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).
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Drivers
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.
Opportunities
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.
Market Trends
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.
Competitive Landscape
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.
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Key Developments
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.
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