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Dominant Brazil, Aggressive Marketing, Growing Concerns: What Boosts the Latin America Feminine Hygiene Market?
Feminine Hygiene Products Market - Latin America Industry Analysis, Size, Share, Growth, Trends, and Forecast 2014 - 2020. Latin America Feminine Hygiene Products Market Growing at 9.6% CAGR due to Developing Marketing Channels, Rising GDP.
Published 06 November 2015
Used as an all-purpose term to cover the various products used by women all over the world during menstruation and other bodily functions, feminine hygiene remains a top priority for most. A majority of the products are pads built for comfort and leakage-proof collection of menstrual blood. The global feminine hygiene market is dominated by pads of various types – regular, ultra-thin, and maxi.
For women in the age group between 15 and 49, feminine hygiene products are a core part of regular expenses, especially in developed nations. As for the Latin America feminine hygiene market, five types of products dominate. These are sprays and internal cleaners, sanitary pads, tampons, pantiliners and shields, and disposable blades and razors. An integral part of the Latin America feminine hygiene market currently is the growing consciousness among women regarding hygiene issues.
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Latin America Feminine Hygiene Market: Drivers
The greatest factor that drives the Latin America feminine hygiene market today, and will drive for the coming years, is media outreach that creates an increase in awareness among all citizens regarding feminine hygiene products. The lifestyle of a growing number of women across the Latin America region is changing. It is becoming more and more demanding as women seek employment and jobs that were traditionally not undertaken by them. Familial lifestyles are changing, with dual-earning parents and children finding better education avenues. Because of this, more and more women are seeking feminine hygiene products that are not only comfortable and easy to use, but also adhere to the fashion trends of the region. As disposable income in Latin American families increases, customers are slowly shifting towards premium feminine hygiene products.
Latin America Feminine Hygiene Market: Country-wise Segmentation
The dominant nation in the Latin America feminine hygiene market is Brazil, followed closely by Argentina. The Brazilian population leans strongly towards the use of sanitary pads, while most women prefer and can afford premium 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 Latin American countries. While their promotion efforts are largely for premium brands, the makers are also putting increased focus on products with low packaging costs to attract consumers from lower income brackets.
Chile is a country that shows a strong preference for sprays and internal cleansers, primarily out of growing hygiene concerns. Peru prefers sanitary pads the most, a scenario that is unlikely to change over the coming years.
Marketing Endeavors in the Latin America Feminine Hygiene Market
Marketers are constantly keeping a close watch on these trends in order to promote new products and increase market penetration. They choose smaller and cost-effective packaging for products intended for middle and lower class women. For upper class women, the fact that fashion plays an equally important role as comfort and convenience is taken as a positive aspect by market players in terms of growth.
Channels of Distribution
There is a positive diversity in the points of sale and distribution in the Latin America feminine hygiene market. Both areas of the market add value in terms of their channels. The list includes numerous dollar stores, cash and carries, general goods retailers, variety stores, warehouse clubs, convenience stores, and department stores.
Having been valued at US$2198.2 million in 2014, the Latin America feminine hygiene market is expected to grow at a CAGR of 9.6% from 2014 to 2020, eventually reaching a total worth of US$3809.7 by 2020. This shows that the regional market is growing at a rate faster than the one displayed by other regions, thanks to an overall positive and growing economy and increased awareness.
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