Sanitary Pads Market - By Type (Disposable, Reusable), By Distribution Channel (Retail Pharmacy, Hospital Pharmacy, E-commerce Channels, Brick & Mortar, Supermarket/Hypermarket) – Global Forecast to 2032

Sanitary Pads  Market Size

Sanitary Pads Market size valued at USD 19.7 billion in 2023 and is estimated to register over 4.1% CAGR between 2024 and 2032. The sanitary pads industry, a part of the feminine hygiene products industry, encompasses the production, distribution, and sale of disposable absorbent materials specifically designed for women to manage menstrual flow. The industry includes various types of sanitary pads, such as ultra-thin pads, maxi pads, overnight pads, scented pads, organic pads, and panty liners, catering to different preferences and absorbency needs of women. The market also includes the associated manufacturing processes, packaging, branding, and marketing activities related to feminine hygiene products which includes tampons, menstrual cups and period panties.
 

The global sanitary pads market has experienced steady growth over the years, driven by various factors such as increasing awareness regarding feminine hygiene, rising disposable incomes, and changing cultural attitudes towards menstruation. The industry caters to a large consumer base comprising women of different age groups, from teenagers to women in their reproductive years and menopausal women.

Moreover, increasing literacy rates among the female population base is projected to have a positive impact on the adoption of sanitary pads. Education plays a vital role in raising awareness regarding menstrual hygiene and the importance of using proper menstrual hygiene products.  The educated women are more likely to understand the health benefits of using sanitary pads and make informed choices regarding their menstrual health, thereby promoting high product adoption rate.

COVID-19 Impact

The COVID-19 pandemic had a positive impact on the sanitary pads market, leading to steady growth. Initially, there was a surge in demand as consumers stockpiled essential items, including sanitary pads. As the pandemic continued, the increased focus on personal hygiene and awareness of menstrual health led to sustained growth in the market. The pandemic also highlighted the importance of menstrual hygiene, resulting in more women prioritizing the use of sanitary pads. Despite challenges such as disrupted supply chains and economic constraints, the sanitary pads business demonstrated resilience and continued its growth trajectory post the pandemic period.
 

Sanitary Pads Market Trends

Increasing government initiatives aimed at improving menstrual hygiene have emerged as a key driver for the sanitary pads Industry. With an increasing focus on women's health and well-being, governments, and non-governmental organizations (NGOs) are taking steps to promote menstrual hygiene management. These initiatives include educational campaigns, providing affordable or free sanitary pads to underprivileged communities, and integrating menstrual hygiene into school curriculum. Furthermore, The Menstrual Equity for All Act of 2023 aims to enhance the accessibility and affordability of menstrual products, particularly for individuals that face barriers in obtaining them. The act seeks to address issues related to limited access and affordability of menstrual products, promoting equitable access to these essential items.
 

Continuous research and development efforts by manufacturers have resulted in the introduction of innovative types of sanitary pads. These novel product launches include ultra-thin pads, pads with advanced absorption technologies, pads with improved comfort features, and eco-friendly or organic sanitary pads. The introduction of new and improved products appeals to consumers and accelerates market growth.
 

Sanitary Pads Market Analysis

The sanitary pads market by type is categorized into disposable and reusable. The disposable segment garnered USD 14.4 billion revenue in 2022. Disposable sanitary pads are available in regular and ultra-thin variants. Regular disposable pads offer convenience, hygiene, reliable absorbency, and easy availability. They cater to the diverse needs of users and are suitable for various activities and lifestyles. Moreover, ultra-thin disposable pads provide added benefits such as discretion, flexibility, enhanced comfort, and improved absorbency despite their slim design. These driving factors contribute to the popularity and preference for disposable sanitary pads, catering to diverse needs in menstrual hygiene management. Thus, the abovementioned factors are anticipated to stimulate segmental growth.
 

Based on distribution channel, the market is segmented into retail pharmacy, hospital pharmacy, e-commerce channels, brick & mortar, and supermarket/hypermarket. The retail pharmacy segment dominated the sanitary pads market and accounted for over 35% market share in 2022 and is poised to witness highest growth. This segment growth is attributable to customers' convenience, accessibility, trust, professional guidance, and confidentiality. These factors contribute to the popularity and preference for purchasing sanitary pads from retail pharmacies, as they serve as convenient healthcare hubs for customers diverse needs.
 

In addition, sanitary pads in retail pharmacies can be divided into branded pads, generic/store brand pads, and specialty pads. Branded pads offer trust, quality, and availability, while generic pads are affordable and convenient. Specialty pads cater to specific needs. Thus, the abovementioned factors are projected to propel segmental growth.
 

U.S. sanitary pads market reached USD 3.4 billion in 2022 and is predicted to observe substantial growth due to notable increase in awareness and education surrounding menstrual hygiene. The demand for sanitary pads has risen across different regions in the country. Furthermore, technological advancements and product innovations have also contributed to the market expansion. The U.S. Companies are continuously developing new features and technologies to improve the absorption capacity, odour control, and overall performance of sanitary pads. These advancements not only enhance the user experience but also create a competitive market landscape.
 

Sanitary Pads Market Share

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

• Johnson & Johnson
• Procter & Gamble
• Kimberly-Clark
• Unicharm Corporation
• Unilever plc.
• Edgewell Personal Care
• Premier FMCG (Lil-lets UK Limited)
• Ontex
• Kao corporation
• first quality enterprises
• Hengan international
• Cora

These market players are undertaking several growth strategies including partnerships, collaborations, acquisitions & mergers, and new type development & launches to strengthen their product portfolio as well as gain a competitive edge over others.
 

Sanitary Pads Industry News:

• 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 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.
   

Sanitary pads market research report includes an in-depth coverage of the industry with estimates & forecast in terms of revenue in USD from 2018 to 2032 for the following segments:

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By Type

• Disposable
• Reusable

By Distribution Channel

• Retail pharmacy
• Hospital pharmacy
• E-commerce channels
• Brick & mortar
• Supermarket/Hypermarket

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

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Switzerland
  • The Netherlands
  • Denmark
  • Poland
  • Sweden
• Asia Pacific
  • China
  • Japan
  • India
  • Australia
  • South Korea
  • New Zealand
  • Thailand
  • Vietnam
  • Indonesia
• Latin America
  • Brazil
  • Mexico
  • Argentina
  • Colombia
  • Chile
• Middle East & Africa
  • Saudi Arabia
  • South Africa
  • UAE
  • Turkey