Feminine Hygiene Market Research Reports & Industry Analysis

The feminine hygiene market has been defined as comprising two categories: feminine protection and intimate care. The feminine protection category includes sanitary napkins/liners and tampons. The intimate care category consists of vaginal treatment, personal lubricants, other feminine hygiene/medicated treatments, and douches.

Intimate care has a larger consumer base, as it caters to diverse needs of women across all age groups. In fact, an aging population is a large driver for products such as personal lubricants. Another factor at work here is shift toward awareness and openness regarding once taboo topics and embarrassing products, on the part of both marketers and consumers. Thus, this is an exciting category with an immense potential for growth.

Women and marketers are both increasingly open to discussions about the human body and its special needs. A survey conducted by Combe, Inc.’s Vagisil Women's Health CenterSM found that about 43% women are comfortable discussing their genital issues as well as comfortable with referring to the genital area as ‘vagina’. This is good news for new product development, as it makes the marketing conversation with the consumer easier. Marketers no longer need tiptoe around delicate topics and products that may have once seemed outrageous are no longer so.

Baby boomers are changing the shape of the feminine hygiene market. Even though a large number of baby boomers are entering the menopause stage, they are also creating new avenues for marketers. Their large disposable income and the drive to stay youthful offers marketers tremendous potential and variety in addressing their functional and emotional needs, especially as they become familiar with inconveniences and maladies due to aging, such as light incontinence, vaginal dryness, increased the risk of infections due to dryness, sweating, and hot flashes.

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Feminine Hygiene Industry Research & Market Reports

  • Global Feminine Intimate Wash Market Growth 2022-2028

    ... global Feminine Intimate Wash market size is USD million in 2022 from USD million in 2021, with a change of % between 2021 and 2022. The global Feminine Intimate Wash market size will reach USD ... Read More

  • Sanitary Protection in North Macedonia

    ... women continued to emigrate. Pantyliners registered the highest current value growth. With society gradually opening up, women used more discrete sanitary protection when out and about. Euromonitor International's Sanitary Protection in North Macedonia report offers ... Read More

  • Sanitary Protection in Georgia

    ... to higher prices in particular for imported brands, which dominate sanitary protection in Georgia. All the same, volume growth also increased from 2020, as with women out and about more in 2021, they used sanitary ... Read More

  • Sanitary Protection in Kazakhstan

    ... review period. These are staple products, and even although consumers continued to self-isolate as part of the government’s attempt to control the virus in 2020 and 2021, they still change these products regularly. Sales of ... Read More

  • Sanitary Protection in Sweden

    ... demand picked up as consumers began to resume their usual routines and spend less time at home with the easing of the COVID-19 pandemic, while the continued expansion of the female population aged 12-54 in ... Read More

  • Sanitary Protection in Bosnia and Herzegovina

    ... at home than normal. They consequently used sanitary protection products less often. A declining population also led to minimal volume growth. Pantyliners registered the highest current value growth and benefit from significant innovation and frequent ... Read More

  • Sanitary Protection in Croatia

    ... protection are price sensitive and trade down if price rises are too steep. VAT is charged at 25% and there was a push by interest groups to lower the VAT to 5%, but this was ... Read More

  • Sanitary Protection in Lithuania

    ... increased. Panty liners registered the highest current value growth, as with women out and about more in 2021, due to society opening up, there was increased demand for more discrete sanitary protection. Euromonitor International's Sanitary ... Read More

  • Sanitary Protection in Serbia

    ... the only area of the category to continue to see a gradual drop in sales, as these products are increasingly perceived as outdated, along with a continual drop in the target consumer group. Euromonitor International's ... Read More

  • Sanitary Protection in Hungary

    ... evident in 2021. Meanwhile, seasonality remained low in the category; where there is an increase, it is experienced during the largest female coupon days, but the rise in store visits causes a jump in sales, ... Read More

  • Sanitary Protection in the Czech Republic

    ... see some positive impact from the easing of pandemic-related restrictions in 2021, as female consumers returned to more active, away-from-home orientated lifestyles. With women spending more time on activities such as visiting fitness centres and ... Read More

  • Sanitary Protection in Estonia

    ... fell, as they also did in 2020. This was reflective of a declining population. The increased value sales were driven by a degree of premiumisation, with sanitary towels with wings performing strongly, as well as ... Read More

  • Sanitary Protection in Latvia

    ... less, they used sanitary protection less often. In 2021, pantyliners registered the highest current value growth. With society opening up and women out and about again, they looked for discrete sanitary protection. Tampons also registered ... Read More

  • Sanitary Protection in Azerbaijan

    ... to be strong. These are staple products, whose use is not optional for their consumers. The industry perception is that the category is still underdeveloped, at least in terms of product development and availability, and ... Read More

  • Sanitary Protection in Bulgaria

    ... pandemic. Greater mobility outside of the home as restrictions relaxed, meant that women changed towels more frequently, while tampons, which had suffered the most during the pandemic due to a significant reduction in travel and ... Read More

  • Sanitary Protection in Norway

    ... efficacy, as well as products positioned as dermatologically tested and hypoallergenic. For example, the launch of Essity’s Libresse towels with a breathable top layer and the Libresse Pure Sensitive towels range – claiming 0% common ... Read More

  • Sanitary Protection in Romania

    ... proved temporary and did not affect shopping behaviours in 2021. However, the heightened health awareness brought about by COVID-19 has made Romanians more conscious of their menstrual hygiene. This is leading Romanians to become more ... Read More

  • Sanitary Protection in Uruguay

    ... managing the virus. However, most consumers responded sensibly to the crisis by taking better care of themselves and reducing their possible exposure to COVID-19 much as possible, and self-isolation was widespread. In addition, the number ... Read More

  • Sanitary Protection in Morocco

    ... coverage of sanitary protection products. Moreover, the female population is growing, including the number of menstruating females, which also contributed to growth. Euromonitor International's Sanitary Protection in Morocco report offers a comprehensive guide to the ... Read More

  • Sanitary Protection in Mexico

    ... In this light, there was a quick rebound in retail volume sales in 2021 as more consumers returned to pre-pandemic work and social norms. Sanitary protection is an essential product area for many women; however, ... Read More

  • Sanitary Protection in Nigeria

    ... This group of women has shown an increasing preference for ultra-thin pads with wings because they are perceived as convenient and more comfortable. Leading manufacturers such as Proctor & Gamble Nigeria Ltd and Hayat Kimya ... Read More

  • Sanitary Protection in Vietnam

    ... onto the government’s list of necessities. This challenged the category’s logistics and the distribution of sanitary protection products to rural areas. Noticeably, in July 2021, the leading player’s Diana products were temporarily not to be ... Read More

  • Global Feminine Hygiene Wash Market 2022 by Manufacturers, Regions, Type and Application, Forecast to 2028

    ... segmentation market growth, market share, competitive Landscape, sales analysis, impact of domestic and global market players, value chain optimization, trade regulations, recent developments, opportunities analysis, strategic market growth analysis, product launches, area marketplace expanding, and ... Read More

  • Sanitary Protection in Guatemala

    ... – the dominant product type – are considered a basic necessity among women who menstruate. While this ensured the category as a whole developed positively in 2021, retail volume growth rates for standard towels and ... Read More

  • Sanitary Protection in Saudi Arabia

    ... rises as a result of the increase in the rate of VAT, current value growth normalised in 2021. The increase in the rate of VAT from 5% to 15% in Saudi Arabia from 1 July ... Read More

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