Published by TMR Research Insights
Posted on September 28, 2021
5 min readLast updated: February 1, 2026
The sanitary napkin market is expanding due to increased female hygiene awareness, innovations, and rural market opportunities.
Female hygiene and health are major concerns across the world. Sanitary napkin is an absorbent item used by a woman during her menstruation cycle. Sanitary napkins are made of cellulose, plastic, and cotton. Manufacturers are expected to focus on untapped rural markets and increase their CSR (corporate social responsibility) activities related to women’s hygiene. Some of the major innovations in the sanitary napkin market include wings napkin, fragrant napkin, and quilting of the lining, panty liners, and reduction of pad thickness. Traditionally, sanitary napkins are made of hydrophilic wood pulp and rayon. These materials are slow to absorb fluids. Currently, manufacturers are using super absorbent polymers and also non-woven material which absorb fluid faster as compared to the traditional sanitary napkin. Furthermore, these materials minimize the thickness of the sanitary napkin. All these factors are expected to drive the sanitary napkin market during the forecast period.
The sanitary napkin market is driven by various factors such as change in buying preferences regarding sanitary napkins, increasing population of working women, growing awareness about female hygiene, and increasing health issues, all of which are contributing to the growth of the global market across the world. Furthermore, governments are encouraging companies to conduct hygiene campaigns and devise marketing strategies to change the perceptions of women and build their self-confidence and self-esteem, thus accelerating the global sanitary napkin market across the world. Emerging trends which are driving the global sanitary napkin market include rise in e-commerce, growing acceptance of sanitary napkins, and increasing preference for organic products. There are various organizations such as iCare, Saathi pads, ZanaAfrica and others that provide reusable and cheaper sanitary napkins, in order to increase sanitation in rural areas. This helps to increase health awareness and promote the product among women in the rural areas. However, there are many substitutes in the market such as menstrual cups, tampons, and panty liners that are acting as restraints for the global sanitary napkin market.
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The global sanitary napkin market has been segmented based on type, material, pad size, pack size, distribution, and geography. On the basis of type, the market has been segmented into disposable menstrual napkin and cloth menstrual napkin (reusable). Based on material, the market is segmented to woven and non-woven material. On the basis of pad size, the market is classified into regular, large, and extra-large. Based on pack size, the market is segmented into 6 to 8 napkins, 8 to 15 napkins, 15 napkins to 20 napkins, 20 napkins to 30 napkins, and above 30 napkins. On the basis of distribution channel, the market has been segmented into online and offline distribution channel. The offline distribution channel is further classified into supermarkets/hypermarkets, drug stores, convenience stores, and retail stores.
In terms of geography, the market is classified into Europe, South America, Middle East & Africa, North America, and Asia Pacific. Asia Pacific is expected to create huge opportunity for the sanitary napkin market during the forecast period. Usage of sanitary napkins is low in rural areas due to lack of awareness about menstrual hygiene. For example, in India, nearly 80% to 90% of rural women are still using cloth at the time of menstruation. As a result, women face health issues like vaginal infection which is expected to drive the total sanitary market during the forecast period.
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Major players operating in the sanitary napkin market include Procter & Gamble, Kimberly-Clark Corporation, Hengan International Group Company Limited, Edgewell Personal Care Company, Kao Corporation, Unicharm Corporation, Seventh Generation, Inc., Millie and More Pty Ltd., Hygienika Dystrybucja S.A., Premier FMCG (Pty) Limited, Corman S.p.A., First Quality Enterprises, Inc., Ontex Group NV, Svenska Cellulosa Aktiebolaget, Bodywise (UK) Ltd., Naty AB, TZMO, HengAn.com, Bella Flor Inc., Ontex, and others.
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The article focuses on the sanitary napkin market, including manufacturers, innovations, and distribution trends.
Emerging trends include e-commerce growth and a preference for organic sanitary products.
The market faces challenges from substitutes like menstrual cups and tampons.
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