The global pantyliner market is expected to reach $3.514 billion by 2020, growing at a CAGR of more than 5%, according to a new report from Technavio.

In this report, Technavio covers the market outlook and growth prospects of the global pantyliner market for 2016-2020. To calculate the market size, the report considers the revenue generated from the retail sales of pantyliners in the market.

Technavio’s research study segments the global pantyliner market into the following regions: Americas, Europe, APAC, and MEA.

The global pantyliner market was dominated by the Americas in 2014, which accounted for a more than 45% market share. The Americas was followed by Europe with 30.25%, APAC with 21.25%, and MEA still needs to catch up with a market share of just 3%. Technavio analysts forecast the market shares of the Americas and Europe to decrease slightly by 2020 due to increased demand from APAC countries.

The pantyliner market in the Americas is expected to reach $1.59 billion by 2020, growing at a CAGR of close to 5%. The Americas is among the leading regions for feminine hygiene products. The U.S. is the largest country for feminine hygiene products in the region as well as in the global feminine hygiene products market.

According to Abhay Sinha, one of the Technavio’s lead health and wellness research analysts, “The penetration of feminine hygiene products, especially tampons, menstrual cups, and pantyliners, is high in the Americas because of high awareness rates and the high proportion of working women.”

In addition, the U.S. and Canada have high disposable incomes and consumers in these countries prefer buying branded products. Over 30,000 American women spend on brands such as Always, Carefree, Kotex, and store brands.

The pantyliner market in Europe is growing rapidly and is experiencing a positive growth rate in the current scenario. Due to menopause, women are suffering with hot flushes and various symptoms like perspiration and white discharge, which can create malodors. This creates a need for increased daily hygiene, which, in turn, is leading to demand for pantyliners in the market.

Russia and the U.K. are among the leading countries rapidly gaining interest in pantyliners. Pantyliners and shields dominate the feminine care product market in Russia, contributing more than 50% of the market share through the sales of these products. This is followed by sanitary pads, disposable razors, and internal cleansers. The Always brand of pantyliners was among the top most preferred brands in Russia and the U.K. in 2014.

The pantyliner market in APAC is expected to reach $769.6 million by 2020, growing at a CAGR of more than 5%. The high female population and the rise in concern about hygiene are some of the drivers of the pantyliner market in APAC. There has been a tremendous rise in the middle income group in this region. In addition, the working female population in this region is rising, which increases spending on feminine hygiene products, such as pantyliners.

Sanitary pads are the most popular feminine hygiene products in this region, and they are slowly gaining visibility in the market following a previous lack of awareness. Companies are now increasing their marketing strategies and trying to market pantyliners in line with other sanitary products. International vendors, like P&G and Kimberly-Clark, have a dominant presence in this region. “Countries like India are price-sensitive, so vendors have introduced low price products to attract price-sensitive and lower income group consumers in this region. Many vendors are also spreading awareness of their products in rural areas,” says Abhay.