South America Feminine Hygiene Market Outlook, 2027

South America's Feminine Hygiene market is expected to grow in the coming time zone. The market for feminine hygiene products is expected to be driven by the growing concern for hygiene and also increase demand for feminine hygiene products. Thus, the feminine hygiene products market is experiencing varied trends across Brazil, Argentina, Chile, and Peru. Changing lifestyles, a spurt in the number of working women's population, and growing preferences for convenient products are fueling the demand for feminine hygiene products across South America. The rise in the ubiquity of sophisticated urban shopping avenues such as super/hypermarkets and specialized beauty and drug stores has also helped the South American feminine hygiene products market by making the products more accessible to the common South American consumer than ever before. The unique marketing challenges for a feminine care brand may be the market they target. Usually, brands will target a more specific group than a feminine care brand because they must market to all women. All women need feminine hygiene products. Therefore, these brands need to find a way to appeal to every type of woman. Women and their health are disproportionately affected by the economic fallout caused by COVID-19.

According to the report, South America Feminine Hygiene Market Outlook, 2027 the market stood at around USD 2.7 Billion in 2021, which is anticipated to grow at more than 6% CAGR for 2022-2027. Argentina and Brazil have experienced immense growth owing to the increase in disposable income of customers, rising hygiene awareness, and emerging distribution channels in Argentina and Brazil. Other economically weaker countries in the region, like Chile and Peru, are likely to experience growth at a slower pace in the market for feminine hygiene products in terms of the usage of sanitary protection products. In 2021, Brazil accounts for the biggest chunk of the total market share for the feminine hygiene products market in South America and is followed by Columbia.

The growth of the region can be attributed to the rising number of working women in the region, which is acting as the primary factor driving the growth of the market. Increasing employment has consequently led to a transformation in the purchasing habits of women as they are now more aware and willing to invest in products for maintaining menstrual health. Besides this, the governments of various countries in the region are undertaking significant initiatives to spread awareness about feminine hygiene. Moreover, manufacturers are producing low-cost sanitary pads while also emphasizing on introducing ultra-thin napkins with high absorbency capacity. In addition to that, the introduction of commercialized disposable pads and tampons during the twentieth century changed the experience of the menstrual body in many, but not all, countries of the world. From a South American perspective, this new way to menstruate was also understood to be a sign of modernization. Factors such as increasing numbers of working women, growing awareness about female hygiene, and increasing health issues such as skin irritation and rashes are also contributing to the growth of the biodegradable sanitary napkin market across the globe.

Feminine hygiene products in South America are sold through various channels. Distribution of products is another area of significant value addition. Dollar stores, variety stores, and general merchandise retailers, cash & carry & warehouse clubs, department stores, convenience stores, hypermarkets, supermarkets, and other general retailers are the key channels for the distribution of feminine hygiene products. Hypermarkets and supermarkets, convenience stores, drug stores, pharmacies, and health and beauty stores have become major channels for feminine hygiene products across South America and are expected to maintain their leading position over the forecast period. With an active and busy lifestyle, consumers are opting for distribution channels for purchasing their necessary goods in order to save time and money.

The greatest factor that drives the South American feminine hygiene market today, and will drive it for the coming years, is media outreach that creates an increase in awareness among all citizens regarding feminine hygiene products. Taking into consideration the expanding markets in Brazil and Argentina, marketers are aggressively promoting their feminine hygiene products on a large scale in all South American countries. Marketers are constantly keeping a close watch on these trends in order to promote new products and increase market penetration. They select smaller, more cost-effective packaging for products aimed at middle- and lower-income women. There is a positive diversity in the points of sale and distribution in the South American feminine hygiene market. Financial barriers exacerbate period poverty in Brazil. Menstrual products in Brazil are taxed because they are not categorized as essential. In fact, in So Paulo, taxes account for 34% of the price of menstrual products.

Based on the verticals, South America is the key regional contributor to the organic and natural feminine care market. A survey of the product pricing and total sales and revenue, along with predictions regarding the growth rate of all products and application segmentations, is also done. The prominent players operating in the feminine hygiene products market in South America include Carefree, Schick, Always, and Gillette. These players are spending an enormous amount on advertising and marketing strategies to attract new consumers and strengthen their position in the market. Several promotional offers are also being introduced by the players to boost the sales figures of feminine hygiene products in South America. Further, due to rising environmental concerns and the use of harmful chemicals in many hygiene products, the consumer focus is shifting towards natural and biodegradable products. As a result, product innovation, growing investments, and new product launches are impacting the industry's growth positively. Other growth-inducing factors include changing lifestyles of consumers, rising disposable incomes, and growing distribution channels.

The rising number of awareness campaigns on feminine hygiene and other related issues through social networks is positively influencing the industry's growth. Challenges in terms of adequate education and awareness about menstruation and hygiene and a lack of access to basic feminine hygiene products are being overcome by various campaigns and government support. In 2018, Colombia became one of the first countries to eliminate VAT on sanitary pads and tampons. Such steps will contribute to the development of the feminine hygiene products market in South America. Moreover, the progressing economy, rapid urbanization, and modernization are contributing to abolishing the social taboos related to menstruation in society. This is expected to generate greater acceptance for different menstrual hygiene products in the coming years. Such expansions are expected to catalyze market growth in the forecast period.

COVID-19 Impacts:

The COVID-19 pandemic has upended life for people around the globe, including the way people experience and perceive menstruation. Latin America and the Caribbean region have been no exception. Movement restrictions coupled with the closure of health centers have affected access to sexual and reproductive health services, including care for menstruation-related disorders, such as endometriosis or migraines. The economic fallout of the pandemic has also limited access to menstrual supplies for many. This deprivation - the lack of access to water, soap and products such as sanitary napkins, tampons or menstrual cups - is commonly called period poverty or menstrual poverty, and experts fear the situation has worsened. However, changes in consumer behavior regarding health benefits are projected to propel higher market growth for the market during the forecast period.

Major companies present in the market

Procter & Gamble, Kimberly-Clark Corporation, Edgewell Personal Care Company, Kao Corporation, Johnson & Johnson, Unicharm Corporation, Essity Aktiebolag, Ontex

Considered in this report

• Geography: South America
• Historic year: 2016
• Base year: 2021
• Estimated year: 2022
• Forecast year: 2027

Aspects covered in this report

• South America Feminine Hygiene market with its value and forecast along with its segments
• Country-wise toy market analysis
• Various divers and challenges
• Ongoing trends and developments
• Five force models
• Top profiled companies
• Strategic recommendation

Countries covered in the report

• Brazil
• Argentina
• Columbia

Segment covered in the report

By Product Type

• Sanitary Pad
• Tampons
• Panty Liner
• Menstrual Cup
• Internal Cleansers ,Disposable Razors & Blades

By Type

• Disposable
• Reusable

By Sales Channel

• Supermarkets and Hypermarkets
• Pharmacies
• Convenience Stores
• Online
• Others (Specialty Stores, Hospitals)

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual reports of companies, and analyzing the government- generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have verified the details obtained from secondary sources.

Intended audience

This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to feminine hygiene products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.