Women Hygiene Care Product Market Outlook from 2024 to 2034

The women hygiene care product market size around the globe reached a valuation of USD 32,714.7 million in 2023. Demand for women hygiene care products recorded a y-o-y growth of 8.1% in 2023.

The market is expected to reach USD 35,365.8 million in 2024. By 2034, global women hygiene care product sales are projected to exhibit a 9.1% CAGR. The market is anticipated to attain a total size of USD 84,548.9 million by 2034.

The women hygiene care product market is driven by several factors, such as rising urbanization, increasing awareness among female consumers, and growing demand for natural and organic products. Women's hygiene care products include a wide range of items such as feminine hygiene products, intimate washes and cleansers, intimate wipes, intimate moisturizers, and more. This diversity caters to the several needs of modern consumers.

The market serves a broad spectrum of customers, each with different demands when it comes to hygiene, including teenagers, young adults, expectant mothers, new mothers, and menopausal women. Reusable menstruation products and biodegradable alternatives are among the environmentally friendly and sustainable items that are becoming increasingly popular.

Customers are looking for products that meet a variety of needs, such as those related to gender identities, talents, and body kinds. Products with technical elements, such as period monitoring apps and smart menstrual cups, are a result of innovation.

Global, well-known corporations and small-scale, niche players with a focus on sustainability or certain product categories coexist in the market. Products for feminine hygiene are sold in a range of retail establishments, such as pharmacies, supermarkets, specialist health and wellness stores, and internet merchants.

Regulations governing the sector are in place to guarantee the efficacy and safety of products. It is imperative that distributors and manufacturers adhere to these criteria.

Government bodies across the globe are creating education and awareness campaigns to inform women about the importance of feminine hygiene and the different types of products available. They are doing so through public service announcements, social media campaigns, and school-based programs.

Continuous developments in technology have led to the creation of innovative feminine hygiene products that offer improved absorption, comfort, and convenience. These are further encouraging consumers to opt for such advanced solutions penetrating the global market.

Attributes Key Insights
Women Hygiene Care Product Market Actual Size (2023A) USD 32,714.7 million
Women Hygiene Care Product Market Estimated Size (2024E) USD 35,365.8 million
Women Hygiene Care Product Market Projected Size (2034F) USD 84,548.9 million
Value-based CAGR (2024 to 2034) 9.1%

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2019 to 2023 Vs. 2024 to 2034 Women Hygiene Care Product Market Outlook

The women hygiene care product market is driven by the growing customer awareness across developing countries. It is also set to be affected by the launch of new products in the emerging market.

During the COVID-19 pandemic, there were disruptions in the supply chain and increased demand for essential hygiene products, including sanitary pads and tampons. This led to product shortages and price surges in a handful of markets. Further, the pandemic led to an increasing popularity of online retail sales channels, as traditional sales channels were closed due to social distancing and lockdown norms.

The women hygiene care product market is expected to continue to rise at a rapid pace in the forecast years. The key trend that is expected to shape the women's hygiene care product market includes rising disposable income. With increasing disposable income, working women are expected to spend more on feminine hygiene products.

Government agencies are also holding several consumer awareness campaigns and taking initiatives to support sales of feminine hygiene care products. As a result, the women hygiene care product market size is estimated to surge at a CAGR of 9.1% during the forecast period.

Latest Trends and Opportunities in Women Hygiene Care Product Market

Attributes Key Factors
Women Hygiene Care Product Market Trends
  • Sustainability and Eco-friendly Products: Demand for sustainable and eco-friendly feminine hygiene products is rising. This covers both biodegradable or organic disposable choices and reusable menstrual items such as cloth pads and cups.
  • Inclusivity and Diversity: Customers are looking for products that are more inclusive and meet a wider range of demands, such as people with diverse body types, gender identities, and abilities.
  • Menstruation Hygiene Product Innovations: Smart menstruation cups, period underwear, and tracking applications with technological capabilities are just a handful of examples of the new and improved menstrual hygiene goods that are being developed as a result of ongoing innovations.
Growth Hindrances
  • Cultural and Social Stigmas: Talking about or buying women's hygiene products can be frowned upon or stigmatized in several areas and cultures. This can impede the free exchange of ideas and access to these goods.
  • Lack of Knowledge and Awareness: One key obstacle can be the lack of knowledge and awareness regarding menstrual health and hygiene. Insufficient knowledge of the significance of good hygiene habits can lead to inefficient use of products or poor handling.
Upcoming Opportunities
  • Innovation and Product Development: The creation of more comfortable and effective women's hygiene products can result from ongoing innovations in product design, materials, and technology. Enhancements in absorbency, sustainability, and usability are among these advancements.
Sudip Saha
Sudip Saha

