According to the latest market study released by Technavio, the global feminine wipes market is expected to grow at a CAGR of close to 4% during the forecast period.

This research report titled ‘Global Feminine Wipes Market 2016-2020’ provides an in-depth analysis of the market in terms of revenue and emerging market trends. This market research report also includes up to date analysis and forecasts for various market segments and all geographical regions.

Based on distribution channels, the report categorizes the global feminine wipes market into the following segments:
• Supermarkets and hypermarkets
• Retail stores
• Health and beauty stores
• Online stores
• Others

In 2015, the sales of feminine wipes through supermarkets and hypermarkets accounted for a considerable market share of 22.75% due to the availability of product variants of feminine wipes in supermarkets. The variety in price points, private labels, product launches, broad product ranges, and discounts offered have increased the popularity of supermarkets.

According to Abhay Sinha, one of Technavio’s lead research analysts for health and wellness sector, “The sales of private label brands in supermarkets are comparatively higher than in other stores due to a wide variety of products at low prices. This provides opportunities for new manufacturers to promote their private brand of feminine wipes, which increases product visibility, driving the growth of the market.”

The global feminine wipes market through retail stores is expected to grow at a moderate rate during the forecast period. The sales through retail stores are largely dependent upon the popularity and variety of a particular brand. Products are offered in retail stores based on the degree of consumer acceptance, as they primarily keep stock of products that are highly demanded by consumers.

The retail sales of feminine wipes are dominated by mass brands such as P&G and Combe. Considerable variety in products results in high brand visibility, helping companies generate more revenue and increase their customer base. In 2015, over 20 million users in the U.K. used feminine wipes by P&G and Corman brand, followed by Organyc. By 2020, the customer base of P&G and Corman is expected to grow to over 25 million.

According to the report, the health and beauty stores segment was the second largest contributor in the market in 2015. The sales through this channel are expected to grow moderately during the forecast period due to the rise in awareness and availability of products in these stores. This growth can also be attributed to the rising number of stores worldwide, as well as an increase in product variety, which results in high sales.

“Health and beauty stores usually follow merchandising strategies such as bundled packaging and small packaging of personal care products including feminine wipes. This will help stores increase in-store sales, as consumers prefer smaller-sized products due to the convenience to try more products at less cost,” explains Abhay.

A wide assortment of feminine wipes sold through distributor websites and other online specialty stores helps vendors increase their product and brand visibility and improve product accessibility for consumers. The increase in internet penetration has unlocked a higher potential for growth in the global market. This is likely to impact the customer base positively as the majority of the consumers prefer online shopping.

The frequency of online searches has grown significantly in the past two years, creating greater business opportunities for the market. The ease of purchase and discretion further increase the demand from end-users. This will provide opportunities in areas buying feminine hygiene products from physical stores is considered taboo. Thus, online stores will be the key channel for the sales of feminine wipes in the future.

Meanwhile, the revenue of the global feminine wipes market from other stores is expected to decline by 2020 due to low availability and visibility of feminine hygiene products. Other distribution channels include convenience stores, discount stores, and warehouse chains. The availability of quality brands will become limited, and the inclination toward online shopping will increase, impacting the sales of smaller stores. However, steady demand is expected from the stores in developing countries due to ease of accessibility for consumers.