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Feminine Hygiene and Sanitary Protection Products - US - March 2016

Growth of the overall feminine care products market has been marginal in recent years, as it faces several challenges. Women are having fewer, lighter periods, contributing to declining usage of sanitary protection, specifically tampons. However, an aging population and increased interest in cleansing products bodes well for the adult incontinence and feminine hygiene segments of the category. Discussions about menstruation and bladder leakage are also becoming less taboo, empowering women to discover solutions for their feminine care needs.

This report looks at the following areas:

  • Sales of sanitary protection products stagnate
  • More women experience bladder issues than use incontinence-specific products
  • Concerns over the safety of feminine care products

The entire category is referred to throughout the Report as “feminine care.”

This Report includes internal and external products for sanitary protection and feminine hygiene needs, including the following products:

  • Sanitary protection products
  • Sanitary pads, including napkins and liners/shields (Note: throughout this Report, the terms sanitary napkin and pad will be used interchangeably)
  • Tampons, including plastic applicator, cardboard applicator, nonapplicator tampons, as well as menstrual cups
  • Feminine hygiene products, including douches, wipes, vaginal treatments, and other feminine hygiene products (such as deodorants or vaginal anti-itch products)
  • Adult incontinence products, (also referred to as bladder leakage or LBL products) including pads, briefs and bladder support devices.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Sales of sanitary protection products stagnate
            • Figure 1: MULO sales of sanitary protection products, 2010-20
          • More women experience bladder issues than use incontinence-specific products
            • Figure 2: Bladder leakage experience, January 2016
          • Concerns over the safety of feminine care products
            • Figure 3: Attitudes toward sanitary protection and feminine hygiene products, January 2016
          • The opportunities
            • Adult incontinence products have an opportunity to target younger women
              • Figure 4: Agreement incontinence products are not for someone my age, by age, January 2016
            • Bladder support products offer women additional bladder control options
              • Figure 5: Interest in trying a bladder support product, by age, incontinence product user, and bladder leakage experience, January 2016
            • Opportunity to improve communication about feminine hygiene products
              • Figure 6: Feminine hygiene product use, January 2016
            • What it means
            • The Market – What You Need to Know

              • Feminine care market sustains steady increases
                • Market growth is driven by adult incontinence products
                  • Contraceptive and soap/bodywash use impacts feminine care market
                    • The female population, race, and birthrates influence the market
                    • Market Size and Forecast

                      • Feminine care market maintains steady growth
                        • Figure 7: Total US sales and fan chart forecast of feminine hygiene and sanitary protection products, at current prices, 2010-20
                        • Figure 8: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at current prices, 2010-20
                    • Market Breakdown

                      • Market growth is fueled by adult incontinence products
                        • Figure 9: Sales and forecast of feminine hygiene and sanitary protection products, by segment, 2010-20
                      • The majority of purchases are made at “other” retailers
                        • Figure 10: Total US retail sales of feminine hygiene and sanitary protection products, by channel, at current prices, 2015
                    • Market Perspective

                      • Women’s contraceptive use impacts the feminine care market
                        • Figure 11: Uses contraceptives for birth control, by female, April 2015
                      • Most women use regular soap, competing with feminine washes
                      • Market Factors

                        • Population of menstruating women stagnates; aging population grows
                          • Figure 12: US female population, by age, 2011-21
                          • Figure 13: US population among 65+ year old adults, 2011-21
                        • Change in racial/ethnic demographics impact on market
                          • Figure 14: US female population, by race and Hispanic origin, 2011-21
                        • Birthrates starting to trend back up
                          • Figure 15: US annual births, 2004-14
                      • Key Players – What You Need to Know

                        • Proctor & Gamble is the leader in feminine care
                          • Adult incontinence and feminine hygiene sales grow
                            • Sales of sanitary protection products remain nearly flat
                              • Safety concerns, taboos, taxes, and innovation shaking up the feminine care market
                              • Manufacturer Sales of Feminine Hygiene and Sanitary Protection Products

                                • Procter & Gamble takes top spot due to new incontinence line
                                  • Figure 16: MULO sales of feminine hygiene and sanitary protection products, by leading companies, rolling 52 weeks 2014 and 2015
                              • What’s Working?

