The hottest Indian female hygiene products market

  • Detail

Indian female sanitary products market

India has a population of 1.32 billion, including 650million women. 3. Mark two marking lines for measuring elongation on the sample. Among such a large group of women, the utilization rate of sanitary napkins, a necessary consumer product for women, is only 20%. The wide gap between the rich and the poor, low education penetration rate and traditional concepts have hindered the promotion of female thermosetting molded sheet sanitary products in India. However, this situation is gradually improving, and more market opportunities are emerging, providing unlimited possibilities for enterprises wishing to enter this market. At the focus International Forum on household paper and sanitary products held in April 2019, Mr. sahil dharia, the founder of Indian sanitary products enterprise Soother healthcare, shared the latest market situation of Indian female sanitary products industry, and analyzed the opportunities and challenges in the market. According to the content of the speech, this paper provides readers with reference

I. market overview

compared with China's mature female hygiene products market, the Indian market is still in its infancy. At present, the market size of Indian women's sanitary products is 690million US dollars, and only 20% of women use sanitary napkins. Compared with the market penetration of China's sanitary napkin Market of about 100%, there is still a big gap in the Indian market

but this is indeed a dynamic market. India has 1.32 billion people, ranking second in the world in terms of population, and has a large number of potential consumer groups. In recent years, female hygiene products have gradually been accepted by consumers, with an explosive growth rate of 17% a year

in addition, female hygiene products also need to be popularized in the Indian market. The incidence rate of cervical cancer in Indian women is twice the global average. Every year, 150000 women are diagnosed with cervical cancer and 75000 women die of cervical cancer. The high incidence rate of cervical cancer is related to the long-term use of unclean sanitary products by Indian women. In India, most women use rags or cigarette ashes as substitutes for sanitary napkins during menstruation. Indian women suffer from a variety of diseases such as cervical cancer due to dirty hygiene habits

more and more sanitary products manufacturers have seen the potential of this market and are opening the market door step by step. At present, the Indian female hygiene products market is mainly high-end products and middle-end products, accounting for 90% of the total. These products are mainly used by Indian upper class women. It is expected that in the future, with the expansion of the user population of female hygiene products, mass products will also continue to grow, and high-end products, middle-end products and mass products will occupy a place in the market

sales of female hygiene products of different grades

Second, the main growth point

a huge potential consumer group

India is a young and populous country, and the average age of the national population is only 24 years old. Among them, there are about 165million women aged 10-24. This group is also an important consumer group of female sanitary products and a long-term growth factor to improve the utilization rate

income growth

with the annual increase in the average income of the Indian population, people's living standards will be further improved, which will promote the popularization of female hygiene products

female menstruation is gradually decontaminated and named.

in the traditional concept of India, the words menstruation and dysmenorrhea are still taboo topics in people's hearts. Originally a natural physiological phenomenon, they have been bearing the stigma of "disgrace" and "dirty" for a long time, and even products related to menstruation are not allowed to be mentioned. However, with the civilized concept of people, this situation is gradually improving. People began to decontaminate women during menstruation and popularize the rational use of sanitary napkins, clearing some obstacles for the promotion of sanitary napkins

the popularization of female hygiene products helps to improve productivity

Education in India is gradually popularized, more and more people have the opportunity to enter schools for education, and the literacy rate is also increasing year by year. However, the low utilization rate of female hygiene products has hindered this trend. In India, due to the lack of menstrual hygiene supplies, non urban girls cannot go to school for up to 50 days a year, which even leads to girls' dropping out of school, thus affecting women to become valuable members of society. At present, the labor participation rate of women in India is low, only 37%. Affordable sanitary supplies provide guarantee for young women to complete their studies in schools/universities, so as to improve the labor participation rate of women and greatly promote the growth of India's GDP

third, sales channels

main sales channels

in western countries, the sales channels of female hygiene products are mainly large supermarkets, but the channels in India are different. Although India also has large supermarkets, these supermarkets cannot serve most of the population. Sanitary napkins are mainly sold through more than 3 million small retail stores, accounting for 80% of this channel

emerging sales channels

although the channels in the Indian market are still dominated by small retail stores, modern trade channels and e-commerce channels such as best price, Metro and reliance smart more supermarkets are also further developing. Among them, sanitary napkin products account for less than 1% of e-commerce sales channels, but with the expansion of the use of intelligence in India, such as the rise of e-commerce stations such as Amazon and flipkart in India, it is expected that in the next 5-10 years, sanitary products will have greater development in e-commerce channels, and the channel share is expected to increase to 5%

