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    Features

    The Feminine Hygiene Market

    Brands are using new product launches and innovative marketing tactics to lure in customers.

    The Feminine Hygiene Market
    Bold new advertisements for Essity’s feminine hygiene products show blood-red liquid on a pad instead of the traditional blue liquid.
    The Feminine Hygiene Market
    CVS Health took the transition from feminine hygiene to light incontinence products a step further with a 2-in-1 pad that can be used for both menstruation and bladder leaks.
    The Feminine Hygiene Market
    Sustain Natural is one of the latest companies to come out with a full line of organic cotton feminine hygiene products.
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    Tara Olivo, Associate Editor11.10.17
    Feminine hygiene manufacturers continue to face some hurdles as they try to attract new customers. First, the rapid aging population, combined with declining birth rates in developed countries, is inhibiting growth in places like North America and Western Europe. In these regions, the compound annual growth rate (CAGR) value for the sanitary protection category during the 2016-2021 period is 0.3% and 0%, respectively, according to statistics from Euromonitor International.

    In developing regions, different roadblocks are at play. In these areas, a large portion of the population is either not using modern feminine hygiene products or using them at a very low rate, according to Svetlana Uduslivaia, head of Home & Tech Americas at Euromonitor. “Most of the time the issue there is the ability to afford and access those products.”

    Going forward, this will continue to be a challenge because middle and high-income populations in these markets already have access to and can afford these products. “The unmet potential is among low income women and, when looking for long term growth, the whole subjec

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    CURRENT ISSUE

    February 2023

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