Summary of our market study

The menstrual sanitary protection market caters to an estimated 15.5 million individuals in France, predominantly women aged 13 to 50. Products within this market are classified into tampons (with or without applicators), sanitary napkins, menstrual cups, menstrual panties, and menstrual sponges, with medium flow size being the most commonly used. Despite a tradition of single-use, disposable products, there is a growing trend towards reusable menstrual products driven by ecological concerns. This shift has led to the emergence of new brands offering reusable options and the increased presence of eco-responsible companies producing biodegradable menstrual products. The data presented begins from the year 2020, reflecting recent developments and consumer preferences in the industry.

Trends and Dynamics in France's Menstrual Sanitary Protection Market

There is a notable demand in the market spanning its various categories, with traditional single-use disposable products being a long-standing choice. However, recent times have seen a marked shift in consumer preferences, with a growing inclination toward reusable menstrual products. This change is largely driven by ecological concerns and a desire to reduce environmental impact.

The result has been a surge in new brands entering the reusable product segment, highlighting a trend towards sustainability. Likewise, there has been a rise in eco-conscious brands that are innovating with biodegradable components, signaling an industry-wide move towards more environmentally responsible production and products.

This shift in demand mirrors a broader societal trend of environmental awareness and reflects the consumers' increasing preference for products that align with their values, including sustainability and eco-friendliness. 

Pivotal Players in the French Menstrual Sanitary Protection

Market As the demand for menstrual sanitary protection remains robust in France, several key actors stand out in the landscape of this essential market. These companies not only provide a wide array of products but also cater to the evolving needs and preferences.

  •  Procter & Gamble – Always & Tampax Procter & Gamble (P&G) is a dominant force with its prominent brands Always and Tampax. Always is particularly known for its extensive range of sanitary towels, which are designed to provide comfort and protection for various menstrual flow levels. Tampax, on the other hand, is a leading name for tampons, offering options both with and without applicators, again catering to individual comfort and usage preferences.

 

  •  Johnson & Johnson – o.b. & Carefree Another significant player is Johnson & Johnson, with its o.b. brand being well recognized for its compact and applicator-free tampons. Additionally, its Carefree brand provides a variety of sanitary towels and panty liners, emphasizing comfort and discretion. By overseeing these two brands, Johnson & Johnson ensures a strong presence in multiple market segments.

 

  •  SCA – Bodyform SCA's Bodyform is not as widespread in France as P&G and Johnson & Johnson's offerings, but it still commands a visible spot in the sanitary towel sphere. With a focus on innovation and providing high-quality protection, Bodyform has products tailored for different flow intensities and daily comfort.

 

  • Diva International – DivaCup The rise of environmentally conscious consumerism has paved the way for companies like Diva International and their DivaCup, a popular menstrual cup brand globally. Its reusable nature provides an eco-friendly option for those looking to minimize waste produced by traditional disposable products.

 

  • THINX Inc. – Menstrual Panties THINX Inc. propels the trend of reusable protection even further with their range of menstrual panties. These garments are designed to absorb menstrual flow and can be washed and reused, offering a combination of ecological responsibility and practicality.

 

  •  Natural Intimacy – Menstrual Sponges Natural Intimacy is one of the key actors focusing on menstrual sponges, a niche yet natural option within the market. These sponges offer an alternative for those seeking more organic and eco-friendly forms of protection during their menstrual cycle.
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  • Number of pages : ~ 40 pages
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  • Last update : 11/10/2022
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Summary and extracts

1 Market overview

1.1 Definition and scope of the study

Menstrual sanitary protection refers to all the solutions used by menstruating people to protect their clothes and their skin by collecting menstrual bleeding.
They are differentiated by their types but also by their size: light flow, medium flow, abundant flow and very abundant flow (also called "night format"). The size most used among the regulated population of France is the medium flow: it is the flow considered as normal.The hygienic protections are divided into four main categories:
  • Tampons (with or without applicators)
  • The sanitary towels
  • Menstrual cups
  • Menstrual panties
  • Menstrual sponges
The demand of the market is very wide in France since the regulated people are approximately 15,5 million (mainly women from 13 to 50 years). Traditionally, sanitary protection is designed to be single-use and therefore disposable after the first use. However, the trend of reusable for ecological motivations takes more and more importance in France and in the world, and the market sees the birth of many new brands in this segment. We are also seeing more and more eco-responsible brands in terms of biodegradable components.

1.2 Le marché mondial des protections hygiéniques

Le marché mondial de l'hygiène féminine Monde, ****-****, en milliards d'US$ Source: ****

Le marché mondial de l'hygiène féminine est estimé à **,* milliards de dollars en **** et devrait atteindre **.* milliards de dollars en ****, avec un taux de croissance annuel moyen de *,**%. 

