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Feminine Hygiene and Sanitary Protection Products - US - May 2013

“The feminine hygiene and sanitary protection products market is up against several challenges, including private label brands and other new product innovations. Brands that continue to innovate and offer line extensions, as well as build a relationship with users, will be most successful.”

– Emily Krol, Health and Wellness Analyst

Some questions answered in this report include:

  • How can name brands effectively compete with store brands in this market?
  • Do new innovations such as menstrual cups steal share from traditional pads and tampons?
  • Are women using sanitary protection products for light bladder leakage, instead of products designed for this specific use?
 

Within the feminine hygiene and sanitary protection products category, product efficacy continues to remain important to women. Advances in technology help brand names, as well as private label brands, continue to innovate and offer women superior protection.

Sales of feminine hygiene and sanitary protection products have remained steady and are expected to continue growing. Sales increased 2.2% to $4.9 billion in 2012, and are forecasted to climb another 13% by 2017. An aging population will push the market for incontinence products, while girls hitting puberty at younger ages will help to drive sales of sanitary protection products. Finally, an increasing trend toward hygiene in all areas of life will spur sales of feminine needs products.

Despite growth, the market is up against several challenges that will be discussed throughout the report, including:

  • Limited brand loyalty
  • Growth of private label brands
  • Declining usage of sanitary protection products

This report will provide readers with an updated review of the market for feminine hygiene and sanitary protection products. The relationship between demographic shifts and product consumption will also be explored.

Shopping habits and product attributes sought are also revealed, to give readers a sense of how women shop for feminine hygiene and sanitary protection products. The report presents major brand advertising strategies, and makes recommendations to marketers in this category. New innovations in the feminine hygiene and sanitary protection market are also presented. Readers will gain a sense of how to best target products to various consumer segments. Finally, product and brand user profiles will help marketers to hone in on their specific target market.

This report will include all internal and external products for sanitary protection and feminine hygiene needs, including the following:

    • Sanitary napkins, including pads and liners/shields (Note: throughout this report, the terms sanitary napkin and pad will be used interchangeably)
    • Tampons, including plastic applicator, cardboard applicator, and non-applicator tampons
    • Adult incontinence products, including pads and briefs (Note: not included in 2012 report)
    • Feminine needs products, which includes douches, wipes, vaginal treatments, and other feminine hygiene products (deodorants, vaginal anti-itch products, etc.)
 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Total U.S. sales and fan chart forecast of feminine hygiene and sanitary protection products, at current prices, 2007-17
                          • Figure 2: Tampon, sanitary pad/napkin, and pantiliner/shield usage, October 2011-November 2012
                        • Segment snapshots
                            • Figure 3: Market share of sanitary protection and feminine hygiene products, segmented by type, 2012
                          • Market factors
                            • Currently menstruating
                              • Figure 4: Menstruation frequency and bladder leakage experience, by age, February 2013
                            • Product usage
                              • Figure 5: Feminine hygiene and sanitary protection product usage, February 2013
                            • Demographics
                                • Figure 6: U.S. Female Population aged 18+, by age, 2012 and 2017, and Product usage, by age, February 2013
                                • Figure 7: Population, by race and Hispanic origin, 2013 and 2018, and Product usage, by race/ethnicity, February 2013
                              • Fertility rate and number of births
                                • Figure 8: Fertility rate and number of births, 2001-11
                              • Retailers
                                • Figure 9: Share of sales for sanitary protection and feminine hygiene products, by channel, 2012
                              • Key players
                                  • Figure 10: MULO sales of sanitary protection and feminine supplies, by leading companies, 2012 and 2013
                                • The consumer
                                  • Product interest and attributes
                                    • Figure 11: Attributes sought in sanitary protection and bladder leakage products, February 2013
                                  • Brand preference and stockpiling
                                    • Figure 12: Brand preference and stockpiling habits, February 2013
                                  • Reasons to switch brands
                                    • Figure 13: Brand switching and shopping behaviors, February 2013
                                  • What we think
                                  • Issues in the Market

                                      • How can name brands effectively compete with store brands in this market?
                                        • Do new innovations such as menstrual cups steal share from traditional pads and tampons?
                                          • Are women using sanitary protection products for light bladder leakage, instead of products designed for this specific use?
                                          • Insights and Opportunities