Principal Consultant

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Key Dynamics in the Global Women Hygiene Care Product Market

Increasing Awareness among Female Consumers Regarding Genital Hygiene

Following good hygiene practices helps to reduce the risk of diseases, flu, and other related infections. Well-established brands are spreading awareness regarding personal health or feminine hygiene through several hygiene campaigns.

Hence, the rapidly growing awareness of feminine hygiene among women will likely boost the demand for feminine hygiene care products in the estimated period.

Growing numbers of working women populations, especially in developing countries, coupled with the increasing awareness of the advantages of women's care, propel market growth. Furthermore, the rising demand for feminine care products such as intimate washes, tampons, and liners in developing countries would also fuel growth in the market.

Rising Shift toward Natural Products Worldwide

Consumers are now demanding greater transparency in the products they purchase, including knowing where their products come from and what their ingredients are. It has been observed that the ‘natural’ trend is the leading trend in the personal care industry.

Traditional makers of personal care products, including Unilever, Colgate-Palmolive Co., and Proctor & Gamble Co., have shifted their focus to building their own natural divisions. They aim to compete with niche companies and start-ups in the industry.

Supplier Expansion in Emerging Markets

Suppliers are expanding their manufacturing and distribution operations in emerging markets to meet the growing demand for women’s hygiene care products. They are also investing in research and development to create new and innovative products that cater to the specific needs of women in the market.

Expansion is anticipated to lead to increased competition, which is expected to improve the quality of products. The expansion of suppliers is projected to lead to increased awareness of hygiene and the importance of using women’s hygiene care products.

Country-wise Insights

The section brings to the fore key highlights of the women hygiene care product market across prominent countries. Out of all the countries profiled, the market in Thailand will likely accumulate a prompt growth rate of 12.5% CAGR, followed by France at 6.1% CAGR.

Other countries such as the United States, United Kingdom, and Germany are likely to surge with CAGRs of 4.8%, 5.6%, and 5.2%, respectively.

Countries Value-based CAGR
Germany 5.2%
Thailand 12.5%
France 6.1%
United Kingdom 5.6%
United States 4.8%

Increasing Awareness and Government Support Push the United States

The women hygiene care product market in the United States is anticipated to rise at a CAGR of 4.8% during the projection period. Women in the United States are becoming more aware of the importance of feminine hygiene. Hence, they are looking for products that are safe and effective.

The government of the United States has also played a key role in increasing awareness and access to feminine hygiene care products. For instance, the government announced the provision of free menstrual products in schools and prisons. It is aiming to expand access to menstrual health education, which is further driving growth in the United States market.

Demand for Smart Menstruation Trackers to Rise in the United Kingdom

In terms of both size and value, the United Kingdom’s market for feminine hygiene products is substantial. It includes a broad variety of goods, such as products for intimate care and menstruation hygiene.

Products including sanitary pads, tampons, menstruation cups, liners, intimate washes, wipes, and other personal care goods designed with women's hygiene needs in mind are available in the country.

The development of new and improved menstrual hygiene products is being driven by continuous innovation. This covers developments in smart menstruation trackers, technology-integrated goods, and absorbent materials.

Reusable menstrual goods, including cloth pads and menstrual cups, are becoming more and more popular in the United Kingdom due to consumer preferences for eco-friendly and sustainable products. Furthermore, modern customers are looking for goods composed of organic and natural components, which would aid demand.

