In present times, the rising awareness about personal hygiene is leading to an increased demand for feminine hygiene products in Latin America. Feminine hygiene products are important in women’s lives as they are used during menstruation and for other discharges. The rising consumer awareness about the availability of premium products for feminine hygiene is creating a positive impact on the Latin America feminine hygiene products market.
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The feminine hygiene products market was valued at US$2,198.2 mn in 2014. Displaying a CAGR of 9.6% between 2014 and 2020, this market will reach a valuation of US$3,809.7 mn by 2020.
Availability of a Large Product Range to Serve Varied Consumers Fuels Market’s Growth
The Latin America feminine hygiene products market is expanding due to several reasons. An increasing number of women in the workforce is one of the primary factors driving the Latin America feminine hygiene products market. Economic growth and urbanization in Latin American countries have also been reasons for the adoption of newer personal care products, which include convenient feminine hygiene products. Women in this region are increasingly becoming conscious of using premium quality toiletries to be at par with women in the Western world.
Increasing product innovation, wherein a range of products is available to serve consumers from different strata of the society, has also helped the growth of the feminine hygiene products market. Latin America has a large middle-class population, which is steadily moving towards the adoption of newer products for personal care. The availability of products for budget-conscious consumers is also favoring the sales of feminine hygiene products in this region.
The increasing number of sales channels for feminine hygiene products has also helped the Latin America feminine hygiene products market. The rising ubiquity of supermarkets, hypermarkets, and specialty beauty stores has made the availability of these products to the common consumer easy. Manufacturers are also using discrete packaging to address the social stigma associated with the purchase of these products. The strong demand for ultra-thin sanitary pads is thus explained, as they are inconspicuous and easy to use.
Product Innovation and Advertising Campaigns Attracting Consumers
Brazil leads the Latin America feminine hygiene products market followed by Argentina. Consumers in Brazil display a strong demand for sanitary products; they prefer premium sanitary products over general products such as shields, tampons, and pantiliners. To keep up with the changing demand, manufacturers are consistently introducing new products for added comfort and leakage protection.
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The consumers in Argentina are more discerning in the selection of feminine hygiene products on account of their low purchasing power. Product manufacturers are focused on introducing mid-range feminine hygiene products to cater to the needs of consumers in Argentina. Consumers in Chile prefer internal cleansers and sprays due to health and hygiene reasons.
Furthermore, consumers in Peru prefer sanitary pads over other sanitary protection products. Peruvian consumers show a high demand for ultra-thin sanitary napkins, which are invisible and comfortable and also provide extra protection against leakage. Manufacturers are launching advertisement campaigns for a wider reach and for the easy availability of their products to middle class and lower class households.