                                            • Retail locations
                                              • In-store support
                                                • Figure 14: In-store Marketing, by sanitary protection product users, October 2011-November 2012
                                              • Delivery opportunities
                                                • Figure 15: Example contents of le parcel
                                              • Role of technology
                                                • Innovation in product formats
                                                • Trend Applications

                                                    • Trend: Open Diary
                                                      • Figure 16: Comfort level discussing issues, by age, February 2013
                                                    • Trend: Perfecting the Details
                                                      • Mintel Futures: Generation Next
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Feminine hygiene and sanitary protection products poised for growth
                                                            • Sales and forecast of feminine hygiene and sanitary protection products
                                                              • Figure 17: Total U.S. retail sales and forecast of feminine hygiene and sanitary protection products, at current prices, 2007-17
                                                              • Figure 18: Total U.S. retail sales and forecast of feminine hygiene and sanitary protection products, at inflation-adjusted prices, 2007-17
                                                              • Figure 19: Total U.S. sales and fan chart forecast of feminine hygiene and sanitary protection products, at current prices, 2007-17
                                                          • Market Drivers

                                                            • Key points
                                                              • Demographics
                                                                • American population aging
                                                                  • Figure 20: U.S. Female population, by age, 2007-17
                                                                • Biological shifts affect product needs
                                                                  • Growth of various race/ethnic groups will affect product sales
                                                                    • Figure 21: Population, by race and Hispanic origin, 2008-18
                                                                    • Figure 22: Menstruation frequency and bladder leakage experience, by race/Hispanic origin, February 2013
                                                                  • Birthrate
                                                                    • Figure 23: Fertility rate and number of births, 2001-11
                                                                  • Half of women are currently menstruating
                                                                    • Figure 24: Menstruation frequency and bladder leakage experience, by age, February 2013
                                                                    • Figure 25: Menstruation frequency and bladder leakage experience, crosstab, February 2013
                                                                • Product Usage

                                                                  • Key points
                                                                    • Usage of sanitary protection products declining
                                                                      • Figure 26: Product usage, January 2004-November 2012
                                                                    • Pads more likely to be used than tampons
                                                                      • Interest in feminine hygiene products
                                                                        • Figure 27: Playtex Fresh + Sexy wipes
                                                                        • Figure 28: Feminine hygiene and sanitary protection product usage, February 2013
                                                                      • Possible line extensions could increase usage with older women who age out of the category
                                                                        • Figure 29: Feminine hygiene and sanitary protection product usage—Have used, by age, February 2013
                                                                      • Product usage overlap
                                                                        • Figure 30: Feminine hygiene and sanitary protection product usage—Have used, by feminine hygiene and sanitary protection product usage, February 2013
                                                                        • Figure 31: Feminine hygiene and sanitary protection product usage—Have used, by menstruation frequency and bladder leakage experience, February 2013
                                                                    • Competitive Context

                                                                      • Private label
                                                                        • Birth control
                                                                          • Menstrual cups
                                                                            • Figure 32: Softcup advertisement
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • An aging population drives increases for adult incontinence
                                                                              • Sales of sanitary protection and feminine hygiene products, by segment
                                                                                • Figure 33: Sales of sanitary protection and feminine hygiene products, segmented by type, 2010 and 2012
                                                                              • Increases in price for tampons and sanitary napkins
                                                                                • Figure 34: Average cost and volume sales of sanitary protection and feminine hygiene products based on MULO sales, 2012
                                                                            • Segment Performance—Sanitary Napkins/Liners

                                                                              • Key points
                                                                                • Sanitary napkins increase with prices
                                                                                  • Sales and forecast of sanitary napkins/liners
                                                                                    • Figure 35: Sales and forecast of sanitary napkins/liners, at current prices, 2007-17
                                                                                • Segment Performance—Tampons

                                                                                  • Key points
                                                                                    • Innovation could spur category
                                                                                      • Sales and forecast of tampons
                                                                                        • Figure 36: Sales and forecast of tampons, at current prices, 2007-17
                                                                                    • Segment Performance—Adult Incontinence Products

                                                                                      • Key points
                                                                                        • Aging population fuels growth of adult incontinence products
                                                                                          • Sales and forecast of adult incontinence products
                                                                                            • Figure 37: Sales and forecast of adult incontinence products, at current prices, 2007-17
                                                                                        • Segment Performance—Feminine Needs Products

