Women’s care encompasses a wide range of personal care products including health & hygiene products, hair care, makeup & cosmetics, skin care products, fragrances and other related accessories. Health & hygiene products consist products that are used by women during menstruation period such as tampons, sanitary napkins, feminine hygiene wash, panty liners and menstrual cups. Of these, sanitary napkins dominates the market with almost 45% of global market share and is expected to retain its position in the market. With rising awareness of health & hygiene, rising disposable income and emergence of cheaper products, growth of personal hygiene products is expected to grow at fast pace in the future.
Global women’s care market is highly competitive with top fifty players capturing approximately 80% of the global market share. Key manufacturers are competing with each other on the basis of product portfolio, product differentiation and price. The market is also witnessing rise in mergers and acquisition activity wherein key players are acquiring or partnering with regional companies in order to expand and retain their market position. Other major trends includes increasing demand for non-woven fabric napkins and a shift from sanitary napkins towards tampons.
Recently, the industry has witnessed recall of tampons and sanitary napkins due to high rate of reported allergies caused by extensive usage of dyes, harmful chemicals and other irritants. In addition, conventional sanitary napkins are manufactured using synthetic raw materials that are carcinogenic in nature. Extensive and persistent usage of such products may lead to discomfort, irritation and itching and may lead to toxic shock syndrome (TSS), a rare bacterial infection. To address the concern, many companies are adopting usage of natural raw materials such as organic cotton. These organic materials are also easily disposable due to their biodegradability. Usage of natural raw materials is also offering opportunity to other small and regional manufacturers to invest in innovative designing and strengthen their market position.
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