Consumer Goods

Sanitary Napkin Market

Global Industry Analysis and Forecast 2023-2030

Pages : 120

Base Year : 2022

Released Year : December 2023

Format :Pdf Ppt Xls

Report ID:KR233

Author : Priyanka V.

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Base Year


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Forecast Year


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Historical Years


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Market Value (2022)

USD 24.09 billion

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Forecasted Value (2030)

USD 37.79 billion

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CAGR (2023 – 2030)


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Fastest Growing Region

Asia Pacific

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Largest Region

North America

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By Type

Menstrual Pad, Panty liner

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By Product Type

Disposable Menstrual Pads, Cloth Menstrual Pads, Biodegradable Menstrual Pads

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By Distribution Channel

Supermarkets and Hypermarkets, Pharmacies, Convenience Stores, Online

Market Perspective

The global Sanitary Napkin Market was valued at USD 24.09 billion in 2022 and is projected to reach USD 37.79 billion by 2030, growing at a CAGR of 5.88% from 2023 to 2030.

The market is growing due to strong government efforts to encourage companies in order to conduct hygiene campaigns and other strategies to increase awareness. In addition, notable technological improvements have shortened the production process, resulting in more effective sanitary napkins with high absorption capacity and reduced thickness, which is boosting market growth.

Furthermore, prominent manufacturers are providing more adaptive and pleasant products, which is projected to fuel market expansion. Moreover, the advent of chemical-free and organic napkins is propelling the industry forward. The increase in female labor force participation has increased sanitary napkin sales. However, a lack of awareness and the scarcity of sanitary napkins may limit market expansion.

Analyst’s Review on the Sanitary Napkin Market

Growing interest in personal well-being and hygiene has made them more concerned about their health and more likely to purchase the product. The menstrual cycle is a major concern for women's health, which raises awareness of sanitary napkins.

Furthermore, the rise in awareness of feminine hygiene products has supported the expansion of the sanitary napkin industry. Furthermore, several social groups and governments are adopting measures to raise knowledge about the benefits and necessity of using sanitary napkins, which is growing market demand for the product.

Market Definition

Sanitary napkins are thin pads made of absorbent material worn by women when menstruating, bleeding, after giving birth, or in any other situations where it is necessary to absorb the flow of vaginal discharge.

Sanitary pads or napkins are traditionally made up of hydrophilic wood pulp & cloth and worn to protect the clothing from strains or discharge. It is worn externally, unlike mensuration cups and tampons, which are worn inside the vagina.

Furthermore, superabsorbent fiber technology, technological breakthroughs, and the utilization of various materials such as cellulose, cotton, and polymers are used in the production of sanitary napkins. Furthermore, the availability of various varieties of sanitary napkins, such as napkins with wings, scent, and panty liners, among others, is boosting sanitary napkin market expansion.

Market Dynamics

The rise in awareness about female health has increased the demand for feminine hygiene products in the industry. This is due to the increased number of diseases, infections, and side effects due to unhygienic menstrual practices of women. There are a number of diseases that are caused due to unhygienic practices of women, such as reproductive tract infections, urinary tract infections, yeast infection, cervical cancer, and hepatitis B, among others.

For instance,

  • In 2018, according to WHO, an estimated 57,0000 women are diagnosed with cervical cancer and 31000 have died due to the illness

Thus, the increased prevalence of various diseases in women are enabling them to buy sanitary napkins in order to stay safe and reduce the risks associated with the diseases that can be caused due to unhygienic practices.

Segmentation Analysis

The global sanitary napkin market is segmented based on type, product type, distribution channel, and geography.

Based on type, the sanitary napkin market is bifurcated into menstrual pad and panty liners. The menstrual pad segment is expected to hold the largest market share. This is due to the increase in the demand for safer as well as more hygienic and absorbent menstrual pads in order to avoid leakage and stains. In addition, high availability of vaious types of menstrual pads, such as pads with wings, fragrant, more absorbent is attracting the consumer base, and driving the growth of the segment.

Based on product type, the sanitary napkin market is bifurcated into disposable menstrual pads, cloth menstrual pads, and biodegradable menstrual pads. The Disposable pads segment is expected to hold the largest market share by the end of the forecast period due to the increased demand for disposable pads owing to their easy availability, and affordable prices. Furthermore, a lack of awareness regarding biodegradable pads among some women raises demand for disposable menstrual pads, which fuels the segment's growth.

