The global feminine intimate care products market was valued at USD 28.6 billion in 2021 and is projected to expand at a CAGR of 8.4% from 2022 to 2030. The growing demand for feminine intimate care products is primarily driven by increasing awareness regarding menstrual hygiene and health. Furthermore, a growing number of women are opting for intimate care products, such as wash and wipes, to maintain personal hygiene during menstruation.

The growing demand for natural and organic products has been driving the growth of the market. For instance, in April 2021, Procter & Gamble launched a new range of feminine hygiene products, Tampax Compak Natural, formulated with 100% organic cotton and free from fragrances, bleach, dyes, and other synthetic materials. In addition, the increasing prevalence of urinary tract infections (UTIs) among women is further boosting the demand for feminine intimate care products, such as feminine hygiene wash and wipes.

The growing demand for affordable feminine hygiene products and increasing population of women aged 15-44 years is driving the growth of the market. Furthermore, the rising disposable income of women, especially in developing countries, is fueling the demand for feminine intimate care products. Additionally, the rising awareness of menstrual hygiene and health is driving the growth of the market.

The increasing trend of premiumization, with an increased preference for luxury products, has led to the high prices of feminine intimate care products. Furthermore, the rising number of product launches catering to the needs of consumers is expected to further support the growth of the market. For instance, in February 2021, Kimberly-Clark launched the new Poise Impressa bladder supports, designed to help women manage bladder leakage.

Moreover, the increasing focus of marketers on the development of innovative products to cater to the demand of consumers with serious health conditions is expected to further support the growth of the market. For instance, in March 2021, Bodywise launched the Bio Blendz wash and wipes, formulated with natural ingredients, such as aloe and cucumber, which are gentle and safe for sensitive skin. Additionally, the rising focus on social media campaigns to promote menstrual hygiene and health is expected to further boost the market growth.

The feminine intimate care segment led the market and accounted for a share of around 33.3% in 2022. Increasing awareness among females regarding personal hygiene and care globally has been driving the demand for feminine intimate care products over the years. According to an article published by Healthline, in January 2020, 56% of women said they felt more confident wearing clothes that fit properly and that feeling was backed up by a majority of women saying they felt better about their bodies when they were wearing the right size clothing. Furthermore, macro-level factors such as rising disposable income among consumers and mushrooming growth of distribution channels are bolstering the demand for feminine intimate care brands worldwide.

The menstrual hygiene segment is anticipated to expand at the fastest CAGR of 8.8% over the forecast period. Growing adoption of organic menstrual hygiene products, rising trends for menstrual hygiene and care, and the emergence of various products are some of the key factors driving the menstrual hygiene market growth revenue. According to an article published by UNICEF, in November 2019 93% of menstruating women worldwide use some form of menstrual hygiene product. In addition, increasing fashion trends and beauty awareness among individuals is another factor driving the growth of the market.

In terms of distribution channels, the market is segmented into supermarkets & hypermarkets, convenience stores, specialty stores, and e-commerce. The supermarkets & hypermarkets segment is estimated to dominate the market with a share of over 42.5% in 2022. This is attributed to the fact that these stores offer a wide variety of feminine intimate care products, which allows customers to compare different products and make an informed buying decision. Moreover, the presence of organized retail chains in developed countries such as the US and UK has increased the demand for these products in supermarkets & hypermarkets.

The e-commerce segment is expected to register the highest CAGR of 11.2% over the forecast period. The increasing penetration of the internet and smartphones, especially in the Asia Pacific region, is expected to be a major factor driving the growth of the segment. Additionally, the rising trend of online shopping due to the convenience of hassle-free shopping, discounts, and more choices is expected to drive the segment’s growth. Moreover, companies are also launching online websites and shopping applications to reach a wider audience and increase their brand visibility. For instance, in November 2020, J&J launched a website for its feminine intimate care product, Vagisil. The website provides detailed information about the product and its usage.

The sanitary napkin segment held the largest market share of 41.5% in 2022. Increasing awareness about menstrual hygiene among women, rising disposable incomes, and the availability of various product varieties are major factors driving the growth of the segment. Also, the availability of biodegradable products such as organic cotton sanitary napkins is expected to provide lucrative opportunities for major players in the market. For instance, in April 2021, Nobel Hygiene, one of the leading manufacturers of sanitary napkins, launched its new organic cotton sanitary napkins.

The tampon segment is expected to witness the fastest growth rate during the forecast period. Rising health consciousness and increasing disposable incomes are driving consumers to opt for tampons. Moreover, the availability of different varieties of tampons such as applicator tampons, non-applicator tampons, and digital tampons is further propelling the demand for the segment. In addition, the rising number of working women has led to an increase in the demand for tampons due to their convenience and comfort. Furthermore, the launch of advanced tampons with features such as leak-proof, skin-friendly, and odor-free is anticipated to boost the market in the forecast period.