                                                                                          • Key points
                                                                                            • Interest in feminine needs products is up
                                                                                                • Figure 38: Share of feminine needs segment, 2012 and 2013
                                                                                              • Vaginal treatments
                                                                                                • Figure 39: Yeast infection product usage, January 2004-November 2012
                                                                                              • Douches
                                                                                                • Other hygiene treatments
                                                                                                  • Growing trend toward hygiene will drive sales of feminine needs products
                                                                                                    • Sales and forecast of feminine needs products
                                                                                                      • Figure 40: Sales and forecast of feminine needs products, at current prices, 2007-17
                                                                                                  • Retail Channels

                                                                                                    • Key points
                                                                                                      • “Other” retailers preferred shopping location
                                                                                                        • Figure 41: Total U.S. retail sales of sanitary protection and feminine hygiene products, by channel, at current prices, 2010-12
                                                                                                      • Other retailers growing
                                                                                                        • Figure 42: Walmart/Always print ad
                                                                                                      • Drug stores have an opportunity to reach women
                                                                                                        • Supermarkets can actively encourage women to purchase
                                                                                                          • Figure 43: Always in-store promotion
                                                                                                        • Sales of sanitary protection and feminine hygiene products, by retail channel
                                                                                                          • Figure 44: U.S. sales of sanitary protection and feminine hygiene products, at current prices, by retail channel, 2007-12
                                                                                                        • Consumers prefer to purchase from mass merchandisers
                                                                                                          • Figure 45: Purchase location of sanitary protection or bladder leakage products, by age, February 2013
                                                                                                      • Leading Companies

                                                                                                        • Key points
                                                                                                          • Kimberly-Clark creeping up to Procter & Gamble
                                                                                                            • Manufacturer sales of sanitary protection and feminine supplies
                                                                                                              • Figure 46: MULO sales of sanitary protection and feminine supplies, by leading companies, 2012 and 2013
                                                                                                            • Women tend to be product loyal, but not brand loyal
                                                                                                              • Figure 47: Brands of tampons used, by sanitary pad and napkin users, October 2011-November 2012
                                                                                                              • Figure 48: Brands of tampons used, by tampons brands, October 2011-November 2012
                                                                                                          • Brand Share—Sanitary Napkins and Pads

                                                                                                            • Key points
                                                                                                              • Consumer preference for thin and natural products
                                                                                                                • Manufacturer sales of sanitary napkins and pads
                                                                                                                  • Figure 49: MULO sales of sanitary napkins and pads, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                              • Brand Share—Tampons

                                                                                                                • Key points
                                                                                                                  • Tampax continues as segment leader
                                                                                                                    • Manufacturer sales of tampons
                                                                                                                      • Figure 50: MULO sales of tampons, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                  • Brand Share—Incontinence Products

                                                                                                                    • Key points
                                                                                                                      • Kimberly-Clark continues to dominate the segment, while Tena fights for a voice
                                                                                                                        • Manufacturer sales of adult incontinence products
                                                                                                                          • Figure 51: MULO sales of adult incontinence products, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                      • Brand Share—Feminine Needs Products

                                                                                                                        • Key points
                                                                                                                          • Though a small segment, women still need feminine products
                                                                                                                            • Figure 52: Brands of yeast infection products, by age, October 2011-November 2012
                                                                                                                          • Manufacturer sales of feminine needs products
                                                                                                                            • Figure 53: MULO sales of feminine needs products, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                        • Innovations and Innovators

                                                                                                                          • Key points
                                                                                                                            • Launches by subcategory
                                                                                                                              • Figure 54: Number of feminine hygiene, incontinence, pads, and tampon product launches, 2007-13
                                                                                                                            • Product introductions of private label brands up
                                                                                                                              • Figure 55: Share of branded/private label feminine hygiene, incontinence, pads, and tampon product launches, 2007-13
                                                                                                                            • Pads
                                                                                                                              • Figure 56: Examples of pads product launches, 2012-13
                                                                                                                            • Tampons
                                                                                                                              • Figure 57: Examples of tampon product launches, 2012-13
                                                                                                                            • Incontinence products
                                                                                                                              • Figure 58: Examples of incontinence product launches, 2012-13
                                                                                                                            • Feminine hygiene
                                                                                                                              • Figure 59: Examples of feminine hygiene product launches, 2012-13
                                                                                                                          • Marketing Strategies

