Global Sanitary Napkin Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2024-2032)

Global Sanitary Napkin Market Dynamics

The sanitary napkin market development is being aided by rapid urbanisation, growing disposable incomes of the menstruating population, and rising awareness regarding menstrual hygiene. Sanitary napkins efficiently absorb menstrual fluid, prevent leaks, and reduce the risk of irritation and infections arising from poor menstrual hygiene. The rising popularity of sanitary napkins is pushing companies to expand their manufacturing capabilities. In September 2022, Niine Private Limited, a sanitary napkin maker, announced its plans to invest INR 500 crore in the coming five years amid the rising demand for menstrual pads in India and Nepal. With growing concerns regarding period poverty amid rising costs of living and economic uncertainty, governments are also introducing measures to roll out low-cost sanitary napkins. For instance, in June 2018, the Indian government launched the ‘Janaushadhi Suvidha’, the oxo-biodegradable sanitary napkin, available at 3,600 Janaushadi Kendras in 33 states and union territories at INR 2.50 per pad. Moreover, rising sustainability concerns are expected to surge research and development activities into new effective, breathable, hypoallergic, and eco-friendly raw materials that can enhance the absorbency and comfort of sanitary napkins.

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Global Sanitary Napkin Market Trends

Favourable Government Initiatives Promoting Menstrual Hygiene

The introduction of favourable government initiatives aimed at reducing the taboo related to menstruation, promoting menstrual hygiene, and providing better access to affordable menstrual pads is aiding the sanitary napkin market expansion. In August 2023, it was reported that the Union government of India was developing a national hygiene policy, aimed at ensuring the accessibility to hygienic and safe menstrual products, addressing social taboos surrounding menstruation, and improving sanitation facilities. Governments are also providing subsidies for sanitary napkins, making them more affordable for low-income populations, particularly in rural areas. In March 2024, the Karnataka government introduced the Shuchi scheme for menstrual hygiene to supply free sanitary pads to nearly 19 lakh adolescent girls at government-aided school and college levels. Besides, governments are also distributing free sanitary napkins in schools and universities, healthcare facilities, and community centres, hence surging their accessibility. In October 2020, the Period Products Act passed into law in Scotland, obliging public institutions to provide sanitary pads and tampons free of charge. Moreover, governments in various countries are reducing or eliminating taxes on sanitary napkins, making them more affordable for customers. Some countries that passed laws to abolish taxes on sanitary products are Mexico, the United Kingdom, Namibia, and Italy.

Global Sanitary Napkin Market Growth

Rising Demand for Sustainable Sanitary Napkins

In landfills, disposable pads take up to 500 to 800 years to break down, and a typical menstruator uses and disposes of between 5,000 and 15,000 sanitary pads and tampons in their lifetime. Customers, especially Gen-Z and millennials, are seeking sustainable sanitary napkins, prompting brands to launch eco-friendly menstrual hygiene offerings. For instance, in May 2024, Indonesia-based Perfect Fit announced the launch of the country’s first biodegradable and organic bamboo sanitary pads, emphasising sustainability, comfort, and social responsibility and ideal for eco-conscious and health-aware customers. The pads also boast compostable corn-based back sheet and wrapper, aligning with global efforts to lower plastic waste. Furthermore, a survey conducted by English company Fluus with around 2,000 people revealed that nearly 50% of people cannot find an appropriate place to dispose of used pads. Hence, key players and governments are investing in innovations surrounding compostable sanitary products and educating customers regarding proper disposal methods of sanitary napkins. In May 2020, scientists from the International Advanced Research Centre for Powder Metallurgy and New Materials (ARCI), Hyderabad, in collaboration with CSIR-National Environmental Engineering Research Institute (CSIR-NEERI), Nagpur, and M/s. Sowbal Aerothermics, Hyderabad, developed an eco-friendly high-temperature sanitary napkin incinerator, ‘Green Dispo’, to support complete combustion of sanitary pad wastes with minimum flue gas emissions.

Market News

January 2023

Egal, with its USD 1 million investment angel funding, launched a new menstrual pad that will be as accessible as toilet paper. The pads are manufactured in roll form, 40 on each roll, and can be mounted on existing toilet paper dispensers or in the company’s custom-designed dispensers.

January 2023

Kimberly-Clark’s Kotex® brand launched the Kotex Prohealth+ sanitary pads, its latest premium and superior innovation in India. The pad aims to give young girls a chance to elevate to Healthy Period Protection. 

