As women around the world take added steps to keep their most intimate area, sometimes referred to as the ‘cookie’, clean, the sale of feminine hygiene products locally and abroad has grown to become a multi-billion-dollar industry expected to further rise in value over the next few years.

The feminine hygiene market, which includes tampons, sanitary napkins, menstrual cups, and vaginal health products, makes up a significant portion of the personal hygiene market worldwide. The products offered under this segment, largely considered essential personal care items, are used by women to manage their menstrual cycles, vaginal discharge and other bodily functions related to the delicate genital area with the top sellers comprising wipes, tampons, sanitary pads, panty liners, internal cleansers and creams, among other items.

The global feminine hygiene market, valued at US$25-US$47 billion over the past two years, is projected to surpass US$60 billion by 2030, fuelled by growing market awareness, new product launches, and increasing demand for sustainable options.

Dominated by major global players such as Kimberly-Clark, Johnson & Johnson, Procter & Gamble and several others, the industry now sees its highest concentration of customers from regions such as Asia-Pacific, owing to large populations living in countries such as China and India.

Supermarkets and hypermarkets maintain a significant lead in the distribution of fem care products, accounting for around 40 per cent of sales. Pharmacies and drug stores follow closely, while e-commerce platforms have gained traction in recent years, as more consumers opt for online purchases.

Jamaican-born entrepreneur Starr Dawkins’ online business, Sweet Cookie Wash, has experienced rapid growth since its inception over seven years ago. The company has witnessed tremendous growth as more women prioritise vaginal care and turn to e-commerce platforms for intimate wellness products.

The Cookie Wash Company has diversified its offerings to include over 30 all-natural feminine hygiene products, catering to various aspects of vaginal health. Its inventory comprises a range of items, including wipes, pH balance cleaners, chlorophyll-based body deodorizers, booty deodorant, vaginal washes, probiotics, and creams.

“The market for fem-care hygiene products right now is very huge, it is a billion dollar market which underscores the fact that vaginas are always going to need care and for as long as women continue to exist on this earth, there is going to be a need for fem care products. This market is going nowhere and in fact, what it will continue to do, is to go up as women become more educated about their bodies,” Dawkins said during an interview with the Jamaica Observer.

She noted that women tend to maintain their beauty budgets even during economic downturns, citing her company’s experience during the pandemic supports this finding, having witnessed significant revenue growth despite the economic challenges posed by COVID-19.

“Being able to operate in a multi-million-dollar industry is a very big deal for me. We made our first mil’ in the third year, moving rapidly pass the US$100,000 made during the first year. My two top sellers are the booty deodorant and cookie restore [which helps to bring the pH back faster after routine activities such as menstruation and sex],” she further told the Business Observer.

With most of her products now sold online via the company’s website and Amazon, she said there is also a desire to sell products through large distributors such as Walmart and Target.

“We’re already in some beauty supply stores and I’m working on some big deals for this year.”

Dawkins, founder of Sweet Cookie Wash, was recognised by
Forbes magazine in 2020 as one of the top black-owned businesses to thrive during the COVID-19 pandemic. Despite the challenges faced by many small enterprises during that time, Dawkins’ company has continued to experience remarkable growth since then.

During its annual Pink Friday sale, the company generated over US$300,000 in revenue in under 30 minutes, with its products selling out quickly. Dawkins noted that sell-outs have become a regular occurrence for the business. The company has gained endorsements and testimonials from several celebrities, contributing to its success. As a result, Sweet Cookie Wash now consistently sells over 10,000 units per month, with most products priced above US$20.

“I have absolutely no issues with selling my products as I’m always sold out. To this end, my biggest issue is with inventory, as I just can’t seem to keep my stock levels up, based on the growing demand,” she stated.

Locally, health care practitioner and entrepreneur Dr Chris-Ann Simpson-Harley, founder of the Woman’s Touch products, also attested to the strength of the market.

“It’s a good space to be in, for a very long time women were just given what was available but as more of us become educated and focused on our health, greater attention is now being given to the products we use. Feminine hygiene products are necessities, the outlook is good and it’s definitely a space that I plan to stay in. As women continue to chase after the best and become more concerned about their bodies, I believe this market will grow much further,” she said to the Business Observer.

