Sanitary Napkin Market Size, Share, Growth & Industry Analysis, By Type (Menstrual Pad, Pantyliner), By Size (Regular, Large, Extra Large), By Distribution Channel (Supermarkets/Hypermarkets, Pharmacies, Convenience Stores, Online), and Regional Analysis, 2024-2031

Market Definition

A sanitary napkin is an absorbent product designed for women during menstruation or in any other situation requiring the absorption of blood flow. It features multiple layers, including an absorbent core to lock in moisture and a waterproof backing to prevent leakage.

Sanitary Napkin Market Overview

The global sanitary napkin market size was valued at USD 24.56 billion in 2023 and is projected to grow from USD 25.73 billion in 2024 to USD 38.51 billion by 2031, exhibiting a CAGR of 4.65% during the forecast period.

This market has witnessed significant growth in recent years, driven by increasing awareness of menstrual hygiene, rising disposable incomes, and government initiatives promoting women’s health. The market is expanding with innovations such as biodegradable, organic, and ultra-thin pads catering to consumer preferences for comfort and sustainability.

Major companies operating in the sanitary napkin industry are Procter & Gamble, KIMBERLY-CLARK CORPORATION, Unicharm Corporation, Essity AB, Hengan International Group Company Ltd., Edgewell Personal Care, Kao Corporation, Ontex BV, Lil-Lets UK Limited, TZMO S.A., Cora, COTTON HIGH TECH, S.L., Sirona Hygiene Private Limited, Lagom Labs Private Limited, and Nobel Hygiene.

Rapid urbanization, improved retail distribution channels, and the influence of social media and educational campaigns have further contributed to market growth. Additionally, the increasing participation of women in the workforce has boosted purchasing power, leading to higher demand for convenient and high-quality menstrual hygiene products.

Key Highlights:

1. The sanitary napkin industry size was valued at USD 24.56 billion in 2023.
2. The market is projected to grow at a CAGR of 5.93% from 2024 to 2031.
3. North America held a share of 32.76% in 2023, valued at USD 8.05 billion.
4. The menstrual pad segment garnered USD 14.47 billion in revenue in 2023.
5. The regular segment is expected to reach USD 15.01 billion by 2031.
6. The supermarkets/hypermarkets segment is projected to generate a revenue of USD 13.19 billion by 2031.
7. Asia Pacific is poised to grow at a CAGR of 6.06% through the forecast period.

Market Driver

“Growing Awareness of Menstrual Hygiene and Emphasis on Product Innovation”

The sanitary napkin market is significantly expanding, mainly fueled by rising awareness of menstrual hygiene and supported by government initiatives, NGOs, and educational campaigns. These efforts have significantly improved access to sanitary napkins, particularly in underdeveloped areas where traditional alternatives were once prevalent.

Additionally, product innovation has been a major factor propelling market expansion, with companies introducing ultra-thin, highly absorbent, and eco-friendly options to meet evolving consumer preferences.

The demand for biodegradable and reusable sanitary napkins has surged as sustainability becomes a priority, prompting manufacturers to invest in advanced materials and technologies. These factors collectively contribute to the expanding market, ensuring better accessibility, comfort, and environmental responsibility.

• For instance, in January 2025, Harper Hygienics launched Cleanic Ultra Soft sanitary pads, designed for comfort and protection. Featuring the innovative 3x secret system, the pads offer superior dryness, absorbency, and an ultra-thin fit. The leak-lock system and hydrophobic wings provide extra protection against leaks, ensuring reliability throughout the day.

Market Challenge

“High Costs and Rising Environmental Concerns”

The sanitary napkin market encounters multiple challenges that hinder its widespread adoption and long-term sustainability. One of the primary challenges is high product costs, which limit accessibility, particularly in low-income and rural areas.

Many women in these regions lack access to affordable, high-quality sanitary napkins, leading to reliance on unsafe alternatives such as cloth, rags, or other improvised solutions that pose health risks.

Governments and NGOs can address this issue through subsidy programs, tax reductions on menstrual hygiene products, and support for locally manufactured, cost-effective alternatives to ensure accessibility for all women.

• For instance, in December 2024, Toyota Tsusho Corporation, CFAO Kenya Limited, and Unicharm Corporation announced plans to commence local production and sales of sanitary napkins in Kenya in January 2025. This initiative aims to improve women's access to affordable hygiene products and address the low penetration of sanitary napkins in the African market.

Another major challenge is the environmental impact of disposable sanitary napkins. Most conventional pads contain synthetic materials, including plastic-based components, which take hundreds of years to decompose. With millions of sanitary napkins being disposed of daily worldwide, this contributes significantly to landfill waste and environmental pollution.

Addressing this challenge requires a multi-faceted approach, including promoting biodegradable and organic sanitary napkins made from sustainable materials such as bamboo fiber and organic cotton. Companies are further investing in the development of reusable menstrual products, such as cloth pads and menstrual cups, to reduce waste.

Market Trend

“Rising Demand for Organic and Chemical-Free Products”

The sanitary napkin market is evolving with changing consumer preferences and industry innovations. A notable trend is the increasing demand for organic and chemical-free products, as consumers become more conscious of product ingredients and their potential impact on health. This shift has led to a rise in the use of natural materials such as cotton and herbal extracts, which offer comfort and reduce irritation.

Another key trend is the growth of premium and customized products, catering to diverse needs such as extra absorbency, overnight protection, and specialized designs for different body types. Brands are focusing on providing enhanced comfort and tailored solutions, ensuring that users have access to products that best suit their individual requirements.

• For instance, in May 2024, Carefree, a leading feminine care brand, announced the expansion of its product portfolio to include pads alongside its existing liners. The newly introduced pads feature VEOCEL Lyocell fibers with Dry Technology, ensuring a super soft, breathable, and instantly absorbent layer for all-day and overnight protection.