Availability of Affordable Feminine Hygiene Products to Spur Sales in India

In India, menstruation was often seen as a taboo subject. However, there is a growing awareness of the importance of menstrual hygiene, and women have access to safe and affordable products.

Another factor contributing to this growth is the increasing number of working women in India. As more women participate in the workforce, there is a greater awareness and acceptance of feminine hygiene products.

Several initiatives from the government's menstrual hygiene scheme and the work of multiple NGOs resulted in the growing demand for feminine hygiene products. These are further propelling the growth of the women hygiene care product market in India.

Germany to Witness High Demand from Supermarkets and Pharmacies

A combination of well-known international brands and smaller, niche businesses selling unique and specialized goods make up Germany’s women hygiene care product market. There is fierce competition, and businesses are vying with one another by focusing on branding, sustainability, and high-quality products.

In Germany, women's hygiene care products are easily accessible through a range of retail channels. Supermarkets, pharmacies, convenience stores, internet merchants, and specialty health and wellness businesses are a handful of examples.

In Germany, attempts have been made to alleviate the problem of period poverty. The goal of such projects and campaigns is to increase the accessibility of hygiene goods for women who can be struggling financially.

Several standards and regulations are applied to the sector to guarantee the effectiveness and safety of products. It is imperative that distributors and manufacturers adhere to these criteria.

Emergence of Advanced Online Sales Channels to Propel Demand in France

In the France women's hygiene care market, cultural beliefs and social standards can affect consumer preferences and purchasing habits. When promoting their products, businesses would need to take these factors into consideration.

The need for items that encourage comfort, safety, and hygiene is being driven by the emphasis on total health and wellness, which includes women's reproductive health.

As they are very convenient, online sales channels have experienced tremendous development in France. Online shopping is preferred by customers, and this trend is probably here to stay.

In response to the growing demand for products that are environmentally responsible, several businesses are introducing sustainability measures. These include minimizing plastic waste and using eco-friendly packaging.

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Category-wise Insights

The table below signifies leading sub-categories under customer orientation, sales channel, and product type categories in the women hygiene care product market. The online retailer segment is expected to dominate the market for women's hygiene care products by exhibiting a 13.2% CAGR in the evaluation period.

Under the consumer orientation category, the teenage segment is projected to lead the global market at a 10.7% CAGR.

Segment Value CAGR
Online Retailer (Sales Channel) 13.2%
Teenage (Consumer Orientation) 10.7%
Feminine Hygiene Products (Product Type) 5.0%

Feminine Hygiene Products to Remain at the Forefront

In terms of product type, the feminine hygiene products segment is expected to rise in the forecast period with a CAGR of 5.0%. Key players operating in the feminine hygiene product business would offer a wide range of products in this category, making these products easily available to consumers.

Feminine hygiene products are also available in developing countries due to the increasing number of women in the workforce and more awareness of feminine hygiene issues.

Teenage Category Likely to Generate More Revenue in the Market

On the basis of consumer orientation, the teenage category is anticipated to surge significantly in the forecast period with a CAGR of 10.7%. Teenagers are becoming more aware of their menstrual health and hygiene needs with the help of education and awareness programs. This is penetrating the adoption of women’s hygiene care products among teenage girls.

Manufacturers of women's hygiene products are targeting the teenage segment by developing products that are specifically designed for teenage girls. Further, companies are developing products that are more comfortable, easier to use, and affordable for teenage girls.

They are also developing marketing campaigns for awareness that are specifically aimed at the teenage category, thereby expanding the segment.

Online Retailers are Expected to Showcase High Demand

In terms of sales channels, the online retailer segment is anticipated to exhibit the leading CAGR of 13.2% in the forecast period due to its convenience. Women’s hygiene care product is a personal and sensitive topic. Several women prefer to purchase these products online without having to go through a checkout line or interact with the cashier.

Online retailers are also educating women about their health. Several retailers offer educational resources on their websites, such as articles and videos about menstrual health and hygiene. A handful of retailers offer personalized recommendations and product reviews, which can help women make informed decisions about the products they purchase.

Competitive Landscape

The women hygiene care product market has a fragmented competitive landscape with several key players competing on the basis of diverse product types, consumer orientation, packaging, and sales channels.