The Woman’s Touch brand, launched almost eight years ago, came to market as a healthier option offering 100 per cent cotton-based, chemical-free solutions aimed at addressing a plethora of women care needs. Distributed by Facey Commodities and sold by most large retailers, the brand has 13 stock keeping units (SKUs) consisting of wipes, washes, sanitary and maternity pads.

Simpson-Harley, in chiding high levels of taxes as one of the main challenges holding back the parachuting of local growth, said the market, despite these impositions, remains a lucrative one world over.

“The fem care market globally is pretty huge but locally one of the challenges that could stunt its growth is the level of taxes incurred. Aside from that, it is, however, a growing market worldwide which continues to be driven by a rising middle class,” she stated, while noting that based on the good quality of the Woman’s Touch line, it is now seen where more women have started to gravitate to the various products sold at mid-range price points.

“My aim is to go worldwide with this brand, even as we continue to cement our place locally and then look to move into the Caribbean and countries such as the US and others afterwards. Being able to tap into the African market is, however, the biggest goal for me. Given the recent opening up of a number of trade opportunities I believe we will, at the right time, be able to gain access to that market, this further driven by our commonality as black people,” Simpson-Harley said in sharing her company’s outlook for growth.

UNNECESSARY FEM CARE EXPENSES?

Industry analysts assert that feminine hygiene products will continue to be a vital aspect of women’s health, wellness, and financial spending, despite debates about the necessity of certain items.

As one commentator puts it —“having a uterus certainly is not cheap” as just having a period can be quite expensive. With approximately half of the global population requiring menstrual products monthly, the lifetime cost of sanitary napkins and tampons can be substantial. As these essentials continue to dominate fem care spending, industry observers predict the market will expand further to meet the ongoing demand.

According to global market insights, the average woman menstruates from about age 13 to 51, once a month, lasting some three to seven days, equating to approximately 450 periods over a span of 38 years. This natural occurrence compounded by the price of sanitary products, which global statistics indicate have more than doubled since the pandemic, continues to be impacted by economic factors such as high inflation, a lot of which have left some women cash strapped or even forcing some to cut back on products, ultimately ushering in a wave of period poverty, a phenomena which women in a number of countries, including Jamaica, now contend with.

In countries such as the US where the average cost of a products for period per month is around US$10-US$15, this means that a person can expect to spend roughly US$120-US$180 per year on menstrual products, with an estimated total lifetime cost of around US$6,000.

Locally, similar expenses sees the average cost of pads and tampons ranging from $300-$2,000 and $600-$1,200 for some of the more well-known brands. At these rates, a single female is likely to spend in excess of $3,600-$24,000 or $7,200-$14,400 for moderate usage of these products annually. This side of fem care, when coupled with expenses of other personal care items, could easily see overall cost balloon by the thousands.

Research reveals that the cost of menstrual products is influenced by a combination of factors, including brand and type of product, flow intensity, and country-specific taxes. In contrast, prior to the widespread availability of commercial feminine hygiene products, women in the past often relied on reusable cloth absorbents, which incurred little to no cost.

While some health care professionals and social commentators argue that certain feminine hygiene products are unnecessary or excessive, citing that water and soap are often sufficient for vaginal care, others continue to champion the importance and relevance of these products in the market.

Simpson-Harley, a practising obstetrician-gynaecologist, weighs in on the vaginal care debate. According to Simpson-Harley, while water and soap can effectively cleanse the vaginal area, additional cleansers are necessary to combat bacteria and fungi that water and soap alone cannot eliminate.

“What we, however, do not need are those with irritants and excessive additives and fragrances that will create more issues for women than they solve,” she noted.

Dawkins noted that while some women may opt for simple soap and water for their intimate care, others, empowered by education and awareness about their bodies, will seek additional products to prioritise their vaginal health and maintain optimal freshness and cleanliness.

“For my company, we’ve moved beyond soaps to add items such as probiotics and supplements as these will also help to boost gut health,” she said.

Amid certification challenges which continues to officially keep her products out of the local market, the Cookie Wash boss said she is hoping to sometime soon secure the relevant permits that will give her the all clear to stock the shelves of large pharmaceutical retailers such as Fontana Pharmacy and others.

“I have Jamaican customers that order through Amazon but I also want to have a much larger footprint in the local market.

“I recently secured a distribution deal with a local entity so I’m now working with them to secure a permit from the Ministry of Health so that I can offer my Cookie Wash products to my Jamaican ladies in a more direct way,” Dawkins said.