Market Trends of Feminine Hygiene Industry
Increasing Government Initiatives Toward Menstrual Hygiene
The increasing awareness among consumers regarding menstrual hygiene and rising income levels are major factors stimulating the growth of feminine hygiene products, such as tampons, sanitary pads, and menstrual cups, globally. Moreover, governments of numerous countries are undertaking initiatives to distribute free sanitary pads. For instance, in March 2021, the Japanese government budgeted JPY 1.3 billion to help women needing menstrual products. The government also helped local municipalities by distributing sanitary pads and tampons to the public free of charge. The government is also taking initiatives to increase awareness of menopausal health and symptoms among women. Similarly, the Government of India partnered with several private entities and non-governmental organizations to take initiatives to popularize the use of sanitary napkins, particularly among underprivileged and rural women. These initiatives include the Reproductive and Child Health Program, Eco Femme, and My Pad. This generated awareness among women and increased the demand for budget-friendly sanitary pads, making them an essential commodity.
Asia-Pacific is the Largest Market
Various companies have introduced different brands of feminine hygiene products for various economic sections of society. China’s local sanitary pads market has emerged as the largest market in the Asia-Pacific region. Though the awareness about hygiene products is less in the Asian markets, there is potential to be tapped into or explored by various companies. Owing to the increased demand for feminine hygiene products, manufacturers in Asia-Pacific are launching multiple products. Owing to several governments and NGO-led awareness programs across the region about women's menstrual hygiene, the demand for these products is growing in the Asia-Pacific region. For instance, in May 2021, UNICEF India launched a campaign called Red Dot Challenge. Through this campaign, UNICEF joined with adolescent girls, women, influencers, and celebrities and promoted safety and hygiene in all aspects of life, including menstrual hygiene and sanitation practices.
