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Global Sanitary Napkin Market Driven by Rising Awareness About Feminine Hygiene

The latest report by IMARC Group titled, “Sanitary Napkin Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2018-2023”, finds that the global sanitary napkin market reached a value of US$ 19.5 Billion in 2017. Sanitary napkin is widely used by women for menstrual management. It is a thin disposable pad made of materials such as quilted cotton fabrics and layers of super absorbent polymers and plastics. Earlier, women used home-made cotton pads to deal with menstrual blood and a very small number of women were aware about sanitary napkin. However, with rising awareness sanitary napkin has become one of the most popular feminine hygiene product. Sanitary napkins have seen a tremendous product evolution from a sanitary belt in the 20th century to today’s disposable pads.

Highlights of the global sanitary napkin market:

  • Improved economic conditions have led to the availability and affordability of sanitary napkins.
  • Menstrual pad is the most popular product type.
  • Asia-Pacific represents the largest market, followed by Europe.

Various government and NGO entities have initiated projects to spread awareness about feminine hygiene, especially in the developing nations. This has increased the demand for sanitary napkin in these regions. In line with this, manufactures are producing low-cost products.  They are also focussing on product diversification, thereby expanding the consumer-base for sanitary napkins in both the developed and developing regions. The market is also being driven by aggressive promotions and marketing strategies adapted by the major players. Increasing disposable income of consumers and organised retail market are some of the other factors leading to a rise in the demand for premium products. Owing to the aforementioned factors, the market is projected to reach a value of US$ 26.7 Billon in 2023, exhibiting a CAGR of around 5.4%.

The global sanitary napkin market is segmented on the basis of product type, including menstrual pad and pantyliner. Amongst these, menstrual pad dominates the market, representing the most popular type. The report has also segmented the market on the basis of distribution channel, including supermarkets and hypermarkets, pharmacies, convenience stores, etc. Region-wise, Asia-Pacific represents the largest market on account of an expanding consumer-base. Other regions include Europe, North America, Latin America, and Middle East and Africa. On evaluating the competitive landscape, it is found that Procter & Gamble, Hengan International Group Company Limited, Kimberly-Clark Corporation, Edgewell Personal Care Company and Kao Corporation are the key players operative in the market.

The report by IMARC Group has examined the global sanitary napkin market on the basis of:


  • Menstrual Pad
  • Pantyliner

Distribution Channel:

  • Supermarkets and hypermarkets
  • Pharmacies
  • Convenience stores
  • Others


  • Asia-Pacific
  • Europe
  • North America
  • Latin America
  • Middle East and Africa

Key Players:

  • Procter & Gamble
  • Hengan International Group Company Limited
  • Kimberly-Clark Corporation
  • Edgewell Personal Care Company
  • Kao Corporation

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