The global sanitary napkin market reached a value of US$ 21.6 Billion in 2019. Sanitary napkins, also known as menstrual or sanitary pads, are absorbent items that are worn by women primarily for absorbing menstrual blood. They comprise numerous layers of quilted cotton fabric or other super absorbent polymers and plastics. They are currently available in various shapes and sizes, with different absorption capabilities. For several years, women have relied on homemade cotton clothes to deal with the menstrual cycle. However, the growing awareness among women about feminine hygiene has spurred the demand for sanitary napkins across the globe.
Governments in numerous countries, in confluence with various non-profit organizations (NGOs), are undertaking initiatives to spread awareness among women about feminine hygiene, particularly in the developing economies. For example, governments in various African countries are distributing free sanitary napkins to school girls to promote menstrual education. Apart from this, manufacturers are introducing low-cost products and focusing on product diversification to expand their consumer-base. For instance, they are launching napkins with wings and fragrances while minimizing the pad thickness. Further, the market is also influenced by aggressive promotions and marketing strategies adopted by major players in the industry. Moreover, the improving purchasing power of women, coupled with the increasing number of companies offering sanitary pad subscription plans, is another factor leading to a rise in the demand for premium products. Looking forward, IMARC Group expects the market to exhibit a moderate growth during 2020-2025.
Breakup by Type:
Menstrual pads currently represent the most commonly used product as they assist in absorbing more menstrual blood than pantyliners.
Breakup by Distribution Channel:
- Supermarkets and Hypermarkets
- Pharmacies
- Convenience Stores
- Online
- Specialty Stores
- Others
Pharmacies exhibit a clear dominance in the market as they are generally located in, or around, residential areas.
Regional Insights:
- North America
- Europe
- Asia Pacific
- Latin America
- Middle East and Africa
At present, Asia Pacific enjoys a leading position in the global sanitary napkin market. This can be attributed to the rising disposable incomes and improving standards of living in the region.
Competitive Landscape:
The competitive landscape of the market has been analyzed along with the detailed profiles of the major players operating in the industry. Some of the key players covered in this report are:
- Procter & Gamble
- Kimberly-Clark Corporation
- Hengan International Group Company Limited
- Edgewell Personal Care Company
- Kao Corporation
Key Questions Answered in This Report:
The global sanitary napkin market was worth around US$ 21.6 Billion in 2019.
According to the estimates by IMARC Group, the global sanitary napkin market will exhibit moderate growth during the next five years.
The growing consumer awareness towards the need for maintaining good feminine hygiene during menstruation, represents one of the key drivers for the global sanitary napkin market.
The emergence of eco-friendly and biodegradable sanitary napkins to reduce carbon footprints represents one of the key trends in the global sanitary napkin market.
With the sudden outbreak of the COVID-19 pandemic, the sales of sanitary napkins have shifted from brick-and-mortar distribution channels over to online retail platforms.
On the basis of the type, the market has been classified into menstrual pad and pantyliner. Amongst these, menstrual pads hold the largest market share.
On the basis of the distribution channel, the market has been classified into supermarkets and hypermarkets, pharmacies, convenience stores, online, specialty stores, and others. At present, pharmacies exhibit a clear dominance in the market.
Region-wise, the market has been classified into North America, Europe, Asia Pacific, Middle East and Africa, and Latin America, where Asia Pacific dominates the global market.
