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 tampons.
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 market.
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 quality.
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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 entities
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 napkins 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 entities
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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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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