Sanitary Napkins Market Report 2024 (Global Edition)

Global Sanitary Napkins Market Report 2024 Market Size Split by Type (Reguler, Overnight, Panty Liners, Ultra-thin, Others), by Material (Cottony Comfort Napkins, Dry Feel Napkins), by Usage (Disposab...

Sanitary Napkins Market Report Description

We have various report editions of Sanitary Napkins Market, hence please contact our sales team and author directly to obtain/purchase a desired Edition eg, Global Edition, Regional Edition, Country Specific Report Edition, Company Profiles, Forecast Edition, etc. Request for your Free Sample PDF/Online Access.

Sanitary Napkins Market Insights Video

Competitive Landscape of the Sanitary Napkin Market

The competitive landscape of the sanitary napkin market is characterized by intense competition among key players. Several leading companies dominate the market, including Procter & Gamble, Kimberly-Clark Corporation, Johnson & Johnson, and Unicharm Corporation, among others. These companies compete based on factors such as product innovation, quality, pricing, and brand recognition.

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.

(Source: https://www.news.kimberly-clark.com/2023-01-16-Kotex-Encourages-Young-Women-to-ChooseItAll-for-Healthy-Period-Protection)

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.

(Source: https://www.adgully.com/unicef-stayfree-help-educate-over-1-7-million-girls-on-menstrual-hygiene-management-across-india-115686.html)

Top Companies Market Share in Sanitary Napkins Industry: (In no particular order of Rank)

• Diva International Inc.
• Edgewell Personal Care Company
• Hengan International Group Company Limited
• Johnson & Johnson
• Kao Corporation
• Kimberly-Clark Corporation
• Lil-lets UK Limited
• Ontex
• Organyc
• Procter & Gamble
• Sanofi S.A
• Unicharm Corporation
• Confidential Data
• Access The Paid Version
• Data Hidden

*List of Second Tier Companies, List of Third Tier/ Start-up Companies (Inquire with sales executive) Request Any Company Profile for Preview Purpose OR Data Validation!

If any Company(ies) of your interest has/have not been disclosed in the above list then please let us know the same so that we will check the data availability in our database and provide you the confirmation or include it in the final deliverables.

Regional Analysis of the Sanitary Napkin Market

Which Region Dominates the Sanitary Napkin Market in 2024?

According to Cognitive Market Research, North America dominated the market in 2024 and accounted for around 40% of the global revenue. North America leads the Sanitary Napkin Market due to several factors. The region has a high level of awareness regarding menstrual hygiene and a strong demand for convenient and effective feminine hygiene products. Additionally, North America has a large population of women of menstruating age who are willing to spend on high-quality sanitary napkins. The market is also driven by factors such as increasing awareness about health and hygiene, the availability of a wide range of products, and strong distribution networks. Moreover, the region's consumers prioritize comfort, absorbency, and eco-friendliness, driving innovation and product development in the Sanitary Napkin Market.

Which Region is Expanding at the Fastest CAGR?

Asia-Pacific stands out as the fastest-growing region in the Sanitary Napkin market due to several compelling reasons. Firstly, Rapid urbanization, increasing disposable incomes, and growing awareness about feminine hygiene have fueled the demand for sanitary napkins in the region. Moreover, initiatives aimed at menstrual hygiene awareness and educations have contributed to changing consumer preferences towards higher-quality products. The rising female workforce participation and changing lifestyles have also boosted market growth. Additionally, innovations in product design, materials, and marketing strategies tailored to local preferences have further propelled the expansion of the Sanitary Napkin Market in Asia Pacific.

The current report Scope analyzes Sanitary Napkins Market on 5 major region Split (In case you wish to acquire a specific region edition (more granular data) or any country Edition data then please write us on info@cognitivemarketresearch.com

• North America (United States, Canada, Mexico)
• Europe (United Kingdom, France, Germany, Italy, Russia, Spain, Sweden, Denmark, Netherlands, Switzerland, Belgium)
• Asia-Pacific (China, Japan, Korea, India, Australia, Philippines, Singapore, Malaysia, Thailand, Indonesia, Rest of APAC)
• South America (Brazil, Argentina, Colombia, Peru, Chile, Rest of South America)
• Middle East and Africa (Saudi Arabia, Turkey, Nigeria, UAE, Egypt, South Africa, GCC Countries, Rest of MEA)

The above graph is for illustrative purposes only.

