Global Market for Feminine Hygiene Products to Reach US$14.3 Billion by 2015, According to New Report by Global Industry Analysts, Inc.

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GIA announces the release of a comprehensive global report on Feminine Hygiene Products market. Although the prolonged severity of the current economic slowdown has elicited declines in spending and the low tide has stranded revenue growth with consumers mostly trading down to cheaper products at low price points, the world feminine hygiene products market is nevertheless forecast to recover poise in the medium-to-short term period to reach US$14.3 billion by the year 2015.

Feminine Hygiene Products: A Global Strategic Business Report

As an industry, which was hitherto smothered by lack of publicity and stifling societal conservatism, market for feminine hygiene products is now finally emerging from its long period of hibernation. The industry over the past decade or two witnessed phenomenal growth as a result of improvements in the standard of living and growth in media and public attention to women’s health. Full-fledged advertising, commercialization and marketing of feminine hygiene products, is a fairly recent phenomenon in the industry. Designed to appeal to modern women and their changing lifestyles, manufacturers are positioning their products as being convenient, gentle, safe and effective. Products with diverse formulations proffer the promise of several curative and specific hygiene benefits. Development of medically proven hypoallergenic formulas and other natural ingredients emerged into a boon, shattering stigmas once associated with feminine hygiene products. With effervescent new product innovations on cards, the industry is graduating to a competitive environment where corporate success would hinge on the ability to efficiently track ever-changing consumer preferences and develop cost effective products. The market is flooded with products claiming comfort and varied designs, super absorbability and other features as their forte.

A part of the essential, daily Fast Moving Consumer Goods (FMCG) product category, demand for feminine hygiene products is less susceptible to economic ups and down as compared to other discretionary consumer products, where demand responses to economic ups and downs are typically amplified. Nevertheless, the prolonged severity of the current economic slowdown has elicited declines in spending. Slowing economies, unpredictable business climate, reduction in household wealth, crumbling consumer confidence, frugal discretionary spending patterns, shifting consumer focus towards value for money bargains, are all factors, which have stifled growth in the market during the 2007-2009 recession. The recession has interestingly induced a long-term shift in consumer perception towards performance, price and value offered by products, which is expected to linger on even into the post recession period, thus marking the possible end of flamboyant purchasing.

Reduced acceptance of throwaway convenience and increased emphasis on resource optimization, environmental benefits, product performance and value to price will characterize the consumer, post recession. The trend towards downtrading has exerted immense downward pressure on prices, forcing manufacturers to absorb increases in production costs and operate on thinning profit margins. Decreases in purchase frequencies is also the result of frugal consumer spending triggered by falling disposable spends, reduction in household wealth and rise in unemployment. Bearing the brunt of the recession are branded products, while emerging triumphant are private labeled products, which are becoming increasingly attractive given their low price points and competitive quality levels. Value brands and private label brands are therefore offering stiff competition to premium brands. Premium priced products, which exhibited resilience at the start of the recession, has witnessed quick deterioration in business opportunities. Pushed against the wall, national brands are attempting to cork drifting of customers to other in store brands in a souring economy by offering quality products at compelling competitive prices, while simultaneously ensuring against unwarranted brand dilution. Re-positioning national brands in terms of price remains the strategy of choice among market majors.

In addition to the stress exerted by poor economic conditions, the market in developed countries/regions like the United States, Japan and Western Europe has been experiencing the added pain of an aging demographic consumer base. Nevertheless, market for feminine hygiene products will continue to be dominated by developed nations, with the US and Europe together accounting for a major share of the global market, as stated by the new market research report. With the recession now at its tail end and with signs of recovery becoming evident, especially in the developing countries, a resurgence in the market’s growth fundamentals is forecasted. The steadily growing population, rise in the number of working women and subsequent increases in demand for convenient disposable items and rising hygiene awareness and maintenance of health among women in rural areas stand out as strong market fundamentals that will help nail down growth patterns across the world. Emerging nations such as China and Latin America will emerge into attractive markets for ferreting growth opportunities. Market for Panty liners in Asia-Pacific is expected to surge at a CAGR of 7.14% through 2015.

Major players in the marketplace include Johnson & Johnson, Kimberly-Clark, SCA, Lil-lets Group, Natracare Bodywise (UK) Ltd, PayChest Inc, Playtex Products, Procter & Gamble, Unicharm, and Kao Corporation.

The research report titled “Feminine Hygiene Products: A Global Strategic Business Report”, announced by Global Industry Analysts, Inc., provides a comprehensive review of market trends, issues, drivers, company profiles, mergers, acquisitions and other strategic industry activities. The report provides market estimates and projections (in US$ Million) for major geographic markets including the United States, Canada, Japan, Europe (France, Germany, Italy, UK, Spain, Russia, Rest of Europe), Asia-Pacific (China, and Rest of Asia-Pacific), Latin America (Brazil, Mexico, and Rest of Latin America), and Rest of World. Product segments analyzed include Sanitary Pads/Towels, Tampons, Panty Liners, and Others.

For more details about this comprehensive market research report, please visit –

About Global Industry Analysts, Inc.
Global Industry Analysts, Inc., (GIA) is a reputed publisher of off-the-shelf market research. Founded in 1987, the company is globally recognized as one of the world’s largest market research publishers. The company employs over 800 people worldwide and publishes more than 1200 full-scale research reports each year. Additionally, the company also offers thousands of smaller research products including company reports, market trend reports, and industry reports encompassing all major industries worldwide.

Global Industry Analysts, Inc.
Telephone: 408-528-9966
Fax: 408-528-9977
Email: press(at)StrategyR(dot)com
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