Feminine hygiene penetration still lower than 30% in India: Pee Safe
Pee Safe, a hygiene and wellness brand, said only less than a third of women in India use or have access to female and intimate hygiene products such as sanitary pads, tampons, menstrual cups and vaginal wash among other period related products, indicating the potential market as well as the need to raise awareness about such products.
With feminine hygiene penetration lower than 30% in India, a host of companies have entered the segment historically dominated by P&G and J&J. While they have a significant presence in India, the challenges are also equally massive in increasing market penetration due to limited awareness about feminine hygiene and low purchasing power of a significant portion of the Indian women populace.
Factors such as poverty, cultural norms, and education levels affect the usage rates of these products. Despite their strong brand presence and extensive product lines, these incumbents cannot alone address the underlying socio-economic barriers that limit market growth, it said.
«A large portion of women still don’t have access to such products mainly due to factors including social stigma, lack of education and awareness about menstrual health, and the availability and affordability of hygiene products.
