers of women ... Read More
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Sanitary Protection in Estonia
... energy crisis leading to soaring inflation and dampening volume sales. The led to a degree of trading down. Euromonitor International's Sanitary Protection in Estonia report offers a comprehensive guide to the size and shape of ... Read More
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Sanitary Protection in Slovenia
... rising fuel prices, as well as supply disruptions, negatively impacted growth. The high inflation led to increasing price sensitivity and a degree of trading down and diminishing brand loyalty. Players responded by offering generous discounts, ... Read More
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Sanitary Protection in France
... by the menstruating population. The main downtrend of the category is granted by the decline of the population aged between 14 and 54 years old, decreasing slightly the consumer base. We also observe that the ... Read More
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Sanitary Protection in Latvia
... retail prices as manufacturers were unable to absorb soaring costs. With women going out more post-pandemic, sanitary protection was also more frequently used, with many consumers opting for more discrete products. Tampons showed the strongest ... Read More
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Sanitary Protection in Kazakhstan
... the local economy, its usual outflow to the global market through Russia was disrupted and its energy sector had to look for other alternatives. As a result, the economy did not reap as much benefits ... Read More
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Sanitary Protection in Greece
... to hikes. While this led to substantial retail value sales growth, consumer behaviour adapted. In response to the hikes, women started to look for better deals and discounts. As such, while consumers remained brand loyal, ... Read More
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Sanitary Protection in Hong Kong, China
... reached maturity in Hong Kong, allowing it to sustain a steady level of demand over the review period. Towels remained the most popular type of sanitary protection, as local consumers generally consider towels the most ... Read More
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Sanitary Protection in Kenya
... and online marketing to educate consumers. Meanwhile, rising supply chain costs has pushed up unit prices encouraging manufacturers to launch value packs to cushion the financial impact. Mixed bundles of sanitary towels together with panty ... Read More
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Sanitary Protection in Hungary
... Hungarian consumers showed greater interest in products for everyday use, eco-friendly variants and more convenient and comfortable products, all of which thus rose in popularity. Standard towels with wings suffered from the fact that its ... Read More
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Sanitary Protection in Bosnia and Herzegovina
... retail volume sales into decline. Overall, sanitary protection is a mature category, which is under pressure from a declining population and a shrinking consumer base for sanitary protection products. Pantyliners registered the highest current value ... Read More
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Sanitary Protection in Egypt
... the workforce and teenagers joining higher education is also increasing, boosting the demand for sanitary protection. As a result, the sales volume of sanitary protection products increased in 2022. However, this increase was slightly lower ... Read More
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Sanitary Protection in Costa Rica
... a period of four months in 2022 due to a shortage of plastic, which is used as a raw material when manufacturing tampons. Kimberly-Clark Costa Rica SA imports its products from Czech Republic whilst Essity ... Read More
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Sanitary Protection in India
... a result, sanitary protection has benefited overall, with more frequent use of towels by current users. The awareness related to the importance of menstrual hygiene is increasing in India. Consumers, particularly households in semi-urban and ... Read More
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Sanitary Protection in Belgium
... these consumers eventually move from sanitary protection to adult incontinence protection. Alternative contraceptive methods that suppress the menstrual cycle are also becoming more popular in Belgium. Therefore, the need for sanitary protection is decreasing, especially ... Read More
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Sanitary Protection in the Czech Republic
... protection products, especially higher-value products, in 2022, which led to current retail value sales increase. Meanwhile, standard towels faced strong competition from more sophisticated products and ecological variants, such as menstrual cups or pants. Slim/thin/ultra-thin ... Read More
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Sanitary Protection in Ecuador
... not increase by such magnitude that they become unaffordable to end consumers. Larger companies are more proficient at mitigating the effects of price increases, as they can leverage economies of scale and better absorb costs, ... Read More
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Sanitary Protection in Slovakia
... including lockdowns for much of 2021 and as such, women spent considerably more time at home than before the pandemic. This, combined with efforts to make savings, resulted in some consumers purchasing fewer sanitary protection ... Read More
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Sanitary Protection in Bolivia
... exchange rate helped stabilise prices, as well as subsidies for some foodstuffs and energy. In addition, though prices rose to a degree, due to the energy crisis and supply issues caused by the war in ... Read More
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Sanitary Protection in Croatia
... in leisure activities and therefore looked for specific sanitary products for these purposes, such as pantyliners with strong absorption or comfortable slim towels for sports activities. Away-from-home products were positively impacted by the return of ... Read More
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Sanitary Protection in Dominican Republic
... addition, the country has seen a rare but rapid appreciation of its currency vis-à-vis the US dollar, which has hit many consumers very hard. In response, consumers are looking for ways to reduce expenditure on ... Read More
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Sanitary Protection in Bulgaria
... created by these inflated overheads were inevitably passed on to consumers by manufacturers and distributors already facing pressure on margins, with consumers paying considerably higher prices than what they had previously been accustomed to by ... Read More
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Sanitary Protection in Mexico
... discounts, bundles and free gifts with purchases to win over consumers. The owners of important brands like Saba (Essity) and Kotex (Kimberly-Clark de México) relied heavily on discounts and promotions throughout 2020, and brand owners ... Read More
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Sanitary Protection in Morocco
... the number of menstruating females, which also contributed to growth. According to the results of a study commissioned by local player Novatis Group SA (with its Mia brand), less than a third of Moroccan women ... Read More
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Sanitary Protection in Romania
... more demanding and more attentive to the quality of the products they purchase. This helped sanitary protection to register a positive performance in 2022. Euromonitor International's Sanitary Protection in Romania report offers a comprehensive guide ... Read More
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