Middle East & Africa Feminine Hygiene Market Outlook, 2027

Feminine hygiene refers to personal care products and regimens required by women to lead a healthy life. Feminine hygiene includes products for an intimate hygiene regimen. The feminine hygiene products and feminine wash market are presented with lucrative opportunities in the Middle East and Africa markets. The manufacturers of feminine wash products are intensively focusing on the Middle East and Africa markets by introducing new products with enhanced properties, competitive pricing, product design and packaging. Female hygiene products are consumer products and mostly bought voluntarily. The decision to buy such products majorly lies in the hands of women. The market prospect for heavy purchase of feminine hygiene wash products is anticipated to be the highest in regions where the disposable income in the hands of women is high, such as in countries like Iran, Saudi Arabia, and Israel.

According to the recent publication titled Middle East & Africa Feminine Hygiene Market Outlook, 2027 , the region is the least contributor in the global market which is expected to grow to a value difference of USD 1.75 billion between 2021 and 2027. An independent study revealed that nearly two-thirds of the region’s girls avoided certain foods, drinks, and activities, including showering and performing perinea care, and practiced several indigenous rituals during the period. The mother, religious books, and sisters were the main sources of the girls' information. It is suggested in the region that nurses and health care providers should use all available opportunities to educate young girls about menstruation. Heavy menstrual bleeding (HMB) is a common clinical problem. However, seeking medical advice might be delayed until patients develop several clinical consequences. HMB is a major clinical problem, though awareness about having HMB is lacking regardless of age and education level. Raising awareness and a multidisciplinary approach may result in early diagnosis, early intervention, and a reduction of clinical consequences.

A first, and very critical, problem is limited or incorrect knowledge and information. Many girls do not understand what is happening when they start menstruating and have limited knowledge of biological processes. Mothers often do not discuss menstruation with their daughters before they have their first period. In addition to a lack of knowledge about menstruation, females in low- and middle-income countries are frequently denied access to available resources, particularly when it comes to menstruation-related hygiene issues. Within this context, no formal guidance from the schools, lack of cultural acceptance of alternative menstrual products, limited economic resources, and inadequate water and sanitation facilities are reported as major reasons.

Last but not least, some of the most significant barriers for women in these countries are the social restrictions, beliefs, and myths that influence the management of menstruation. Menstruation is a taboo issue in the community. Seen as an impurity or even a disease, menstrual blood is managed in secret. When menstruating, women and girls are subjected to various religious, food-related, domestic or sexual prohibitions, which often lead to further isolation or stigmatization. Increasing access to menstrual products in both developed and developing countries is a problem to which greater attention and resources need to be devoted. Improving women’s experience of menstruation globally will require a coordinated effort of policymakers in each country, the private sector, and women’s rights activists. Moreover, countries around the region are witnessing an increasing number of promotions and educational sessions due to the increasing prominence of social media and the various initiatives taken by the government and NGOs to increase awareness about the benefits of using menstrual hygiene products, such as sanitary napkins.

Female hygiene products, which were previously only available in pharmacies and limited stores, are becoming increasingly popular in supermarkets and hypermarkets, online stores, and other department stores throughout the region. On the basis of sales channel, the Middle East and Africa's female hygiene products market has been segmented into departmental stores, supermarkets and hypermarkets, e-tailers and others. The other segment includes convenience stores, health and beauty stores, discount stores, and warehouse chains. The variety in price points, private labels, product launches, broad product ranges, and discounts offered have increased the popularity of supermarkets and hypermarkets. However, the online segment is expected to grow at the highest growth rate during the forecast period owing to the internet penetration in the region. This is likely to impact the customer base positively as the majority of consumers prefer online shopping. Moreover, the frequency of online searches has grown significantly in the past two years, creating greater business opportunities for the market.

The geographical segmentation of the Middle East and African female hygiene products market comprises regions such as the UAE, Saudi Arabia, Egypt, and South Africa. The key factors responsible for its market dominance are the supportive government measures taken to develop awareness related to personal hygiene in women and rising public awareness related to the risks related to urinary tract infection and STDs. Women are becoming more empowered in Saudi Arabia, and the number of women joining the workforce is increasing every year. They are gaining more knowledge and becoming more aware of health and hygiene issues. The rest of the Middle East and Africa is expected to expand at the highest growth rate during the forecast period. The major countries involved in the rest of the Middle East and Africa are Iran, Turkey, Oman, Israel, and Yemen. The increasing prevalence of UTI and STDs, high public awareness of female hygiene, supportive government awareness campaigns and policies related to female hygiene, and continuous development in healthcare infrastructure are the key factors assisting the growth of the female hygiene products market in the rest of MEA.

Changing lifestyles and increasing per capita income are also boosting the development of feminine hygiene products across the globe. Feminine hygiene products such as tampons, sanitary napkins, and menstrual cups are user-friendly and easily available. Feminine hygiene products are easy to carry and dispose of, thus making them convenient for the user. Sanitary protection in Israel is mature and saturated. The main growth driver for sanitary protection in the United Arab Emirates is basically the increasing female population in the country. The female population aged 12-54 is predicted to grow each year, ramping up the continued need for sanitary protection products during the forecast period. Across the region, the use of sanitary protection remains far lower than in more developed regions. Awareness of modern menstrual hygiene is growing and a combination of urbanization, women entering the workforce, and growing availability in retail are all driving demand for feminine hygiene products and is anticipated to be a growth proliferate for the product market in the coming time zone.

The Middle East Feminine Hygiene Market is anticipated to register sound revenues in the coming time zone backed by the rising growth of the young working population, which enables them to spend on the purchase of high-quality feminine hygiene products to maintain menstrual hygiene, and this is likely to have a positive impact on the market growth in the coming timeframe. There is growing evidence that the gender equality agenda is progressing in countries such as Saudi Arabia, the UAE, and Egypt. Governments have taken an interest in policies related to the protection of women’s economic and professional growth. Despite many challenges, including societal pressure on women to stay at home, a digital gender gap, and structural disadvantages in fund-raising and investment, this region has also become a hotbed for female entrepreneurs who are finding new and creative ways to enter the workforce.

COVID-19 Impacts:

As more and more COVID-19 cases are confirmed globally, the number of COVID-19 vaccine doses administered also continues to rise. But COVID-19 is a crisis that extends beyond health. It has and continues to impact jobs, education, food security, the environment, and more. As the pandemic continues to affect lives, funding has grown to respond to existing and emerging needs. Also, a change in consumer preference is anticipated to propel the higher market growth during the upcoming timeframe.

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: Middle East & Africa
• Historic year: 2016
• Base year: 2021
• Estimated year: 2022
• Forecast year: 2027

Aspects covered in this report

• Middle East & Africa 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

• Saudi Arabia
• UAE
• Qatar
• South Africa

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.