                                                                                                                              • Figure 60: Advertising spending for select sanitary protection brands, 2011
                                                                                                                            • Strategy 1: So fresh and so clean
                                                                                                                              • Figure 61: Always Ultra Thin print advertisement
                                                                                                                              • Figure 62: Tampax pearl print advertisement
                                                                                                                              • Figure 63: Playtex, “It Fits You,” 2012
                                                                                                                            • Strategy 2: Putting it all out there
                                                                                                                              • Figure 64: Kotex, “Beyond the Myths,” 2013
                                                                                                                              • Figure 65: Kotex, “Break the Silence: Take Action with Generation Know,” 2013
                                                                                                                              • Figure 66: Poise, “2nd Talk,” 2013
                                                                                                                            • Strategy 3: Don’t let your period hold you back from activities
                                                                                                                              • Figure 67: Playtex, “Don’t Play Around,” 2012
                                                                                                                              • Figure 68: Tampax pearl print advertisement
                                                                                                                              • Figure 69: Tena, “Nothing’s Missed,” 2013
                                                                                                                            • Strategy 4: Being real
                                                                                                                              • Figure 70: Kotex “Natural Balance Gets Real,” 2012
                                                                                                                              • Figure 71: Kotex “Cold Hard Numbers,” 2012
                                                                                                                          • Social Media

                                                                                                                            • Key points
                                                                                                                              • Social media metrics
                                                                                                                                • Figure 72: Key performance indicators, March 2013
                                                                                                                              • Market overview
                                                                                                                                • Brand usage and awareness
                                                                                                                                  • Figure 73: Usage and awareness of selected Feminine Hygiene, February 2013
                                                                                                                                • Interaction with brands
                                                                                                                                  • Figure 74: Interaction with selected feminine hygiene brands, February 2013
                                                                                                                                • Online conversations
                                                                                                                                  • Figure 75: Selected feminine hygiene and sanitary protection product brands’ share of conversations, Feb. 28-March 27, 2013
                                                                                                                                  • Figure 76: Conversations on selected feminine hygiene and sanitary protection product brands, by day, Feb. 28-March 27, 2013
                                                                                                                                • Where are people talking about feminine hygiene and sanitary protection products?
                                                                                                                                  • Figure 77: Selected feminine hygiene and sanitary protection product brands’ share of conversations, by page type, Feb. 28-March 27, 2013
                                                                                                                                • What are people talking about?
                                                                                                                                  • Figure 78: Topics of conversations concerning feminine hygiene and sanitary protection products, Feb. 28,-March 27, 2013
                                                                                                                                  • Figure 79: Topics of conversation regarding selected feminine hygiene and sanitary protection product brands, by day, Feb. 28,-March 27, 2013
                                                                                                                                  • Figure 80: Types of conversations regarding selected feminine hygiene and sanitary protection product brands, by type of website, Feb. 28,-March 27, 2013
                                                                                                                                • Analysis by brand
                                                                                                                                  • Tampax
                                                                                                                                    • Figure 81: Tampax key social media indicators, March 2013
                                                                                                                                  • Key online campaigns
                                                                                                                                    • What we think
                                                                                                                                      • Kotex
                                                                                                                                        • Figure 82: Kotex key social media indicators, March 2013
                                                                                                                                      • Key online campaigns
                                                                                                                                        • What we think
                                                                                                                                          • Always
                                                                                                                                            • Figure 83: Always key social media indicators, March 2013
                                                                                                                                          • Key online campaigns
                                                                                                                                            • What we think
                                                                                                                                              • Summer’s Eve
                                                                                                                                                • Figure 84: Summer’s Eve skincare key social media indicators, March 2013
                                                                                                                                              • Key online campaigns
                                                                                                                                                • What we think
                                                                                                                                                  • Playtex
                                                                                                                                                    • Figure 85: Playtex key social media indicators, March 2013
                                                                                                                                                  • Key online campaigns
                                                                                                                                                    • What we think
                                                                                                                                                      • Poise
                                                                                                                                                        • Figure 86: Poise key social media indicators, March 2013
                                                                                                                                                      • Key online campaigns
                                                                                                                                                        • What we think
                                                                                                                                                        • Brand Preference and Stockpiling