Global Sanitary Napkin Market Analysis

Governments in various countries, in conjunction with various non-profit organisations (NGOs), are undertaking initiatives to raise awareness among women about women's hygiene, especially in emerging economies. Governments in different African countries, for example, are distributing free sanitary napkins to school girls to facilitate menstrual education. In addition, manufacturers are launching low-cost products and concentrating on product diversification in order to increase their customer base. They are launching napkins with wings and fragrances and are reducing the thickness of the pad. In addition, the growth in women's disposable incomes, combined with the growing number of companies providing sanitary pad subscription plans, is another factor contributing to the growth of the sanitary napkin market.

Global Sanitary Napkin Market Restraints

In various cultures, menstruation remains a cultural taboo, resulting in a reluctance to purchase menstrual hygiene products such as sanitary napkins. The increasing period poverty amid rising economic instability and surging costs of living is also hindering the accessibility to branded and high-quality sanitary napkins. A new ActionAid poll in 2023 revealed that over one in five people who menstruate in the United Kingdom were struggling to afford period products, amounting to nearly 2.8 million people. Besides, improper disposal methods such as flushing pads down toilets, burning pads, and leaving them in exposed landfills pose a threat to the environment while endangering the health of sanitation workers. India faces the challenge of disposing of nearly 1.021 billion soiled disposable sanitary napkins per month, which takes nearly 500-800 years to fully decompose.

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Global Sanitary Napkin Industry Segmentation

The EMR’s report titled “Global Sanitary Napkin Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:

Market Breakup by Type

• Menstrual Pad
• Pantyliner

Market Breakup by Distribution Channel

• Supermarkets and Hypermarkets
• Pharmacies
• Convenience Stores
• Online
• Speciality Stores
• Others

Market Breakup by Region

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

Global Sanitary Napkin Market Share

By Type Insights

Menstrual pads, designed for menstruation, are thick and offer excellent absorbency to handle heavier flow for a longer period of time. They are typically available in different sizes, thicknesses, and absorbencies to accommodate various flow levels. With the growing emphasis on sustainability, key players are launching eco-friendly menstrual pads. In May 2023, KHN introduced Bamboo sanitary pads made from eco-friendly and recyclable materials and featuring compact and ultrathin designs to rapidly absorb period blood.

Meanwhile, panty liners are absorbent and thin pads designed for light absorbency, making them ideal for spotting, vaginal discharge, or light flows. Their thin and breathable design offers a convenient solution for maintaining freshness throughout the day, especially between periods and during ovulation. The increasing launches of innovative panty liners by key players are offering lucrative sanitary napkin market opportunities. For instance, in April 2023, Kelheim Fibres, along with pelzGROUP and Sandler, developed a new plastic-free panty liner that meets the stringent requirements of the European Single-Use Plastics Directive (SUPD).

By Distribution Channel Insights

Online channels hold a significant share of the market. Such channels enable customers to purchase sanitary pads from the comfort of their homes and allow for a more private purchasing experience. The availability of a wide variety of sizes, brands, and types of sanitary napkins on online channels is boosting the sanitary napkin market revenue. Various e-commerce channels offer subscription services, enabling customers to buy sanitary napkins on a regular basis.

Meanwhile, the sales of sanitary napkins from pharmacies are increasing as they boast a steady supply of menstrual pads, provide a specialised selection, and are located in convenient areas. In December 2023, under the Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP), the Indian government launched Jan Aushadhi Suvidha Sanitary Napkins at INR 1/- per pad for women, sold through over 10,000 Jan Aushadhi Kendras across India.

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Global Sanitary Napkin Market Regional Insights

North America Sanitary Napkin Market Overview

The sanitary napkin demand forecast in North America can be attributed to the high awareness of menstrual hygiene and the rising customer demand for convenient menstrual hygiene products such as sanitary pads. As per an Apple Women’s Health Study (AWHS) conducted in 2023, sanitary napkins or pads in the United States were reported to be used by 46% of respondents, next only to tampons (47%); and over half of younger survey respondents aged between 18 and 19 (56%) used sanitary napkins.

