Feminine Hygiene Products Market Assessment, By Usage [Disposable, Reusable], By Product Type [Sanitary Pads/Napkins, Tampons, Panty Liners, Menstrual Cups, Intimate Washes, Hair Removal Products, Others], By Category [Organic, Conventional], By Fragrance

Feminine Hygiene Products Market Assessment, By Usage [Disposable, Reusable], By Product Type [Sanitary Pads/Napkins, Tampons, Panty Liners, Menstrual Cups, Intimate Washes, Hair Removal Products, Others], By Category [Organic, Conventional], By Fragrance [Scented, Unscented], By End-user [Personal, Commercial, Public], By Price Range [Mass, Premium], By Distribution Channel [Supermarkets/Hypermarkets, Convenience Stores, Pharmacies, Specialty Stores, Online Channel], By Region, Opportunities and Forecast, 2017-2031F

Global feminine hygiene products market was valued at USD 30.76 billion in 2023, expected to reach USD 47.95 billion in 2031, with a CAGR of 5.71% for the forecast period between 2024 and 2031. The market includes various products aimed at promoting women’s health, hygiene, and comfort. It is driven mainly by increasing awareness of menstrual health. Other factors driving the market include changing attitudes towards feminine care, increasing working women population, and innovations in products with better accessibility to consumers.

The feminine hygiene products market covers personal hygiene as well as menstrual hygiene. The main categories include period essentials, panty liners, intimate washes and wipes, and hair removal products. Moreover, a notable trend in the market is the shift towards sustainable and eco-friendly feminine hygiene products.

Increasing consciousness towards the environment is likely to drive the global feminine hygiene product market trend. Environmentally conscious consumers regularly seek products such as biodegradable pads, reusable menstrual cups, organic tampons, etc. These products are safe for the environment and provide security for the bodies of consumers as well.

In May 2023, Victoria’s Secret launched its Coconut Milk & Rose Intimate Care collection, including intimate wipes, cream to powder, wash, and hair oil. The products are vegan, cruelty-free, and gentle enough for daily use in intimate areas. The entire intimate care collection is a new category from the brand.

Furthermore, a surging focus on women’s health and wellness has been noticed recently, driving the demand for products containing skin-friendly ingredients. Products made using calming ingredients such as aloe vera and other herbal extracts are gaining traction in the market. Many big and niche players are capitalizing on the trend, providing their customers with a vast array of options.

Though Asia-Pacific is an emerging market for these products, North America holds regional dominance due to factors such as higher earnings, greater awareness of consumers, and advanced healthcare facilities.

Smart Feminine Hygiene Products to Set a New Trend

No industry is untouched by technology these days. Global feminine hygiene products market has integrated technology into its products with the help of artificial intelligence and data analytics. Smart products like wearable menstrual devices and smart menstrual cups appeal to tech-savvy consumers. The manufacturers of these products focus on convenience without compromising on the consumer's comfort. These products provide personalized insights to consumers related to their menstrual health. Easy menstrual cycle flow tracking and odor control, among several other features, ensure that these products promote feminine hygiene. They are equipped with sensors and connectivity features that make it easy for consumers to operate them without any hassle.

In March 2023, Emm Technology Ltd launched a smart menstrual cup made of medical-grade silicone that can track the period without the user's intervention. The cup is conical in shape, neutrally tinted, and comes with in-built biosensors that identify the user’s duration of menstrual cycle, along with blood loss and flow rate. The user then accesses the same information via their phone’s Bluetooth and using an app available for download.

In October 2023, an Israel-based company, Gals Bio Ltd., launched an innovative menstrual product, Tulipon, to provide users with menstrual control. The AI-powered product offers menstrual care like menstrual cups and tampons, allowing users to monitor particular health indicators from the comfort of their homes.

