The global sanitary napkin market was estimated at USD 24 billion in 2020 and is projected to expand at a robust CAGR during the forecast period, between 2021 and 2028. Sanitary napkins, also known as menstrual pads, are feminine hygienic absorbent items that are worn by women during menstruation to absorb the flow of blood from the vagina and avoid leakage. Sanitary napkins are worn externally, unlink menstrual cups and are medically tested for leakage and hygiene purposes. They are made up of cotton and superabsorbent polymers and have fragrance and antibacterial substances to avoid infections or odor during menstruation. Sanitary napkins come in different sizes to suit every woman and to make the menstrual phase more comfortable and easier.
Market Trends, Drivers, Restraints, and Opportunities
- Rising consumer preference toward sanitary napkins has increased substantially owing to the comfort and flexibility offered, thereby surging the market growth.
- Growing awareness about female hygiene and menstruation has increased the demand for sanitary napkins in the market.
- Unawareness in society and the topic of menstruation being a taboo issue in rural areas can restrain the market.
- Innovations in the sanitary napkins market such as wings napkins, fragrance napkins, panty liners, and long lasting napkins have resulted in elevation in market demand for sanitary napkins.
- Increasing health issues related to the female reproductive system has substantially increased hygiene consciousness, which has positively impacted the market growth.
- Government initiatives toward menstruation awareness and hygienic has also fueled the market growth.
Scope of the report
The report on the global sanitary napkin market includes an assessment of the market, size, share, trends, segments, and regional markets. Overview and dynamics have been included in the report.
| Attributes | Details |
| Report Title | Sanitary Napkin Market – Global Industry Analysis, Size, Share, Growth, Trends, and Forecast |
| Base Year | 2020 |
| Historic Data | 2018 & 2019 |
| Forecast Period | 2021–2028 |
| Segmentation | Types (Menstrual Pads [Disposable Pads, Cloth Pads, and Biodegradable Pads] and Pantyliners), Distribution Channels (Supermarkets and Hypermarkets, Pharmacies, Convenience Stores, Specialty Stores, E-commerce, and Others) |
| Regional Scope | Asia Pacific, North America, Europe, Latin America, and Middle East & Africa |
| Report Coverage | Market scope, analysis, share, competitive analysis, growth facts, restraints, opportunities, and revenue forecast |
Global Sanitary Napkin Market Segment Insights:
The manufacture of menstrual pads with superabsorbent materials has shifted consumer preference
Based on types, the market can be bifurcated into menstrual pads and pantyliners. The menstrual pads can be further segmented into disposable pads, cloth pads, and biodegradable pads. The menstrual pads segment held a substantial market share in 2020 owing to high demand for these pads. Menstrual pads are easy to wear and offer comfort and relief during menstruation. Menstrual pads are designed to fit the women as per the size and have antibacterial and fragrance properties to adhere to the consumer’s requirements. Disposable napkins are preferred over biodegradable or cloth napkins. Disposable pads can be used only once and required to be disposed off immediately. Cotton napkins can be used a few times; however, the chances of fungal infections are increased by the use of reusable napkins. Increasing awareness about menstruation and the vaginal infections has significantly shifted consumer preference toward the menstrual pads segment.
Wide availability and variety of options drive the supermarket and hypermarkets segment
On the basis of distribution channels, the market can be categorized as supermarkets and hypermarkets, pharmacies, convenience stores, specialty stores, e-commerce, and others. The supermarket and hypermarkets segment is projected to hold a substantial market share during the forecast period owing to high availability of supermarkets in every locality. Supermarkets have a wide variety of sanitary napkins and offer the consumers a range of different brands to choose their preferred products Attributes such as sizes, shapes, longevity, and comfort are offered by different brands to ensure consumer satisfaction. The pharmacies segment is also estimated to expand at a rapid growth owing to the 24x7 availability of pharmacies and wide access of drug stores in residential areas.
Asia Pacific to dominate the global market
In terms of regions, the global sanitary napkin market can be categorized as Asia Pacific, North America, Europe, Latin America, and the Middle East & Africa. Asia Pacific dominates the global market owing to high population of women and the rise in disposable income and standard of living. Additionally, increasing awareness in developing countries such as India, China, and Japan have fueled the market growth. Government initiatives for the purpose of promoting hygiene among young girls has increased the demand for sanitary napkins. For example, the Menstrual Hygiene Scheme (MHS) launched by the Ministry of Health and Family Welfare of the Government of India in order to create awareness among adolescent girls from the ages between 10 and 19 in rural areas regarding menstrual hygiene has effectively driven the sanitary napkin market in India. The main aim of the scheme was to create awareness about the safe use and dispose of menstrual pads in an environmentally friendly manner.
Segments
Segments covered in the report
By Types
- Menstrual Pads
- Disposable Pads
- Cloth Pads
- Biodegradable Pads
- Pantyliners
By Distribution Channels
- Supermarkets and Hypermarkets
- Pharmacies
- Convenience Stores
- Specialty Stores
- E-commerce
- Others
By Regions
- North America
- Europe
- Latin America
- Asia Pacific
- Middle East & Africa
Competitive Landscape
Key players in the global sanitary napkin market are 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., and Ontex. These players are widely engaged in various business development strategies including mergers & acquisitions, collaborations, agreements, and partnerships to strengthen their geographical presence and expand their consumer base globally.
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