Sanitary Pads Market - By Type, By Distribution channel - Global Forecast, 2025 - 2034

Sanitary Pads Market Size

The global sanitary pads market size was valued at USD 20.4 billion in 2024. The market is expected to grow from 21.2 billion in 2025 to 30.1 billion in 2034, at a CAGR of 4%. Sanitary pads are absorbent products that are used during menstruation. It helps to absorb menstrual blood and maintain hygiene. These pads are designed to be placed inside underwear. They are typically consisting of layers of absorbent material and a moisture-proof backing to prevent leakage.
 

The women hygiene industry engages in the production and sales of feminine hygiene goods and includes the production, sale, and marketing of sanitary pads that are specially constructed to absorb menstrual blood. These pads are made from absorbent polymers, waterproof cellulose and some fibres, which are placed in a casing. Vendors in the market sell different types of sanitary pads like ultra-thin pads, maxi pads, overnight pads, scented pads, organic pads, and panty liners, which address the diverse needs and preferences for absorbency of women.

In addition, the market also includes products across secondary value chains of the feminine hygiene such as tampons, menstrual cups, period panties, and their branding, packaging, and advertising. Over the years, the global market has remained relatively consistent due to growing awareness of hygiene among females, rising disposable income, and an increasingly liberal cultural view of menstruation. This market targets a wide range of women, including teenage girls, pre-menopausal women, and post-menopausal women.
 

Increased literacy levels among women are forecasted to bolster the adoption of sanitary pads. Menstrual hygiene education is essential for proper menstrual hygiene management and product adoption. The World Health Organization (WHO), for instance, stated in May 2022 that comprehensive menstrual hygiene management programs and education in schools can help lessen the adverse health outcomes associated with poor menstrual hygiene. In addition, the percentage of literate women in India increased to 77%. Consequently, educated women have greater awareness of the health benefits of using sanitary pads and are more likely to adopt them, enhancing menstrual health.
 

Sanitary Pads Market Trends

• Rising concerns towards women health and government initiatives to improve sanitation are contributing towards an increased demand for sanitary pads. As women's health is of paramount importance, authorities and NGOs are seeking to improve menstrual hygiene practices. These measures encompass Menstrual Hygiene Management (MHM) educational programs, the provision of subsidized or free sanitary pads to the economically disadvantaged, and MHM hygiene education in schools.
   
• For example, in the U.S. Congress, the Menstrual Equity for All Act was introduced in 2020, seeking to make MHM hygiene products more accessible and inexpensive in schools, prisons, and other public places.
   
• In addition, efforts by various manufacturers to develop and improve their products have led to the creation of new types of sanitary pads. These products include new ultra-thin pads, high-absorption pads, pads with enhanced comfort, and eco-friendly or organic sanitary napkins.
   
• Further, the use of ecofriendly materials such as organic cotton, cornstarch-based bioplastics, and bamboo fibre is growing among vendors for reducing the environmental impact. Companies such as Saathi, Natracare, and Heyday are offering sanitary pads that can decompose within 6 months of their use, compared to traditional plastic pads that take 500 years to decompose.
   

Sanitary Pads Market Analysis

Based on type, the market is segmented into disposable and reusable. The disposable segment dominates the market with a share of 76.1% in 2024. The market accounted for USD 19.7 billion in the year 2023.
 

• Disposable sanitary pads are offered globally under key brands such as Always, Stayfree, Kotex, Whisper, Natracare by the vendors. Presence of strong distribution network for these branded products supports their availability and adoption across the globe.
   
• Moreover, disposable pads comes with different features such as regular and ultra-thin disposable pads. These types are more convenient, hygienic and reliable for absorbing wastes and is also easily available. These products are always ready to use and supports the users who are very active such as working women, students, and travelers.
   
• Furthermore, ultra-thin pads also enables a few other features like being discreet and flexible while also being comfortable and easily absorbent. These benefits promotes the adoption of disposable pads.
   

Based on distribution channel, the sanitary pads market is classified into retail pharmacy, hospital pharmacy, e-commerce channels, brick and mortar, and supermarket/hypermarket. The retail pharmacy segment dominated the market with a share of 35.4% in 2024.
 

• Customer ease and accessibility, along with the trust, professional help, and guidance offered at retail pharmacies, contribute to the segment's growth. However, the hospital pharmacy division is gaining significant acceptance due to its in-depth assistance in purchasing sanitary items.
   
• Additionally, retail pharmacies cater to the diverse health treatment requirements of the end users. Retail pharmacies offers diverse type of sanitary pads, that are classified as branded pads, generic/store-brand pads, and specialty pads. Branded pads guarantee trust and quality with easy availability, while generic pads are suitable for those seeking affordability and convenience. Specialty pads meet specific needs for certain routine uses. Availability of multitude of product categories at a single location promotes end users to prefer retail pharmacy.
   

In 2024, the U.S. led the North American sanitary pads market, generating a revenue of about USD 3.7 billion and is anticipated to generate USD 5.2 billion by 2034. Additionally, North America was valued at USD 4.1 billion in 2024.
 

• Increase in public health initiatives and educational campaigns focusing more on menstrual hygiene awareness is driving the demand for sanitary pads in the U.S. Non-profit organizations and government-supported programs such as “The Pad Project” and “Menstrual Equity For All” are helping to eliminate the period poverty and promoting menstrual health across schools and communities.
   
• Additionally, end users in the U.S. are preferring non-chemical, biodegradable, and organic sanitary pads owing to rising health and environmental concerns. This trend is pushing companies to innovate and offer sustainable alternatives, contributing to the market growth.
   

In Europe, UK is set to see a robust expansion in its sanitary pads market from 2025 to 2034.
 

