Indian Feminine Hygiene Market Size - Industry Trends & Outlook Report 2020-2027
The Indian Feminine Hygiene Market is anticipated to reach the valuation of approximately USD xx billion by the end of the year 2027, by expanding at a steady CAGR of xx% during the forecast period 2020- 2027. The constant growing awareness about intimate hygiene and an increase in the preference for sanitary products like tampons, pads, and panty liners have propelled a huge demand for feminine hygiene products in India. The recent entry of many new market players and emerging start-ups is surely going to create a marginal profit as compare to the past years.
Source: BlueWeave Consulting
Indian Feminine Hygiene Market Overview
Approximately, 60% of women in India suffer from either vaginal or urinary tract disease and infections every year, due to poor menstrual hygiene. But now as the awareness around intimate hygiene is increasing, there’s been a considerable change in these numbers. Consequently, rewarding the growth of the feminine hygiene market. Feminine hygiene products are the personal care products used during menstruation, vaginal discharge, and other bodily functions related to the vulva and vagina. The products that are used during menstruation may also be called menstrual hygiene products. These come in various forms, such as pads, panty liners, menstrual cups, etc.
Indian Feminine Hygiene Market
The elevating awareness towards feminine hygiene
The growing numbers regarding the awareness amongst consumers regarding menstrual hygiene have been increased drastically in the past decade. This may be because there’s been a hike in the female populations working outside their homes and earning for their families. Additionally, the change in the treatment of women at workplaces with the provision of equal pays and opportunities has been a great driving force. For more women to get encouraged, work hard, and eventually be more outspoken about their issues like poor hygiene conditions, etc. The expanding female literacy rate across rural and urban areas has also played a significant role in the adoption of hygienic practices during menses. Henceforth, with the rising literacy rates and the government initiatives that distribute free sanitary pads primarily in rural parts of India, the feminine hygiene sector in India has begun to swell in a much faster manner. For example, in 2018, the Odisha government launched 'Khushi,' a scheme to provide free sanitary napkins to government and government-aided schools across the state and benefit approximately 17 lakh girls in which most of the census belonged to the underprivileged portion of the society.
Sanitary napkins are driving the market
The ease of availability and abundance of options for sanitary napkins has encouraged the market. As they are present in various packaging sizes and price ranges with different types of absorption technologies, throughout India. All of it had captured the interest of women from different economic groups and thereby has driven the sales of sanitary napkins across the country. However, the country is witnessing an increasing number of promotions and educational sessions, due to the rising prominence of social media and the various initiatives taken by the government and NGOs to increase awareness about the benefits of using menstrual hygiene products, talking openly about the issues and practicing the use of sanitary napkins. It all has led to making the sanitary napkins more affordable and accessible, cause of which the Government of India, in 2019, proposed for Jan Aushadhi Suvidha Oxo-Biodegradable Sanitary Napkins with prices as low as INR 2.5 per pad.
Taboo towards the feminine hygiene in remote or less literate
Even though the Indian government has launched various awareness programs throughout the country about menstrual hygiene. The topic of menstruation continues to be a taboo subject in many remote areas and in localities with low literacy rates. As a result of this, women have grown reserve, when it comes to buying feminine hygiene products and prefers to suffer in silence. They avoid buying these products, be it from pharmacies or local shops. This case is especially seen in a rural area, where women are often less literate or not seen as equals. However, a larger population of women are there in urban areas supporting market growth who are buying the feminine hygiene products to compensate, but the fact that rural areas are getting behind. Still lags the relevant market a lot. Causing a considerable loss.
Impact of COVID 19 on India Feminine Hygiene Market
With the increasing Covid-19 infections taking place globally, the alarming rates regarding the shortage of essential life-saving devices and other essential medical supplies are persistent. With that, the need for such hygiene products has not hindered, but the fact that COVID has struck populations with job-lessness, shutdowns, etc. which could all lead to an increased gap between the demand and supply chain in many regions of this particular market. Therefore, to fill the gap, there must be some factors that would become more visible in the report further.
Indian Feminine Hygiene Market: By Type
Based on type, the Indian feminine hygiene market is divided into Sanitary napkins, Tampons, Menstrual cups. As per the figures, sanitary napkins seem to lead the market because they’re widely spread, easy to apply, and hence are also distributed among the masses through governmental means. Not only this, but its support is also projected by many commercials, social media, and other sources of media. That it has become a widely accepted and popular feminine hygiene product as compared to any other in the Indian market.
Indian Feminine Hygiene Market: By Distribution Channel
Based on the distribution channel or means of retail of the product, we have 2 categories. The drugstores/pharmaceuticals and the Convenience stores. As per the research taken, it was seen that the convenience stores and pharmaceuticals are at equal levels, but the figures may tend to fluctuate when seen in contrast to Urban vs Rural settings. This calls for yet another reason to take an in-depth analysis and hence need to understand the Indian market in the detailed report.
Indian Feminine Hygiene Market: By Regional Insights
Based on the region, the Indian Feminine Hygiene Market is segmented into Eastern India, Western India, Northern India, Southern India. The Northern India region is expected to grow significantly during the forecast period due to government initiatives development across the region. And with increasing per capita income in the region and large-scale commercial infrastructure development in the region is expected to drive the market growth.
Key players dominating the country's market include Procter & Gamble Company, Essity AB, Johnson & Johnson, Kimberly-Clark Corporation, and Edgewell Personal Care Company, among others.
The leading players of Indian Feminine Hygiene such as J&J are constantly developing ways to create better and sustainable products to benefit both the environment and its consumers. As it was stated in their press release on 8, Sept’20 that “Johnson & Johnson Consumer Health is announcing the launch of the Healthy Lives Mission, with the company investing $800 million through 2030 to improve the health of people and the planet. This builds on decades of efforts from the Johnson & Johnson family of companies. As part of the initiative, all Johnson & Johnson Consumer Health brands will aim to give full transparency on all the ingredients used in their products so consumers can make the most informed choices. The brands will use 100% recyclable, reusable or compostable plastic packaging and certified/post-consumer recycled paper- and pulp-based packaging by 2025. And the Aveeno®, Johnson's®, Listerine®, Neutrogena® and OGX® brands will strive to use 100% recycled plastic in their bottles by 2030”.
Scope of the Report
Historical data – 2016-2019
Base Year – 2020
Forecast – 2020– 2027
Revenue in USD Billion
Eastern India, Western India, Northern India, Southern India
By Type, By Distribution Channel, By Region
Procter & Gamble Company, Essity AB, Johnson & Johnson, Kimberly-Clark Corporation, and Edgewell Personal Care Company, and other prominent players.
● Sanitary Napkin/pads
● Menstrual cups
By Distribution Chanel
● Convenience store
● Drug store/pharmacy
● Eastern India
● Western India
● Northern India
● Southern India