Celebrity Endorsements to Propel the Growth of the Market

Global feminine hygiene products market holds a significant impact of celebrities on the choices made by consumers. Celebrity endorsements greatly influence product sales. Brands often involve famous people in their marketing campaigns enhancing the visibility as well as the credibility of the brand. As far as feminine hygiene products market is concerned, the social media presence of such people is utilized by the brands to spread their message to the masses. Their posts featuring feminine hygiene care products being used by them for certain purposes create a need for those products among the consumers. With the buzz and excitement about these products all over social media, consumers feel the urge to buy the product, driving sales and boosting brand loyalty simultaneously.

For instance, in March 2023, BIC SA collaborated with the famous comedian's Eric Andre and Annie Murphy to launch its new product, BIC EasyRinse razor, for men and women. The razor has a unique reverse blade design and patented anti-clog technology. Both celebrities starred in the campaign ""All Shave. No Clog,"" which was streamed on TV and online video.

North America Dominates the Feminine Hygiene Market

North America holds the majority of the market share due to various factors. The level of consumer awareness in the region is quite high along with the availability of superior healthcare infrastructure as well as a wide range of feminine hygiene products. Premium and innovative products are in great demand in the region owing to the greater disposable incomes. Moreover, women are advanced and modern who prioritize self-care and hygiene. The manufacturers keep introducing solutions for evolving customers’ needs and preferences. They work on manufacturing products that cater to general, tech-savvy, and environmentally conscious consumers.

For instance, in November 2023, Canada-based apparel and intimate brand Knix, introduced its new shapewear range in a variety of sizes ranging from XS to XXXXL. The products claim to absorb approximately 0.8 to three teaspoons of liquid, which is equal to around 1 to 3 tampons and 1 to 2 panty liners. The product is available for the consumers in the form of short silhouettes as well as high-rise briefs.

Online Channels Gaining Wider Traction

Though offline channels hold a larger market share, online channels for the distribution of feminine hygiene products are emerging in the market. People feel more comfortable buying these products in a virtual environment. Companies offer deals and discounts on their online stores for these products to encourage the customer to make the best purchase. It builds a strong emotional connection between the consumer and the brand, ultimately promoting brand loyalty. Online presence of the brand among consumers and virtual interactions with them using AR technology enhance the shopping experiences of customers and drive the sales via online distribution channels.

Considering the benefits of online presence, Ghanaian-based feminine hygiene brand, Ohhema Products, was launched in the United States market using Amazon Prime. The brand aims to reach more women around the world and offer sustainable and affordable hygiene products to them.

Brands often use such strategies to enhance their visibility and drive sales. Ohemma chose Amazon as the platform as has the potential to reach the masses.

Future Market Scenario (2024 – 2031F)

The market is expected to introduce more eco-friendly and sustainable products to the consumers as these products are expected to be in great demand in the forecast period. Millennials and Gen Z are increasingly demanding for such products leading to greater production.

Brands will focus on more comfortable hygiene products, with innovations in materials used and designs. Smart technology integration will give consumers a pool of options for these products.

D2C brands may interfere with traditional retail stores by offering consumers convenience and subscription benefits. The use of digital marketing and social media can be beneficial for these brands to engage more people with them.

Key Players Landscape and Outlook

Global feminine hygiene products market involves several big and small players that offer basic and extraordinary products to their consumers depending upon their tastes and preferences. The prominent players are competing by bringing innovation, convenience, and comfort to their offerings. The market has a great scope with introduction of artificial intelligence in the industry as many products are leveraging AI in the market, leaving a vast scope for existing companies as well as new entrants.

The sustainability trend in the market is marking many new entries. From organic pads to organic tampons, companies are rigorously working to have a dedicated image towards sustainability to cater to the consumers belonging to a special segment. Japan-based Unicharm corporation, which is a well-known company in feminine care products segment, introduced a sanitary pad in July 2023, which consists of bio-based materials like botanical oil, natural resins, limestone, and sugarcane. The product, Charm Daun Sirih + Herbal Bio, uses biomaterials for the surface sheet, pad’s back sheet, single pad packaging, and outer packaging.