Sanitary Towel and Diaper Market

The global market for sanitary towels, tampons, napkins, and diapers is forecasted to experience steady growth over the next eight years, with a projected increase in both volume and value. Despite a slight decrease in consumption in 2022, the overall trend from 2012 to 2022 showed strong growth in both volume and value. China, India, and the United States are among the top consumers and producers of sanitary products. The market for imports and exports also showed positive growth, with significant differences in average prices among countries. Overall, the market is expected to continue its upward trajectory in the coming years.

Market Forecast

Driven by increasing demand for sanitary towels, tampons, napkins and diapers worldwide, the market is expected to continue an upward consumption trend over the next eight-year period. Market performance is forecast to decelerate, expanding with an anticipated CAGR of +6.7% for the period from 2022 to 2030, which is projected to bring the market volume to 43M tons by the end of 2030.

In value terms, the market is forecast to increase with an anticipated CAGR of +8.8% for the period from 2022 to 2030, which is projected to bring the market value to $219.7B (in nominal prices) by the end of 2030.

Consumption

World Consumption of Sanitary Towels, Tampons, Napkins and Diapers

In 2022, consumption of sanitary towels, tampons, napkins and diapers decreased by -1.6% to 26M tons, falling for the second consecutive year after nine years of growth. Overall, the total consumption indicated strong growth from 2012 to 2022: its volume increased at an average annual rate of +8.6% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2022 figures, consumption decreased by -2.5% against 2020 indices. Over the period under review, global consumption reached the maximum volume at 27M tons in 2020; however, from 2021 to 2022, consumption stood at a somewhat lower figure.

The global sanitary towel and diaper market value declined modestly to $112.2B in 2022, standing approx. at the previous year. This figure reflects the total revenues of producers and importers (excluding logistics costs, retail marketing costs, and retailers' margins, which will be included in the final consumer price). In general, the total consumption indicated resilient growth from 2012 to 2022: its value increased at an average annual rate of +7.6% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2022 figures, consumption decreased by -2.0% against 2018 indices. Global consumption peaked at $114.5B in 2018; however, from 2019 to 2022, consumption stood at a somewhat lower figure.

Consumption By Country

The country with the largest volume of sanitary towel and diaper consumption was China (4.3M tons), comprising approx. 16% of total volume. Moreover, sanitary towel and diaper consumption in China exceeded the figures recorded by the second-largest consumer, India (1.7M tons), twofold. The United States (1.6M tons) ranked third in terms of total consumption with a 6% share.

From 2012 to 2022, the average annual growth rate of volume in China totaled +13.4%. In the other countries, the average annual rates were as follows: India (+11.5% per year) and the United States (+16.7% per year).

In value terms, China ($14B), India ($8.7B) and the United States ($5.9B) constituted the countries with the highest levels of market value in 2022, together comprising 25% of the global market.

Among the main consuming countries, the United States, with a CAGR of +15.3%, recorded the highest rates of growth with regard to market size over the period under review, while market for the other global leaders experienced more modest paces of growth.

The countries with the highest levels of sanitary towel and diaper per capita consumption in 2022 were Japan (9.9 kg per person), Russia (6.5 kg per person) and Iran (4.7 kg per person).

From 2012 to 2022, the most notable rate of growth in terms of consumption, amongst the key consuming countries, was attained by the United States (with a CAGR of +15.9%), while consumption for the other global leaders experienced more modest paces of growth.

Production

World Production of Sanitary Towels, Tampons, Napkins and Diapers

In 2022, production of sanitary towels, tampons, napkins and diapers decreased by -1.5% to 26M tons, falling for the second consecutive year after nine years of growth. Over the period under review, the total production indicated a strong expansion from 2012 to 2022: its volume increased at an average annual rate of +8.5% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2022 figures, production decreased by -2.5% against 2020 indices. The most prominent rate of growth was recorded in 2013 with an increase of 29% against the previous year. Global production peaked at 27M tons in 2020; however, from 2021 to 2022, production stood at a somewhat lower figure.

In value terms, sanitary towel and diaper production reached $110.5B in 2022 estimated in export price. Overall, production, however, saw a buoyant expansion. The most prominent rate of growth was recorded in 2013 with an increase of 38%. Global production peaked at $144.1B in 2019; however, from 2020 to 2022, production stood at a somewhat lower figure.

Production By Country

China (5.1M tons) remains the largest sanitary towel and diaper producing country worldwide, accounting for 19% of total volume. Moreover, sanitary towel and diaper production in China exceeded the figures recorded by the second-largest producer, India (1.7M tons), threefold. The third position in this ranking was taken by the United States (1.4M tons), with a 5.4% share.

From 2012 to 2022, the average annual rate of growth in terms of volume in China amounted to +13.5%. The remaining producing countries recorded the following average annual rates of production growth: India (+11.4% per year) and the United States (+15.9% per year).

Imports

World Imports of Sanitary Towels, Tampons, Napkins and Diapers

In 2022, the amount of sanitary towels, tampons, napkins and diapers imported worldwide rose to 4.1M tons, growing by 3.7% compared with 2021 figures. The total import volume increased at an average annual rate of +3.8% from 2012 to 2022; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. The most prominent rate of growth was recorded in 2014 with an increase of 11%. Over the period under review, global imports reached the peak figure in 2022 and are likely to see gradual growth in years to come.

In value terms, sanitary towel and diaper imports expanded notably to $17.4B in 2022. The total import value increased at an average annual rate of +3.4% over the period from 2012 to 2022; however, the trend pattern remained consistent, with somewhat noticeable fluctuations being recorded throughout the analyzed period. The most prominent rate of growth was recorded in 2013 with an increase of 13% against the previous year. Global imports peaked in 2022 and are likely to see gradual growth in years to come.

