Feminine wipes: Key market research findings
- APAC dominates the market geographically
- Hypermarkets and supermarkets account for a majority share of the market’s revenue
- Key vendors – P&G, C.B. Fleet, Combe, and The Boots Company
Technavio’s market research analysts predict the global feminine wipes market to grow at a CAGR of around 4% between 2016 and 2020. The market’s growth is driven by the increasing focus on advertisement and promotion of feminine wipes by vendors in the market. The lack of awareness regarding feminine wipes has encouraged manufacturers to implement advertising and promotional strategies to increase sales. Innovative product launches and advertisements target women, especially the younger generation, to purchase these products. Significant investments in product launches and advertisements are also increasing the customer base for feminine wipes. During 2015, the market was dominated by APAC with a market share of almost 53%. The growing demand for feminine wipes from consumers in the region due to growing concerns for genital hygiene is expected to propel growth in the feminine wipes market in APAC during the forecast period.
The new market research report from Technavio presents a breakdown and analysis of feminine wipe segments based on the distribution channel.
“Vendors in the market are currently focusing on using innovative raw materials in their products. Traditionally, the majority of feminine wipes are made of cellulose, rayon, and synthetic fibers such as polyesters. However, the demand for raw materials such as airlaid and spunlace in the market is witnessing an upsurge. Vendors are also increasing their investments in such materials. New product innovations are also focusing on achieving disposability to meet consumer and industry demands,” says Abhay Sinha, Lead Analyst, New Coverage, Technavio Research.
In 2015, the sales of feminine wipes through supermarkets and hypermarkets accounted for a considerable market share of almost 23% due to the availability of product variants of feminine wipes in supermarkets. Variations in price points, private labels, product launches, broad product ranges, and discounts offered have increased the popularity of supermarkets. Furthermore, the sales of private label brands in supermarkets are comparatively higher than in other stores due to the availability of a wide variety of products at low prices.
Key vendors in the market include P&G, C.B. Fleet, Combe, and The Boots Company. The global feminine wipes market is competitive due to the presence of numerous vendors that focus on merchandising to augment product sales. The vendors in this market compete on the basis of product differentiation, line extensions, and pricing. To survive and succeed in this market, the vendors have to expand their businesses in emerging countries as it will help them to aggrandize product sales.
A more detailed analysis is available in the Technavio report, Global Feminine Wipes Market 2016-2020.
We can customize reports by other regions and specific segments upon request.
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