Market Trends of India Feminine Hygiene Industry
This section covers the major market trends shaping the India Feminine Hygiene Market according to our research experts:
Technological Evolutions and Increasing Penetration of Brands in the Market
The feminine hygiene products market is highly influenced by factors such as softness, absorbency, performance, brand loyalty, good price, and value. Unlike the earlier traditional pads that lasted only a few hours, consumers now demand menstrual products with increased absorption technology. Thus, the manufacturers are offering menstrual products with optimized absorbent cores to enhance performance in fluid distribution material. The market is still dominated by sanitary napkins. However, the growing interest in intimate care products, urinary cups, and tampons is driving product launches in the country. The country has witnessed the entry of organic and eco-friendly brands in the market, catering to more eco-conscious consumers.
The demand for feminine hygiene products is significantly growing in urban areas, encouraging the players to offer personalized and eco-friendly options. Due to their cost-effectiveness, there is increasing demand for eco-friendly products in the female hygiene segment. Apart from cost-effectiveness, minimal waste generation is another major factor driving the increased adoption of products like menstrual cups and reusable cloth pads. For example, in December 2021, Pee Safe launched its retail store offering feminine hygiene products. The company opened its store in Pune and Mumbai as part of its plan of opening 50+ stores across India.
Emergence of More Start-ups, Self-help Groups, and Funding
In India, consumers choose sanitary pads as menstrual hygiene has gained prominence in society for several reasons. This trend has boosted the sanitary pads market in the Indian feminine hygiene industry. The increased focus on feminine hygiene in the country resulted in a rising number of domestic start-ups, NGOs, and self-help groups trying to tap into the market by overcoming the industry's major challenges, including a lack of awareness and affordability. Many menstrual start-ups have emerged in the past few years and are actively using technology to reach over 300 million women who lack access to menstrual hygiene products and awareness. These start-ups are providing affordable sanitary napkins to underprivileged women in rural areas. Data from the Economic Survey study reveal that between 2016-17 and 2020-21, the proportion of start-ups and Indian patent applications increased by more than five times. In January 2022, the Rajasthan government started "I am Udaan," a women-friendly project. This plan, which will cost INR 200 crore, will provide free sanitary napkins to every girl and woman in the state, regardless of where they live. Such factors are driving the market studied.
