Nina Jobst
Research expert covering South Korea
Feminine hygiene market - statistics & facts
The feminine hygiene market, which includes tampons, sanitary napkins, menstrual cups, and vaginal health products, makes up a significant share of the personal hygiene market worldwide. The global value of the feminine hygiene market is expected to rise from about 50 billion U.S. dollars in 2024 to 63 billion dollars by 2029. Although the idea behind menstrual care products is simple, the sheer variety that can be found in a drugstore can be overwhelming. There are traditional disposable sanitary napkins and tampons, as well as the more environmentally friendly menstrual cups, which are reusable and body safe. As one of nations with the largest population, it is not surprising that China is home to the largest market for feminine hygiene products worldwide.
In 2024, sales of sanitary napkins and tampons added up to over 3.87 billion U.S. dollars, with sexual health items being the second most popular product category, based on sales of around 1.7 billion U.S. dollars. Sales volume was also highest for sanitary napkins and tampons. At the same time, these were some of the intimate hygiene products with the lowest average price per unit. As of December 2024, 20 states in the United States taxed period supplies at a standard rate, the so-called "tampon tax".
Feminine hygiene products are considered "essentials" and should be available to everybody. Several companies are focusing on this market in order to introduce innovative products that might make consumers' lives easier and provide more comfort, reliability, and easier access for anyone who needs them.
The U.S. market
In the United States, the third largest market for feminine hygiene products worldwide, revenues were projected to reach a value of around 5.8 billion U.S. dollars by 2029.In 2024, sales of sanitary napkins and tampons added up to over 3.87 billion U.S. dollars, with sexual health items being the second most popular product category, based on sales of around 1.7 billion U.S. dollars. Sales volume was also highest for sanitary napkins and tampons. At the same time, these were some of the intimate hygiene products with the lowest average price per unit. As of December 2024, 20 states in the United States taxed period supplies at a standard rate, the so-called "tampon tax".
Consumers in Europe
Revenues for the European feminine hygiene market added up to about 7.7 billion U.S. dollars in 2024, and were forecast to keep on growing in the next few years. Consumption of intimate hygiene products in Italy has also increased recently, amounting to over 300 million euros in 2023. Meanwhile, usage of tampons among French consumers has declined since 2016, especially when it comes to the regular size.Feminine hygiene products are considered "essentials" and should be available to everybody. Several companies are focusing on this market in order to introduce innovative products that might make consumers' lives easier and provide more comfort, reliability, and easier access for anyone who needs them.
