Tampons – Market Drivers and Forecast From Technavio

LONDON–(BUSINESS WIRE)–#HealthandWellnessTechnavio
analysts forecast the global
tampons market
to grow at a CAGR of close to 6% during
the forecast period, according to their latest report.

The research study covers the present scenario and growth prospects of
the global
tampons market
for 2016-2020. To determine the market size, the
study considers revenue generated from branded tampons and private-label

Branded tampons are the tampons that are manufactured in compliance with
proper regulations and standards set by agencies. They make up the
dominant segment of the global market owing to a clear customer
preference towards these products. Various vendors are involved in
introducing organic
and natural tampons
that do not contain any toxic chemicals and
are made up of cotton, to cater to the health-conscious segment of the

The private-label tampons finds itself placed in the organized retail
sector, where such products find an attractive customer base. Tampons
manufactured/sold under private-labels are usually priced in a more
customer friendly way and are mainly marketed online. These products are
carving out a loyal customer base in the market as a large number of
women perceive them to be on par with branded products in terms of

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Technavio analysts highlight the following three factors that are
contributing to the growth of the global tampons market:

  • Increasing awareness among women about health and hygiene products
  • Rise in product innovations
  • Growing number of initiatives by government agencies and private

Increasing awareness among women about health and hygiene products

In the not-so-recent past, majority of menstruating females in
developing and under-developed countries did not have access to clean
and safe sanitary products. Government agencies and other private
entities in these countries are focusing on promoting education on
menstrual hygiene for better and stronger management of menstruation.
Such measures are directly driving the sales of sanitary
and tampons in these market segments.

The government initiatives undertaken have clearly displayed an
increase in awareness among women in rural areas. A significant number
of women are shifting to tampons from the rags used during menstruation.
Health and hygiene campaigns are also conducted in schools, workplaces,
and universities worldwide to explain the usage of feminine hygiene
products and their advantages compared to cloth usage. Such initiatives
not only drive the tampon market, but also promotes safer and more
hygienic menstrual practices
,” says Amber Chourasia, one of the lead
market research analysts at Technavio.

Rise in product innovations

Vendors in this market are continually involved in the innovation of
tampons, focusing on making them smaller while providing increased
protection and comfort. Procter & Gamble, one of the key
vendors in this market, launched a pilot program in 25 schools in the
US. Through this program, the company aims to provide free tampons and
pads to middle and high school students. The company focuses on
advocating increased awareness of the tampons and the advantages of
their usage over other feminine care products such as sanitary pads and
panty liners during menstruation.

The companies in the market have introduced superabsorbent fiber
technology and organic products, including pH-balanced RepHresh
tampons. Feminine hygiene products are now more advanced than ever
before, and with the invention of digital tampons, the insertion has
become more comfortable and easy. Also, the launch of non-chlorine
bleached tampons has also reduced the potential hazardous impact that
tampons can have on the human body. Therefore, the increase in product
innovations has proved itself to be a key driver contributing to the
growth of the market.

Growing number of initiatives by government agencies and private

Even with growing awareness about menstrual hygiene, women in many
geographies do not have access to hygienic and safe products. To this
end, the government of the developing India is actively engaging with
various NGOs to distribute low-cost feminine hygiene products. Also, the
same government initiated the Menstrual Hygiene Project to
promote menstrual hygiene among adolescent girls in rural areas in
India. This program is targeted at adolescent girls in the age group of
10-19 years.

Companies are focusing on manufacturing and marketing new and
innovative products with better protection and safety, at more
affordable costs. Additionally, international vendors are entering joint
ventures with regional vendors to aid the local companies gain product
specialization and improve their distribution and sales channels. Thus,
companies entering into strategic partnerships with suppliers and
distributors are helping improve overall market penetration of tampons
says Amber.

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About Technavio

is a leading global technology research and advisory company. The
company develops over 2000 pieces of research every year, covering more
than 500 technologies across 80 countries. Technavio has about 300
analysts globally who specialize in customized consulting and business
research assignments across the latest leading edge technologies.

Technavio analysts employ primary as well as secondary research
techniques to ascertain the size and vendor landscape in a range of
markets. Analysts obtain information using a combination of bottom-up
and top-down approaches, besides using in-house market modeling tools
and proprietary databases. They corroborate this data with the data
obtained from various market participants and stakeholders across the
value chain, including vendors, service providers, distributors,
re-sellers, and end-users.

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Technavio Research
Jesse Maida
Media & Marketing Executive
+1 630 333 9501
UK: +44 208 123 1770