Back in the day the female intimate care products market centred on hygiene and cleanliness. Today, the category has strongly shifted into the wellness and beauty arena as illustrated by launches such as Endota Spa Intimate Wash.

The global market has been boosted by such launches of organic and naturally-based products, says Future Market Insights (FMI). The international market researcher forecasts that the global women’s intimate care category will reach US$37 billion by 2030.

In addition to organic and natural products, a surge in online sales in major markets has also fuelled growth, says FMI. Reasonably priced SKUs are also very much in demand.

Hair removal is included in the sector and dominates worldwide sales. But panty liners are a fast-growing category as more women in developing countries enter the workforce. A major factor in the growth of panty liner sales are biodegradeable versions made from 100 per cent organic cotton as well as new shapes and sizes.

China and east Asia are expected to experience above-average global growth as government initiatives encourage increased levels of menstruation hygiene. Key players in the global market include Kao Corporation, P&G and Unilever.

According to a lead analyst from FMI, core leaders in the intimate care product market are engaging with doctors and health authorities worldwide about the necessity of the category with an eye to increasing launches of prescription-based hygiene products.

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