Market Data Analysis of Sanitary Napkin Industry

May 12, 2023 | News

The sanitary napkin industry is a vital necessity for women, and the market demand is enormous. According to the latest research data, the sanitary napkin industry has made significant progress in the past five years:

  • The global market size has reached $120 billion and is expected to continue growing.
  • The Asia-Pacific region is the largest market for sanitary napkins, accounting for over 40% of the global market share.
  • The popularity of sanitary napkins has been increasing year by year, and the global prevalence rate is expected to reach over 70% by 2025.

Global Market Data Overview
Developed countries have entered a mature period, and emerging markets are leading the way. 1) The emerging markets lead the growth of the global sanitary napkin market, with a market space of $30 billion. The compound annual growth rate of the global sanitary napkin market from 2012 to 2017 was 1.6%, while the emerging markets had a compound annual growth rate of 4.5% during the same period; 2) The sanitary napkin market in developed countries has reached a mature stage. The development of the sanitary napkin market in developed countries is relatively mature, and the market size is mainly affected by the female population of applicable age. From 2012 to present, the female population aged 12 to 54 in developed countries has experienced a negative growth rate of approximately -1.4%, and the negative growth trend will continue. During the same period, the market size has declined from $9.5 billion to $9.2 billion.

Data of Asia-Pacific Region

Whether from the perspective of sales or sales volume, feminine sanitary products are the largest contributor to the retail sales of disposable sanitary products in the Asia-Pacific region. The female population aged 12-54 in Southeast Asia is expected to reach 189 million by 2026, and the CAGR (compound annual growth rate) of this category from 2022 to 2026 is expected to be 5%, reaching 1.9 billion US dollars. In contrast, China faces various challenges in the feminine sanitary product category. The per capita consumption of the more popular sanitary napkin (panty liner) category is already high, and there is a trend of aging in society. Therefore, this category will only see a small increase in the future, mainly driven by consumption upgrades and high-end trends. The growth of disposable income for women, coupled with the continued efforts of governments and non-profit organizations in women’s health and hygiene education, have driven the growth and innovation of the industry’s retail sector.

In the next five years, the sales of disposable retail sanitary products in China and Southeast Asia will increase, contributing nearly 85% to the absolute growth value of the Asia-Pacific region. Although the ever-changing population situation may pose challenges to the spontaneous growth of diapers/nappies, the increase in awareness of disposable hygiene products, economic improvement, the cultivation of consumption habits, and product innovation will all drive growth, especially considering that there is still significant untapped potential in the region’s market. However, it is essential to recognize the subtle economic and cultural differences in each market in the Asia-Pacific region to successfully meet the needs of local consumers.

As a leading producer and seller of hygiene products in China, Jiayue has over 10 years of experience in manufacturing and sales, and exports to over 70 countries, which means that we are well acquainted with the sanitary product market situation in these countries. Moreover, we have helped numerous clients to establish a reputable brand in their local markets. As you know, market trends determine demand, so it is crucial for product manufacturing and sales to be in tune with market changes. You can fully trust Jiayue, our 10-year experience, outstanding team, production quality, and products.

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