Europe Sanitary Napkin Market Drivers

As per the sanitary napkin market analysis, the growing accessibility to sanitary napkins in the region is aiding the market. For instance, in 2022, Scotland became the first country in the world to provide free menstrual hygiene products. Similarly, at the beginning of 2020, Germany reduced the sales tax on sanitary towels and tampons from 19% to 7%. Reportedly, around 15 million people in the United Kingdom menstruate over the span of 37.5 years, using around 3.3 billion single-use menstrual management products such as sanitary napkins and tampons. However, the growing sustainability in Europe is prompting key manufacturers to develop eco-friendly sanitary napkins. In February 2024, Danish start-up Mewalii launched period pads crafted from Sero regenerative hemp fibres without the use of cotton to address the environmental impact of conventional menstrual hygiene products.

Asia Pacific Sanitary Napkin Market Trends

The sanitary napkin demand growth in the Asia Pacific is being driven by rapid urbanisation, rising population levels, and the adoption of innovative approaches to address social stigma related to menstruation. 65% of India’s 1.36 billion population is under 35 years of age, surging the demand for sanitary napkins. As per an analysis by the School of Journalism at the People’s University of China in 2020, Chinese women spent nearly 1,040 yuan ($160) per year on sanitary napkins. Besides, the rising awareness regarding the importance of menstrual hygiene among women in the region is adding to the Asia Pacific sanitary napkin market growth.

Competitive Landscape

Key sanitary napkin market players are introducing pads with innovative features such as extra absorbency, breathable materials, and odour control to improve the performance and comfort of wearers. They are also investing in sustainable sourcing of raw materials and launching eco-friendly sanitary napkins to address growing environmental concerns regarding single-use plastics.

Key Industry Players

Ontex BV

Ontex BV, founded in 1979 and headquartered in Belgium, is a company that is engaged in the production of personal hygiene products such as adult incontinence, baby hygiene, and feminine care products. With a strong presence in Europe, Asia, and North America, the company utilises advanced technologies and materials to meet diverse customer demands. 

Lil-Lets UK Limited

Lil-Lets UK Limited, founded in 1954 and headquartered in the United Kingdom, is a company that specialises in the production of feminine hygiene products such as panty liners, sanitary napkins, and tampons. Through its innovative offerings, the company aims to empower women by providing them with effective and comfortable menstrual hygiene solutions.

Nobel Hygiene Pvt Ltd

Nobel Hygiene Pvt Ltd, founded in 2000 and headquartered in Mumbai, India, is a company that is engaged in manufacturing hygiene products, especially sanitary napkins, adult diapers, and baby diapers. Under its brand Noble, the company offers a diverse range of sanitary napkins designed for different preferences and flows. The company actively invests in research and development to use sustainable practices and develop high-quality materials.  

Other major market players include The Procter and Gamble Company, Kimberly-Clark Corporation, Kao Corporation, Hengan International Group Company Limited, The Edgewell Personal Care Company, Unicharm Corporation, and Johnson and Johnson Services Ltd., among others.

Recent Developments

November 2023

PT Uni-Charm Indonesia Tbk (UCI), Unicharm Corporation’s subsidiary in Indonesia, launched sanitary pads using biodegradable materials. The Charm sanitary napkins are made from biomaterials such as botanical oils, natural resins, disposed pressed sugarcane, and limestone to reduce the use of petroleum-based raw materials.

May 2023

India-based Niine Sanitary Napkins launched the country’s first PLA-based biodegradable sanitary pads, which are CIPET-certified and can decompose within a year. Packaged with biodegradable materials and 100% chemical-free and vegan, the sanitary pads offer excellent absorption, leakage protection, and comfort as compared to their regular counterparts.

Start-ups Revolutionising the Sanitary Napkin Market Landscape

Planera

• The London-based company has developed a biodegradable and flushable sanitary pad to reduce the amount of waste generated from menstrual hygiene products.
• The micro-plastic free technology, Flushtec®, enables the company to produce 100% flushable products that are truly water-dispersable.

Saathi

• Founded in 2015, Saathi offers compostable and eco-friendly sanitary napkins using locally sourced materials from Gujarat, India.
• Saathi pads can degrade within six months after disposal and can also be used as compost or gas.

PadCare Labs

• The Indian company has developed an innovative recycling process to transform discarded menstrual products into valuable resources to promote circularity and sustainability in the menstrual hygiene sector. 
• The company reduces carbon emissions by 68% as compared to incineration and conserves natural resources by utilising recycled materials.