Menstrual Hygiene Management Market – By Product Type, By Usability, By Distribution Channel - Global Forecast 2025 – 2034

Menstrual Hygiene Management Market Size

The global menstrual hygiene management market size was valued at around USD 24 billion in 2024 and is estimated to grow at 4.2% CAGR from 2025 to 2034. Menstrual hygiene management (MHM) refers to the practices enabling menstruating individuals to manage their periods safely. This encompasses the use of appropriate menstrual products such as pads, tampons, and menstrual cups, as well as access to clean water, soap, sanitation facilities, and privacy for disposing of menstrual waste in a sanitary manner.
 

The increasing literacy rate among women and rising urbanization is expected to increase the awareness of menstrual hygiene and relevant products across the globe, thus boosting the growth of the menstrual hygiene management market. UNESCO and UNICEF have set out to advance the literacy levels of the underdeveloped and developing regions, which is anticipated to yield better health results.
 

For example, menstrual health and hygiene is a core issue and should be considered a right practice and hence has been included as an objective in the Sustainable Development Goals (SDGs) of 2030 by UNICEF. Further, ministerial supports on policies regarding menstrual health and hygiene especially in the education and health sectors are expected to boost the demand for menstrual hygiene products and stimulate the market growth.
 

In addition, the governments’ campaigns to educate women about menstrual care and products are expected to enhance the market growth even further. To promote women and girls, different organizations have started providing reproductive health education along with menstrual products. For example, ZanaAfrica, a nonprofit organization based in Kenya, distributes sanitary pads and offers a health education curriculum to underserved girls through the support of the Kenyan Teacher Service Commission. These programs aid in the improvement of menstrual hygiene awareness and also help to reduce stigma and gender disparity promoting young women’s education which is expected to fuel the market growth during the forecast period.
 

Menstrual Hygiene Management Market Trends

• ?The increasing environmental awareness alongside adjustable long-term financial savings have made reusable and eco-friendly menstrual products gain traction. These products are considered environment-friendly alternatives to traditional single-use pads and tampons. Diva International, for example, recently launched its new product line of period underwear with a moisture-wicking feature known as DryTec in October 2023. The underwear has a 10-inch gusset capable of holding up to 9 tampons worth of fluid. It is also made of recycled materials, free of PFAS, and aligned to the company’s sustainability efforts. ?
   
• In addition to this, consumer awareness about allergies and irritation is propelling the demand for organic and more dermatologically safe materials for menstrual products. Cora redesigned its period care line with a beauty aesthetic and added to its wellness portfolio in April 2022. The brand achieved considerable growth with the addition of reusable products such as menstrual discs and period underwear, where the brand reported a significant increase at retail.
   
• Moreover, access to reusable menstrual products is increasing as retail distribution expands across major offline and online channels. In December 2023, Ontex rolled out SatinSense tampons claiming easier comfort during insertion and removal due to its silky coating as well as Confidaily pads that provide comfortable and protective coverage. These product launches mark Ontex’s speed of innovation and improvement in its core business.?
   
• Brands are focusing on improving design and functionality of menstrual hygiene products via technological developments.? In January 2023, Kotex brand of Kimberly-Clark launched ProHealth+ in more than 100 cities and has made it accessible through generic, modern trade, and top e-commerce websites. The aim was to promote healthy period protection while empowering younger women to opt for more detailed menstrual care.
   

Trump Administration Tariffs

• Menstrual hygiene product manufacturers face increased tariffs associated with the Trump administration’s policies on hygiene goods, packaged imports from China, and SAP Super Absorbent Polymers, non-woven fabrics, as well as pulp sourced from China. Most companies rely on China for these components.
   
• Therefore, key players might feel the need to change their sourcing policies and look for new supply partners in countries such as India, Vietnam, and Turkey, which have similar manufacturing capabilities but more favorable trade policies. This shift is crucial to mid-sized private-label manufacturers operating on thin margins and struggling with cost sensitivities.
   
• The impact in the short-term might be rising production costs, eliminating some price constraints for end consumers, and pushed back product launches that are dependent on the procurement of essential parts, and in the long run, might accelerate the nearshoring and local manufacturing paradigm shift to streamline operating costs and strengthen supply chain dependability.
   

Menstrual Hygiene Management Market Analysis

Based on product type, the market is divided into sanitary pads, tampons, menstrual cups, panty liners, menstrual underwear, and other product types. The sanitary pads segment held the largest revenue size of USD 20.4 billion in 2024 and is estimated to witness significant growth during the forecast period.
 

• The segment’s growth is owing to the widespread use, accessibility, convenience and availability in various sizes and absorbencies offered by sanitary pads. For instance, Edgewell Personal Care’s brand, Stayfree provides different types of ultra-thin and maxi pads of assorted absorbency levels which can be found in almost every pharmacy and retail store in developed as well as emerging markets, strengthening its market distribution.
   
