Expert Market Research Explores the Top 10 Leading Companies in Global Sanitary Napkin Market

The Procter and Gamble Company, Kimberly-Clark Corporation, Kao Corporation, Hengan International Group Company Limited, The Edgewell Personal Care Company, Unicharm Corporation, Johnson and Johnson Services Ltd., Ontex BV, Lil-Lets UK Limited, and Nobel Hygiene Pvt Ltd, among others are the major players in the global sanitary napkin market.

The global sanitary napkin market size reached a value of about USD 25.75 billion in 2023. The market is further expected to increase at a CAGR of 5.6% between 2024 and 2032 to reach a value of approximately USD 41.93 billion by 2032. As per the analysis by Expert market Research, the market is driven by the initiatives to raise awareness among women about women's hygiene.

The use of eco-friendly and ethically sourced materials such as organic cotton in the production of sanitary napkins is a key trend propelling the market owing to rising concerns regarding the negative environmental impact of these products. Many governments around the world, along with different non-profit organizations (NGOs), are launching campaigns to educate women about women's hygiene, particularly in developing nations. A major trend driving the sanitary napkin market growth is sustainability, which is reflected in a move toward organic products, reusable/washable sanitary napkins, and eco-friendly materials. The expansion of product offerings to include premium substitutes and niche items is another significant trend that reflects changing consumer needs.

In addition, significant technological advancements have sped up production, leading to thinner and more absorbent sanitary napkins that are more effective and driving the sanitary napkin market. In addition, customers have begun to favor products that are more discrete and thinner, which offers a greater degree of comfort and convenience and spurs sanitary napkin market expansion.

In September 2022, Niine Private Limited announced plans to invest over INR 500 crore over 5 years in order to ramp up production to deal with rising demand. The move came following the selection of the company for a Production Linked Incentive (PLI) scheme which was approved by the Central Government of India. In June 2023, the Indian wing of The Procter and Gamble Company, Procter & Gamble India announced plans to invest more than INR 20 billion to construct a personal healthcare manufacturing facility in Gujarat. The facility will span an area of over 50,000 square meters and will help the company ramp up production and become a major export hub for the maker of the Whisper sanitary napkin brand. A leading biotechnology research company, Qvin, in January 2024 developed the world's first sanitary pads that collect samples from menstrual blood to test for diabetes thus allowing them to track their blood sugar levels. It is also a very convenient way to test for Human Papilloma Virus (HPV).

Top 10 Sanitary Napkin Companies in the World:

The Procter and Gamble Company

The Procter and Gamble Company is an American multinational conglomerate and a market leader in the fast-moving consumer goods domain. The company has various brands that cater to a wide range of needs from grooming, hair care, skin & personal care, home care, fabric care to baby care. Some of the brands owned by P&G are Tide, Pampers, Gillette, Vicks, Olay and Whisper which is a market leader in sanitary products.

Kimberly-Clark Corporation

Kimberly-Clark Corporation is a global conglomerate and a major player in the personal care and fast-moving consumer goods industry, It primarily develops, manufactures, and markets surgical & medical products along with sanitary products. The company has over 45,000 employees with a presence in over 175 countries worldwide. Some of its brands are Kleenex, Andrex, Poise, Depend and Kotex, a prominent player in the sanitary products industry.

Kao Corporation

The company has a customer base in all the major regions across the world such as the Americas, Europe, the Middle East & Africa and Asia where it has a workforce of more than 33,000 individuals. Kao Corporation owns many businesses through its premium brands in the salon, consumer and cosmetics industries. ‘Laurier’ launched in 1978 is the brand owned by Kao Corporation that leads the sanitary napkins market.

Hengan International Group Company Limited

Hengan International Group Company Limited has more than 535 sales branches across China and has a market for its products in more than 63 countries and regions across the globe, which it manages with the help of its diverse workforce of more than 25,000 employees. The company has an annual turnover of CNY 225 billion and has a diverse product portfolio of baby diapers & baby wipes, paper products for personal hygiene and sanitary napkins.

The Edgewell Personal Care Company

Edgewell is a leader in consumer goods and owns more than 25 brands that help the company serve a customer base spanning over 50 countries. The company has a team of more than 6,000 individuals which operates in all the major markets across the world, through its brands like Edge, Banana Boat, Bulldog, Wilkinson Sword, Jack Black, Carefree, and Stayfree. In 2023, Johnson & Johnson Family of Consumer Companies sold the brands Stayfree and Carefree in the U.S., Canada and the Caribbean to Energizer Holdings, Inc. which later named its personal care spinoff business ‘Edgewell Personal Care Company’.

Unicharm Corporation

Unicharm is a pioneer in household cleaning products and disposable hygiene products and has a prominent presence in more than 80 countries across the globe. The company claims that it holds the top share of the market in countries in the Asia Pacific including China, Thailand and Vietnam. It owns major brands like MamyPoko, Lifree, and SOFY out of which the latter is a prominent name in the feminine hygiene products space.

Johnson and Johnson Services Ltd.

Johnson & Johnson Services Inc. conducts research, develops, produces, and markets medical devices and pharmaceuticals. The company offers over-the-counter medications, feminine hygiene products, baby care, skincare items for the face and body, cosmetics, wound care, cold and cough remedies, and oral care. The business sells the goods to wholesalers, retailers, and the general public in addition to selling them online.

Ontex BV

Ontex leads the market in more than 100 countries across the globe in providing premium products and solutions in feminine hygiene, baby care and adult care products concerning incontinence. The company sells sanitary napkins and female hygiene products through its brands ‘NAT, Nice and True Intimate Care’ and ‘Silhouette’, both of these brands target different cohorts based on the consumer's needs and preferences.

Lil-Lets UK Limited

The company is a leader in the feminine hygiene industry. They develop, manufacture, and market a wide range of products that cater to the care needs of individuals in different stages of life. It is focused on sustainable production practices, by using organic cotton and making sure all its products are dermatologically tested. It provides an all-encompassing range of products including tampons, pads, and panty liners.

Nobel Hygiene Pvt Ltd

Nobel Hygiene Pvt Ltd is a leader in manufacturing disposable hygiene care products and claims to have remarkable manufacturing capabilities at 6000 units per minute. The company is certified under ISO and GMP and has a wide range of products ranging from products concerning adult incontinence, feminine hygiene and baby care which it markets through its range of brands like Friends Adult Diapers, Teddy Baby Diapers and Rio, its sanitary napkin range.