1 Preface
2 Scope and Methodology
2.1 Objectives of the Study
2.2 Stakeholders
2.3 Data Sources
2.3.1 Primary Sources
2.3.2 Secondary Sources
2.4 Market Estimation
2.4.1 Bottom-Up Approach
2.4.2 Top-Down Approach
2.5 Forecasting Methodology
3 Executive Summary
4 Introduction
4.1 Overview
4.2 Key Industry Trends
5 Global Sanitary Napkin Market
5.1 Market Overview
5.2 Market Performance
5.2.1 Volume Trends
5.2.2 Value Trends
5.3 Impact of COVID-19
5.4 Market Breakup by Type
5.5 Market Breakup by Distribution Channel
5.6 Market Breakup by Region
5.7 Market Forecast
5.8 SWOT Analysis
5.8.1 Overview
5.8.2 Strengths
5.8.3 Weaknesses
5.8.4 Opportunities
5.8.5 Threats
5.9 Value Chain Analysis
5.9.1 Overview
5.9.2 Research and Development
5.9.3 Raw Material Procurement
5.9.4 Manufacturing
5.9.5 Marketing
5.9.6 Distribution
5.9.7 End-Use
5.10 Porters Five Forces Analysis
5.10.1 Overview
5.10.2 Bargaining Power of Buyers
5.10.3 Bargaining Power of Suppliers
5.10.4 Degree of Competition
5.10.5 Threat of New Entrants
5.10.6 Threat of Substitutes
5.11 Price Analysis
5.11.1 Price Trends
5.11.2 Price Indicators
5.11.3 Price Structure and Margins
6 Market Breakup by Type
6.1 Menstrual Pad
6.1.1 Market Trends
6.1.2 Market Forecast
6.2 Pantyliner
6.2.1 Market Trends
6.2.2 Market Forecast
7 Market Breakup by Distribution Channel
7.1 Supermarkets and Hypermarkets
7.1.1 Market Trends
7.1.2 Market Forecast
7.2 Pharmacies
7.2.1 Market Trends
7.2.2 Market Forecast
7.3 Convenience Stores
7.3.1 Market Trends
7.3.2 Market Forecast
7.4 Online
7.4.1 Market Trends
7.4.2 Market Forecast
7.5 Specialty Stores
7.5.1 Market Trends
7.5.2 Market Forecast
7.6 Others
7.6.1 Market Trends
7.6.2 Market Forecast
8 Market Breakup by Region
8.1 North America
8.1.1 Market Trends
8.1.2 Market Forecast
8.2 Europe
8.2.1 Market Trends
8.2.2 Market Forecast
8.3 Asia Pacific
8.3.1 Market Trends
8.3.2 Market Forecast
8.4 Latin America
8.4.1 Market Trends
8.4.2 Market Forecast
8.5 Middle East and Africa
8.5.1 Market Trends
8.5.2 Market Forecast
9 Sanitary Napkin Manufacturing Process
9.1 Product Overview
9.2 Raw Material Requirements
9.3 Manufacturing Process
9.4 Key Success and Risk Factors
10 Competitive Landscape
10.1 Market Structure
10.2 Key Players
10.3 Profiles of Key Players
10.3.1 Procter & Gamble
10.3.1.1 Company Overview
10.3.1.2 Description
10.3.1.3 Product Portfolio
10.3.1.4 Financials
10.3.1.5 SWOT Analysis
10.3.2 Kimberly-Clark Corporation
10.3.2.1 Company Overview
10.3.2.2 Description
10.3.2.3 Product Portfolio
10.3.2.4 Financials
10.3.2.5 SWOT Analysis
10.3.3 Hengan International Group Company Limited
10.3.3.1 Company Overview
10.3.3.2 Description
10.3.3.3 Product Portfolio
10.3.4 Edgewell Personal Care Company
10.3.4.1 Company Overview
10.3.4.2 Description
10.3.4.3 Product Portfolio
10.3.4.4 Financials
10.3.5 Kao Corporation
10.3.5.1 Company Overview
10.3.5.2 Description
10.3.5.3 Product Portfolio
10.3.5.4 Financials
10.3.5.5 SWOT Analysis
List of Figures
Figure 1: Global: Sanitary Napkin Market: Major Drivers and Challenges
Figure 2: Global: Sanitary Napkin Market: Sales Volume (in Units), 2014-2019
Figure 3: Global: Sanitary Napkin Market: Sales Value (in Billion US$), 2014-2019
Figure 4: Global: Sanitary Napkin Market: Breakup by Type (in %), 2019
Figure 5: Global: Sanitary Napkin Market: Breakup by Distribution Channel (in %), 2019
Figure 6: Global: Sanitary Napkin Market: Breakup by Region (in %), 2019
Figure 7: Global: Sanitary Napkin Market Forecast: Sales Volume (in Units), 2020-2025
Figure 8: Global: Sanitary Napkin Market Forecast: Sales Value (in Billion US$), 2020-2025