                                                                                                                                                          • Key points
                                                                                                                                                            • Half of female users keep products on hand
                                                                                                                                                              • Younger women share products
                                                                                                                                                                • Figure 87: Brand preference and stockpiling habits, by age, February 2013
                                                                                                                                                              • Make shopping more comfortable
                                                                                                                                                                • Opportunity to increase brand loyalty
                                                                                                                                                                  • Figure 88: Brand preference and stockpiling habits, by household income, February 2013
                                                                                                                                                              • Shopping Habits and Brand Switching

                                                                                                                                                                • Key points
                                                                                                                                                                  • Overall, sampling is key
                                                                                                                                                                    • Products must meet women’s needs
                                                                                                                                                                      • Figure 89: U by Kotex commercial, “That Time,” April 2012
                                                                                                                                                                    • Product recommendations can resonate
                                                                                                                                                                      • Figure 90: Brand switching and shopping behaviors, by age, February 2013
                                                                                                                                                                  • Product and Attribute Interest

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Women demand a lot from sanitary protection and bladder leakage products
                                                                                                                                                                        • Figure 91: Attributes sought in sanitary protection and bladder leakage products, February 2013
                                                                                                                                                                      • Younger, active women need products to fit their lifestyle
                                                                                                                                                                        • Figure 92: Any important attributes sought in sanitary protection and bladder leakage products, by age, February 2013
                                                                                                                                                                        • Figure 93: Feminine hygiene and sanitary protection product usage—Have not used, but interested in trying, by age, February 2013
                                                                                                                                                                    • Tampon User Profiles

                                                                                                                                                                      • Demographics
                                                                                                                                                                        • Figure 94: Brands of tampons used, by demographic, October 2011-November 2012
                                                                                                                                                                      • Tampon usage
                                                                                                                                                                        • Figure 95: Tampon Absorbency, kinds, and brands used, by tampon users, October 2011-November 2012
                                                                                                                                                                      • Characteristics
                                                                                                                                                                        • Figure 96: Brand switching and shopping behaviors, by tampon usage, February 2013
                                                                                                                                                                        • Figure 97: Any important attributes sought in sanitary protection and bladder leakage products, by tampon usage, February 2013
                                                                                                                                                                      • Opportunity
                                                                                                                                                                      • Pad User Profiles

                                                                                                                                                                        • Demographics
                                                                                                                                                                          • Figure 98: Types/brands of sanitary pads/napkins and pantiliners/shields used, by demographic, October 2011-November 2012
                                                                                                                                                                        • Pad usage
                                                                                                                                                                          • Figure 99: Types, forms, kinds, and brands of sanitary pads and napkins used, by sanitary pad users, October 2011-November 2012
                                                                                                                                                                        • Liner usage
                                                                                                                                                                          • Figure 100: Kinds, length, and brands of pantiliners/shields used, by pantiliners/shield users, October 2011-November 2012
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Figure 101: Brand preference and stockpiling habits, by feminine hygiene and sanitary protection product usage, February 2013
                                                                                                                                                                        • Opportunity
                                                                                                                                                                        • Spotlight on Light Bladder Leakage

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Older generations most likely to experience light bladder leakage
                                                                                                                                                                              • Figure 102: Bladder leakage experience, by generation, February 2013
                                                                                                                                                                            • Increase usage among women who experience bladder leakage
                                                                                                                                                                              • Figure 103: Feminine hygiene and sanitary protection product usage—Have used and interest level, by bladder leakage experience, February 2013
                                                                                                                                                                            • LBL users not as likely to be brand loyal
                                                                                                                                                                              • Figure 104: Brand preference and stockpiling habits, by bladder leakage product usage and experience light bladder leakage, February 2013
                                                                                                                                                                            • Sampling can aid with product switching
                                                                                                                                                                              • Figure 105: Brand switching and shopping behaviors, by bladder leakage product usage and experience light bladder leakage, February 2013
                                                                                                                                                                            • Preventing leakage is most important
                                                                                                                                                                              • Figure 106: Any important attributes sought in sanitary protection and bladder leakage products, by bladder leakage product usage and experience light bladder leakage, February 2013
                                                                                                                                                                          • Spotlight on Teens

