Report Overview

India Sanitary Pads Market - Industry Trends & Forecast Report 2027

India sanitary pads market was worth USD 525.1 million in 2020 and is further projected to reach USD 918.6 million by the year 2027, growing at a CAGR of 8.5% in the forecast period. Rising awareness regarding menstrual hygiene and government initiatives such as the ‘Rashtriya Kishor SwasthyaKaryakram' to raise awareness and access to sanitary pads among adolescent girls, particularly in rural areas of the country, are some of the primary reasons driving the sanitary pad market in India. Moreover, technological advancements, which have enabled manufacturers to develop high-absorption sanitary napkins, are also favoring the growth of the India sanitary pads market.

Source: BlueWeave Consulting

India Sanitary Pads Market- Overview

During menstruation, sanitary pads, also known as sanitary napkins, are vital to feminine hygiene as they soak up menstrual fluids besides preventing leaks and helpingwomen to stay comfortable. Although many types of menstrual hygiene products, such as tampons and menstrual cups, etc., are available in the market, the demand forsanitary pads is the most prominent. In addition to the liquid acquisition layer and the absorbent structure, the sanitary napkin contains an impervious membrane and a distribution component. The napkins come in many sizes and shapes with distinct absorption capabilities.

India Sanitary Pads Market Forecast and Trends

Growth Drivers

Improving Access to Sanitary Pads

According to the National Family Health Survey, roughly 36% of women use menstrual hygiene products such as sanitary pads. Despite this small percentage, India still has great prospects for sanitary pad adoption, and its market is expected to grow powerfully over the forecast period owing to menstruation hygiene awareness campaigns conducted by the Indian government as well as the NGOs throughout the length and breadth of the country. Menstrual hygiene education in schools and campaigns by various brands are expected to fuel the market growth in the coming years. Furthermore, sanitary pad brands are also working towards improving their supply chain, especially in rural areas, for easier accessibility of the pads, which is likely to drive the market growth in the forecast period.

Government Initiatives for Promoting Sanitary Pads Use

The Government of India is taking various initiatives in collaboration with private companies and institutions, as well as non-governmental organizations, to increase awareness regarding the use of sanitary napkins in India. This is projected to significantly fuel the demand for sanitary napkins in the forecast period. The Ministry of Health and Family Welfare has introduced the ‘Menstrual Hygiene Scheme’ for the promotion of menstrual hygiene among adolescent girls in rural areas. Such initiatives play a crucial role in increasing awareness regarding menstrual hygiene, which is further propelling the demand for sanitary napkins in the country.

Restraints

Availability of Better and Greener Alternatives

The increasing awareness of the environmental hazards associated with disposable sanitary napkins has prompted more women to switch to better and greener options like menstrual cups.As a result, urban Indian women are increasingly using menstruation cups, which can store more liquid than pads, have fewer leaks, and require less frequent replacements.Moreover, menstrual cups also have a better life expectancy as a single cup made up of silicon can run up to 5-10 years. These factors pose a huge risk to the growth of the sanitary pads market in India.

India Sanitary Pads Market - By Product

Based on products, the India sanitary pads market is segmented into disposable menstrual pads, cloth menstrual pads, and biodegradable menstrual pads. Among these, the disposable menstrual pads segment holds the largest market share. However, its demand is projected to slow down during the forecast period because of its non-biodegradable nature. Disposable menstrual pads take around 500-700 years to decompose and often end up in sewage and landfills. Cloth menstrual pads and biodegradable pads, on the other hand, are emerging as better and more environment-friendly options, because of which the India sanitary pads market is projected to grow in the upcoming years.

India Sanitary Pads Market - By Sales Channel

Based on sales channels, the India sanitary pads market is segmented into supermarkets & hypermarkets, pharmacies, convenience stores, online, specialty stores, and others. The convenience stores segment accounts for the largest market share because of the easy availability of a wide range of sanitary pads of all brands and sizes. However, the online segment is projected to witness the highest CAGR during the forecast period because of the increasing working-class population who prefer purchasing sanitary pads online.Furthermore, the online channels are also convenient to shop with their doorstep delivery.

