Report Overview

The India sanitary pads market is gaining traction because of factors such as increasing awareness regarding menstrual hygiene and sanitary pads, along with the various initiatives taken by the government to promote the use of sanitary pads.

The India sanitary pads market was worth USD 525.1 million in 2020 and is further projected to reach USD 918.6 million by the year 2027, growing at a CAGR of 8.5% in the forecast period. Rising awareness regarding menstrual hygiene and government initiatives such as the ‘Rashtriya Kishor SwasthyaKaryakram' to raise awareness and access to sanitary pads among adolescent girls, particularly in rural areas of the country, are some of the primary reasons driving the sanitary pad market in India. Moreover, technological advancements, which have enabled manufacturers to develop high-absorption sanitary napkins, are also favoring the growth of the India sanitary pads market.

Source: BlueWeave Consulting

India Sanitary Pads Market- Overview

During menstruation, sanitary pads, also known as sanitary napkins, are vital to feminine hygiene as they soak up menstrual fluids besides preventing leaks and helpingwomen to stay comfortable. Although many types of menstrual hygiene products, such as tampons and menstrual cups, etc., are available in the market, the demand forsanitary pads is the most prominent. In addition to the liquid acquisition layer and the absorbent structure, the sanitary napkin contains an impervious membrane and a distribution component. The napkins come in many sizes and shapes with distinct absorption capabilities.

India Sanitary Pads Market Forecast and Trends

Growth Drivers

Improving Access to Sanitary Pads

According to the National Family Health Survey, roughly 36% of women use menstrual hygiene products such as sanitary pads. Despite this small percentage, India still has great prospects for sanitary pad adoption, and its market is expected to grow powerfully over the forecast period owing to menstruation hygiene awareness campaigns conducted by the Indian government as well as the NGOs throughout the length and breadth of the country. Menstrual hygiene education in schools and campaigns by various brands are expected to fuel the market growth in the coming years. Furthermore, sanitary pad brands are also working towards improving their supply chain, especially in rural areas, for easier accessibility of the pads, which is likely to drive the market growth in the forecast period.

Government Initiatives for Promoting Sanitary Pads Use

The Government of India is taking various initiatives in collaboration with private companies and institutions, as well as non-governmental organizations, to increase awareness regarding the use of sanitary napkins in India. This is projected to significantly fuel the demand for sanitary napkins in the forecast period. The Ministry of Health and Family Welfare has introduced the ‘Menstrual Hygiene Scheme’ for the promotion of menstrual hygiene among adolescent girls in rural areas. Such initiatives play a crucial role in increasing awareness regarding menstrual hygiene, which is further propelling the demand for sanitary napkins in the country.

Restraints

Availability of Better and Greener Alternatives

The increasing awareness of the environmental hazards associated with disposable sanitary napkins has prompted more women to switch to better and greener options like menstrual cups.As a result, urban Indian women are increasingly using menstruation cups, which can store more liquid than pads, have fewer leaks, and require less frequent replacements.Moreover, menstrual cups also have a better life expectancy as a single cup made up of silicon can run up to 5-10 years. These factors pose a huge risk to the growth of the sanitary pads market in India.

Impact of COVID-19 on India Sanitary Pads Market

During the COVID-19 pandemic, the Indian sanitary pads market witnessed a sharp slump due to the unprecedented demand and supply gap in the market. The pandemic has severely affected the supply of sanitary pads, which caused a large number of Indian women, especially in rural areas, to lose their access to sanitary pads due to supply chain obstruction. Furthermore, the supply shortage also hiked up the prices of sanitary pads, which affected the market negatively. As the lockdown restrictions are lifted and the manufacturers expand production capacities to meet India's growing demand for sanitary pads, the market is expected to get back on track in the post-COVID-19 period.

India Sanitary Pads Market - By Product

Based on products, the India sanitary pads market is segmented into disposable menstrual pads, cloth menstrual pads, and biodegradable menstrual pads. Among these, the disposable menstrual pads segment holds the largest market share. However, its demand is projected to slow down during the forecast period because of its non-biodegradable nature. Disposable menstrual pads take around 500-700 years to decompose and often end up in sewage and landfills. Cloth menstrual pads and biodegradable pads, on the other hand, are emerging as better and more environment-friendly options, because of which the India sanitary pads market is projected to grow in the upcoming years.

India Sanitary Pads Market - By Sales Channel

Based on sales channels, the India sanitary pads market is segmented into supermarkets & hypermarkets, pharmacies, convenience stores, online, specialty stores, and others. The convenience stores segment accounts for the largest market share because of the easy availability of a wide range of sanitary pads of all brands and sizes. However, the online segment is projected to witness the highest CAGR during the forecast period because of the increasing working-class population who prefer purchasing sanitary pads online.Furthermore, the online channels are also convenient to shop with their doorstep delivery.

India Sanitary Pads Market - Regional Insights

Geographically, the India sanitary pads market is segmented into North, South, East, West. The Southern part of India dominates the market because of the high urban population. The high literacy rate in South India is one of the major factors propelling the growth of the sanitary pads market in this region. Furthermore, governments are also taking steps to promote the use of sanitary pads and to make these products more accessible to all women. In Kerala, some schools have also taken initiatives by installing semi-automatic sanitary napkin vending machines in toilets which are expected to further boost the market growth.

Competitive Landscape

The leading players of the India Sanitary Pads market are Procter & Gamble Corporation, Johnson & Johnson Private Limited, Unicharm India Private Limited, Kimberly Clark Corporation, Nua, Toruńskie Zakłady Materiałów Opatrunkowych S.A., Azah Personal Care Pvt. Ltd., Amrutanjan Healthcare Pharmaceutical Company, Seventh Generation, Hindustan Unilever Ltd., Sanfe, The Womans Company, Pee Safe, Urban Essentials India Pvt. Ltd., and other prominent players.

The sanitary pads market in India is dominated by multinational corporations such as Stayfree of Johnson & Johnson and Whisper of Proctor and Gamble (P&G). The industry players offer a wide range of products to cater to the needs of women, such as sanitary pads of different shapes, sizes, fragrant pads, and pads with or without wings. Additionally, the companies often launch or engage in menstrual hygiene campaigns and free distribution of sanitary pads to create brand awareness among their target customers.

Recent Developments

• In August 2021, Nirvana, a sustainable personal care brand, announced to be working together with AVNI, a sanitary napkin startup, in its campaign called ‘DAAG’ (Destroying the Accessibility Acceptance Gap).
• In August 2021, Soothe Healthcare, a personal hygiene product company based in Greater Noida, Uttar Pradesh (India), announced to have raised a Series-C round of funding of USD 17.5 million for its feminine hygiene brand Paree.

Scope of the Report

By Product

• Disposable Menstrual Pads
• Cloth Menstrual Pads
• Biodegradable Menstrual Pads

By Sales Channel

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

By Region

• North India
• South India
• East India
• West India