• Further growth is expected from the continuous innovations in design, such as thinner and more absorbent pads as well as the introduction of eco-friendly materials.
   
• In addition, the strengthened rural and urban population, particularly in emerging economies, is further expected to bolster the segment’s growth, along with enhanced rural access to hygiene essentials.
   

Based on usability, the menstrual hygiene management market is bifurcated into disposable and reusable. The disposable segment held the largest market share around 80.4% in 2024 and is estimated to witness significant growth during the forecast period.
 

• The disposable segment dominated the market as disposable products are convenient as women using them can dispose them off easily unlike other alternatives which require washing and thorough cleaning. Moreover, key players are providing a wide variety of these products which increases accessibility, further fostering the market’s growth.
   
• For example, Procter & Gamble’s Always offers a wide portfolio of disposable sanitary pads with varying absorbency levels and body-fit designs, ensuring comfort and hygiene for diverse consumer needs. Its global distribution and strong retail presence further reinforce its popularity and convenience.
• These products are convenient, portable, and provide a high level of comfort and protection, especially for those with busy lifestyles, which is a crucial factor as to why many women prefer disposables.
   
• Also, the increasing focus on menstrual hygiene coupled with the demand for hygienic, ready-to-use products is further expected to widen the growth of the disposable segment.
   

Based on distribution channel, the menstrual hygiene management market is bifurcated into retail pharmacy, hospital pharmacy, e-commerce channels, brick and mortar, and supermarket/hypermarket. Retail pharmacies segment dominated the global market accounting for more than 35.6% market share in 2024.
 

• Retail pharmacies are leading the market as they offer widespread accessibility in urban as well as rural areas, allowing consumers to easily purchase required sanitary pads.
   
• Moreover, consumer needs are met as retail pharmacies stock a variety of products like sanitary pads, tampons and even menstrual cups.
   
• Thus, many people consider retail pharmacies a primary outlet for healthcare products and services which gives them a competitive advantage over other distribution channels. Due to the growing awareness amongst consumers about menstrual hygiene and a positive trend in personal healthcare, retail pharmacies tend to be the most popular choice for women looking to buy these products owing to easy access to services and their reliability.
   

North America: The U.S. menstrual hygiene management market was valued at USD 4.3 billion in 2024 and is projected to grow significantly, reaching USD 6.1 billion by 2034.
 

• E-commerce has rapidly advanced in the U.S., providing easy access to a variety of subscription and customizable menstrual products.
   
• These changes in the market structure have been favored by many U.S. consumers who prefer direct-to-consumer purchasing for tailored products.
   
• Moreover, many states in the country have made it mandatory to distribute free menstrual products in public schools to address period poverty and improve access. Currently, 28 states and Washington D.C. have passed legislation to provide students who menstruate free access to period products while they are in the school.
   
• Such initiatives are boosting the access of menstrual products within the country and thereby supporting the market’s growth.
   

Europe: The menstrual hygiene management market in UK is expected to experience significant and promising growth from 2025 to 2034.
 

• The market for sustainable and eco-friendly products is on the rise. These include reusable menstrual cups, organic tampon, the global market for which is estimated to reach USD 1.8 billion by 2032, and biodegradable sanitary pads.
   
• Moreover, the introduction of organic and ethically sourced, plastic-free menstrual care products made by brands such as TOTM has driven substantial market demand. This has also encouraged mainstream retailers such as Boots and Tesco to widen their eco-friendly menstrual care product lines, further fueling market growth.
   
• The focus of vendors towards ecofriendly products is also in line with the focus of the UK government on reducing the plastic pollution, through initiatives such as “Rethink Periods”, which is further expected to boost the growth of market in UK.
   

Asia Pacific: Japan menstrual hygiene management market is anticipated to witness lucrative growth between 2025 – 2034.
 

• Companies in Japan are well-known for innovative technology. Key players are making a business out of creating premium menstrual products with advanced features including ultra-thin, super-absorbent materials, odor control, and hypoallergenic selections.
   
• For example, Kao Corporation’s sanitary napkins branded Laurier are sold in Japan and other Southeast Asian countries. They are made with advanced absorbent polymers and breathable fluffy sheets which increase comfort during use and lower the amount of plastic used, demonstrating sustainable innovation.
   
• The products are aimed at a dominant populace of urban and working women with a high demand for sustainable products and comfort.
   

Middle East and Africa: The menstrual hygiene management market in Saudi Arabia is expected to experience significant and promising growth from 2025 to 2034.
 

