Mar 13, 2025
IndexBox has just published a new report: Australia - Sanitary Towels, Tampons, Napkins And Napkin Liners For Babies - Market Analysis, Forecast, Size, Trends And Insights.
The demand for sanitary products in Australia is on the rise, leading to an anticipated growth in market volume and value over the next decade. With an estimated CAGR of +5.9%, the market is set to expand significantly, reaching 220K tons in volume and $717M in value by 2035.
Market Forecast
Driven by increasing demand for sanitary towels, tampons, napkins and diapers in Australia, the market is expected to continue an upward consumption trend over the next decade. Market performance is forecast to accelerate, expanding with an anticipated CAGR of +5.9% for the period from 2024 to 2035, which is projected to bring the market volume to 220K tons by the end of 2035.
In value terms, the market is forecast to increase with an anticipated CAGR of +5.9% for the period from 2024 to 2035, which is projected to bring the market value to $717M (in nominal wholesale prices) by the end of 2035.
Consumption
Australia's Consumption of Sanitary Towels, Tampons, Napkins and Diapers
In 2024, consumption of sanitary towels, tampons, napkins and diapers decreased by -2.7% to 118K tons, falling for the fourth consecutive year after three years of growth. In general, consumption, however, posted a temperate expansion. Sanitary towel and diaper consumption peaked at 229K tons in 2020; however, from 2021 to 2024, consumption failed to regain momentum.
The value of the sanitary towel and diaper market in Australia contracted to $384M in 2024, falling by -9.8% 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, consumption, however, saw slight growth. Sanitary towel and diaper consumption peaked at $819M in 2020; however, from 2021 to 2024, consumption failed to regain momentum.
Production
Australia's Production of Sanitary Towels, Tampons, Napkins and Diapers
In 2024, approx. 100K tons of sanitary towels, tampons, napkins and diapers were produced in Australia; declining by -10% compared with the previous year's figure. In general, production, however, recorded a resilient expansion. The growth pace was the most rapid in 2014 when the production volume increased by 231%. Sanitary towel and diaper production peaked at 154K tons in 2020; however, from 2021 to 2024, production failed to regain momentum.
In value terms, sanitary towel and diaper production declined to $386M in 2024 estimated in export price. Over the period under review, production, however, showed prominent growth. The most prominent rate of growth was recorded in 2014 with an increase of 248%. Sanitary towel and diaper production peaked at $489M in 2021; however, from 2022 to 2024, production remained at a lower figure.
Imports
Australia's Imports of Sanitary Towels, Tampons, Napkins and Diapers
In 2024, approx. 21K tons of sanitary towels, tampons, napkins and diapers were imported into Australia; with an increase of 45% on the previous year's figure. Over the period under review, imports, however, showed a abrupt decrease. Imports peaked at 88K tons in 2022; however, from 2023 to 2024, imports stood at a somewhat lower figure.
In value terms, sanitary towel and diaper imports skyrocketed to $775M in 2024. In general, imports enjoyed resilient growth. As a result, imports attained the peak and are likely to continue growth in the immediate term.
Imports By Country
In 2023, China (27K tons) was the main sanitary towel and diaper supplier to Australia, with a 185% share of total imports. Moreover, sanitary towel and diaper imports from China exceeded the figures recorded by the second-largest supplier, Germany (5.1K tons), fivefold. Belgium (4.4K tons) ranked third in terms of total imports with a 30% share.
From 2013 to 2023, the average annual rate of growth in terms of volume from China amounted to +18.6%. The remaining supplying countries recorded the following average annual rates of imports growth: Germany (-2.8% per year) and Belgium (-0.5% per year).
In value terms, China ($147M) constituted the largest supplier of sanitary towels, tampons, napkins and diapers to Australia, comprising 36% of total imports. The second position in the ranking was taken by Germany ($29M), with a 7.1% share of total imports. It was followed by Belgium, with a 6.2% share.
From 2013 to 2023, the average annual growth rate of value from China amounted to +23.6%. The remaining supplying countries recorded the following average annual rates of imports growth: Germany (+0.6% per year) and Belgium (+4.6% per year).
Import Prices By Country
In 2023, the average sanitary towel and diaper import price amounted to $27,783 per ton, picking up by 406% against the previous year. Over the period under review, the import price posted a significant increase. As a result, import price reached the peak level and is likely to continue growth in the immediate term.
Average prices varied noticeably amongst the major supplying countries. In 2023, amid the top importers, the countries with the highest prices were Denmark ($5,787 per ton) and the Netherlands ($5,785 per ton), while the price for China ($5,466 per ton) and Germany ($5,615 per ton) were amongst the lowest.
From 2013 to 2023, the most notable rate of growth in terms of prices was attained by the Netherlands (+9.5%), while the prices for the other major suppliers experienced more modest paces of growth.
Exports
Australia's Exports of Sanitary Towels, Tampons, Napkins and Diapers
In 2024, the amount of sanitary towels, tampons, napkins and diapers exported from Australia dropped dramatically to 3.2K tons, shrinking by -28.2% compared with 2023. Over the period under review, exports saw a deep contraction. The growth pace was the most rapid in 2016 with an increase of 114%. The exports peaked at 10K tons in 2013; however, from 2014 to 2024, the exports remained at a lower figure.
In value terms, sanitary towel and diaper exports fell sharply to $11M in 2024. In general, exports recorded a abrupt decline. The growth pace was the most rapid in 2016 when exports increased by 110%. The exports peaked at $36M in 2013; however, from 2014 to 2024, the exports stood at a somewhat lower figure.
Exports By Country
New Zealand (3.2K tons) was the main destination for sanitary towel and diaper exports from Australia, with a 71% share of total exports. Moreover, sanitary towel and diaper exports to New Zealand exceeded the volume sent to the second major destination, Turkey (460 tons), sevenfold. The third position in this ranking was taken by New Caledonia (248 tons), with a 5.5% share.
From 2013 to 2023, the average annual rate of growth in terms of volume to New Zealand totaled -9.6%. Exports to the other major destinations recorded the following average annual rates of exports growth: Turkey (+33.3% per year) and New Caledonia (+65.4% per year).
In value terms, New Zealand ($8.8M) remains the key foreign market for sanitary towels, tampons, napkins and diapers exports from Australia, comprising 64% of total exports. The second position in the ranking was held by New Caledonia ($1.3M), with a 9.5% share of total exports. It was followed by French Polynesia, with a 5.4% share.
From 2013 to 2023, the average annual growth rate of value to New Zealand totaled -12.2%. Exports to the other major destinations recorded the following average annual rates of exports growth: New Caledonia (+61.0% per year) and French Polynesia (+69.3% per year).
Export Prices By Country
In 2023, the average sanitary towel and diaper export price amounted to $3,045 per ton, which is down by -23% against the previous year. Over the period under review, the export price continues to indicate a mild downturn. The most prominent rate of growth was recorded in 2021 an increase of 26% against the previous year. Over the period under review, the average export prices attained the peak figure at $3,957 per ton in 2022, and then declined notably in the following year.
There were significant differences in the average prices for the major export markets. In 2023, amid the top suppliers, the country with the highest price was French Polynesia ($7,257 per ton), while the average price for exports to South Africa ($603 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 French Polynesia (+1.5%), while the prices for the other major destinations experienced more modest paces of growth.
Source: IndexBox Market Intelligence Platform
