growth rate of over 18% to 20% is expected in India for the sanitary napkins
market, which holds a huge potential and excellent profit margin for the
manufacturers, say B. S. Pancholi and Dr. Sandeep R. Naik.
the global market for absorbent hygiene products is over US$ 50 bn (including
wipes). The evolution of hygiene products in Europe and the North America has
taken 4 to 5 generations. Feminine care was introduced over 100 years ago. Baby
diapers were invented 60 years ago. Adult incontinence products appeared 30
hygiene (lady napkins) is hygiene absorbent products engineered to absorb and
retain body fluid without causing any leakage. The user should always feel dry
and comfortable. It consists of an absorbent pad sandwiched between two sheets
of nonwoven fabric.
are 3 major types of products, viz, (a) Thick sanitary napkins. (b) Ultra thin
sanitary napkins. (c) Panty liners being used in the market. The size of each
and their content vary from market to market.
market status & potential
menstrual cycle starts for young women between the ages 11 - 17, frequently
around 12-1 3 years. On average a woman experiences a period every 28th day, 12 - 13 times in a year. A menstrual period
normally lasts 3 - 7 days. The loss of fluid in a period is on average half a
cup or 65 - 80 ml. The menstrual pattern is influenced by giving
birth and contraceptive methods. Menstruation lasts until menopause at the age
45 - 55. The feminine hygiene products market has evolved over more than 100
years to a more than US$ 17 bn in the following category worldwide as referred
in Table 1.
capital consumption of feminine hygiene products is illustrated in Table 2.
of the established and potential manufacturers of sanitary napkins are listed
in Table 3.
status & potential in India
regards consumption of total hygiene, absorbent products in India, total units
consumed in 2007 in India were 2,829 million pieces. Baby diapers comprised 5%
whereas adult incontinence 1% and feminine care share is 94%. Past projections and
future projections of women population in category of 15- 54 years age is tabulated
in Table 4.
see the above projections of women in the category of 15 - 54 years in India
and the details of sales of absorbent hygiene products in India, then the total
sales were US$ 213 million in 2007, out of which adult incontinence share was
9%, baby diapers share was 18% whereas feminine care contributed 73%. Thus, in India,
the evolution is expected to go quicker.
napkins are designed to absorb and retain menstrual fluid discharges. When used
they are applied inside an undergarment with a press-on adhesive fixing strip.
functions/key elements of sanitary napkins are absorb and retain menstrual
fluid, isolate fluids from the body, no leakage, no unaesthetic appearance, no
odour, stay in place, comfortable to wear. Key criteria for success are
hygiene, performance, comfort, convenience and aesthetics as tabulated in Table
structure of typical samples is given below: