Sanitary Pads Market Size, Share, Industry Analysis, Trends, Growth, 2032

Sanitary Pads Industry Prospective:

The global sanitary pads market size was worth around USD 34.22 billion in 2023 and is predicted to grow to around USD 56.83 billion by 2032 with a compound annual growth rate (CAGR) of roughly 5.80% between 2024 and 2032.

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Sanitary Pads Market: Overview

Sanitary pads are also known as menstrual pads. They are absorbent products used by women during their menstrual cycle to manage blood flow. Sanitary pads are worn in the underwear more frequently during menstruation. However, they are also worn after giving birth to absorb excess blood and while recovering from a gynecologic medical procedure. Other cases when menstrual pads are used include during the time of abortion or miscarriage along with any other instance that may cause vaginal bleeding. Sanitary pads are considered hygiene products for females especially focusing on helping women manage blood flow from the vagina.

Sanitary pads are categorically different from other menstrual hygiene products such as menstrual cups or tampons, since the latter types are worn inside the vagina whereas sanitary pads are worn externally through the support of underwear. Several types of products are used to manufacture pads since while their ideal role is to absorb blood, sanitary pads should also be comfortable to wear and must not lead to any form of skin reaction or induce other medical issues. Sanitary products have been classified as medical products or pharmaceutical items and hence are exempt from disclosing the exact raw materials used for the production. During the projection period, the industry for sanitary pads can expect high demand but may also face tough competition from the growing popularity of competing alternatives.

Key Insights:

• As per the analysis shared by our research analyst, the global sanitary pads market is estimated to grow annually at a CAGR of around 5.80% over the forecast period (2024-2032)
• In terms of revenue, the global sanitary pads market size was valued at around USD 34.22 billion in 2023 and is projected to reach USD 56.83 billion, by 2032.
• The market is projected to grow at a significant rate due to the rising number of female populations
• Based on the usage, the disposable segment is growing at a high rate and will continue to dominate the global market as per industry projection
• Based on the type, the regular segment is anticipated to command the largest market share
• Based on region, Asia-Pacific is projected to dominate the global market during the forecast period

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Sanitary Pads Market: Growth Drivers

Rising number of female populations globally will drive the market demand rate

The global sanitary pads are expected to witness higher growth due to the increasing number of female populations across the globe. As per official statements, around 49% of the total world’s population is currently female. The United Nations (UN) predicts that the world population will reach 9.7 billion by the end of 2050. Since the menstrual cycle is an irreplaceable part of female anatomy, women will always seek measures to manage vaginal blood flow. Additionally, the rising number of births globally promotes the use of sanitary pads among women who have given birth. More than 380,000 babies are born every year globally. These numbers are an indication of the massive quantities in which sanitary pads are used globally and as the number of female populations along with the global birth rate increases, the demand for sanitary pads is likely to surge.

Rising menstrual health awareness among the common population will generate higher market revenue

Until a few years ago, menstrual or topics related to female reproductive health were not openly discussed. This led to several misconceptions being speculated among the people and caused a lack of knowledge on ways to accurately manage menstrual health. In poor economies, women continue to use cloth for absorbing excess vaginal blood due to lack of access or knowledge about sanitary pads. However, global healthcare agencies in tandem with regional governments have initiated several women's health awareness programs globally leading to higher adoption of sanitary pads. For instance, as per the latest reports, European officials have started supplying free sanitary pads in public spaces such as schools and public restrooms as the region continues to fight against the taboo associated with menstruation. In January 2024, the U.S. Committee for Refugees and Immigrants (USCRI) supplied over 50 million sanitary pads to female refugees in Kenya thus helping the global sanitary pads market grow.

Sanitary Pads Market: Restraints

High competition from more sustainable means for vaginal blood management will restrict the market growth rate

The global industry for sanitary pads is expected to be restricted due to the high competition the products face from other alternatives such as tampons and menstrual cups. Sanitary pads are considered harmful to the environment and are known to cause drastic changes to the ecological world in the form of landfill overflow, pollution, and deforestation. The chemicals used in sanitary pads can seep into the soil and water leading to added pollution rate. Menstrual cups are more sustainable and do not lead to serious environmental damage since they can be reused for a longer time. As awareness about the benefits of sanitary pads alternatives grows, the market size may shrink.