Sanitary Napkin Market Report Snapshot

Market Segmentation:

• By Type (Menstrual Pad, Pantyliner): The menstrual pad segment earned USD 14.47 billion in 2023 due to its widespread availability, high consumer preference, and superior absorbency.
• By Size (Regular, Large, Extra Large): The regular segment held 38.91% of the market in 2023, due to its affordability, versatility, and suitability for everyday use.
• By Distribution Channel (Supermarkets/Hypermarkets, Pharmacies, Convenience Stores, and Online): The supermarkets/hypermarkets segment is projected to reach USD 13.19 billion by 2031, owing to strong brand visibility and bulk purchasing options.

Sanitary Napkin Market Regional Analysis

Based on region, the market has been classified into North America, Europe, Asia Pacific, Middle East & Africa, and Latin America.

North America sanitary napkin market accounted for a substantial share of 32.76% in 2023, valued at USD 8.05 billion. This expansion is facilitated by high awareness of menstrual hygiene, strong purchasing power, and the widespread availability of premium and organic sanitary napkins.

Furthermore, the regional market benefits from the strong presence of key industry players, continuous product innovations, and a well-developed distribution network encompassing supermarkets, pharmacies, and e-commerce platforms. Government initiatives and non-profit programs promoting menstrual health awareness have further contributed to sustained demand in the region.

• In April 2024, Houston Airports became the first airport system in the U.S. to offer free-vend period product dispensers, providing organic cotton pads and tampons through Aunt Flow smart vending machines. The SmartRestroom technology allows Houston Airports to track supply levels, predict demand, and efficiently manage replenishment.

Asia Pacific sanitary napkin industry is expected to grow at the fastest CAGR of 6.06% over the forecast period. This rapid growth is bolstered by rapid urbanization, rising disposable incomes, and growing awareness of menstrual hygiene, particularly in developing countries such as India, China, and Indonesia.

Government initiatives, NGO efforts, and corporate social responsibility (CSR) programs aimed at improving menstrual health accessibility have significantly boosted market penetration.

Furthermore, the growing popularity of affordable and eco-friendly alternatives, along with the expansion of online retail channels, is accelerating regional market growth.

• In December2023, under the Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP), the government offered Jan Aushadhi Suvidha Sanitary Napkins at USD 0.012 per pad, ensuring affordable menstrual health access. Available at 10,000+ Jan Aushadhi Kendras nationwide, over 47.87 crore pads were sold as of November 30, 2023, enhancing accessibility and affordability for women across India.

Regulatory Framework

• In the U.S., the United States Food and Drug Administration (FDA) regulates sanitary pads as Class I medical devices subject to manufacturing controls and consumer complaint management.
• In Europe, the regulatory authority for sanitary napkins is the General Product Safety Directive of the European Parliament. The European Commission has recently adopted EU Ecolabel criteria for absorbent hygiene products and reusable menstrual cups.
• In Japan, the Ministry of Health, Labour and Welfare (MHLW), along with the Japan Sanitary Goods Industry Association (JHPIA), sets quality and safety standards for sanitary napkins. Products must comply with Japan Industrial Standards (JIS), ensuring safety in terms of skin irritation, absorbency, and chemical composition.
• In India, the Bureau of Indian Standards (BIS), under the Ministry of Consumer Affairs, Food & Public Distribution regulates the sanitary napkin. The BIS is responsible for ensuring that sanitary napkins meet safety, quality, and dependability standards.

Competitive Landscape

The global sanitary napkin market is characterized by a large number of participants, including both established corporations and emerging players. Competition in the market is intensified by factors such as product innovation, pricing strategies, brand positioning, and distribution network expansion.

Leading players focus on developing advanced sanitary products with improved absorbency, comfort, and sustainability, such as biodegradable and organic pads, to cater to evolving consumer preferences.

• For instance, in April 2024, Shuya reinforced its leadership in the OEM sanitary pad market, offering high-quality, and customizable solutions for brands worldwide. With a presence in over 60 countries, Shuya has established itself as a trusted partner, collaborating with Fortune Global 500 companies and strengthening its influence in the global female hygiene market.

Price sensitivity remains a key competitive factor, with brands introducing budget-friendly options to capture price-conscious consumers while also offering premium products for those seeking enhanced features.

Additionally, the increasing adoption of digital marketing and e-commerce platforms has intensified competition, allowing brands to reach a wider audience and engage directly with consumers. As competition continues to grow, companies are focusing on sustainability, innovation, and strategic partnerships to gain a competitive edge in the market.

List of Key Companies in Sanitary Napkin Market:

• Procter & Gamble
• KIMBERLY-CLARK CORPORATION
• Unicharm Corporation
• Essity AB
• Hengan International Group Company Ltd.
• Edgewell Personal Care
• Kao Corporation
• Ontex BV
• Lil-Lets UK Limited
• TZMO S.A.
• Cora
• COTTON HIGH TECH, S.L.
• Sirona Hygiene Private Limited
• Lagom Labs Private Limited
• Nobel Hygiene

Recent Developments (Acquisition)

• In May 2024, ZUIKO Corporation announced the successful acquisition of a 90% stake in Delta, a disposable sanitary products machinery manufacturer. The acquisition aligns with ZUIKO’s strategic growth initiatives in the global hygiene machinery sector.
• In May 2023, Niine Sanitary Napkins, a key player in India’s hygiene market, launched the country’s first PLA-based biodegradable sanitary pads. CIPET-certified, they decompose over 90% within 175 days, with full biodegradation in a year. The packaging, including covers and disposal bags, is also biodegradable. These pads ensure superior absorption, comfort, and leakage protection, matching conventional alternatives.