Figure 9: Global Sanitary Napkin Industry: SWOT Analysis
Figure 10: Global Sanitary Napkin Industry: Value Chain Analysis
Figure 11: Global: Sanitary Napkin Industry: Porter’s Five Forces Analysis
Figure 12: Sanitary Napkin Market: Average Prices (in US$/Unit), 2014 & 2019
Figure 13: Sanitary Napkin Market Forecast: Average Prices (in US$/Unit), 2020-2025
Figure 14: Sanitary Napkin Market: Price Structure (US$/Unit)
Figure 15: Global: Menstrual Pad Market: Sales Volume (in Million US$), 2014 & 2019
Figure 16: Global: Menstrual Pad Market Forecast: Sales Volume (in Million US$), 2020-2025
Figure 17: Global: Pantyliner Market: Sales Volume (in Million US$), 2014 & 2019
Figure 18: Global: Pantyliner Market Forecast: Sales Volume (in Million US$), 2020-2025
Figure 19: Global: Sanitary Napkin Market: Sales through Supermarkets and Hypermarkets (in Million US$), 2014 & 2019
Figure 20: Global: Sanitary Napkin Market Forecast: Sales through Supermarkets and Hypermarkets (in Million US$), 2020-2025
Figure 21: Global: Sanitary Napkin Market: Sales through Pharmacies (in Million US$), 2014 & 2019
Figure 22: Global: Sanitary Napkin Market Forecast: Sales through Pharmacies (in Million US$), 2020-2025
Figure 23: Global: Sanitary Napkin Market: Sales through Convenience Stores (in Million US$), 2014 & 2019
Figure 24: Global: Sanitary Napkin Market Forecast: Sales through Convenience Stores (in Million US$), 2020-2025
Figure 25: Global: Sanitary Napkin Market: Online Sales (in Million US$), 2014 & 2019
Figure 26: Global: Sanitary Napkin Market Forecast: Online Sales (in Million US$), 2020-2025
Figure 27: Global: Sanitary Napkin Market: Sales through Specialty Stores (in Million US$), 2014 & 2019
Figure 28: Global: Sanitary Napkin Market Forecast: Sales through Specialty Stores (in Million US$), 2020-2025
Figure 29: Global: Sanitary Napkin Market: Sales through Other Distribution Channel (in Million US$), 2014 & 2019
Figure 30: Global: Sanitary Napkin Market Forecast: Sales through Other Distribution Channel (in Million US$), 2020-2025
Figure 31: North America: Sanitary Napkin Market: Sales Value (in Million US$), 2014 & 2019
Figure 32: North America: Sanitary Napkin Market Forecast: Sales Value (in Million US$), 2020-2025
Figure 33: Europe: Sanitary Napkin Market: Sales Value (in Million US$), 2014 & 2019
Figure 34: Europe: Sanitary Napkin Market Forecast: Sales Value (in Million US$), 2020-2025
Figure 35: Asia Pacific: Sanitary Napkin Market: Sales Value (in Million US$), 2014 & 2019
Figure 36: Asia Pacific: Sanitary Napkin Market Forecast: Sales Value (in Million US$), 2020-2025
Figure 37: Latin America: Sanitary Napkin Market: Sales Value (in Million US$), 2014 & 2019
Figure 38: Latin America: Sanitary Napkin Market Forecast: Sales Value (in Million US$), 2020-2025
Figure 39: Middle East and Africa: Sanitary Napkin Market: Sales Value (in Million US$), 2014 & 2019
Figure 40: Middle East and Africa: Sanitary Napkin Market Forecast: Sales Value (in Million US$), 2020-2025
Figure 41: Sanitary Napkin Manufacturing: Detailed Process Flow
List of Tables
Table 1: Global: Sanitary Napkin Market: Key Industry Highlights, 2019 and 2025
Table 2: Global: Sanitary Napkin Market Forecast: Breakup by Type (in Million US$), 2020-2025
Table 3: Global: Sanitary Napkin Market Forecast: Breakup by Distribution Channel (in Million US$), 2020-2025
Table 4: Global: Sanitary Napkin Market Forecast: Breakup by Region (in Million US$), 2020-2025
Table 5: Sanitary Napkin: Raw Material Requirements
Table 6: Global: Sanitary Napkin Market: Competitive Structure
Table 7: Global: Sanitary Napkin Market: Key Players