India Hygienic Product Market By Product Type (Female Hygienic Product, Male Hygienic Product), By Distribution Channel (Supermarkets & Hypermarkets, Drug Stores/Pharmacies, Convenience Stores, Online), By Region, Forecast & Opportunities, 2020-2030F

Market Overview

India hygienic product market was valued at USD

Additionally, the Indian government’s policy reforms like 100% FDI (foreign direct investment) allowance in single brand retail and 51% in multi brand retail are providing lucrative opportunity for manufacturers and the market is now witnessing entry of international FMCG giants. Also, the thriving e-commerce industry and launch of new hygienic product ranges, particularly formulated for men and women are some other key factors fueling the growth of hygienic product market. Moreover, with rapid urbanization, growing middle class population and rising per capita disposable income of the country, the market is expected to undergo robust CAGR through FY2030.

The 2019-21 India National Family Health Survey collected data on menstruation protection techniques used by women aged 15 to 24. In India, 78% employ hygienic methods of protection, such as locally produced napkins, sanitary napkins, tampons, and menstruation cup. Sanitary napkins are the most common approach, with 64% of women aged 15 to 24 using them. Nonetheless, 50% of young women in India use cloth during their menstrual cycle, which is unsanitary and can be harmful.

The India Hygienic Product Market has seen substantial growth in recent years, driven by increasing awareness of health and hygiene, rising disposable incomes, and the influence of global health trends. The market encompasses a wide range of products, including sanitary napkins, diapers, personal hygiene products, and cleaning agents. The urbanization trend, coupled with improved access to education, has played a pivotal role in shifting consumer preferences towards hygienic products. Additionally, government initiatives such as the Swachh Bharat Abhiyan have further heightened the importance of hygiene among the Indian populace.

Key Market Drivers

Increasing Health and Hygiene Awareness

The rising awareness about health and hygiene among the Indian population is a primary driver of the hygienic product market. This awareness is fueled by several factors, including government initiatives, educational campaigns, and the influence of social media.

Rising Disposable Income and Urbanization

The rapid economic growth in India has led to an increase in disposable income, particularly among the middle class. This rise in purchasing power, coupled with urbanization, has significantly contributed to the growth of the hygienic product market.

Technological Advancements and Product Innovation

Technological advancements and continuous product innovation are critical drivers of the India Hygienic Product Market. Companies are investing in research and development to introduce new and improved products that meet the evolving needs of consumers.

Key Market Challenges

One of the significant challenges facing the India Hygienic Product Market is the high cost of many hygienic products. This issue is particularly pronounced in rural areas and among low-income groups, where affordability remains a critical barrier to adoption.

Cultural Stigmas and Taboos

According to the 2011 Census, India has 253 million adolescents, with girls making up 47% of the total. Adolescent girls have a high frequency of anaemia, inadequate awareness of sexual health, undernutrition, and mental health problems.

Key Market Trends

Product Innovation and Diversification

Manufacturers are increasingly focusing on product innovation and diversification to cater to the varied needs of consumers. There is a growing demand for eco-friendly and sustainable products, leading to the introduction of biodegradable sanitary pads, organic cotton diapers, and eco-friendly personal care items. Additionally, companies are developing products with advanced features, such as long-lasting antibacterial effects, moisturizing benefits, and pleasant fragrances, to attract a broader customer base.

Expansion of E-commerce and Digital Platforms

The proliferation of e-commerce and digital platforms has transformed the purchasing behavior of consumers in India. The convenience of online shopping, coupled with the availability of a wide range of products and competitive pricing, has driven significant growth in online sales of hygienic products. Major e-commerce players and dedicated health and wellness platforms are increasingly becoming the preferred choice for purchasing hygienic products. This trend is expected to continue, with companies investing in robust online distribution channels and digital marketing strategies to reach a larger audience.

Government Initiatives and Policies

Government initiatives and policies play a crucial role in shaping the hygienic product market in India. Programs like the Swachh Bharat Abhiyan (Clean India Mission) have significantly contributed to raising awareness about the importance of hygiene and sanitation. The government's efforts to improve public health infrastructure, promote menstrual hygiene, and provide subsidized sanitary products to rural and underserved populations are driving demand for hygienic products. Additionally, regulatory standards and quality certifications are ensuring that products meet safety and efficacy requirements, boosting consumer confidence.

Rural Market Penetration

The rural market in India presents a significant growth opportunity for the hygienic product industry. Traditionally, the adoption of hygienic products in rural areas has been lower compared to urban regions due to factors such as lack of awareness, affordability issues, and cultural taboos. However, with increasing rural incomes, improved distribution networks, and targeted awareness campaigns, there is a growing acceptance and demand for hygienic products in rural markets. Companies are focusing on affordable pricing, smaller pack sizes, and localized marketing strategies to tap into this potential.

Segmental Insights

Insights

The female hygienic product segment in India is the leading segment and has witnessed substantial growth over the past decade, driven by increasing awareness, rising disposable incomes, and a shift towards better health and hygiene practices among women. This segment includes a range of products such as sanitary napkins, tampons, panty liners, menstrual cups, and intimate washes, catering to the diverse needs of Indian women. Increased awareness about menstrual hygiene management through government campaigns, NGOs, and social media initiatives has significantly contributed to the market growth. Programs like Swachh Bharat Abhiyan and initiatives by organizations like UNICEF and WaterAid have played a crucial role in educating women about the importance of menstrual hygiene.

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In the India hygienic product market, the North region stands out as a dominating region, this dominance can be attributed to several factors, including demographic trends, urbanization, economic growth, and cultural influences.

Recent Developments

• In  2024, Ujaas has launched the 'Ujaas Menstrual Health Express' initiative to drive menstrual taboos and foster nationwide awareness for menstrual health and hygiene management. The initiative involves distributing free sanitary napkins, with a significant portion manufactured by Ujaas in collaboration with self-help groups, and traversing 25 states and 106 cities across India to reach diverse regions and communities. The goal is to extend the reach nationwide, ensure widespread awareness, and deliver accurate knowledge to enable girls to lead healthy and dignified lives.
• In  2024, Mahina period underwear a solution for menstrual health in India launched by Eicher Goodearth Private Limited , offering a comfortable, effective, and environmentally-conscious alternative to traditional menstrual products. It features a three-layered absorbent gusset, an elongated design for uninterrupted sleep, and is designed for durability, lasting up to 2 years or 100 washes. Mahina period underwear is available in different absorbency levels to cater to diverse flow needs and provides long-lasting comfort without the need for frequent changes or restroom visits.

Key Market Players

• Johnson & Johnson Private Limited
• Procter & Gamble Hygiene & Health Care Ltd
• Unicharm India Private Limited
• Glenmark Pharmaceuticals Limited
• Redcliffe Hygiene Private Limited
•  Kimberly-Clark Hygiene Products Pvt. Ltd 
•  Hindustan Uniliver Limited 
• Truefitt and Hill India 
• Visage Lines Personal Care Pvt Ltd, Inc.
• Emami Limited