North America Sanitary Napkins

According to Cognitive Market Research, the global Sanitary Napkin market size was estimated at USD 24581.2 Million out of which North America held the major market of more than 40% of the global revenue with a market size of USD 9832.48 million in 2024 and will grow at a compound annual growth rate (CAGR) of 2.7% from 2024 to 2031. In the North America region, the sanitary napkin market is characterized by a high level of product penetration and a mature market landscape. The region is dominated by key players such as Procter & Gamble, Kimberly-Clark Corporation, and Johnson & Johnson, which offer a wide range of sanitary napkins catering to different consumer needs and preferences. The market segmentation analysis reveals that the regular sanitary napkins segment dominates the market in North America, accounting for the largest market share. In conclusion, the North America sanitary napkin market is characterized by intense competition among key players, high product penetration, and a growing demand for innovative and eco-friendly products.

• According to Cognitive Market Research, the US had a major share in the Sanitary Napkin market with a market size of USD 7757.83 million in 2024 and is projected to grow at a CAGR of 2.5% during the forecast period. The demand is amplified by the nation's growing demand for innovative and eco-friendly products propel consistent growth.
• The Canada Sanitary Napkin market had a market share of USD 1179.90 million in 2024 and is projected to grow at a CAGR of 3.5% during the forecast period. Canada's eco-friendly products to increased usage of Sanitary Napkin.
• The Mexico Sanitary Napkin market is projected to witness growth at a CAGR of 3.2% during the forecast period with a market size of USD 894.76 million in 2024.

Europe Sanitary Napkins

According to Cognitive Market Research, the global Sanitary Napkin market size was estimated at USD 24581.2 Million out of which Europe held the market of more than 30% of the global revenue with a market size of USD 7374.36 million in 2024 and will grow at a compound annual growth rate (CAGR) of 3.0% from 2024 to 2031. In the European region, the sanitary napkin market is characterized by a diverse consumer base and a growing trend towards sustainability and eco-friendly products. Key players such as Essity AB, Ontex Group, and Johnson & Johnson dominate the market, offering a wide range of sanitary napkins to cater to different consumer preferences. The segmentation analysis reveals that the ultra-thin sanitary napkins segment is the dominant category in the European market, driven by the growing demand for thinner and more discreet products. In conclusion, the European sanitary napkin market is characterized by intense competition and a growing demand for eco-friendly and sustainable products.

• The United Kingdom Sanitary Napkin market had a market share of USD 1238.89 million in 2024 and is projected to grow at a CAGR of 3.8% during the forecast period. In the UK, Sanitary Napkin sales witness an upswing due to the nation's growing demand for eco-friendly and sustainable products.
• The France Sanitary Napkin market is projected to witness growth at a CAGR of 2.2% during the forecast period with a market size of USD 678.44 million in 2024.
• According to Cognitive Market Research, the Germany Sanitary Napkin market size was valued at USD 1460.12 million in 2024 and is projected to grow at a CAGR of 3.2% during the forecast period. In Germany, Sanitary Napkin sales surge due to the nation's product innovation and marketing strategies.
• The Italy Sanitary Napkin market is projected to witness growth at a CAGR of 2.4% during the forecast period with a market size of USD 634.19 million in 2024.
• The Russia Sanitary Napkin market is projected to witness growth at a CAGR of 2.0% during the forecast period with a market size of USD 1143.03 million in 2024.
• The Spain Sanitary Napkin market is projected to witness growth at a CAGR of 2.1% during the forecast period with a market size of USD 604.70 million in 2024.
• The Luxembourg Sanitary Napkin market is projected to witness growth at a CAGR of 3.1% during the forecast period with a market size of USD 228.61 million in 2024.
• The Portugal Sanitary Napkin market is projected to witness growth at a CAGR of 2.8% during the forecast period with a market size of USD 154.86 million in 2024.
• The Greece Sanitary Napkin market is projected to witness growth at a CAGR of 3.3% during the forecast period with a market size of USD 88.49 million in 2024.
• Rest of Europe Sanitary Napkin market is projected to witness growth at a CAGR of 1.7% during the forecast period with a market size of USD 1143.03 million in 2024.

