North America Feminine Hygiene Market Outlook, 2027

North America is expected to capture a significant share in the global feminine hygiene market due to high disposable income, a highly advanced economy, and a large female work force, along with the health awareness in this region. Feminine hygiene is used to describe the personal care products used by women for vaginal discharge, menstruation, and other body functions related to the vulva. Feminine hygiene products are either disposable or reusable based on the material used to manufacture the product. The growing female population, along with domestic responsibilities, hygiene and wellbeing, are often overlooked or neglected.

According to the report, North America Feminine Hygiene Market Outlook, 2027 the market is projected to reach a more than 7 billion market size during the forecast period. The recent report under this title includes an in-depth study of various menstrual products, including sanitary napkins/pads, tampons, panty liners, feminine hygiene wash, and menstrual cups, and has been divided into three sections, namely by product type, distribution channel, and region. North American markets for feminine hygiene products witnessed higher demand, despite continued price pressure and fierce competition. Growth in the organized retail market, technological advancements, and increasing demand for organic products have been the other factors driving the growth of the feminine hygiene products market. The region’s markets witnessed higher demand, despite continued price pressure and fierce competition. Thus, the marketers are trying to increase their availability by catering to all the major sales points.

The feminine hygiene products market is growing primarily due to the presence of local manufacturers and the exemption of service taxes on the products. The sanitary pads and tampon markets together accounted for over 75% of the region’s market in 2021. The population in North America is aware of the importance of feminine hygiene, which has led to an increase in the number of manufacturers of feminine hygiene products. For instance, Rael is a US-based start-up that is dedicated to empowering and educating women regarding concepts associated with periods. The company offers products such as tampons, pads, and other hygiene products such as feminine wipes and washes.

Also, other than the traditional products being used for feminine hygiene, start-ups offer organic products, which have gained better acceptance among the population. Increasing initiatives for feminine hygiene are expected to have a positive impact on the growth of the North American feminine hygiene products market in the coming years. For instance, Lola, a US-based start-up founded in 2015, provides organic tampons made of 100% cotton. With the rise in awareness regarding the use of useful products, there has been an increasing demand for organic products. Hence, the presence of local players in the North American feminine hygiene products market is likely to propel the growth of the industry at a considerable rate during the forecast period.

The worst thing is that the female hygiene products are made partly with plastic, which doesn’t biodegrade. It’s estimated that the region is dumping one fully loaded garbage truck of plastic into the ocean every single minute. On the other hand, reusable products like menstrual cups and reusable cloth pads are great for the environment. As the region is moving towards a greener environment, the female population has been contributing their part without compromising their personal hygiene. The revenue from reusable has been increasing since the latter half of the decade and is expected to continue.

Restraining factors, such as health risks associated with the use of tampons, are likely to damage the growth of the market in the coming years. On the other hand, increasing initiatives for feminine hygiene are expected to have a positive impact on the growth of the North American feminine hygiene products market in the coming years. Various companies offer products such as tampons, pads, and other hygiene products such as feminine wipes and washes. Furthermore, in 2021, the pharmacies segment held the most significant market share of the feminine hygiene products market by distribution channel. However, the online-distribution segment is anticipated to witness growth at a considerable rate due to the increased penetration of smart-phones and digitalization in North America. The rise of the feminine hygiene products market is driven by factors such as the prevalence of chronic diseases, growing medical equipment, and the increasing purchase of refurbished medical systems, which are expected to boost the market over the next few years.

In North America, parts of the US and Canada have cancelled the imposition of service taxes that are imposed on feminine hygiene products such as pads, tampons, and menstrual cups. Various women in the region find these products unaffordable due to the high percentage of service tax (i.e., almost 6.85%). However, the service tax charges vary widely across the region. The prices of sanitary products are significantly high in a few countries, which have led to their limited sales. For example, a survey of almost 200 poor women living in the St. Louis area revealed that nearly two out of three could not afford feminine hygiene products at least once in 2018. The un-affordability of these primary feminine hygiene products has led to an alarming concern regarding the exclusion of taxes on these products. Various countries now offer tax-free female hygiene products, through which a more extensive customer base can purchase them, hence leading to significant growth in the market. For example, in November 2018, Nevada, US, freed its customers from 6.85% sales tax on menstrual products, such as sanitary napkins and tampons. This move led to a significant rise in the sales of these products as they have become much more affordable to a broader base of customers, hence driving the growth of the market at a considerable rate during the forecast period.

COVID-19 Impacts:

The COVID-19 pandemic severely hampered access to feminine hygiene products in North America. Many manufacturers were forced to halt operations in a number of countries due to social distancing norms and lockdowns. Women relying on free feminine hygiene products from schools, social service centers, government health centers, and medical facilities also faced shortages due to the COVID-19 pandemic. As a result, non-profit organizations have started taking initiatives to bridge this gap. As the pandemic reaches an endemic stage, most countries' economic conditions are likely to improve, which will further aid in improving market conditions in the future.

Major companies present in the market

Procter & Gamble, Kimberly-Clark Corporation, Edgewell Personal Care Company, Kao Corporation, Johnson & Johnson, Unicharm Corporation, Essity Aktiebolag, Ontex, First Quality Enterprises Inc

Considered in this report

• Geography: North America
• Historic year: 2016
• Base year: 2021
• Estimated year: 2022
• Forecast year: 2027

Aspects covered in this report

• North America Feminine Hygiene market with its value and forecast along with its segments
• Country-wise toy market analysis
• Various divers and challenges
• Ongoing trends and developments
• Five force models
• Top profiled companies
• Strategic recommendation

Countries covered in the report

• US
• Canada
• Mexico

Segment covered in the report

By Product Type

• Sanitary Pad
• Tampons
• Panty Liner
• Menstrual Cup
• Internal Cleansers ,Disposable Razors & Blades

By Type

• Disposable
• Reusable

By Sales Channel

• Supermarkets and Hypermarkets
• Pharmacies
• Convenience Stores
• Online
• Others (Specialty Stores, Hospitals)

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual reports of companies, and analyzing the government- generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have verified the details obtained from secondary sources.

Intended audience

This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to feminine hygiene products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.