                                • Adult incontinence products
                                  • Figure 17: Share of feminine care product launches, by subcategory, 2011-15
                                  • Figure 18: MULO sales of adult incontinence, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                • Feminine hygiene products have notable growth
                                  • Figure 19: Share of MULO sales of feminine hygiene, by overall categories, rolling 52 weeks 2014 and 2015
                                  • Figure 20: MULO sales of select feminine hygiene products, by leading brands, rolling 52 weeks 2014 and 2015
                              • What’s Struggling?

                                • Sales of pads and liners remains flat
                                    • Figure 21: MULO sales of sanitary napkins/liners, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                  • Leading tampon brands experience minimal growth
                                    • Figure 22: MULO sales of tampons, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                • What’s Next?

                                  • Amid concerns of safety The Honest Company joins the sanitary protection product market
                                    • Take the taboo out of menstruation and incontinence
                                      • Backlash over the “luxury” tax on feminine sanitary protection products
                                        • Poise’s Impressa, an OTC bladder support, succeeding in the market
                                          • Real underwear for periods and bladder leakage
                                          • The Consumer – What You Need to Know

                                            • More than half of women are currently menstruating
                                              • Most women use sanitary protection products, some use feminine hygiene products
                                                • Nearly half of women experience bladder leakage
                                                  • One quarter of women use incontinence products
                                                    • Feminine care products evoke specific needs
                                                      • Some women express concern with chemicals in sanitary protection products
                                                        • Women are receptive to the benefits of feminine hygiene products
                                                          • Incontinence products are easy to find; yet embarrassing to purchase
                                                          • Menstruation Experience

                                                            • More than half of women are currently menstruating
                                                              • Figure 23: Menstruation experience, January 2016
                                                            • Age drives menstruation
                                                              • Figure 24: Menstruation experience, by age, January 2016
                                                            • Hispanic women have the highest incidence of current menstruation
                                                              • Figure 25: Menstruation experience, by Hispanic origin and race, January 2016
                                                            • Many who menstruate also experience bladder leakage
                                                              • Figure 26: Bladder leakage experience, by women currently menstruating, January 2016
                                                          • Sanitary Protection and Hygiene Product Use

                                                            • Nearly three fourths of women are using sanitary protection products
                                                              • Figure 27: Sanitary protection product use, January 2016
                                                            • Profile of sanitary protection product users
                                                              • Figure 28: Sanitary protection product use, by age, Hispanic origin and race, and menstruation status, January 2016
                                                            • About two out of five women use a feminine hygiene product
                                                              • Figure 29: Feminine hygiene product use, January 2016
                                                            • Profile of feminine hygiene product users
                                                              • Figure 30: Feminine hygiene product use, by age, Hispanic origin and race, and product user type, January 2016
                                                          • Bladder Leakage Experience

                                                            • Nearly half of women experience bladder leakage
                                                              • Figure 31: Bladder leakage experience, January 2016
                                                            • Age knows no boundaries for bladder leakage
                                                              • Figure 32: Bladder leakage experience, by age, January 2016
                                                            • Moms are susceptible to bladder issues
                                                              • Figure 33: Bladder leakage experience, by parental status, January 2016
                                                            • Hispanic women report experiencing bladder leakage most
                                                              • Figure 34: Bladder leakage experience, by Hispanic origin and race, January 2016
                                                          • Adult Incontinence Product Use

                                                            • One quarter of women use incontinence products
                                                              • Figure 35: Adult incontinence product use, January 2016
                                                            • Profile of adult incontinence product users
                                                              • Figure 36: Adult incontinence product use, by age, Hispanic origin, race, number of children, and bladder leakage experience, January 2016
                                                          • Feminine Care Product Usage Occasions