• People in UK are slowly preferring the reusable, biodegradable, and organic sanitary pads because of the heightened environmental awareness. This is pushing the manufacturers to focus on reusable sanitary pads. According to the Statista, in the UK, 53% of consumers expressed a greater willingness to embrace a sustainable lifestyle, provided it came at a more affordable price, highlighting affordability as the nation's primary concern.
   
• Furthermore, government support to raise awareness towards women hygiene is also contributing towards increasing adoption of sanitary pads in the UK. For instance, the period product scheme of the government of UK offers free period products to girls and women in the country, raising the awareness towards sanitary pads.
   

Japan's sanitary pads market in Asia Pacific region is set for lucrative growth from 2024 to 2034.
 

• Japanese brands are known for developing highly absorbent, ultra-thin, and skin-friendly pads with advanced features like cooling sensations and anti-bacterial layers. These innovations enhance comfort and performance and also drives the demand of sanitary pads.
   
• Additionally, younger generations in Japan are more open about menstrual health, leading to increased product visibility and acceptance. Retailers and online platforms are also expanding their product portfolios, ensuring accessibility.
   

Saudi Arabia's sanitary pads industry in Middle East and Africa region is expected to witness substantial growth during the forecast period.
 

• Expansion of modern retail channels, pharmacies, and e-commerce platforms has significantly improved access of women in Saudi Arabia to sanitary pads across urban and rural areas. This wider availability is driving sales growth.
   
• Moreover, educational initiatives and increased exposure to global media are fostering awareness about menstrual hygiene. Government initiatives such as Women Health Empowerment Program of 2023, promotes the use of mensural hygiene products across schools and Universities. As cultural stigmas ease, women are becoming more open to using and discussing sanitary products in the country.
   

Sanitary Pads Market Share

The top five players including Procter & Gamble, Kimberly-Clark, Unicharm Corporation, Johnson & Johnson, and Edgewell Personal Care are expected to generate 50% of the share in the market. These companies are experiencing increasing demand for high-performance and eco-friendly menstrual hygiene products, prompting them to develop sanitary pads that offer superior absorbency, leakage protection, and comfort. Firms are focusing on enhancing skin-friendliness, odour control, and biodegradable materials, driving innovations in ultra-thin pads, organic cotton variants, and reusable sanitary products. Leading players in this market collaborate with retailers, healthcare organizations, and NGOs to improve menstrual hygiene accessibility across schools, workplaces, and rural areas.
 

Accessibility remains a major concern in developing regions, where financial limitations restrict the use of branded sanitary pads. Global companies face pricing challenges, as premium menstrual products remain costly for lower-income groups, creating room for local manufacturers to thrive. To address this, key players are revising their pricing strategies while ensuring their products adhere to safety, comfort, and regulatory standards. To strengthen their market presence, major brands are expanding production facilities and forming strategic partnerships with local distributors. Furthermore, advancements in biodegradable materials, plant-based absorbents, and AI-powered supply chain solutions are being integrated to enhance product sustainability and ensure wider availability globally.
 

Sanitary Pads Market Companies

Some of the eminent market participants operating in the sanitary pads industry include:

• Cora
• Edgewell Personal Care
• First quality enterprises
• Hengan international
• Johnson & Johnson
• Kao corporation
• Kimberly-Clark
• Ontex
• Premier FMCG (Lil-lets UK Limited)
• Procter & Gamble
• Unicharm Corporation
• Unilever
   
• Procter & Gamble is known for its Always brands of sanitary products. The product offered by the company under this brand uses FlexFoam, Infinity, and LeakGuard technology to provide superior comfort to the end user.
   
• Johnson & Johnson offers affordable and quality sanitary pads under its Stayfree brand. The company has strong presence in developing regions such as Asia Pacific and Latin America.
   
• Unilever, with its diverse product portfolio markets their sanitary pads in both premium and value segments. While the company is known for its sustainable practices, they focus on integrating environment and social considerations within the product development process.
   

Sanitary Pads Industry News:

• In May 2024, Edgewell Personal Care’s brand Carefree announced the expansion of their pads product line. The company is launching new Carefree pads specifically designed to meet the most demanding feminine hygiene needs for mothers. Carefree is offering a complete feminine hygiene line through retail stores and online.
   
• In January 2023, Kimberly-Clark has introduced Kortex Prohealth+ sanitary pads in India as part of its strategy to enhance brand reputation and strengthen its growth in the region.
   
• In April 2022, Cora unveiled its new period care lineup that include “The Comfort Fit Tampon; The Peace-of-Mind Pad; The Got-You-Covered Liner; and The Perfect Fit Disc” to meet variety of consumer needs.
   
• In March 2022, Johnson & Johnson with UNICEF educated around 1.7 million girls over the last seven years regarding Menstrual Hygiene Management (MHM) in India. This awareness initiative assisted in increasing the adoption of MHM guidelines across several states of the country by empowering more than 10,000 + trainers to ensure that the program becomes a self-sustaining one. Such awareness initiatives offer lucrative growth opportunities to the industry players.
   

The sanitary pads market research report includes an in-depth coverage of the industry with estimates and forecast in terms of revenue in USD Million from 2021 – 2034 for the following segments:

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By Type

• Disposable
• Reusable

By Distribution Channel

• Retail pharmacy
• Hospital pharmacy
• E-commerce channels
• Brick and mortar
• Supermarket/hypermarket

The above information is provided for the following regions and countries:

• North America 
  • U.S.
  • Canada 
• Europe
  • Germany
  • France
  • UK
  • Italy
  • Spain 
• Asia Pacific
  • Japan
  • China
  • India
  • South Korea
  • Australia 
• Latin America
  • Brazil
  • Argentina
  • Mexico 
• Middle East and Africa
  • South Africa
  • Saudi Arabia
  • UAE