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Feb 28, 2025

United States's Sanitary Towels, Tampons, Napkins, and Diapers Market to Reach 3.9M Tons by 2035, Valued at $15.5B - News and Statistics - IndexBox

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IndexBox has just published a new report: U.S. - Sanitary Towels, Tampons, Napkins And Napkin Liners For Babies - Market Analysis, Forecast, Size, Trends And Insights.

The United States sanitary towels, tampons, napkins, and diapers market is set to experience a steady increase in demand over the next decade. The market is projected to grow at a CAGR of +5.1% from 2024 to 2035, with market volume reaching 3.9M tons and market value hitting $15.5B by the end of 2035. Despite a forecasted deceleration in market performance, this sector is expected to remain a key player in the consumer goods industry.

Driven by increasing demand for sanitary towels, tampons, napkins and diapers in the United States, the market is expected to continue an upward consumption trend over the next decade. Market performance is forecast to decelerate, expanding with an anticipated CAGR of +5.1% for the period from 2024 to 2035, which is projected to bring the market volume to 3.9M tons by the end of 2035.

In value terms, the market is forecast to increase with an anticipated CAGR of +5.1% for the period from 2024 to 2035, which is projected to bring the market value to $15.5B (in nominal wholesale prices) by the end of 2035.

In 2024, consumption of sanitary towels, tampons, napkins and diapers increased by 0.9% to 2.3M tons, rising for the second consecutive year after two years of decline. Over the period under review, consumption saw prominent growth. Over the period under review, consumption reached the peak volume at 2.3M tons in 2020; afterwards, it flattened through to 2024.

The revenue of the sanitary towel and diaper market in the United States declined to $9B in 2024, waning by -6% against the previous year. This figure reflects the total revenues of producers and importers (excluding logistics costs, retail marketing costs, and retailers' margins, which will be included in the final consumer price). Overall, the total consumption indicated a remarkable increase from 2013 to 2024: its value increased at an average annual rate of +6.3% over the last eleven-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, consumption increased by +3.6% against 2022 indices. Sanitary towel and diaper consumption peaked at $9.6B in 2023, and then declined in the following year.

In 2024, the amount of sanitary towels, tampons, napkins and diapers produced in the United States shrank slightly to 2.1M tons, remaining stable against the previous year. Overall, the total production indicated a strong expansion from 2013 to 2024: its volume increased at an average annual rate of +6.4% over the last eleven-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, production increased by +1.5% against 2022 indices. The pace of growth was the most pronounced in 2016 with an increase of 21% against the previous year. Over the period under review, production reached the peak volume at 2.2M tons in 2020; however, from 2021 to 2024, production remained at a lower figure.

In value terms, sanitary towel and diaper production shrank to $8.2B in 2024. Over the period under review, the total production indicated strong growth from 2013 to 2024: its value increased at an average annual rate of +5.5% over the last eleven-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, production decreased by +0.9% against 2022 indices. The most prominent rate of growth was recorded in 2018 when the production volume increased by 21% against the previous year. Sanitary towel and diaper production peaked at $8.5B in 2020; however, from 2021 to 2024, production failed to regain momentum.

In 2024, imports of sanitary towels, tampons, napkins and diapers into the United States soared to 361K tons, growing by 17% compared with the year before. Overall, total imports indicated a strong increase from 2013 to 2024: its volume increased at an average annual rate of +7.1% over the last eleven-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, imports increased by +112.3% against 2013 indices. The pace of growth appeared the most rapid in 2014 with an increase of 18%. Over the period under review, imports reached the maximum in 2024 and are likely to see gradual growth in the immediate term.

In value terms, sanitary towel and diaper imports expanded significantly to $1.8B in 2024. In general, total imports indicated a strong increase from 2013 to 2024: its value increased at an average annual rate of +5.7% over the last eleven years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, imports increased by +56.7% against 2017 indices. The most prominent rate of growth was recorded in 2014 when imports increased by 17%. Over the period under review, imports hit record highs in 2024 and are expected to retain growth in years to come.

In 2023, Canada (149K tons) constituted the largest supplier of sanitary towel and diaper to the United States, with a 48% share of total imports. Moreover, sanitary towel and diaper imports from Canada exceeded the figures recorded by the second-largest supplier, China (62K tons), twofold. Mexico (58K tons) ranked third in terms of total imports with a 19% share.

From 2013 to 2023, the average annual rate of growth in terms of volume from Canada totaled +4.8%. The remaining supplying countries recorded the following average annual rates of imports growth: China (+12.8% per year) and Mexico (+3.6% per year).

In value terms, Canada ($813M) constituted the largest supplier of sanitary towels, tampons, napkins and diapers to the United States, comprising 49% of total imports. The second position in the ranking was held by Mexico ($343M), with a 21% share of total imports. It was followed by China, with a 15% share.