India Sanitary Pads Market - Regional Insights

Geographically, the India sanitary pads market is segmented into North, South, East, West. The Southern part of India dominates the market because of the high urban population. The high literacy rate in South India is one of the major factors propelling the growth of the sanitary pads market in this region. Furthermore, governments are also taking steps to promote the use of sanitary pads and to make these products more accessible to all women. In Kerala, some schools have also taken initiatives by installing semi-automatic sanitary napkin vending machines in toilets which are expected to further boost the market growth.

Competitive Landscape

The leading players of the India Sanitary Pads market are Procter & Gamble Corporation, Johnson & Johnson Private Limited, Unicharm India Private Limited, Kimberly Clark Corporation, Nua, Toruńskie Zakłady Materiałów Opatrunkowych S.A., Azah Personal Care Pvt. Ltd., Amrutanjan Healthcare Pharmaceutical Company, Seventh Generation, Hindustan Unilever Ltd., Sanfe, The Womans Company, Pee Safe, Urban Essentials India Pvt. Ltd., and other prominent players.

The sanitary pads market in India is dominated by multinational corporations such as Stayfree of Johnson & Johnson and Whisper of Proctor and Gamble (P&G). The industry players offer a wide range of products to cater to the needs of women, such as sanitary pads of different shapes, sizes, fragrant pads, and pads with or without wings. Additionally, the companies often launch or engage in menstrual hygiene campaigns and free distribution of sanitary pads to create brand awareness among their target customers.

Recent Developments

• In August 2021, Nirvana, a sustainable personal care brand, announced to be working together with AVNI, a sanitary napkin startup, in its campaign called ‘DAAG’ (Destroying the Accessibility Acceptance Gap).

• In August 2021, Soothe Healthcare, a personal hygiene product company based in Greater Noida, Uttar Pradesh (India), announced to have raised a Series-C round of funding of USD 17.5 million for its feminine hygiene brand Paree.

Scope of the Report

By Product

• Disposable Menstrual Pads

• Cloth Menstrual Pads

• Biodegradable Menstrual Pads

By Sales Channel

• Supermarkets and Hypermarkets

• Pharmacies

• Convenience Stores

• Online

• Specialty Stores

• Others

By Region

• North India

• South India

• East India

• West India

1. Research Framework
   1. Research Objective
   2. Product Overview
   3. Key Market Segments
2. Research Methodology
   1. Qualitative Research
   2. Methodology
   3. Regional Split of Primary & Secondary Research
   4. Secondary Research
   5. Primary Research
      1. Breakdown of Primary Research Respondents, By Region
      2. Breakdown of Primary Research Respondents, By Industry Participants
   6. Market Size Estimation
   7. Assumptions for the Study
   8. Market Breakdown & Data Triangulation
3. Executive Summary
4. Industry Insight and Growth Strategy
   1. Value Chain Analysis
   2. DROC Analysis
      1. Market Drivers
         1. Improving Access to Sanitary Pads
         2. Government Initiatives for Promoting Sanitary Pads Use
      2. Market Restraints
         1. Availability of Better and Greener Alternatives
      3. Market Challenges
         1. Social Stigma Surrounding the Use of Sanitary Pads
      4. Market Opportunity
         1. Increasing Awareness Towards Menstrual Hygiene
         2. Emerging Online Platforms for Sanitary Napkins
   3. Recent Developments
   4. Porter’s Five Forces Analysis
      1. Bargaining Power of Buyers
      2. Bargaining Power of Suppliers
      3. Intensity of Rivalry
      4. Threat of New Entrants
      5. Threat of Substitutes
5. India Sanitary Pads Market Overview
   1. Market Size & Forecast by Value, 2017-2027
   2. Market Size and Forecast, By Segment
      1. By Product
         1. Disposable Menstrual Pads
         2. Cloth Menstrual Pads
         3. Biodegradable Menstrual Pads
      2. By Sales Channel
         1. Supermarkets and Hypermarkets
         2. Pharmacies
         3. Convenience Stores
         4. Online
         5. Specialty Stores
         6. Others
      3. By Region
         1. North
         2. South
         3. East
         4. West
6. Competitive Landscape
   1. List of Key Players and Their Offerings
   2. Market Share Analysis (2020)
   3. Competitive Benchmarking by Operating Parameters
7. Impact of COVID-19 on India Sanitary Pads Market
8. Company Profiles (Company Overview, Financial Matrix, Key Product landscape, Key Personnel, Key Competitors, Contact Address, and Strategic Outlook) *
   1.  Procter & Gamble Corporation
   2. Johnson & Johnson Private Limited
   3. Unicharm India Private Limited
   4. Kimberly Clark Corporation
   5. Nua
   6. Torunskie Zaklady Materialow Opatrunkowych S.A.
   7. Azah Personal Care Pvt. Ltd.
   8. Wet and Dry Personal Care Pvt. Ltd.
   9. Sirona Hygiene Private Limited
   10. Shudh plus Hygiene Products Private Limited
   11. Niine
   12. RSPL Group
   13. Amrutanjan Healthcare Pharmaceutical Company
   14. Seventh Generation
   15. Hindustan Unilever Ltd.
   16. Sanfe
   17. The Womans Company
   18. Pee Safe
   19. Urban Essentials India Pvt. Ltd.
   20. Other Prominent Players
9. Key Strategic Recommendations

