India Sanitary Napkin Market Is Likely to Represent the Exponential Curve in Terms of Revenue During Forecast Period: Bonafide Research

Rising awareness, growing young girls population with changing preference, increasing proportion of working women population, launching convenient product variants, increasing availability and promotional activities by government initiatives and other entities are the foremost growth dynamics for sanitary napkin market in India.  

India feminine hygiene market includes the segment of sanitary napkin, pantyliner, tampon and other feminine hygiene products such as internal cleanser & spray and disposable razor & blade. Sanitary napkin is largest revenue generating product amongst the all categories. Menstruation is taboo in India as people have lots of myths regarding the same and hence the menstrual hygiene management is the burning issue in India. The low consumption level of sanitary napkins is controversy in the Indian market. If focus on the market, the category has presented significant growth in both value and volume terms in past few years. The sanitary napkins market is mainly driven by the urban female consumers as they are shifting towards hygiene side which never let them to compromise when matter comes of hygiene and health, especially during menstruation phase. With growing awareness related to proper menstrual hygiene among consumers push them towards the usage of sanitary protection products like sanitary napkins. Furthermore, women are now becoming financial independent mainly due to escalating proportion of working women, which increases the decision power of women in terms of purchasing practices.

In contrast, the ratio of women who uses only sanitary napkins during menstruation period is too small. The consumption and penetration level for this product is relatively low as compared to other emerging Asian markets. This is the consequence of low awareness of menstruation hygiene management, issue of affordability and availability of substitute items such as cotton cloth. Majority of women are unaware about the availability of sanitary napkins...