The technological landscape in the women hygiene care product market is constantly evolving, and new technologies are emerging all the time. As technology continues to advance, there is a high expectation to see even more innovative and effective women’s hygiene care products emerge in the forecast period.

For instance,

  • In 2022, the Kimberly-Clark Corporation introduced new Poise Ultra-Thin Pads. These pads are designed to provide fresh, clean, and dry protection against leaks. They feature a new Absorb-Loc core that helps to lock away wetness. They are also made with a soft, breathable fabric that helps to keep the skin dry and comfortable.
  • In 2021, Thinx launched a new line of period underwear called Thinx For All. This line is designed to be more affordable and inclusive. It features a wider range of sizes and styles than previous Thinx products.
  • In May 2020, Ontex announced plans to build a new personal hygiene manufacturing facility in Rockingham County, North Carolina.
  • In October 2020, Kimberly-Clark Corporation acquired Softex Indonesia to aid the company in inflating its personal care commercial in Southeast Asia.

Scope of the Report

Attribute Details
Women Hygiene Care Product Market Estimated Size (2024) USD 35,365.8 million
Women Hygiene Care Product Market Projected Size (2034) USD 84,548.9 million
Value-based CAGR (2024 to 2034) 9.1%
Forecast Period 2024 to 2034
Historical Data Available for 2019 to 2023
Market Analysis Value (USD million)
Key Regions Covered North America; Latin America; Europe; South Asia; East Asia; Oceania; Middle East and Africa
Key Countries Covered United States, Canada, Brazil, Mexico, Argentina, Germany, United Kingdom, Spain, France, Italy, Russia, Benelux, China, Japan, South Korea, India, Thailand, Australia, GCC, South Africa, Others
Key Segments Covered Product Type, Consumer Orientation, Packaging, Sales Channel
Key Companies Profiled Ontex Group; Unicharm Corporation; Svenska Cellulosa Aktiebolaget SCA; Kimberly-Clark Corporation; Kao Corporation; Henkel AG & Co. KGaA; Edgewell Personal Care Co.; Glenmark Pharmaceuticals Ltd.; Procter & Gamble Co.; Unilever PLC; Johnson & Johnson Services, Inc.; Zeta Farmaceutici S.p.A.; GOJO Industries, Inc.; D&G Laboratories, Inc.; BodyWiseuk Ltd.; Chattem, Inc.; Lil-lets UK Ltd.; Nolken Hygiene Products GmbH; Nua Woman; Emilia Personal Care Inc.; Covidien; Meda Consumer Healthcare Inc.
Report Coverage Market Forecast, Company Share Analysis, Competition Intelligence, Drivers, Restraints, Opportunities, Trends, Market Dynamics and Challenges, and Strategic Growth Initiatives

Women Hygiene Care Product Market Outlook by Category

By Product Type:

  • Feminine Hygiene Products
    • Sanitary Pads
    • Tampons
    • Panty Liners
    • Menstrual Cups
    • Period Panty
  • Intimate Washes and Cleansers
    • pH-balanced Cleansers
    • Antibacterial Cleansers
    • Soothing and Calming Cleansers
    • Moisturizing Cleansers
  • Intimate Wipes
  • Intimate Moisturizers
    • Creams
    • Gels
    • Serums
    • Balms
  • Hair Removal Products
    • Waxing Kits
    • Hair Removal Creams
    • Intimate Trimmers
    • Depilatory Creams
  • Intimate Deodorants
    • Roll-on Deodorants
    • Spray Deodorants
    • Powder Deodorants
  • Lubricants
  • Specialty Products

By Consumer Orientation:

  • Teenage
  • Adult

By Packaging:

  • Bottles/ Jars
  • Pumps and Dispensers
  • Tubes
  • Flexible Packaging
  • Other Packaging Types

By Sales Channel:

  • Modern Trade
  • Convenience Stores
  • Departmental Stores
  • Specialty Stores
  • Mono Brand Stores
  • Online Retailers
  • Drug Stores
  • Other Sales Channel

By Region:

  • North America
  • Latin America
  • Europe
  • South Asia
  • East Asia
  • Oceania
  • Middle East and Africa

Frequently Asked Questions

What would the women hygiene care product market value be in 2023?