From 2013 to 2023, the average annual rate of growth in terms of value from Canada stood at +3.6%. The remaining supplying countries recorded the following average annual rates of imports growth: Mexico (+4.8% per year) and China (+10.8% per year).

In 2023, the average sanitary towel and diaper import price amounted to $5,356 per ton, with an increase of 6% against the previous year. Overall, the import price, however, showed a relatively flat trend pattern. The growth pace was the most rapid in 2022 an increase of 6.3%. The import price peaked at $5,773 per ton in 2013; however, from 2014 to 2023, import prices stood at a somewhat lower figure.

There were significant differences in the average prices amongst the major supplying countries. In 2023, amid the top importers, the country with the highest price was Israel ($11,491 per ton), while the price for China ($4,086 per ton) was amongst the lowest.

From 2013 to 2023, the most notable rate of growth in terms of prices was attained by Israel (+3.5%), while the prices for the other major suppliers experienced mixed trend patterns.

In 2024, approx. 178K tons of sanitary towels, tampons, napkins and diapers were exported from the United States; approximately reflecting 2023 figures. In general, exports recorded a relatively flat trend pattern. The growth pace was the most rapid in 2017 with an increase of 361%. The exports peaked at 191K tons in 2018; however, from 2019 to 2024, the exports remained at a lower figure.

In value terms, sanitary towel and diaper exports dropped to $853M in 2024. Overall, exports, however, showed a relatively flat trend pattern. The pace of growth appeared the most rapid in 2022 with an increase of 22% against the previous year. As a result, the exports reached the peak of $906M. From 2023 to 2024, the growth of the exports remained at a lower figure.

Canada (131K tons) was the main destination for sanitary towel and diaper exports from the United States, with a 74% share of total exports. Moreover, sanitary towel and diaper exports to Canada exceeded the volume sent to the second major destination, Mexico (14K tons), tenfold. The Dominican Republic (5.4K tons) ranked third in terms of total exports with a 3% share.

From 2013 to 2023, the average annual rate of growth in terms of volume to Canada stood at +1.9%. Exports to the other major destinations recorded the following average annual rates of exports growth: Mexico (+6.4% per year) and the Dominican Republic (+4.0% per year).

In value terms, Canada ($673M) remains the key foreign market for sanitary towels, tampons, napkins and diapers exports from the United States, comprising 78% of total exports. The second position in the ranking was held by Mexico ($62M), with a 7.2% share of total exports. It was followed by the Dominican Republic, with a 2% share.

From 2013 to 2023, the average annual rate of growth in terms of value to Canada amounted to +1.0%. Exports to the other major destinations recorded the following average annual rates of exports growth: Mexico (+10.1% per year) and the Dominican Republic (+3.7% per year).

In 2023, the average sanitary towel and diaper export price amounted to $4,887 per ton, increasing by 2.2% against the previous year. In general, the export price, however, showed a relatively flat trend pattern. The most prominent rate of growth was recorded in 2016 when the average export price increased by 307%. As a result, the export price attained the peak level of $19,534 per ton. From 2017 to 2023, the average export prices remained at a lower figure.

There were significant differences in the average prices for the major external markets. In 2023, amid the top suppliers, the country with the highest price was Canada ($5,147 per ton), while the average price for exports to Belgium ($2,298 per ton) was amongst the lowest.

From 2013 to 2023, the most notable rate of growth in terms of prices was recorded for supplies to Mexico (+3.5%), while the prices for the other major destinations experienced mixed trend patterns.

Source: IndexBox Market Intelligence Platform

This report provides an in-depth analysis of the market for sanitary towel and diaper in the U.S.. Within it, you will discover the latest data on market trends and opportunities by country, consumption, production and price developments, as well as the global trade (imports and exports). The forecast exhibits the market prospects through 2030.

This report is designed for manufacturers, distributors, importers, and wholesalers, as well as for investors, consultants and advisors.

In this report, you can find information that helps you to make informed decisions on the following issues:

While doing this research, we combine the accumulated expertise of our analysts and the capabilities of artificial intelligence. The AI-based platform, developed by our data scientists, constitutes the key working tool for business analysts, empowering them to discover deep insights and ideas from the marketing data.

Making Data-Driven Decisions to Grow Your Business

A Quick Overview of Market Performance

Understanding the Current State of The Market and Its Prospects

Finding New Products to Diversify Your Business

Choosing the Best Countries to Establish Your Sustainable Supply Chain

Choosing the Best Countries to Boost Your Exports

The Latest Trends and Insights into The Industry

The Largest Import Supplying Countries

The Largest Destinations for Exports

The Largest Producers on The Market and Their Profiles