Women Intimate Care Market - Forecasts from 2024 to 2029

The women’s intimate care market is projected to grow at a CAGR of 4.28% over the forecast period, from US$16.710 billion in 2024 to reach US$20.601 billion by 2029.

This growth is ascribed to the rising awareness among female buyers concerning intimate hygiene. An increasing number of supermarkets, hypermarkets, and specialty stores are contributing to the overall market development owing to the easy accessibility of these items. In addition, rising purchasing power and high expendable income have contributed to market growth. Furthermore, the fast increase in the working female population has boosted the requirement for high-quality intimate care items, which has propelled the overall market expansion.

Moreover, rising awareness of women towards females' hygiene and its relatable items owing to the growing risk of well-being issues and skin infections in the hint region has resulted in a rise in this product demand. Increasing cases of genital skin infections are encouraging women globally to maintain their intimate region health and hygiene. According to Harvard Medical School data from September 2023 stated that 75% of women are potentially to suffer at least one Vaginal Candida Infection in their lifetime, with up to 45% of women having two or more.

The high predominance of yeast infections in women leads to considerable demand for products to prevent and treat these infections, resulting in progressing demand for intimate care items in the years to come. Besides, various initiatives are taken by the government and international organizations to raise awareness of the benefits of maintaining feminine hygiene, which is additionally contributing to the market development.

WOMEN INTIMATE CARE MARKET DRIVERS:

The rising focus on empowerment and wellness is expected to boost the global demand for women’s intimate care products.

The women's intimate care market is experiencing significant development due to an increased focus on female empowerment and wellness. Women presently see intimate care as a fundamental part of their overall well-being and self-care practices. One of the prime reasons supporting this growth is the increase in women's employment, which impacts the development of the women's intimate care market. Increased disposable income permits women to invest more in personal care items, including intimate products.

For instance, as per the World Bank Group report, there has been a rise in the percentage of women in the labor force in different regions. France accounted for 49% of females in the labor force, which is the highest. It was followed by Australia, Switzerland, the United States, and Japan, which accounted for 47%, 46.7%, 46.5%, and 45.1%, respectively, in 2023. Further, working women have way better access to well-being and hygiene-related information, contributing to a rise in mindfulness of intimate care. The requirement for convenient, eco-friendly, and on-the-go intimate care products grows as more females join the workforce.

Women Intimate Care Market Segment Analysis

The intimate wash segment is anticipated to boost the market expansion.

The growing popularity of intimate wash products is driven by increasing awareness about preserving sanitation and cleanliness among women worldwide. This is also because women of all ages increasingly prefer such products that help them maintain their bodies' natural pH, making them less prone to infections. Further, with the application of these intimate care products, itching, and bacterial infections are prevented to a great extent, thereby promoting the growth of healthy bacteria like lactobacillus.

Moreover, Intimate washing also prevents the occurrence of vulvovaginal disease coupled with other minor infections.  Supported by international guidelines, daily gentle cleansing of the vulva forms an important part of feminine hygiene and overall intimate health. For instance, as per the National Institute of Health, the use of normal soaps for vagina cleaning may upset the normal flora and can lead to infections in intimate areas. Therefore, such findings will propel the sales of intimate wash products in the long term.

With rising women’s education, people are becoming more vocal about women’s hygiene products. The awareness and popularity of intimate wash products that are properly made and clinically tested to provide targeted antibacterial and other health benefits are increasing multifold. Moreover, the rising workforce participation of women is an additional factor propelling the demand for such products. Further, social media also greatly influences raising awareness and promoting intimate wash products. Rising female disposable income with increased awareness is promoting the usage of women’s intimate care products. According to the World Bank, the female population above 15 years, which is part of the labor workforce globally, increased in 2023 and reached 49% compared to 47% in 2020. The growing number of employed women highlights positive prospects for sales of intimate wash products with more spending power on personal hygiene solutions.

India is anticipated to have a significant market share.

The countries of Asia Pacific, such as India, are anticipated to hold a significant market share in the projected period, owing to the increasing genital hygiene consciousness among the women in the country.  This is expected to create a favorable and effective influence on female consumers in the country due to the higher risk of health problems in intimate areas and several skin-related issues. For instance - according to the Indian Journal of Obstetrics and Gynecology Research, the prevalence of Vulvovaginal candidiasis (VVC) is increasing at an alarming rate, with around three-fourths of women experiencing one instance of VVC in their lifetime.

Moreover, the demand for intimate care products will increase in the coming years due to changes in lifestyle habits, including busier schedules and higher stress levels. Currently, female consumers look for quick-fix and comfortable products in addition to rising disposable incomes.

Additionally, the rising education and employment prospects among the female population positively impact the market growth. Further, higher purchasing power among women will help them prioritize intimate care needs and generate a willingness to invest in premium intimate care products to suit their physical and emotional well-being.

Moreover, Unilever, which has an established presence in India, announced its partnership with Luna Daily in 2024 to boost investment in its intimate body care portfolio. Such intervention will lead to the proliferation of unique products under intimate product categories, supporting the market growth till the forecast period.

Women Intimate Care Market Key Developments:

• May 2023- Niine, a leading Indian hygiene solution supplier, launched India's first PLA-based biodegradable sanitary pads, which are CIPET-certified and decompose in a timeframe of 175 days and a year. This revolutionized eco-friendliness and decreased the effect of traditional sanitary pads on the environment.

Market Segmentation:

Women's Intimate Market is segmented and analyzed as below:

By Product Type

• Intimate Wash
• Intimate Wipes
• Moisturizers and Creams
• Powder
• Others

By Age Group

• 12-19 years
• 20-29 years
• 30-39 years
• 40 years and above

By Distribution Channel

• Online
• Offline

By Geography

• North America
• United States
• Canada
• Mexico
• South America
• Brazil
• Argentina
• Others
• Europe
• Germany
• Spain
• United Kingdom
• France
• Italy
• Others
• Middle East and Africa
• Saudi Arabia
• Israel
• UAE
• Others
• Asia Pacific
• China
• Japan
• South Korea
• India
• Australia
• Others