Feminine hygiene, in spite of being a $20 billion industry, has barely undergone any major innovation over the past decade. The conservative outlook towards feminine care products is a primary reason for this lax approach, and at the same time, over the past several years, the attitude towards these products has changed immensely. The credit for this development goes to the leading manufacturers of feminine hygiene products, who are trying to ensure that women from all levels of society can gain easy access to these products at the most affordable prices.
For more information about the global feminine hygiene products market size, top feminine hygiene products companies and future trends in this market, please check Technavio’s Global Feminine Hygiene Products Market Report 2018-2022, or download a Global Feminine Hygiene Products Market Report Sample for FREE!
Shifting dynamics of the feminine hygiene products market
There was a time when the taboo surrounding menstrual periods stunted the growth of feminine care products. Thankfully, this is not the case anymore.
Upstart companies, especially those headed by women, have taken on the task of spreading the message of female empowerment through better female hygiene. With products like organic menstrual pads, reusable period underwear, and menstrual cups, these startups are breaking into a market that is still largely controlled by big brands. What makes feminine hygiene a dynamic market is the change in the needs of the women of this generation. Today, a vast majority of women look for products that not only accommodates their active lifestyle, but are also eco-friendly.
The organic tampon is one product that’s benefitting from this focus on safe and healthy hygiene products. Its popularity is on the rise, with growth potential of well over $250 million.
The future of the feminine products industry is bright, with immense scope for innovation and advancements. Herein, we have identified the top-10 global companies that are spearheading the cause of feminine hygiene products.
Top 10 Feminine Hygiene Products Companies in the World 2018
1. Procter and Gamble
The global leader in feminine care, Procter and Gamble (P&G) is committed to bringing female hygiene to the social forefront. From launching discreet products for sensitive bladders, to partnering UNESCO to help girls impacted by the Syrian crisis, the company is working towards reaching out to females of all age groups and meet their specific needs.
Leading products: The Always line of products, which includes Always Infinity™, Always Ultra Thins, Always Maxis, Always Pantiliners and Always Feminine Wipes.
This Japanese multinational company specializes in the manufacture of adult and baby diapers. Its feminine care products are popular not only in Japan, but in other parts of Asia as well. Unicharm’s strategy of manufacturing affordable napkins has helped it to dominate the markets in Indonesia and Thailand.
Understanding the growing demand for feminine napkins in the MENA region, Unicharm plans to establish its manufacturing facilities in these countries as well.
Leading products: SOFY Bodyfit, SOFY Pantyliner, and SOFY Tampons.
3. Johnson & Johnson
One of the largest and most diverse healthcare companies in the world, Johnson & Johnson has R&D facilities in the US, Belgium, Brazil, Canada, China, France, Germany, and India. Recently, the company was named the ‘most admired company’ by Fortune, for the 16th time in a row, as part of its globally influential list.
Last year, the company’s feminine care division launched the portal ‘Only,’ which provides daily updates on women’s health, beauty, and feminine intimacy.
Leading products: Stayfree Secure and Stayfree Dry Max.
4. Edgewell Personal Care
Edgewell has a portfolio of 25 brands with presence in 50 countries. Edgewell is an American pure-play company that recently signed an agreement to acquire Jack Black L.L.C. to strengthen its men’s skincare products range.
When it comes to feminine care products, the company has managed to carve a niche for itself in the American and European markets.
Leading products: Carefree, Playtex, and O.B.
One of the most recognizable brands in the world, Kimberly-Clark produces mostly paper-based products. The company also develops a wide range of items made of natural and synthetic fibers that are manufactured using novel technologies applicable to fibers, nonwovens, and permeable fabrics.
With brands like Scott, Huggies, and Kleenex, Kimberly-Clark holds the No. 1 or No. 2 brand share in over 80 international markets.
Leading products: Kotex, Intimus, and Camelia.
View this related report: Global Feminine Hygiene Wash Market 2018-2022
Another leading name in the global feminine care products market is Bella. Well-known for its low-cost products, the company has managed to reach out to women from all sections of the society, in a multitude of international markets.
The brand is owned by the Polish company Toruńskie Zakłady Materiałów Opatrunkowych. A market leader in Central and Eastern Europe, Bella is gradually making a major impact in the Asian markets as well.
Leading products: Tampo Bella, Bella Herbs, and Bella Ultra.
Kao is a well-known name in beauty care, human health care, as well as fabric and home care. High sales volume in China has contributed to the success of this brand in the Asian market. The company’s line of feminine health products fall under the category of human health care.
Leading products: Merries and Laurier.
8. Bodywise (UK)
Part of Natracare, Bodywise (UK) manufactures organic and natural feminine hygiene and baby care products. It pioneered the creation of a gynecologist and dermatologist recommended range of feminine hygiene products. One of the first 100% ethical brands, Bodywise products are approved by the influential British charity, Vegetarian Society.
Leading products: Natracare Tampons, Liners, Wipes, and Natracare Maternity Range.
A brand committed to removing the stigma associated with menstruation, Cora is committed to using only organic cotton, certified by the Global Organic Textile Standard. The company has already collaborated with foundations in Kenya, India, and the US to spread the awareness about feminine hygiene.
Leading products: Applicator Tampons, Liners, and Body Cloths.
Masmi strives to bring nature and technology together to create products that are healthy and have no side-effects. Masmi’s organic products have been well received in the European markets and are now making their way into the Middle East and Asian markets as well.
Leading products: Masmi maternity pads, Masmi digital tampons, Masmi organic intimate gel.
It is a positive development that many companies, both pure play and multi-specialty, are venturing into the feminine products market. Also, as female entrepreneurs enter the market, the discussion around these products has garnered much greater attention and frequency. With special focus on women from emerging economies, where the stigma related to menstruation is gradually being reduced, it is expected that the demand for feminine hygiene products will grow exponentially in 2018.