Asia Pacific Sanitary Napkins

According to Cognitive Market Research, the global Sanitary Napkin market size was estimated at USD 24581.2 Million out of which Asia Pacific held the market ofaround 23% of the global revenue with a market size of USD 5653.68 million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.5% from 2024 to 2031. In the Asia Pacific region, the sanitary napkin market is experiencing significant growth driven by factors such as increasing awareness about menstrual hygiene, rising disposable income, and changing lifestyles. The segmentation analysis reveals that the regular sanitary napkins segment is the dominant category in the Asia Pacific market, accounting for a significant share of the market revenue. This can be attributed to the affordability and widespread availability of regular sanitary napkins compared to other types. In conclusion, the Asia Pacific sanitary napkin market is poised for continued growth, driven by factors such as increasing awareness, product innovation, and changing consumer preferences.

• According to Cognitive Market Research, the China Sanitary Napkin market size was valued at USD 2544.15 million in 2024 and is projected to grow at a CAGR of 6.0% during the forecast period. Sanitary Napkin sales surge in China due to the nation's increasing awareness, product innovation, and changing consumer preferences.
• The Japan Sanitary Napkin market is projected to witness growth at a CAGR of 5.0% during the forecast period with a market size of USD 780.21 million in 2024.
• The India Sanitary Napkin market had a market share of USD 678.44 million in 2024 and is projected to grow at a CAGR of 8.3% during the forecast period. The demand is augmented by India's product innovation, and changing consumer preferences.
• The South Korea Sanitary Napkin market is projected to witness growth at a CAGR of 5.6% during the forecast period with a market size of USD 565.37 million in 2024.
• The Australia Sanitary Napkin market is projected to witness growth at a CAGR of 6.2% during the forecast period with a market size of USD 293.99 million in 2024.
• The South East Asia Sanitary Napkin market is projected to witness growth at a CAGR of 7.5% during the forecast period with a market size of USD 390.10 million in 2024.
• The Rest of Asia Pacific Sanitary Napkin market is projected to witness growth at a CAGR of 6.3% during the forecast period with a market size of USD 401.41 million in 2024.

South America Sanitary Napkins

According to Cognitive Market Research, the global Sanitary Napkin market size was estimated at USD 24581.2 Million out of which Latin America market of more than 5% of the global revenue with a market size of USD 1229.06 million in 2024 and will grow at a compound annual growth rate (CAGR) of 3.9% from 2024 to 2031.In Latin America, the sanitary napkin market is witnessing steady growth, driven by factors such as increasing awareness about menstrual hygiene, rising disposable income, and the growing influence of Western lifestyles. The segmentation analysis indicates that the regular sanitary napkins segment is the dominant category in the Latin America market, accounting for a significant share of the market revenue. This can be attributed to the affordability and widespread availability of regular sanitary napkins compared to other types. In conclusion, the Latin America sanitary napkin market presents lucrative opportunities for manufacturers, especially in the ultra-thin segment.

• According to Cognitive Market Research, the Brazil Sanitary Napkin market size was valued at USD 526.04 million in 2024 and is projected to grow at a CAGR of 4.5% during the forecast period. Sanitary Napkin sales flourish in Brazil due to the nation's increasing awareness about menstrual hygiene.
• The Argentina Sanitary Napkin market had a market share of USD 206.48 million in 2024 and is projected to grow at a CAGR of 4.8% during the forecast period. The demand is augmented by Argentina's rising disposable income, and the growing influence of Western lifestyles.
• The Colombia Sanitary Napkin market is projected to witness growth at a CAGR of 3.7% during the forecast period with a market size of USD 109.39 million in 2024.
• The Peru Sanitary Napkin market is projected to witness growth at a CAGR of 4.1% during the forecast period with a market size of USD 100.78 million in 2024.
• The Chile Sanitary Napkin market is projected to witness growth at a CAGR of 4.2% during the forecast period with a market size of USD 88.49 million in 2024.
• The Rest of Latin America Sanitary Napkin market is projected to witness growth at a CAGR of 3.0% during the forecast period with a market size of USD 197.88 million in 2024.

Middle East and Africa Sanitary Napkins

According to Cognitive Market Research, the global Sanitary Napkin market size was estimated at USD 24581.2 Million out of which Middle East and Africa held the major market ofaround 2% of the global revenue with a market size of USD 491.62 million in 2024 and will grow at a compound annual growth rate (CAGR) of 4.2% from 2024 to 2031. In the Middle East and Africa (MEA) region, the sanitary napkin market is experiencing steady growth, driven by factors such as increasing awareness about menstrual hygiene, improving economic conditions, and the adoption of Western lifestyles. The segmentation analysis reveals that the regular sanitary napkins segment is the dominant category in the MEA market, accounting for a significant share of the market revenue. This can be attributed to the affordability and widespread availability of regular sanitary napkins compared to other types.In conclusion, the MEA sanitary napkin market offers promising growth opportunities for manufacturers, particularly in the ultra-thin segment.

