The global market for feminine care is valued at SEK 90bn.
Global use of feminine care products is rising due to an increasing number of women of child-bearing age. In Europe, however, this age group is decreasing slightly due to an ageing population. Growth for feminine care products is good in Asia and Latin America due to an expanding target group and increased market penetration. There is also high growth potential in Eastern Europe.
In Europe pads account for approximately 50% of sales with panty liners and tampons each accounting for about 25%.