Cette croissance devait être tirée principalement par ...

1.3 Le marché français de l'hygiène intime

Le marché français de l'hygiène intime est évalué à ***.** millions d'euros en ****, dont ***.* millions uniquement pour les serviettes hygiéniques.

La répartition en valeur du marché de l'hygiène intime France, ****, en millions d'euros Source: ****

Évolution du chiffre d'affaires de l'hygiène intime France, ****-****, en millions d'euros Source ...

2 Analysis of the demand

2.1 Une demande en légère diminution

En France, l'âge moyen de l'apparition des premières règles est proche de **,* ans. Les règles surviennent de plus en plus tôt rapporte l'INED : ainsi, l'âge des premières règles était aux alentours de ** ans en ****, de ** ans en ****, de ** ans en ****. Dans tous les ...

2.2 Une conscience écologique et une attention croissante portée à la santé

La conscience environnementale de plus en plus grandissante des consommatrices, ainsi que le souci toujours plus important porté à la composition des produits, entraînent de nouvelles priorités dans le choix des protections hygiéniques. 

Ainsi, en ****, selon LSA Conso :

**,* % des Français se disent très attentifs à ce qu’ils ...

2.3 La précarité menstruelle

Pour chacun des produits d'hygiène suivants, vous arrive-t-il ou vous est-il arrivé de renoncer à en acheter par manque d'argent ? France, ****, en % des répondants qui ont répondu "souvent ou de temps en temps" Source: ****

Le sujet de la précarité menstruelle éclot parallèlement à la libération du tabou ...

2.4 Analyse comparée Opinion Way sur les marques préférées des françaises en termes d'hygiène intime

Le graphique ci-dessous a été obtenu à partir du sondage mené par OpinionWay au sujet des marques préférées des Français en mars ****. Il s'agit des réponses des sondés à la question "aimez-vous telle marque de produits d'hygiène intime?" pour chaque marque, le pourcentage correspond à la part ...

3 Market structure

3.1 Les forces en presence

Le marché des protections hygiéniques féminines est segmenté en plusieurs types d'acteurs : 

les fournisseurs de matières premières : coton, papier, plastique... les fabricants industriels  les distributeurs

3.2 La production de protection hygiénique est concentrée

La production d'articles papiers en France

L'évolution du chiffre d'affaires de la production d'article papiers à usage sanitaire et domestique est rassemblé sous le code NAF **.**Z :

la fabrication d'articles en papier ou en ouate de cellulose, à usage sanitaire et domestique : serviettes à démaquiller mouchoirs, essuie-mains, serviettes de table papier hygiénique serviettes ...

3.3 La distribution reste l'apanage de la grande distribution

Les femmes achètent leurs produits d'hygiène intime en grande surface, en pharmacies ou parapharmacies, mais également en ligne avec le développement de nouvelles offres.

La start-up Fava propose ses produits d’hygiène féminine écologiques en vrac dans les magasins Franprix et Monoprix depuis juin ****.  Il existe ...

3.4 Le B2B, un nouvel axe de développement ?

La distribution gratuite de protections hygiéniques, un phénomène bientôt normal ?

La date du ** mai a été désignée la Journée Mondiale de l’hygiène menstruelle.  L’objectif de cette journée est multiple : rompre le silence, diffuser largement les informations nécessaires aux jeunes ...

4 Analysis of the offer

4.1 Typologie de l'offre de protection hygiènique

Les protections intimes sont spécifiquement conçues pour absorber le flux menstruel pendant la période des règles. La quantité de flux et la durée de la période des règles varient d’un jour à l’autre et d’une femme à l’autre. Les différents produits ...

4.2 La naturalité, nouvel élément important pour l'hygiène intime

Une préoccupation à laquelle les nouveaux produits s’efforcent de répondre désormais : éviter les substances toxiques (***). Sur ce marché, les produits « verts » sont les moteurs de la croissance, qu’ils soient à usage unique, ou réutilisables.

+ **,* % : l’évolution du CA des produits d’hygiène féminine écologiques, ...

4.3 Une offre toujours plus diverse

L’offre de solutions alternatives continue de se développer. Après les protections lavables de Plim, de nombreux jeunes labels sont arrivés récemment sur le marché, vendant en ligne ou par abonnement, culottes et coupes menstruelles, protections lavables… On peut citer Blooming, Loop, Bloomie Loomie, mais aussi Rabbra, ...

4.4 L'engagement des marques face à la précarité menstruelle

À l’occasion de la journée de l’hygiène menstruelle,  Carrefour accentue ses efforts pour soutenir les étudiantes en situation de précarité, qui éprouvent pour plus d’un tiers d’entre elles des difficultés financières à se procurer leurs protections périodiques. Après avoir pris l’engagement ...