                                                            • Feminine care products evoke specific needs
                                                              • Figure 37: Correspondence Analysis, product usage occasions, January 2016
                                                            • Panty liners meet several needs
                                                              • Figure 38: Panty liners product usage for menstruation occasions, by age, January 2016
                                                              • Figure 39: Panty Liners product usage for other occasions, by age, menstruation experience, and bladder leakage experience, January 2016
                                                            • Sanitary pads are for heavy flow days and preparation
                                                              • Figure 40: Sanitary pad product usage occasions, by currently menstruating and bladder leakage experience, January 2016
                                                            • Women use tampons when menstrual flow is heaviest
                                                              • Figure 41: Tampon usage occasions, January 2016
                                                            • Feminine hygiene products considered part of a daily routine
                                                              • Figure 42: Feminine hygiene product usage occasions, by all and currently menstruating, January 2016
                                                            • Incontinence products are for bladder leakage and used often
                                                              • Figure 43: Incontinence product usage occasions, by age and bladder leakage experience, January 2016
                                                          • Attitudes toward Sanitary Protection Products

                                                            • Women purchase sanitary protection products on autopilot
                                                              • Figure 44: Sanitary protection product brand attitudes, January 2016
                                                            • Health-conscious ingredients and materials have appeal
                                                              • Figure 45: Agreement with attitudes toward sanitary protection product materials, January 2016
                                                            • Offer women choices
                                                              • Figure 46: Agreement with attitudes toward sanitary protection product materials, by older Millennials, Hispanic origin, urban dweller, mothers of children under 18, January 2016
                                                            • Women aged 25-34 are most aware of the alternatives
                                                              • Figure 47: Agreement with awareness of alternative sanitary protection product materials, by age, January 2016
                                                          • Attitudes toward Feminine Hygiene Products

                                                            • Women are receptive to the benefits of feminine hygiene products
                                                              • Figure 48: Agreement with perceptions of feminine hygiene products, by age, Hispanic origin, January 2016
                                                            • Some concern does surround the safety of these products
                                                              • Figure 49: Agreement with natural perceptions of feminine hygiene products, by age, January 2016
                                                            • Feminine hygiene products are easy for women to find
                                                              • Figure 50: Agreement with locating feminine hygiene products, by age, January 2016
                                                          • Attitudes toward Adult Incontinence Products

                                                            • Incontinence products are easy to find; yet embarrassing to purchase
                                                              • Figure 51: Agreement with locating incontinence products, by age and incontinence product users, January 2016
                                                            • For one third of women age impacts acceptability
                                                              • Figure 52: Agreement incontinence products are not for someone my age, by age, January 2016
                                                            • Women are using sanitary protection products for bladder leakage
                                                              • Figure 53: Agreement with incontinence products usage occasions, by product user and bladder leakage experience, January 2016
                                                            • Bladder support products have appeal
                                                              • Figure 54: Interest in trying a bladder support product, by age, incontinence product user and bladder leakage experience, January 2016
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Sales data
                                                                • Fan chart forecast
                                                                  • Consumer survey data
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                        • Terms
                                                                        • Appendix – The Market

                                                                            • Figure 55: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at inflation-adjusted prices, 2010-20
                                                                            • Figure 56: Total US retail sales and forecast of feminine hygiene and sanitary protection products, by segment, at current prices, 2010-20
                                                                            • Figure 57: US female population, by age, 2011-21
                                                                        • Appendix – Key Players

                                                                            • Figure 58: MULO sales of feminine hygiene, by leading companies and brands, rolling 52 weeks 2014 and 2015

                                                                        Companies Covered

                                                                        • Walmart Stores (USA)

                                                                        Feminine Hygiene and Sanitary Protection Products - US - March 2016

                                                                        £3,277.28 (Excl.Tax)