• The GCC Countries Sanitary Napkin market is projected to witness growth at a CAGR of 5.0% during the forecast period with a market size of USD 210.42 million in 2024. Sanitary Napkin sales flourish due to the region's increasing awareness about menstrual hygiene.
• The Egypt Sanitary Napkin market is projected to witness growth at a CAGR of 4.5% during the forecast period with a market size of USD 51.62 million in 2024.
• The South Africa Sanitary Napkin market is projected to witness growth at a CAGR of 5.2% during the forecast period with a market size of USD 77.68 million in 2024. Sanitary Napkin sales flourish in the South Africa due to the region's improving economic conditions.
• The Turkey Sanitary Napkin market is projected to witness growth at a CAGR of 3.7% during the forecast period with a market size of USD 42.28 million in 2024.
• The Nigeria Sanitary Napkin market is projected to witness growth at a CAGR of 3.3% during the forecast period with a market size of USD 51.62 million in 2024.
• The Rest of MEA Sanitary Napkin market is projected to witness growth at a CAGR of 3.2% during the forecast period with a market size of USD 58.01 million in 2024.

Sanitary Napkins Market Analysis

Sanitary Napkin Market Type Segment Analysis

According to Cognitive Market Research, the regular sanitary napkin segment is the dominant category. Regular sanitary napkins are designed for everyday use and are the most commonly used type of sanitary napkins. They offer a balance of absorbency and comfort, making them suitable for a wide range of users. The dominance of the regular sanitary napkin segment can be attributed to its versatility and widespread availability. Consumers often prefer regular sanitary napkins due to their reliability and affordability, driving the segment's dominance in the market.

The ultra-thin sanitary napkin segment is the fastest-growing category in the market. Ultra-thin sanitary napkins are thinner and more discreet than regular sanitary napkins, providing a higher level of comfort and flexibility. They are popular among consumers who prioritize discretion and comfort without compromising on absorbency. The growing demand for ultra-thin sanitary napkins can be attributed to increasing awareness about hygiene and comfort, especially among younger consumers. Additionally, advancements in technology have led to the development of ultra-thin sanitary napkins that offer superior absorbency and leak protection, further fueling the segment's growth.

• Regular
• Overnight
• Panty Liners
• Ultra-thin
• Others

The above Chart is for representative purposes and does not depict actual sale statistics. Access/Request the quantitative data to understand the trends and dominating segment of Sanitary Napkins Industry. Request a Free Sample PDF!

Sanitary Napkin Market Material Segment Analysis

According to Cognitive Market Research, the dominant category is the cottony comfort napkins segment. These napkins are designed to provide a soft and comfortable feel, similar to cotton fabric. They are popular among consumers who prioritize comfort and are looking for a gentle and breathable option for their menstrual hygiene needs. The dominance of the cottony comfort napkins segment can be attributed to the widespread preference for soft and comfortable sanitary napkins, especially among women with sensitive skin. Additionally, the use of cotton-like materials in these napkins enhances their absorbency and prevents irritation, further contributing to their popularity.

The fastest-growing category in the sanitary napkin market is the dry feel napkins segment. Dry feel napkins are designed to provide a dry and comfortable feel, even during heavy flow days. They are equipped with advanced absorption technology that quickly locks away moisture, keeping the surface of the napkin dry and comfortable. The growing demand for dry feel napkins can be attributed to increasing awareness about the importance of staying dry and comfortable during menstruation. Additionally, advancements in technology have led to the development of highly absorbent and comfortable dry feel napkins, further driving the segment's growth.

• Cottony Comfort Napkins
• Dry Feel Napkins

The above Graph is for representation purposes only. This chart does not depict actual Market share.

Sanitary Napkins Usage Segment Analysis

According to Cognitive Market Research, the dominant category is disposable napkins. Disposable sanitary napkins are widely used due to their convenience and ease of use. They are designed for single-use, offering a hygienic and practical solution for menstrual hygiene management. The dominance of disposable napkins can be attributed to their widespread availability, affordability, and ease of disposal. Additionally, disposable napkins are often preferred for their convenience, especially during travel or when access to proper sanitation facilities is limited.

