The feminine hygiene products market is projected to grow from USD 24.6 billion in 2023 to USD 32.2 billion by 2028, at a CAGR of 5.5% from 2023 to 2028. Feminine hygiene products are designed to help women maintain cleanliness, comfort, and health during their menstrual cycle and for general vaginal care. These products manage menstrual flow, maintain personal hygiene, and prevent discomfort or odor. The rising awareness and literacy about feminine hygiene and the increasing disposable income of females have increased the demand for feminine hygiene products.
Companies such as Procter & Gamble (US), Kimberly-Clark Corporation (US), Johnson & Johnson (US), Essity Aktiebolag (PUBL) (Sweden), and Unicharm Corporation (Japan) fall under the winners’ category. These are leading players in the feminine hygiene products market globally. These players have adopted the strategies of product offered, acquisitions, expansions, partnerships, and investments to increase their market shares.
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Procter & Gamble
Procter & Gamble (P&G) is a multinational consumer goods company with a strong presence in the global feminine hygiene products market. P&G operates through five major business segments—Fabric and Home Care; Baby, Feminine, and Family Care, Beauty, Health Care; and Grooming. The Baby, Feminine, and Family Care business includes feminine hygiene products (sanitary pads, panty liners, tampons, and menstrual cups). The company offers its feminine hygiene products through the Always, Just., This is L, Always Discreet, and Tampax brands. The company holds a dominant position in the global feminine care sector, commanding a market share exceeding 20% worldwide. It has a presence in over 180 countries and maintains manufacturing facilities in 70 nations globally.
Kimberly-Clark Corporation is one of the prominent manufacturer of various product categories, including family care, baby and childcare, adult and feminine care, personal care, and professional items. It operates across three segments: Personal Care, Consumer Tissue, and K-C Professional (KCP), and its feminine hygiene products are distributed under recognized brands like Kotex, Intimus, and Camelia. These products are sold through various retail channels, including warehouse clubs, mass merchandisers, supermarkets, drugstores, and departmental stores, as well as via distributors and e-commerce platforms. The company has been actively expanding its global presence, particularly in emerging markets like South America, Asia Pacific, and Eastern Europe, and it dedicates a significant portion of its R&D investment to developing new and enhanced personal care materials.
Johnson & Johnson
Johnson & Johnson is a leading pioneer in healthcare and personal care solutions. Johnson & Johnson is engaged in the research development, manufacture, and sale of a broad range of products in the healthcare industry. The company operates through three business segments— Consumer Health, Pharmaceutical, and MedTech. The Consumer segment includes a broad range of products used in the baby care, oral care, beauty, over-the-counter pharmaceutical, women’s health, and wound care markets. The company’s feminine hygiene products are manufactured and sold under the women’s health segment. STAYFREE and CAREFREE sanitary pads and o.b. tampons are major brands outside North America. The company’s various subsidiaries oversee a total of 89 manufacturing facilities. The Consumer Health segment in the US utilizes four facilities, while the pharmaceutical segment employs five, and the MedTech segment operates 19. Outside the US, the Consumer Health segment operates 23 facilities, the pharmaceutical segment utilizes 13, and the MedTech segment maintains 25.
Essity Aktiebolag (PUBL)
Essity Aktiebolag (publ) is one of the leading global hygiene and health product providers. As of January 1, 2022, Essity has restructured its business areas into three main divisions: Health & Medical, Consumer Goods, and Professional Hygiene. These changes are designed to align the company with its customer and sales channels, expand its offerings into new and related product categories, and enhance service offerings based on customer and consumer needs. Additionally, a new Group organization was implemented as of December 31, 2022, resulting in four business units that align with the company’s business areas: Consumer Goods EMEA, Consumer Goods Americas, Health and medical, and Professional Hygiene. Concurrently, the Global Digital & Business Services unit was established.
Unicharm Corporation is one of the global company that has made substantial contributions to the feminine hygiene products market. Unicharm Corporation operates through the following segments: Personal Care, Pet Care, and Others. The Personal Care segment offers baby care, feminine care, health care, and clean-and-fresh products. These products are sold under the moony, Natural moony, MamyPoko, Center-in, Kiyora, Sofy, Lifree, Charm Nap, and Silcot brands. The Feminine Care business of the personal care segment commenced in 1963. The company offers feminine care products through the Sofy brand, primarily in East and Southeast Asia. Unicharm continues to hold the leading market share in Japan (50%), Indonesia (43%), and Thailand (57%), while maintaining high profitability.
Feminine Hygiene Products Market by Nature (Disposable, Reusable), Type (Sanitary Napkins, Panty Liners, Tampons, Menstrual Cups), Region (Asia Pacific, North America, Europe, Middle East and Africa, South America) - Global Forecast to 2028
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