This Report examines the feminine hygiene category in India, highlighting significant shifts and trends. There is a noted decline in sanitary pad product development, with brands focusing more on packaging than innovation. Given the dominant usage of sanitary pads among Indian women, the category must address major concerns like comfort, leakage, stains and unpleasant odours, emphasising functional advancements.
The environmental impact is another pressing issue, as 12bn non-biodegradable sanitary pads are contributing to the nation’s plastic waste annually. Growing environmental awareness, driven by social media and government initiatives, is pushing brands to develop sustainable solutions, such as reusable pads and menstrual cups.
This Report also touches on the intimate hygiene category, where product launches have fluctuated. Low adoption rates highlight the need for ongoing education, with social media playing a vital role in spreading awareness, emphasising safety and reinforcing the purpose of these products.
Enhance sanitary pads by upgrading their functional attributes, advocate for eco-friendly sanitary innovations, and boost the adoption of intimate hygiene products by incorporating skin-caring claims.
Twinkle Behl, Research Analyst – Beauty and Personal Care, India
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