The fastest-growing category in the sanitary napkin market is reusable napkins. Reusable sanitary napkins are gaining popularity due to their eco-friendly nature and cost-effectiveness in the long run. They are made from washable and reusable materials, such as cotton or bamboo, and can be used multiple times. The growing concern for environmental sustainability and the desire to reduce waste generation have fueled the demand for reusable napkins. Additionally, advancements in fabric technology have led to the development of reusable napkins that offer comfort, absorbency, and leak protection, driving their adoption among environmentally conscious consumers.

• Disposable
• Reusable

Sanitary Napkins Wing Segment Analysis

According to Cognitive Market Research, the dominant category is sanitary napkins with wings. Sanitary napkins with wings are designed with side flaps that fold over the edges of underwear to secure the pad in place. They provide extra protection against leaks and help to keep the pad in position during movement. The dominance of sanitary napkins with wings can be attributed to their effectiveness in preventing leakage and providing a secure and comfortable fit. Women often prefer sanitary napkins with wings for their added protection and peace of mind, especially during heavy flow days.

The fastest-growing category in the sanitary napkin market is sanitary napkins without wings. Sanitary napkins without wings are simple pads without the additional side flaps. They offer a more streamlined and discreet option for women who prefer a pad without the extra bulk of wings. The growing popularity of sanitary napkins without wings can be attributed to their simplicity and comfort. Women may choose sanitary napkins without wings for their lightweight and non-bulky design, which allows for greater freedom of movement and a more natural feel.

• With Wings
• Without Wings

Sanitary Napkins Pack Size Segment Analysis

According to Cognitive Market Research, the dominant category is pack sizes containing 8 to 15 napkins. This range is popular among consumers due to its balance between quantity and affordability. Packs with 8 to 15 napkins offer a sufficient supply for most women's needs while remaining reasonably priced. This pack size is often seen as convenient for regular use, providing an adequate supply for a typical menstrual cycle without being overly bulky or expensive. Consumers appreciate the value and convenience offered by these pack sizes, making them a popular choice in the market.

The fastest-growing category in the sanitary napkin market is pack sizes containing 20 to 30 napkins. This trend can be attributed to several factors, including the rising demand for value-packaging and the growing preference for bulk purchases. Packs with 20 to 30 napkins are often marketed as value packs, offering consumers a larger quantity of napkins at a discounted price per unit. These appeals to consumers looking to save money on their purchase while ensuring they have an ample supply on hand. Additionally, bulk pack sizes are favored by environmentally conscious consumers who want to reduce packaging waste by buying larger quantities less frequently.

• 6 to 8 Napkins
• 8 to 15 Napkins
• 15 to 20 Napkins
• 20 to 30 Napkins
• Above 30 Napkins

Sanitary Napkins Size Segment Analysis

According to Cognitive Market Research, the dominant category is regular-sized pads. Regular-sized pads are the most commonly used and widely available option, catering to the general needs of most women. They offer a good balance between absorbency and comfort, making them suitable for everyday use. Regular-sized pads are also preferred by many women due to their ease of use and familiarity. Manufacturers often focus on improving the design and features of regular-sized pads to enhance comfort and absorbency, further solidifying their dominance in the market

The fastest-growing category in the sanitary napkin market is XL pads. This trend is driven by the increasing demand for higher absorbency and longer protection. XL pads are favored by women with heavier menstrual flows or those who prefer longer-lasting protection. The growing awareness and acceptance of menstrual hygiene products have also contributed to the popularity of XL pads. Manufacturers are responding to this trend by introducing innovative features and materials to enhance the performance of XL pads, further fueling their growth in the market.

• Small
• Reguler
• Large
• Bara large
• XL Pads

Author's Detail

Sneha Mali

Research Analyst at Cognitive Market Research

LinkedIn

Profile

I am a research analyst working in various domains including the Consumer Goods domain, and my primary responsibility is to conduct thorough research on various subjects and provide valuable insights to support client requirements. I have knowledge of research methodologies, and data mining which enables me to analyze large data sets, draw meaningful conclusions, and communicate them effectively. I stay up-to-date with the latest research trends, methodologies, and technologies to ensure that my research is accurate, relevant, and impactful.

Author's Conclusion