5 Regulation

5.1 Réglementation en vigueur

Les tampons et les coupes menstruelles ne relèvent pas d’une réglementation spécifique : ils sont soumis aux dispositions générales du Code de la consommation, en particulier à l’obligation générale de sécurité*. À cet égard, l’information légale des consommatrices sur les bonnes pratiques ...

6 Positioning of the actors

6.1 Segmentation du marché

  • Dans Ma Culotte
  • Monoprix
  • Franprix (Groupe Casino)
  • Casino Groupe
  • Fempo
  • Smoon
  • Moodz
  • Sisters Republic
  • So'Cup
  • Aglaé Lingerie
  • Réjeanne
  • Elia Lingerie
  • Lily Basic
  • Modibodi
  • Lidl France
  • Carrefour Groupe
  • Naturalia
  • Pharmactiv (OCP Group)
  • Alphega Pharmacie
  • Procter & Gamble
  • Johnson & Johnson
  • SC Johnson & Sons
  • Louve
  • MÏU
  • Blinx Underwear
  • Yoppie
  • Dreamtim Blooming Rocks
  • Petites Culottées
  • Wuka Wear

List of charts presented in this market study

  • Le marché mondial de l'hygiène féminine
  • Segmentation du marché de l'hygiène intime
  • Évolution du chiffre d'affaires de l'hygiène intime
  • Part de marché dans les protections féminines écologiques
  • Évolution du nombre de femmes âgées entre 15 et 50 ans
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Latest news

Casino: Intermarché and Auchan win the bid - 18/12/2023
  • Casino: Intermarché, which had joined forces with Auchan to buy the 320 stores, finally won the bid.
  • The value of the transaction would be close to 1.6 billion euros, or 37% of the sales taken over (3.6 billion euros).
  • A social issue
  • In addition to the takeover of dozens of supermarkets and hypermarkets, Carrefour PROPOSED to take over 7,000 convenience stores under the Petit Casino, Vival and other banners. This possibility was rejected by Casino and its receivers
  • Intermarché has opened up its internal rules for independent groups to franchising, to accommodate the 60 Casino franchisees.
  • Intermarché and Auchan will share the 313 outlets sold in roughly equal parts, with Auchan taking over almost all of the 42 hypermarkets.
  • Monoprix and Franprix will remain under Groupe Casino control
Petits Culottés short-circuits supermarkets with baby diapers - 14/11/2023
  • Les Petits Culottés was created in 2019 in Paris. 12 employees.
  • In four years, the company has managed to win over around 80,000 parents.
  • The company's products are 15% cheaper than the competition thanks to online sales.
  • The company has its diapers manufactured by BB Distribe in Laval-sur-Vologne, Vosges.
  • Infant milk is purchased from a group of independent breeders in the Vendée region.
  • Present in some 50 maternity wards and in partnership with approximately 6,000 pharmacies.
  • The SME achieves sales of 42 million euros without raising capital.
80 Carrefour hypermarkets operated under franchise or leasing agreements - 14/11/2023
  • On October 20, Carrefour announced its intention to switch 37 stores (comprising 15 hypermarkets and 21 supermarkets) to lease management.
  • Since 2018, 80 hypermarkets have left integrated status, representing around a third of all hypermarkets.
  • Around 75% of supermarkets (784 out of 1038) are currently leased or franchised.
Lidl France maps out its logistics future - 28/10/2023
  • The company has opened platforms in Gondreville (54) and Saint-Augustin (62), with the next one planned for Châtelaudren-Plouagat (22)
  • Investment in the 63500 m² Gondreville platform: 100 million euros
  • This site employs 320 people
  • Other new platforms are planned for Châtelaudren-Plouagat (22) in 2024, Ablis (78) in 2025, and Pardies (64) in 2026
  • The Lidl network in France comprises 25 platforms, 23 of which have been renovated, expanded or relocated over the past decade.
Carrefour to lease out 37 stores - 21/10/2023
  • Carrefour plans to lease out 37 new stores in 2022, 16 hypermarkets and 21 supermarkets.
  • Around 4,000 employees affected
  • The company launched an outsourcing program in 2018.
  • The number announced is in line with previous years: 41 stores (including 16 hyper) in 2023, 43 stores (including 16 hyper) in 2022, and 47 stores (including 10 hyper) in 2021.
  • Since Alexandre Bompard took over as CEO, 305 stores, including 80 hypermarkets, have been outsourced, affecting more than 23,000 employees.
Michel Biero to head Lidl France - 19/09/2023

At the end of August, the brand boasted almost 1,600 stores and 48,000 employees in France

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Dans Ma Culotte
Monoprix
Franprix (Groupe Casino)
Casino Groupe
Fempo
Smoon
Moodz
Sisters Republic
So'Cup
Aglaé Lingerie
Réjeanne
Elia Lingerie

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