Technavio analysts forecast the global sanitary napkins market to grow at a CAGR of close to 5% during the forecast period, according to their latest report.

The research study covers the present scenario and growth prospects of the global sanitary napkins market for 2016-2020. The report also presents the vendor landscape and a corresponding detailed analysis of the key vendors in the global sanitary napkin market. It also outlines the challenges faced by the vendors and the key trends emerging in the market.

According to the study, with an increase in the global female population, the use of sanitary napkin is also growing significantly. The average usage of sanitary napkins by the female population in APAC countries, like China, Japan, Indonesia, and Singapore, is approximately 60%.

The governments in developing countries have adopted various initiatives to promote the use of sanitary napkins among women. The Indian government actively engages with various private entities and non-government organizations (NGOs) to manufacture and distribute low-cost sanitary pads. Companies like P&G and Kimberly-Clark are investing in such initiatives as part of their corporate social responsibility (CSR).

Government initiatives in various countries educate women about hygiene and convince them to replace the use of clothes with sanitary napkins. This has had a significant influence on the demand for various feminine hygiene products, especially in developing countries. A large number of campaigns and seminars have also been conducted in schools and colleges worldwide regarding the safety measures concerning the use and disposal of feminine hygiene products.

The report also states that greater effectiveness of sanitary napkins over other products, like menstrual cups and tampons, are essential factors for market growth. Several vendors are entering into strategic partnerships, resulting in financial stability, which enables vendors to invest in the manufacturing process for innovation of new products. According to Abhay Sinha, a lead analyst at Technavio for health and wellness research, “This leads to the development of products with better efficiency regarding safety and protection. These strategic decisions help companies in generating revenue and earning a significant share of the market.”

Many market vendors are entering into joint ventures (JVs) with small and domestic vendors to increase their market footprint. These JVs help local companies in gaining product specialization and helping them improve their distribution and sales channels.

Additionally, the power of decision-making among women has increased in the past few years. Women are increasingly becoming financially independent. Societal bias toward women in many countries is also changing, and the concept of an equal society is gaining ground. Financial independence, coupled with a rise in the working women population, has contributed to improved decision-making among women. “Hence, it has become easier for vendors to target women directly and influence their purchasing behavior, leading to an increase in the demand for various sanitary napkins in the market,” says Abhay.

Technavio also released a new report on the global baby wipes market, which provides an analysis on the most important trends expected to impact the market outlook from 2016-2020. Technavio defines an emerging trend as a factor that has the potential to significantly impact the market and contribute to its growth or decline.

According to Brijesh Kumar Choubey, a lead analyst at Technavio for baby products research, “Factors such as the improving economic conditions, growing product awareness, and increasingly busy and fast-paced lifestyles are fueling demand for baby wipes in APAC, MEA, and Central and South America, which has resulted in a projected CAGR of over 5% for the market over the next four years. North America and Western Europe were the major revenue contributors in 2015.”

The top three emerging trends driving the global baby wipes market according to Technavio consumer and retail research analysts are: Eco-friendly baby wipes; rise in demand from developing countries; and use of innovative marketing techniques.

According to the report, vendors in the global baby wipes market are innovating to improve the performance and efficiency of baby wipes. They are investing in R&D to enhance safety of use and cater to the growing demand for eco-friendly baby wipes. Eco-friendly baby wipes are biodegradable, hypoallergenic, chlorine-free, sustainably harvested, and made of natural fibers, making them safe for use on the human body. Consumers worldwide are switching to eco-friendly and natural personal care products, as these products are perceived to be safer not only for the environment, but also for the skin. Vendors are routinely adding a variety of natural ingredients, such as oatmeal and aloe, to increase the consumer appeal of their products.

For instance, Kimberly-Clark launched Huggies Natural Care Wipes, which are eco-friendly baby wipes incorporating plant extracts. Vendors have also launched biodegradable baby wipes such as Jackson Reece Herbal and Biodegradable Wipes, Bum Boosa Baby Wipes, and Earth’s Best Baby Wipes.

Meanwhile, increasing globalization and rising income levels of consumers in developing countries, along with the growing influence of Western culture and etiquette, have had significant impact on consumer behavior in these regions. The use of baby wipes in particular is a fairly established practice in countries such as European countries and the US. Developing countries in APAC and Africa offer considerable growth potential for the global baby wipes market because of growing urbanization. Global players are planning to widen their reach in these regions. China, India, and Brazil together are expected to represent almost 29% of the global wipes market during the forecast period. The rising incomes and standards of living will provide incentives for individuals to purchase products that enhance convenience, such as baby wipes. The growing product availability also bodes well for the market.

There is also intense competition in the global baby wipes market because of the presence of many international vendors. Vendors in the market are heavily marketing and advertising their products to educate customers about the safety and hygienic nature of baby wipes. They spend a significant amount on implementing these marketing strategies. This plays a significant role in attracting more consumers.

In addition, marketers are continually designing new styles and formulations of baby wipes. Large-pack refills and appealing graphic labels are some of the recent innovations that have been introduced. In addition, vendors are using cartoon characters such as Jim Henson’s Muppet Babies to differentiate their products from those of their competitors. Some products also have character outlines imprinted on the wipe itself. In the U.S. and Canada, premium-quality baby wipes are marketed as having advantages such as greater thickness, stretchability, and high absorbency, in addition to being alcohol-free, hypoallergenic, pH-balanced, and unscented.