Sanitary Pads Market: Opportunities

Growing launch of biodegradable sanitary pads will deliver exceptional growth opportunities

Global sanitary pads will generate high growth opportunities due to the increasing launch of cleaner substitutes to otherwise chemical ingredients containing sanitary pads. In June 2023, India’s Niine Sanitary Napkins, a leading provider of luxury hygiene products in the country, announced the launch of the country’s first polylactic acid (PLA)-based sanitary pad, and around 90% of the pad will decompose within 175 days of disposal and the rest will decompose within the year. In May 2023, KNH Enterprise Co., Ltd. launched bamboo-based eco-friendly sanitary pads. These products are made using eco-friendly and recyclable materials thus acting in the favor of the environment. Saudi Arabia witnessed the launch of brand C. The company is the seller of the region’s first biodegradable and organic menstrual pads. In addition to this, sanitary pad manufacturers are actively investing in the development of new offerings to cater to the diverse needs of the female population. This includes offering pads with a higher absorbency rate allowing women to use the pads for longer time.

Increasing access to sanitary pads through online sale channels will be influential in driving the market expansion trend

Online sales channels or the e-commerce industry have disrupted the ways in which products reach consumers. The e-commerce sector has allowed greater reach for companies as they can sell their products even to the remotest part of the world which was difficult to achieve through traditional methods of trading. Additionally, the growing access to digital tools such as smartphones and the Internet has resulted in improved product awareness among potential buyers. In December 2022, Dabur India made its entry into the female hygiene market with the online launch of Fem Ultra Care Sanitary Napkins thus contributing to the growth opportunities for the global sanitary pads market.

Sanitary Pads Market: Challenges

Defeating period poverty in underdeveloped parts of the world is a major market challenge

The global industry for sanitary pads is affected by the period poverty phenomenon. It deals with the absence of access to products required for menstrual care and the knowledge to use the products effectively. Moreover, in some parts of the world, sanitary pads are taxed and several debates have been conducted to classify the item as an essential product thus effectively reducing the associated cost. These are some of the most urgent challenges for sanitary pads producers to overcome.

Sanitary Pads Market: Segmentation

The global sanitary pads market is segmented based on usage, material, type, wing, and region.

Based on usage, the global market segments are disposable and reusable. In 2023, the highest demand was observed in the disposable segment. Most sanitary pads are discarded after use and replaced with fresh ones. The higher availability and cost-effectiveness of disposable sanitary pads leads to greater segmental revenue. Instead of using reusable sanitary pads, consumers may prefer using alternatives such as menstrual cups. According to official statistics, an average woman uses 130 to 260 pads every year depending on the blood flow.

Based on material, the global sanitary pads industry is divided into dry-feel napkins and cotton comfort napkins.

Based on type, the global market segments are overnight, regular, panty liners, ultra-thin, and others. In 2023, the highest demand was observed in the regular segment. These pads are often replaced 2 to 3 times throughout the day and hence have higher demand. The use of ultra-thin sanitary pads and overnight solutions is sufficiently growing as more efforts are being directed toward improving access to sanitary pads among the poor population.

Based on wings, the global market segments are without wings and with wings.

Sanitary Pads Market Report Scope

Sanitary Pads Market: Regional Analysis

Asia-Pacific to emerge as the fastest-growing region during the forecast period

The global sanitary pads market is expected to witness the highest result in Asia-Pacific during the forecast period. Countries such as South Korea, China, and India will lead the regional market. The latter new countries are home to over 50% of the world population and hence have a higher demand for hygiene products such as sanitary pads. The growing regional population awareness rate of effective management of menstrual health is the primary reason for higher growth in Asia-Pacific.

For instance, in 2016, China was reported to have produced over 85 billion sanitary pads. The market survey suggests that the regional population has several misconceptions related to sanitary products that are placed in the vagina such as menstrual cups and tampons hence Asia-Pacific has more demand for conventionally-accepted sanitary pads. North America is projected to witness higher growth driven by the growing production of sanitary pads in the US to be donated to poorer regions of the world. The presence of dominant players in the personal care and hygiene market further helps the region take control of the international market.

 Sanitary Pads Market: Competitive Analysis

The global sanitary pads market is led by players like:

• Stayfree
• Carefree
• Natracare
• Whisper
• Cora
• Charlie Banana
• Sofy
• Always
• Kotex
• Seventh Generation
• Eco by Naty
• L. (Love & Beauty)
• Rael
• Libra
• Organyc

The global sanitary pads market is segmented as follows:

By Usage

• Disposable
• Reusable

By Material

• Dry Feel Napkins
• Cotton Comfort Napkins

By Type

• Overnight
• Regular
• Panty Liners
• Ultra-Thin

By Wing

• Without Wings
• With Wings

By Region

• North America
  • The U.S.
  • Canada
• Europe
  • France 
  • The UK
  • Spain
  • Germany
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Southeast Asia
  • Rest of Asia Pacific
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • GCC
  • South Africa
  • Rest of Middle East & Africa