Sanitary Napkin Market Size, Share, and Industry Analysis, By Product (Disposable Sanitary Napkins and Reusable Sanitary Napkins), By Type (Regular and Pantyliner), By Distribution Channel (Online and Offline), and Regional Forecast, 2024-2032

Sanitary napkins are absorbent products designed for menstrual hygiene. They are available in various shapes, types, sizes, and absorbency levels to suit the different needs and preferences of women. Growing awareness about menstrual health and hygiene, driven by government and non-governmental initiatives, contributes to higher adoption of sanitary napkins. Besides, as disposable income levels rise, particularly in developing countries, more women can afford to purchase sanitary napkins regularly. Therefore, increased income drives demand for premium and organic sanitary napkins, offering enhanced comfort and safety.

• For instance, the Government of India introduced the Sanitary Napkin Scheme to offer free and subsidized sanitary napkins to women from economically disadvantaged backgrounds. The initiative, backed by the Ministry of Health and Family Welfare, aims to benefit 10 million women by 2023.

The COVID-19 pandemic had a major impact on the sanitary napkin market. It led to difficulty sourcing raw materials, affecting production volumes and product availability. Moreover, initial panic buying and stockpiling of essential items, including sanitary napkins, led to temporary demand spikes, which resulted in the increased price of the products. However, heightened awareness of personal hygiene due to the pandemic reinforced the importance of menstrual hygiene, potentially increasing the long-term use of sanitary napkins.

• For instance, as per the published report of Procter & Gamble Co., a global personal care company, the company's revenue increased to USD 76.1 billion from USD 67.7 billion in 2019. This showed an increased demand for hygiene products among consumers during 2020.

Segmentation

Key Insights

The report covers the following key insights:

• Parent/Related Market Overview


• Industry SWOT Analysis


• Porter’s Five Forces Analysis


• Supply Chain & Regulatory Analysis


• Recent Technological Advancements

Analysis by Product

By product, the market is segmented into disposable sanitary napkins and reusable sanitary napkins. The disposable sanitary napkins segment is forecasted to lead the market. Disposable sanitary napkins are designed for single use, eliminating the need for washing and drying and making them highly convenient for busy lifestyles. Besides, these napkins are widely available in various retail outlets, including supermarkets, pharmacies, convenience stores, and online platforms. Also, these pads often incorporate advanced absorbent materials and technology, providing superior leakage protection and comfort and boosting segment growth.

Analysis by Type

By type, the market is segmented into regular and pantyliner. The regular segment is assessed to hold the major share of the market. Regular sanitary napkins offer a balanced thickness that provides adequate absorbency without being heavy, making them comfortable for everyday use. Furthermore, these types of napkins come with various features, such as wings for added security, scented variants, and different materials to cater to the diverse preferences of the female population.

Analysis by Distribution Channel

By distribution channel, the market is segmented into online and offline. The offline segment is evaluated to grasp a significant share of the sanitary napkin market. Consumers can immediately purchase sanitary napkins from physical stores, which is crucial during emergency needs. Therefore,  medical stores and other retail outlets are easily accessible, offering convenience for quick purchases. Moreover, physical stores frequently run promotions, discounts, and bundle offers that attract consumers, contributing to the segment's growth.

Regional Analysis

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The global market is geographically segmented into North America, Europe, Asia Pacific, South America, and the Middle East & Africa. Asia Pacific is home to over half of the world's population, with a significant portion being women of menstruating age. Therefore, growing awareness about menstrual health and hygiene among women in this region boosts the demand for sanitary napkins. Moreover, changing lifestyles and increased participation of women in the workforce contribute to the demand for convenient and reliable menstrual products in the region.

• For instance, according to the World Bank, the female population of East Asia & Pacific increased from 1.16 billion in 2019 to 1.18 billion in 2023.

Key Players Covered

The report includes key players, such as Procter & Gamble, Kimberly-Clark Corporation, Hengan International Group Company Limited, Edgewell Personal Care Company, and Kao Corporation.

Key Industry Developments

• May 2023:  Niine Sanitary Napkins, a prominent provider of premium and affordable hygiene solutions in India, launched the country's first PLA-based biodegradable sanitary pads. Certified by CIPET, these pads decompose more than 90% within 175 days, with the remainder decomposing within a year.


• December 2022: Dabur India Ltd. entered the women's hygiene market with the launch of 'Fem Ultra Care Sanitary Napkins.' This exclusive e-commerce product, which enhanced the presence of brand Fem in India's personal care market, is available on the leading e-commerce platform Flipkart.