North America dominated the market and accounted for the largest revenue share of over 36.3% in 2022. The presence of major players, such as Procter & Gamble, Kimberly-Clark, and Unilever, in the region is a key factor behind this growth. The presence of these players has led to the easy availability of various products, such as feminine washes and wipes, pads, panty liners, and cups, across the region. This has further led to an increase in the demand for feminine intimate care products in the region.

Asia Pacific is expected to witness the fastest growth attributed to the rising disposable income and increasing awareness regarding personal hygiene among the consumers. In addition, the presence of several regional players, such as Johnson & Johnson and Hengan, is also expected to contribute to the growth of the regional market. For instance, in August 2021, Hengan International launched a new range of feminine intimate care products, such as wipes, pads, and panty liners.

In this part of the feminine intimate care products business plan, we will provide a detailed breakdown of all income and expense categories of the business. These forecasts include cash flow projections and capital requirements for your feminine intimate care products business. Usually, these projections are drafted for a 5-year period.

Revenue Assumptions

The main source of revenue for a feminine intimate care products business comes from the sale of products, subscriptions, direct-to-consumer sales, and wholesale. Here you will find a list with a description of each of them and other possible sources of profit such as advertising, sponsorships, and donations.

Projecting Expenses

In this section, all the regular expenses related to keeping the feminine intimate care products business running will be described. The list of operating expenses includes product development costs, wages, marketing expenses, packaging and shipping costs, utilities, insurance policies, advertising, and others.

Some of the key companies operating in the feminine intimate care products market are increasingly focusing on product launches and expansion of the distribution channel to gain prominent visibility among consumers. Some of the initiatives are:

– In March 2022, Procter & Gamble launched a new feminine care product line, which includes various products such as pH balancing cleansers, odor-control wipes, and cleansing cloths.

– In April 2022, Kimberly-Clark Corporation launched a new range of feminine care products, which includes wipes, pads, liners, and tampons.

– In May 2022, Unilever launched a new range of feminine hygiene products, which includes intimate wash, intimate wipes, and feminine wash.

Some of the prominent players in the feminine intimate care products market include:

– Procter & Gamble Co.
– Kimberly-Clark Corporation
– Unilever
– Johnson & Johnson
– Edgewell Personal Care
– Lil-Lets UK Ltd.
– Natracare
– Nua Naturals
– Seventh Generation
– Cora

This report forecasts growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global feminine intimate care products market based on product, distribution channel, type, and region:

1. Product Outlook (Revenue, USD Million, 2017 – 2030)

– Feminine Hygiene
– Intimate Washes
– Intimate Moisturizers
– Feminine Cleansing Wipes
– Feminine Cleansing Sprays
– Feminine Deodorants

2. Distribution Channel Outlook (Revenue, USD Million, 2017 – 2030)

– Supermarkets & Hypermarkets
– Online
– Drug Stores
– Others

3. Type Outlook (Revenue, USD Million, 2017 – 2030)

– Mass
– Premium

4. Regional Outlook (Revenue, USD Million, 2017 – 2030)

– North America
– Europe
– Asia Pacific
– Central & South America
– Middle East & Africa

[Q]: What are the main trends driving the growth of the feminine intimate care products market?
[A]: The growing demand for natural and organic products, the rising awareness of personal hygiene, and the increasing acceptance of intimate care products are some of the main trends driving the growth of the feminine intimate care products market. Consumers are increasingly concerned about the ingredients used in these products and are opting for natural and organic products which are free from harmful chemicals.

[Q]: What are the key segments of the feminine intimate care products market?
[A]: The feminine intimate care products market is segmented into products such as washes, wipes, pads, tampons, and sprays.

[Q]: What is the estimated market size of the feminine intimate care products market?
[A]: The global feminine intimate care products market is expected to reach a value of USD 25.27 billion by 2027, growing at a CAGR of 6.6% over the forecast period 2021-2027.

[Q]: Who are the key players in the feminine intimate care products market?
[A]: Key players in the feminine intimate care products market include Procter & Gamble Co., Unicharm Corp., Johnson & Johnson Services, Inc., Kao Corporation, Kimberly-Clark Corporation, Ontex International, Edgewell Personal Care, and L Brands, Inc.

[Q]: What are the major regions that dominate the feminine intimate care products market?
[A]: North America is expected to dominate the feminine intimate care products market due to the presence of major players in the region, and the high demand for intimate care products in countries such as the US and Canada. Additionally, the presence of an established healthcare infrastructure and the presence of numerous disposable income households in the region are expected to drive the market in North America.