The Indian sanitary napkin market reached a value of US$ 511.5 Million in 2018. Sanitary napkins, or sanitary pads, are thin pads made of absorbent materials. They play a vital role in feminine hygiene as they soak the menstrual fluid during menstruation. A sanitary napkin contains four functional components including fluid acquisition layer, distribution component, absorbent structure and liquid impervious membrane. These napkins can be found in different sizes and shapes with varying capacities of absorption. In India, the increasing awareness about menstrual hygiene is supporting the demand for sanitary napkins. Moreover, the utilization of high-quality and environment-friendly raw materials to produce these pads is further providing an impetus to the growth of the market.
Over the past few years, the Government of India has started partnering with several private entities and non-governmental organizations to take initiatives for popularizing the use of sanitary napkins, particularly among the underprivileged and rural women. Some of these initiatives include the Reproductive and Child Health Program, Eco Femme and My Pad. In addition to this, an expansion in the female workforce has led to improved decision-making and purchasing power among women. Owing to this, manufacturers can directly target the female audience and, in turn, influence their purchasing behavior. Technological advances, such as superabsorbent fiber technology, have further enabled manufacturers to focus on introducing high absorption capability in sanitary napkins. Other than this, they are also introducing organic and chemical-free variants, which is having a positive impact on market growth. On account of these factors, IMARC Group estimates the market value to reach US$ 992.8 Million by 2024, at a projected CAGR of around 12% during 2019-2024.
Breakup by Product Type:
At present, disposable menstrual pads represent the most popular product type. The demand for these pads can be primarily attributed to the awareness campaigns led by the Central and State Governments, along with various NGOs and multinational companies.
Breakup by Distribution Channel:
The market is segmented on the basis of the distribution channel, wherein supermarkets and hypermarkets represent the largest segment, holding the majority of the total market share.
On the geographical front, Maharashtra represents the biggest sanitary napkin market in India, holding the majority of the market share.
The nature of the market is concentrated with the presence of few manufacturers who compete in terms of prices, quality and innovation. Some of the leading players operating in the market are:
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