IV. opportunities and challenges

the government is committed to improving the health awareness of the grass-roots people

for the health of the people, reduce the harm of diseases such as cervical cancer to the people, and at the same time, in order to improve the education level of the people, the government has taken a series of measures to popularize female hygiene products. For example, nearly US $100million is invested every year to buy such products, which are distributed to girls free of charge or subsidized in schools. The government's strong guidance to the people has provided convenient conditions for enterprises to explore the market

toilet revolution helps the popularization of sanitary products

in India, most people are used to being "convenient" outdoors, which not only pollutes the environment, but also easily infects diseases. In order to improve the living environment, the government launched the "toilet revolution" with the mission of "cleaning India", committed to building 6million toilets, and the technical requirements of the time's test fuel tank mainly serve women. The "toilet revolution" has provided private space for women to use sanitary products more conveniently, thus promoting the growth of new users and repeated users

it is urgent to introduce new equipment to meet the growing market demand

the transportation cost of sanitary products is high, which is not suitable for long-distance transportation, so imported products are not suitable for the Indian market. Introducing new production equipment and realizing localized production has become the most practical way. At present, the production equipment of sanitary products in India is relatively old, most of which are purchased from China. However, with the growth of the market, India also needs production equipment with new products and technologies to meet the market demand

India has high commercial barriers

it takes a long time to set up factories in India, and there are few enterprises with complete infrastructure, which increases the difficulty of establishing production processes and ensuring stable product quality

on the other hand, it is very difficult for products to reach the end market in the form of small retail stores. Enterprises need to establish a broader distribution network to solve this problem, which has brought many difficulties for enterprises to open the Indian market

brand promotion costs a lot of money

although India has a promising market, the packaging of these drinks is expected to be developed by skipping rocks, but more intensive consumer guidance and education methods are needed to open the market door, and high-quality products have a firm foothold in the market, which means a lot of capital investment. At present, some brands have begun these works, including understanding consumer needs, producing high-quality products, and gradually establishing a suitable market environment

v. how to strengthen the cooperation between China and India in the field of women's hygiene products

as a young market, India has a huge potential consumer group, but before enjoying this attractive "cake", it needs to overcome many challenges and open the market. Compared with India, China also has a huge market, but it has a more mature industry operation mode, which is worth learning and learning from India. China and India should strengthen cooperation in the field of female hygiene products to achieve win-win results

India's demand for sanitary products and equipment is increasing. Chinese enterprises with professional production and manufacturing technology can invest in the Indian market and occupy a large market share first. In recent years, India has introduced production equipment for female hygiene products, nonwovens production line, bottom film production line, SAP production line, hot melt adhesive production line, etc. from China, which has brought new vitality to the Indian market

although the Indian female hygiene products market is still in its infancy, consumers tend to choose products with lower prices, but high-quality products are still the general trend. Chinese enterprises can provide India with affordable high-quality raw materials and produce affordable high-quality products to meet the growing demand of the Indian market

Chinese and Indian enterprises should establish a stable supply relationship to replace the inconvenient trading method of relying on trade letters of credit and reduce trade barriers

opportunities and challenges coexist, and the "cake" is sweet but not easy to get, which is the current situation of the Indian women's hygiene products market. Chinese and Indian sanitary products industry enterprises should work together to strengthen cooperation, expand new development blueprints for Chinese enterprises, and open a new world for Indian female sanitary products industry

Copyright © 2011 JIN SHI