List of Figures

Figure 1: India Sanitary Pads Market Segmentation

Figure 2: India Sanitary Pads Market Value Chain Analysis,

Figure 3: Company Market Share Analysis, 2020

Figure 4: India Sanitary Pads Market Size, By Value (USD Million), 2017-2027

Figure 5: India Sanitary Pads Market Share (%), By Product, By Value, 2017-2027

Figure 6: India Sanitary Pads Market Share (%), By Sales Channel, By Value, 2017-2027

Figure 7: India Sanitary Pads Market Share (%), By Region, By Value, 2017-2027

List of Tables

Table 1: India Sanitary Pads Market Size, By Product, By Value, 2017-2027

Table 2: India Sanitary Pads Market Size, By Sales Channel, By Value (USD Million), 2017-2027

Table 3: India Sanitary Pads Market Size, By Region, By Value (USD Million), 2017-2027

Table 4:  Procter & Gamble Corporation Financial Analysis

Table 5:  Procter & Gamble Corporation Business Overview

Table 6: Johnson & Johnson Private Limited Financial Analysis

Table 7: Johnson & Johnson Private LimitedBusiness Overview

Table 8: Unicharm India Private Limited Corporation Financial Analysis

Table 9: Unicharm India Private Limited Corporation Business Overview

Table 10: Kimberly Clark CorporationFinancial Analysis

Table 11: Kimberly Clark CorporationBusiness Overview

Table 12: NuaFinancial Analysis

Table 13: NuaBusiness Overview

Table 14: Torunskie Zaklady Materialow Opatrunkowych S.A. Financial Analysis

Table 15: Torunskie Zaklady Materialow Opatrunkowych S.A. Business Overview

Table 16: Azah Personal Care Pvt. Ltd. Financial Analysis

Table 17: Azah Personal Care Pvt. Ltd. Business Overview

Table 18: Wet and Dry Personal Care Pvt. Ltd. Financial Analysis

Table 19:Wet and Dry Personal Care Pvt. Ltd. Business Overview

Table 20: Sirona Hygiene Private LimitedFinancial Analysis

Table 21: Sirona Hygiene Private LimitedBusiness Overview

Table 22: Shudh plus Hygiene Products Private LimitedFinancial Analysis

Table 23: Shudh plus Hygiene Products Private Limited Business Overview

Table 24:NiineFinancial Analysis

Table 25: Niine Financial Analysis

Table 26: RSPL GroupFinancial Analysis

Table 27: RSPL Group Financial Analysis

Table 28: Amrutanjan Healthcare Pharmaceutical CompanyFinancial Analysis

Table 29: Amrutanjan Healthcare Pharmaceutical Company Financial Analysis

Table 30: Seventh GenerationFinancial Analysis

Table 31: Seventh Generation Financial Analysis

Table 32: Hindustan Unilever Ltd.Financial Analysis

Table 33: Hindustan Unilever Ltd. Financial Analysis

Table 34: SanfeFinancial Analysis

Table 35: Sanfe Financial Analysis

Table 36: The Womans CompanyFinancial Analysis

Table 37: The Womans Company Financial Analysis

Table 38: Pee SafeFinancial Analysis

Table 39: Pee Safe Financial Analysis

Table 40: Urban Essentials India Pvt. Ltd.Financial Analysis

Table 41: Urban Essentials India Pvt. Ltd. Financial Analysis