The global feminine hygiene products market size is projected to grow from USD 20.9 billion in 2020 to USD 27.7 billion by 2025, at a CAGR of 5.8% during the forecast period 2020 to 2025. The market growth is driven by the rise in awareness about feminine hygiene management and the increasing disposable income of females.
Driver: Rising female literacy and awareness of menstrual health & hygiene
Over the last decade, global agencies and organizations such as UNICEF and UNESCO have been active in raising literacy levels of young females in under-developed and developing countries as rising female literacy will have a positive impact on feminine health management. UNICEF also views menstrual health and hygiene as a fundamental right of women and girls and hence has termed it as a key objective in its Sustainable Development Goals (SDGs) for 2030. The rising literacy level among females is expected to have a positive impact on the overall feminine health management and thus is directly linked to the adoption of feminine hygiene products. As a result, rising female literacy is expected to drive the feminine hygiene products market.
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Restraint: Social stigma associated with menstruation and feminine hygiene products
The common perception and stigma associated with menstruation acts as a major disadvantage for many women. According to the Essity Health & Hygiene Report 2019, one of four women come under the menstruating age in the world. Women who menstruate not only need a private space for washing and managing their menstruation but also need feminine hygiene products and an appropriate place for disposal. These needs are often overlooked in rural areas, making menstruation an impediment in community participation, education, and working life.
According to UNICEF, menstrual and hygiene needs remain unchecked due to gender inequality, discriminatory social norms, cultural taboos, and poverty. Girls face stigma, harassment, and social exclusion during menstruation. This compels girls and women to adopt traditional feminine hygiene products or completely avoid using them. For example, girls in Bolivia were reported carrying around used sanitary napkins because they believe the blood could cause disease if it comes in contact with other garbage. In many societies, tampons are reserved for married women in fear that they can rupture the hymen.
Opportunity: Developing eco-friendly feminine hygiene products
Currently, the issue of the non-biodegradability of feminine hygiene products is a serious environmental concern. However, the development of eco-friendly products such as sanitary napkins from the natural fiber is a sustainable option to advance in this market. The naturally available absorbent fibers such as organic cotton, banana fiber, jute, and bamboo etic are widely available, are biodegradable in nature, and have a low carbon footprint. The use of these fibers also reduces the manufacturing cost of sanitary napkins.
Companies such as Saathi, Carmesi, Heyday, Everteen, Purganic, and Aakar are producing sanitary napkins using 100% eco-friendly biodegradable products. Moreover, these companies enable women in rural locations to produce and distribute affordable and biodegradable sanitary napkins to the masses. This sustainable solution for developing sanitary napkins provides a unique opportunity for companies to enter the market.
Challenge: Impact of feminine hygiene products on the environment
Currently, the environmental impact caused by sanitary napkins is one of the widely debated issues. A plastic disposable sanitary napkin requires approximately 500-800 years to decompose completely. Thousands of tons of disposable sanitary napkin waste are generated every month all over the world. According to Menstrupedia, a digital guide for information on menstruation and issues, approximately 432 million sanitary napkins are generated in India annually, which can potentially cover landfills spread over 24 hectares.
According to The Good Trade, over 20 billion feminine hygiene products end up in a landfill every year in the US, and tons of waste can be found scattered or clogged in waterways in low-income countries that lack the infrastructure to dispose of this waste. Most of the chemicals from these products cause groundwater pollution and loss of soil fertility, and hence disposing of them is a major issue. Incineration has often been considered as another alternative to a landfill; however, the operational costs and further environmental damage in terms of toxic fumes create additional issues.
Asia Pacific accounted for the largest share of the feminine hygiene products market in 2019. The countries considered for study in the Asia Pacific feminine hygiene products market include China, India, Japan, Indonesia, Malaysia, and Thailand. Growing disposable income, rapid urbanization, and awareness about menstrual hygiene management are driving the feminine hygiene products market in this region. Recently, the Indian government announced plans to invest USD 160 million in the Suvidha initiative, a scheme to ensure proper access to sanitary napkins in rural areas of the country. The government plans to provide biodegradable sanitary napkins to the masses at the cost of USD0.00014 through this scheme. The government plans to involve high net worth individuals (HNIs) and corporates to assist in distributing sanitary napkins to underprivileged women across the country. These developments will further boost the demand for feminine hygiene products.
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