The market is expected to reach a valuation of USD 32,714.7 million in 2023.

Which is the leading women’s hygiene care product?

Feminine hygiene products are projected to hold a dominant share.

Who are the leading players in the women hygiene care product market?

The leading players are Ontex Group, Unicharm Corporation, and Kao Corporation.

What was the women hygiene care product market outlook in 2023?

The women hygiene care product market reached USD 32,714.7 million in 2023.

What would be the women hygiene care product market outlook by 2034?

The market is anticipated to rise at a 9.1% CAGR from 2024 to 2034.

Table of Content
	1. Executive Summary
	2. Market Overview
	3. Key Market Trends
	4. Global Market Demand Analysis 2019 to 2023 and Forecast, 2024 to 2034
	5. Global Market-Pricing Analysis
	6. Global Market Demand (in Value or Size in USD million) Analysis 2019 to 2023 and Forecast, 2024 to 2034
	7. Market Background
	8. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Product Type
		8.1. Feminine Hygiene Product
		8.2. Intimate Washes and Cleansers
		8.3. Intimate Wipes
		8.4. Intimate Moisturizers
		8.5. Hair Removal Product
		8.6. Intimate Deodorants
		8.7. Lubricants
		8.8. Specialty Product
	9. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Consumer Orientation
		9.1. Teenage
		9.2. Adult
	10. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Packaging
		10.1. Bottles/ Jars
		10.2. Pumps and Dispensers
		10.3. Tubes
		10.4. Flexible Packaging
		10.5. Other Packaging Types
	11. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Sales Channel
		11.1. Modern Trade
		11.2. Convenience Stores
		11.3. Departmental Stores
		11.4. Specialty Stores
		11.5. Mono Brand Stores
		11.6. Online Retailers
		11.7. Drug Stores
		11.8. Other Sales Channel
	12. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Region
		12.1. North America
		12.2. Latin America
		12.3. East Asia
		12.4. South Asia
		12.5. Europe
		12.6. Middle East and Africa
		12.7. Oceania
	13. North America Market Analysis 2019 to 2023 and Forecast 2024 to 2034
	14. Latin America Market Analysis 2019 to 2023 and Forecast 2024 to 2034
	15. Europe Market Analysis 2019 to 2023 and Forecast 2024 to 2034
	16. East Asia Market Analysis 2019 to 2023 and Forecast 2024 to 2034
	17. South Asia Market Analysis 2019 to 2023 and Forecast 2024 to 2034
	18. Oceania Market Analysis 2019 to 2023 and Forecast 2024 to 2034
	19. Middle East and Africa Market Analysis 2019 to 2023 and Forecast 2024 to 2034
	20. Key Countries Market Analysis 2019 to 2023 and Forecast 2024 to 2034
	21. Market Structure Analysis
	22. Competition Analysis
		22.1. Ontex Group
		22.2. Unicharm Corporation
		22.3. Svenska Cellulosa Aktiebolaget SCA
		22.4. Kimberly-Clark Corporation
		22.5. Kao Corporation
		22.6. Henkel AG & Co. KGaA
		22.7. Edgewell Personal Care Co.
		22.8. Glenmark Pharmaceuticals Ltd.
		22.9. Procter & Gamble Co.
		22.10. Unilever PLC
		22.11. Johnson & Johnson Services, Inc.
		22.12. Zeta Farmaceutici S.p.A.
		22.13. GOJO Industries, Inc.
		22.14. D&G Laboratories, Inc.
		22.15. BodyWiseuk Ltd.
		22.16. Chattem, Inc.
		22.17. Lil-lets UK Ltd.
		22.18. Nolken Hygiene Product GmbH
		22.19. Nua Woman
		22.20. Emilia Personal Care Inc.
		22.21. Covidien
		22.22. Meda Consumer Healthcare Inc.
		22.23. Other Players (As Requested)
	23. Assumptions and Acronyms Used
	24. Research Methodology
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