Increasing Awareness Regarding Menstruation to Surge Demand for Feminine Hygiene Products Industry

The increasing demand for essential FMCG products amid the novel coronavirus has resulted in the high prices of commodities. The hoarding of goods by people in the wake of indefinite lockdown announced by the government agencies globally has caused disruptions in the supply and demand of the products. This is expected to hamper the growth of the Industry to some extent. However, the increasing focus on replenishing the stores with consumer goods, and the collective efforts by the government and companies to improve the economy will contribute to the Industry growth in the near future. 

COVID-19 Effect: Sky-rocketing Prices of Product to Hamper Growth Prospects

Technological advancement and superior quality of education is leading to the increasing awareness for feminine hygiene products across the globe. These products are either reusable or disposable. They include products such as tampons, sanitary napkins, sponges, and menstrual pads, among others. Additionally, these products aid in maintaining an optimum pH balance in the vagina and menstruation hygiene.

List of the companies proliferating in the global industry are Procter & Gamble Co. (Ohio, U.S.), Unicharm Corp. (Tokyo, Japan), Essity AB (Stockholm, Sweden), Kimberly-Clark Corp. (Texas, U.S.), Ontex Group NV (Aalst, Belgium), Edgewell Personal Care (Shelton, U.S.), Maxim Hygiene (New York, US.), Hengan International Group (Jinjiang, China), TZMO SA (Torun, Poland), and Unilever (London, U.K.).

The global feminine hygiene products industry is expected to gain momentum by reaching USD 51.13 billion by 2027 while exhibiting a CAGR of 4.6% between 2020 and 2027. This is attributable to the growing awareness regarding menstruation amongst women and the increasing prevalence of lower reproductive tract infections across the globe. The research further mentions that the Industry stood at USD 39.73 billion in 2019 and is projected to showcase an exponential growth in the forthcoming years.

Feminine hygiene products are beneficial in controlling blood leakage amongst women during a menstrual cycle. The increasing awareness regarding personal hygiene owing to the high awareness among teenage girls is expected to drive the Industry growth. Additionally, the rising female workforce, along with the high disposable income is propelling the demand for premium quality products that is anticipated to boost the growth of the global Industry during the forecast period. The increasing prevalence of lower reproductive tract infection among women would further boost the demand for safe and hygiene products that will favor Industry growth. 

HyperIndustry/SuperIndustry Segment Held 34.09% Industry Share in 2019 Owing to Bulk Purchase of the Products

The segment hyperIndustry/superIndustry, based on distribution channel, held a Industry share of 34.09% in 2019 and is expected to showcase an exponential growth in the forthcoming years. This is attributable to the one-stop availability of products of feminine hygiene that are leading to bulk purchases by women consumers during the forecast period. 

Increasing Number of Working Women Population in Asia-Pacific to Favor Growth

Among all the regions, the Industry in Asia-Pacific is expected to remain dominant and hold the highest position in the global feminine hygiene products Industry during the forecast period. The dominance is attributable to the increasing number of working women population that is leading to the growing awareness regarding feminine hygiene products in countries such as India and China. Additionally, Asia-Pacific stood at USD 12.80 billion in terms of revenue in 2019. North America is expected to showcase a considerable growth in the forthcoming years. This is ascribable to factors such as the increasing adoption of personal care products owing to the high awareness regarding menstruation amongst the women in countries such as the U.S. between 2020 and 2027. 

Merger and Acquisition by Major Companies to Strengthen Their Industry Positions

The Industry comprises of several prominent players such as Unilever, Procter & Gamble, and others that are striving to strengthen their positions by acquiring the other small companies and further expanding their feminine hygiene products portfolio to gain the maximum share in the forthcoming years. The other key players are adopting strategies such as collaboration, introduction of new products, and partnerships that is expected to bode well for the global feminine hygiene products Industry growth during the forecast period. 

Key Industry Development:

  • March 2020 – Hindustan Unilever Limited (HUL), a leading FMCG brand, announced its acquisition of VWash, a popular global feminine hygiene product from Glenmark Pharmaceuticals Ltd. The acquisition is expected to strengthen its position in the global Industryplace.