Based on the distribution channel, the market is bifurcated into supermarkets and hypermarkets, pharmacies, convenience stores, and online. Supermarkets and hypermarkets segment is expected to hold the largest market share as it offers a wide variety of brands and products, giving consumers a plethora of options to choose from. Additionally, their extensive distribution networks and well-established supply chains ensure that sanitary napkins are readily available to customers in convenient locations. Moreover, Supermarkets and Hypermarkets often offer competitive prices and discounts, making it an attractive option for cost-conscious consumers.

Geographical Analysis

Based on regional analysis, the global sanitary napkin market is classified into North America, Europe, Asia Pacific, MEA, and Latin America.

North America is expected to dominate the sanitary napkin market due to the rising awareness and disposable income of the population. In addition, the rising standard of living and easy availability of sanitary napkins is the reason for surging product demand in the market.

Furthermore, the demand for sanitary napkins has increased as a result of a strong working women culture and rising spending power, which has boosted the region's economy. Furthermore, consistent product improvements, innovative and convenient product launches, and technological advancements by leading manufacturers are growing demand for sanitary napkins in the region.

Competitive Landscape

The global sanitary napkin industry study will provide valuable insights with an emphasis on the fragmented nature of the global market. Prominent players are focusing on several key business strategies, such as partnerships, mergers & acquisitions, product innovations, and joint ventures to expand their product portfolio and increase their respective market shares across different regions. Expansion & investments involve a range of strategic initiatives including investments in R&D activities, new manufacturing facilities, and supply chain optimization. The major players in the sanitary napkin market are:

  • Procter and Gamble
  • Kimberly-Clark Corporation
  • Kao Corporation
  • Hengan International Group Company Limited
  • The Edgewell Personal Care Company
  • Unicharm Corporation
  • Johnson and Johnson Services Ltd.
  • Ontex BV
  • Lil-Lets UK Limited
  • Nobel Hygiene Pvt Ltd

Key Developments

  • June 2023 (Product Launch): Niine Sanitary Napkins has launched a premium and affordable hygiene solutions in India, it is country's first PLA-based biodegradable sanitary pads.
  • August 2021(Product Launch): Sterlite Copper launched a sanitary napkin production unit. This move was intended to ensure adequate access to menstrual hygiene products, which is a key area of concern in India, especially in rural areas where both awareness and access to such products is lacking.

The global Sanitary Napkin Market is segmented as:

By Type

  • Menstrual Pad
  • Panty liner

Product Type

  • Disposable Menstrual Pads
  • Cloth Menstrual Pads
  • Biodegradable Menstrual Pads

Distribution Channel

  • Supermarkets and Hypermarkets
  • Pharmacies
  • Convenience Stores
  • Online
  • Specialty Stores
  • Others

By Region

  • North America
    • U.S.
    • Canada
    • Mexico
  • Europe
    • France
    • UK
    • Spain
    • Germany
    • Italy
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • Japan
    • India
    • South Korea
    • Rest of Asia Pacific
  • Middle East & Africa
    • GCC
    • North Africa
    • South Africa
    • Rest of Middle East & Africa
  • Latin America
    • Brazil
    • Argentina
    • Rest of Latin America
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Frequently Asked Questions (FAQ's)
The global sanitary napkin market is projected to reach USD 37.79 billion by 2030, growing at a CAGR of 5.88% from 2023 to 2030.
The global sanitary napkin market was valued at USD 24.09 billion in 2022.
The major driving factor for the market growth are increasing disposable income, increased awareness about the benefits of sanitary napkins, and the growth in availability of various types of sanitary napkins.
Top manufacturers of sanitary napkins market are Procter and Gamble, Kimberly-Clark Corporation, Kao Corporation, Hengan International Group Company Limited, The Edgewell Personal Care Company, Unicharm Corporation, Johnson and Johnson Services Ltd., Ontex BV, Lil-Lets UK Limited, and Nobel Hygiene Pvt Ltd, among others.
Asia-Pacific is the fastest growing region with the CAGR of 9.57% in the forecasted period (2023-2030) with the market value forecasted to reach at USD billion.
By type, menstrual pad will hold the maximum share in the sanitary napkin market with the revenue value of USD 15.90 billion in 2030.
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