Top Sanitary Napkin Brands and 2024 Market Trends

Few products embody the intersection of technological progress and human care as profoundly as sanitary pads. Beyond addressing women's health and comfort needs, they reflect society's evolving attention to feminine hygiene requirements. According to Kings Research, the global sanitary pads market was valued at $25.73 billion in 2024 and is projected to reach $38.51 billion by 2031. With growing health consciousness and consumer preference for sustainable, high-quality products, major brands are actively shaping the market landscape through innovation, distribution expansion, and brand building.

Here's an in-depth analysis of the sanitary pad brands expected to lead the market by 2026, examining their competitive advantages, innovations, and market strategies.

The flagship brand of P&G has maintained market leadership in the U.S. since its 1983 launch. Always offers a comprehensive product range including panty liners, feminine wipes, and sanitary pads designed for comfort, safety, and confidence during menstruation.

In March 2025, Always introduced its revolutionary Pocket Flexfoam pads featuring compact, resealable packaging with full-size protection. The proprietary Flexfoam technology promises "zero leaks, zero feel, zero bunching" for on-the-go users, addressing the growing demand for portable menstrual solutions.

This global leader in personal care emphasizes innovation and sustainability through its Kotex brand. The company strengthened its commitment to women's health through an October 2025 partnership expansion with global organizations including Baby2Baby and UNICEF, aiming to provide essential care for 24 million women and girls across seven countries within three years.

The Japanese consumer goods giant's Laurier brand dominates Asian markets with its quality-focused approach. In 2024, Kao introduced its "Ultra-Soft Technology" enhancement, improving pad softness and breathability for superior comfort.

China's leading personal hygiene products manufacturer maintains strong domestic market presence through extensive product lines and continuous R&D investment tailored to local consumers' needs.

Known for innovative solutions, Edgewell launched Playtex Active pads featuring moisture-wicking technology and flexible designs specifically for athletic women, demonstrating its focus on activity-specific menstrual care.

The Japanese company's Sofy brand continues to lead in Asia with products like Sofy Air Fit and Sofy COOL , which incorporate unique breathable technologies for lighter, more comfortable wear throughout menstrual cycles.

J&J's healthcare expertise manifests in its Stayfree Comfort series with innovative "Flexi-Wings" design that adapts to body movements for improved fit and protection.

This emerging innovator combines sustainability with personalized service, offering organic cotton pads through subscription models in India. Nua's direct-to-consumer approach includes customized products based on individual flow and size preferences.

The British manufacturer stands out for sustainable production practices using organic cotton and dermatologically tested products. Its comprehensive range addresses diverse needs across different life stages.

With ISO and GMP-certified production facilities capable of manufacturing 6,000 units per minute, Nobel Hygiene's Rio brand delivers reliable, cost-effective solutions that have earned strong market recognition.

Future industry leaders will likely combine robust distribution networks, brand credibility, material innovations (biodegradable, ultra-thin, premium comfort), and public health initiatives. The rural Indian market's 45% adoption rate growth signals significant potential in underserved regions globally.

Companies integrating sustainability, affordability, hygiene education partnerships, and efficient supply chains will gain competitive advantage in this evolving market landscape.