Analysis of the Current Situation and Consumer Trends of India's Disposable Hygiene Products Industry
Female Hygiene Products
Female hygiene products account for a large proportion of the disposable hygiene product market in India. According to Euromonitor's data, the Indian female hygiene product market reached 34.68 billion rupees (522 million US dollars) in 2020. Euromonitor pointed out that manufacturers should have a dual approach - attracting young consumers through online shopping while entering small town and rural markets.
Women from the upper class in India are striving to find high-quality sanitary products, however, many women in poor rural areas have not yet started using sanitary pads. In the past, Indian women used fabrics during their menstrual period. In fact, 70% of women use rags due to poverty and lack of knowledge.
Realizing this issue, the government has begun to take measures to promote hygiene products in impoverished areas. Nowadays, sanitary pads are becoming increasingly popular among women. Of course, the continuous education and marketing of international major brands have made significant contributions to this penetration.
It should be noted that India has invested very little in the research and development of sanitary napkins. Although upper class women hope to have higher quality products, there are no innovative products. Nowadays, 95% of the sanitary napkin market share in India is occupied by multinational companies such as Procter & Gamble (P&G) and Johnson&Johnson.
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