• Traditional menstruation stigmas are vanishing particularly in urban areas where the youth are much more willing to discuss menstruation-related healthcare and even navigate towards more advanced hygiene options than just sanitary pads. This is evident as there is growing demand within the country for eco-friendly menstrual hygiene products such as cups and reusable period underwear due to increased awareness and consumers confidence.
   
• Furthermore, inspired by worldwide developments, social media, and increasing concern for personal health, numerous Saudi women are switching to menstrual cups and period underwear, thereby propelling the market expansion.
   

Menstrual Hygiene Management Market Share

Procter & Gamble, Kimberly-Clark, Unicharm and Johnson & Johnson, who together control around 45% of the global market share are top 4 players in this industry. The market for menstrual hygiene management is fuelled by a mix of international companies and local brands, with all of them competing towards increasing market share. Key initiatives focus on the development of sustainable and green products such as biodegradable pads, reusable menstrual cups, and organic cotton tampons which meet consumer demand.
 

Collaborations with educational institutions, health care authorities, women organizations, and digital healthcare services are crucial to expand the market as well as improve product awareness and access to affordable quality goods. Supportive regulatory policies along with government measures dealing with period poverty accelerate the adoption of menstrual products and allow businesses to serve widening markets and strengthen their positions by servicing women of different ages and backgrounds.
 

Menstrual Hygiene Management Market Companies

Some of the eminent market participants operating in the menstrual hygiene management industry include:

• Cora
• Diva International
• Edgewell Personal Care
• First Quality Enterprise
• Hengan International
• Johnson & Johnson
• Kao
• Kimberly-Clark
• Ontex
• Premier FMCG
• Procter & Gamble
• TOTM
• TZMO
• Unicharm
• Unilever
   
• Edgewell Personal Care, under its OB Tampons and Stayfree brands, offers a wide range of pads and tampons that cater to different flow levels and sizes. The company emphasizes the use of tested and safe materials for the skin. In particular, Stayfree Secure pads are heavily advertised in South Asian markets due to their economical pricing and trustworthiness.
   
• Cora presents itself as a contemporary, modern woman brand that sells organic tampons, pads, and menstrual cups. Its claimed features are free from toxins, 100% organic cotton and products come in elegant, inconspicuous packaging. Furthermore, Cora's business model incorporates social responsibility by distributing menstrual products with education to underprivileged girls for every product sold.
   
• Diva International specializes in the reusable menstrual care market, offering the DivaCup and Diva Disc. The brand approaches eco-conscious consumers with their medical-grade silicone product, which is long-lasting, waste-less, and affordable long-term. Diva partners with non-profit organizations provide menstruation products in underprivileged communities to support sustainable period care.
   

Menstrual Hygiene Management Industry News:

• In April 2024, Kimberly-Clark announced to introduce a brand-new product line Liv by Kotex in the U.S. The product offers dual protection from periods and bladder leaks and is available exclusively at Target stores. The line offers products in five levels of absorbency that includes very light (thong liner), light (extra coverage liner), regular (ultra-thin pad), heavy (ultra-thin pad) and overnight (ultra-thin pad).
   
• In June 2023, P&G Whisper began a partnership with UNESCO to launch a menstrual health campaign in Bengaluru, India. This campaign further solidified Whisper’s image as a socially responsible advocate in the scope of menstruation by removing stigmas and building social consciousness. It was in line with P&G’s social impact objectives while broadening market access through the provision of menstrual products and hygiene education to various segmented communities.
   
• In June 2022, Kotex from Kimberly Clark announced partnership with the National Population and Family Development Board in Malaysia for the KIT SERI program that sought to eliminate period poverty. The initiative educated adolescent girls on menstrual hygiene and provided sanitary napkins to over 130,000 girls from the B40 communities. Such initiatives bettered the company’s image in the region.
   

The menstrual hygiene management market research report includes an in-depth coverage of the industry with estimates and forecast in terms of revenue in USD Million from 2021 – 2034 for the following segments:

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Market, By Product Type 

• Sanitary pads
• Tampons
• Menstrual cups
• Panty liners
• Menstrual underwear
• Other product types

Market, By Usability

• Disposable
• Reusable

Market, By Distribution Channel

• Retail pharmacy
• Hospital pharmacy
• E-commerce channels
• Brick and mortar
• Supermarket/Hypermarket

The above information is provided for the following regions and countries:

• North America 
  • U.S.
  • Canada
• Europe 
  • Germany
  • UK
  • France
  • Spain
  • Italy
• Asia Pacific 
  • China
  • India
  • Japan
  • Australia
  • South Korea
• Latin America 
  • Brazil
  • Mexico
  • Argentina
• Middle East and Africa 
  • Saudi Arabia
  • South Africa
  • UAE