Imports By Country

The countries with the highest levels of sanitary towel and diaper imports in 2022 were the United States (321K tons), Germany (259K tons), the UK (225K tons), France (197K tons), Belgium (166K tons), Russia (156K tons), Canada (136K tons), the Philippines (120K tons), the Netherlands (111K tons), Iraq (109K tons), Australia (93K tons) and Spain (87K tons), together finishing at 48% of total import. The Czech Republic (67K tons) held a minor share of total imports.

From 2012 to 2022, the most notable rate of growth in terms of purchases, amongst the leading importing countries, was attained by the United States (with a CAGR of +5.8%), while imports for the other global leaders experienced more modest paces of growth.

In value terms, the United States ($1.6B), Germany ($1.1B) and the UK ($882M) were the countries with the highest levels of imports in 2022, with a combined 20% share of global imports. France, Russia, Canada, Australia, Belgium, Spain, the Netherlands, the Czech Republic, the Philippines and Iraq lagged somewhat behind, together accounting for a further 29%.

Among the main importing countries, Australia, with a CAGR of +8.0%, recorded the highest rates of growth with regard to the value of imports, over the period under review, while purchases for the other global leaders experienced more modest paces of growth.

Import Prices By Country

The average sanitary towel and diaper import price stood at $4,220 per ton in 2022, with an increase of 3.3% against the previous year. In general, the import price, however, continues to indicate a relatively flat trend pattern. The growth pace was the most rapid in 2018 an increase of 5.2% against the previous year. Global import price peaked at $4,490 per ton in 2014; however, from 2015 to 2022, import prices failed to regain momentum.

There were significant differences in the average prices amongst the major importing countries. In 2022, amid the top importers, the country with the highest price was Russia ($5,506 per ton), while the Philippines ($2,426 per ton) was amongst the lowest.

From 2012 to 2022, the most notable rate of growth in terms of prices was attained by Australia (+3.0%), while the other global leaders experienced more modest paces of growth.

Exports

World Exports of Sanitary Towels, Tampons, Napkins and Diapers

In 2022, approx. 4.3M tons of sanitary towels, tampons, napkins and diapers were exported worldwide; with an increase of 3.8% compared with 2021 figures. The total export volume increased at an average annual rate of +3.5% from 2012 to 2022; the trend pattern remained relatively stable, with somewhat noticeable fluctuations being recorded throughout the analyzed period. The growth pace was the most rapid in 2013 when exports increased by 11%. The global exports peaked in 2022 and are expected to retain growth in years to come.

In value terms, sanitary towel and diaper exports rose rapidly to $17.4B in 2022. The total export value increased at an average annual rate of +2.7% from 2012 to 2022; the trend pattern remained consistent, with somewhat noticeable fluctuations throughout the analyzed period. The most prominent rate of growth was recorded in 2013 with an increase of 13% against the previous year. The global exports peaked in 2022 and are likely to see steady growth in the near future.

Exports By Country

In 2022, China (870K tons), distantly followed by Turkey (314K tons), the Czech Republic (306K tons), Poland (298K tons), Germany (236K tons) and the Netherlands (226K tons) were the largest exporters of sanitary towels, tampons, napkins and diapers, together committing 52% of total exports. The following exporters - Belgium (195K tons), the United States (189K tons), Canada (183K tons), Mexico (145K tons), Japan (133K tons), Sweden (117K tons) and France (96K tons) - together made up 24% of total exports.

From 2012 to 2022, average annual rates of growth with regard to sanitary towel and diaper exports from China stood at +12.0%. At the same time, Mexico (+13.0%), the Czech Republic (+10.0%), Turkey (+5.3%), Canada (+4.2%), France (+3.6%), the Netherlands (+3.1%), Japan (+2.4%) and Belgium (+1.4%) displayed positive paces of growth. Moreover, Mexico emerged as the fastest-growing exporter exported in the world, with a CAGR of +13.0% from 2012-2022. The United States, Poland and Sweden experienced a relatively flat trend pattern. By contrast, Germany (-3.7%) illustrated a downward trend over the same period. While the share of China (+11 p.p.), the Czech Republic (+3.2 p.p.) and Mexico (+2 p.p.) increased significantly in terms of the global exports from 2012-2022, the share of Poland (-2.3 p.p.) and Germany (-5.7 p.p.) displayed negative dynamics. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, China ($3B) remains the largest sanitary towel and diaper supplier worldwide, comprising 17% of global exports. The second position in the ranking was held by Germany ($1.4B), with a 7.8% share of global exports. It was followed by the Czech Republic, with a 6.9% share.

From 2012 to 2022, the average annual growth rate of value in China totaled +11.5%. In the other countries, the average annual rates were as follows: Germany (-2.1% per year) and the Czech Republic (+9.5% per year).

Export Prices By Country

The average sanitary towel and diaper export price stood at $4,011 per ton in 2022, increasing by 2.2% against the previous year. In general, the export price, however, saw a relatively flat trend pattern. The most prominent rate of growth was recorded in 2018 when the average export price increased by 4.7%. Over the period under review, the average export prices hit record highs at $4,438 per ton in 2014; however, from 2015 to 2022, the export prices stood at a somewhat lower figure.

There were significant differences in the average prices amongst the major exporting countries. In 2022, amid the top suppliers, the country with the highest price was Germany ($5,749 per ton), while Turkey ($2,789 per ton) was amongst the lowest.

From 2012 to 2022, the most notable rate of growth in terms of prices was attained by Germany (+1.6%), while the other global leaders experienced more modest paces of growth.

Source: IndexBox Market Intelligence Platform