The Indian sanitary napkin market size reached a value of almost USD 521.5 million in the year 2019. The market is further expected to grow at a CAGR of 11% between 2020 and 2025 to reach a value of almost USD 975.4 million by 2025.
The Indian sanitary napkin market is driven by strong government support within the country. Maharashtra is the biggest sanitary napkin market in the country, holding the majority of the market share. The market for sanitary napkin in India is aided by the technological advancements, such as superabsorbent fibre technology, which has further empowered manufacturers to focus on introducing high absorption capability in sanitary napkins. In India, the rising awareness about menstrual hygiene is contributing to the demand for sanitary napkins. Furthermore, in India, the consumption of high-quality and environment-friendly raw materials to produce these sanitary pads is further propelling the growth of the market.
Properties and Applications
Sanitary napkins, variously known as sanitary pads, are thin pads composed of absorbent materials. They play an essential role in feminine hygiene as they absorb the menstrual liquid during menstruation. A sanitary napkin contains four functional components, such as the fluid acquisition layer, the absorbent structure, distribution component, and liquid impervious membrane. These napkins are available in different shapes and sizes with varying capacities of absorption.
The sanitary napkin market is segmented on the basis of product type into:
- Disposable Menstrual Pads
- Cloth Menstrual Pads
- Biodegradable Menstrual Pads
Currently, disposable menstrual pads exhibit the most popular product type. The demand for these pads is due to the awareness campaigns led by the Central and State Governments, along with several NGOs and multinational companies.
On the basis of distribution channel, the market is divided into:
- Supermarkets and Hypermarkets
- Pharmacies
- Convenience Stores
- Online
- Specialty Stores
- Others
Out of these, supermarkets and hypermarkets represent the largest segment, accounting for the majority of the total market share.
The report also covers the regional markets of sanitary napkin in India like Maharashtra, Delhi-NCR, Tamil Nadu, Karnataka, and Gujarat, among others.
Market Analysis
The Indian sanitary napkin market is driven by the several initiatives taken by the Government of India over the past few years, in association with several private entities and non-governmental organisations for promoting the use of sanitary napkins, especially among the underprivileged and rural women. Some of these initiatives include the Eco Femme and My Pad, Reproductive, and Child Health Program. The market is further aided by the expansion of the female workforce, which has led to enhanced decision-making and purchasing power among women. On account of this, manufacturers are able to target the female audience directly and, in turn, influence their purchasing behavior. Apart from this, they are also introducing organic and chemical-free variants, which is having a positive influence on the industry growth. The sanitary pads key players are coming up with marketing plans and ideas for these sanitary pads to help accelerate the market growth.
Competitive Landscape
The report gives a detailed analysis of the following key players in the Indian sanitary napkin market, covering their competitive landscape, capacity, and latest developments like mergers, acquisitions, and investments, expansions of capacity, and plant turnarounds:
- Procter & Gamble
- Johnson & Johnson Services, Inc
- Unicharm Corporation
- Saathi Eco Innovations India Private Limited
- Kimberly-Clark
- Others
The comprehensive EMR report provides an in-depth assessment of the industry based on the Porter’s five forces model along with giving a SWOT analysis.