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Opportunity to increase tampon usage among teens
                                                                                                                                                                                • Figure 107: Tampon, sanitary pad/napkin and pantiliner/shield usage, January 2006-November 2012
                                                                                                                                                                                • Figure 108: U by Kotex, “How to insert a tampon,” 2010
                                                                                                                                                                              • Tampon usage
                                                                                                                                                                                • Figure 109: Absorbency, kinds, and brands of tampons used, by age, October 2011-November 2012
                                                                                                                                                                              • Pad usage
                                                                                                                                                                                • Figure 110: Generation Know online ad, 2013
                                                                                                                                                                                • Figure 111: Types, forms, kinds, and brands of sanitary pads and napkins used, by age, October 2011-November 2012
                                                                                                                                                                              • Liner usage
                                                                                                                                                                                • Figure 112: Kinds, length, brands of pantiliners/shields used, by age, October 2011-November 2012
                                                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Product usage
                                                                                                                                                                                  • Figure 113: Feminine hygiene and sanitary protection product usage—Have used, by race/Hispanic origin, February 2013
                                                                                                                                                                                • Brand preference and stockpiling
                                                                                                                                                                                  • Figure 114: Brand preference and stockpiling habits, by race/Hispanic origin, February 2013
                                                                                                                                                                                • Brand switching
                                                                                                                                                                                  • Figure 115: Brand switching and shopping behaviors, by race/Hispanic origin, February 2013
                                                                                                                                                                                • Product attributes
                                                                                                                                                                                  • Figure 116: Saba, “A Natural Scent,” 2012
                                                                                                                                                                                  • Figure 117: Any important attributes sought in sanitary protection and bladder leakage products, by race/Hispanic origin, February 2013
                                                                                                                                                                              • Information Resources Inc. Builders—Key Household Purchase Measures

                                                                                                                                                                                • Sanitary napkins and tampons—U.S.
                                                                                                                                                                                  • Overview of sanitary protection products
                                                                                                                                                                                    • Sanitary napkins and liners
                                                                                                                                                                                      • Consumer insights on key purchase measures—sanitary napkins/liners
                                                                                                                                                                                        • Brand map
                                                                                                                                                                                          • Figure 118: Brand map, selected brands of sanitary napkins/liners, by household penetration, 2012*
                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                            • Figure 119: Key purchase measures for the top brands of sanitary napkins/liners, by household penetration, 2012*
                                                                                                                                                                                          • Tampons
                                                                                                                                                                                            • Consumer insights on key purchase measures for tampons
                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                • Figure 120: Brand map, selected brands of tampons buying rate, by household penetration, 2012*
                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                  • Figure 121: Key purchase measures for the top brands of tampons, by household penetration, 2012*
                                                                                                                                                                                              • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                  • Product usage
                                                                                                                                                                                                    • Figure 122: Feminine hygiene and sanitary protection product usage – Have used, by household income, February 2013
                                                                                                                                                                                                    • Figure 123: Feminine hygiene and sanitary protection product usage—Have used, by presence of children in household, February 2013
                                                                                                                                                                                                    • Figure 124: Feminine hygiene and sanitary protection product usage—Have not used, but interested in trying, by age, February 2013
                                                                                                                                                                                                    • Figure 125: Menstruation frequency and bladder leakage experience, by feminine hygiene and sanitary protection product usage, February 2013
                                                                                                                                                                                                  • Shopping habits and brand switching
                                                                                                                                                                                                    • Figure 126: Brand switching and shopping behaviors, by brand preference and stockpiling habits, February 2013 (Part 1)
                                                                                                                                                                                                    • Figure 127: Brand switching and shopping behaviors, by brand preference and stockpiling habits, February 2013 (Part 2)
                                                                                                                                                                                                    • Figure 128: Brand switching and shopping behaviors, by brand preference and stockpiling habits, February 2013 (Part 3)
                                                                                                                                                                                                    • Figure 129: Purchase location of sanitary protection or bladder leakage products, by feminine hygiene and sanitary protection product usage, February 2013
                                                                                                                                                                                                  • Product attributes
                                                                                                                                                                                                    • Figure 130: Any important attributes sought in sanitary protection and bladder leakage products, by brand preference and stockpiling habits, February 2013 (Part 1)
                                                                                                                                                                                                    • Figure 131: Any important attributes sought in sanitary protection and bladder leakage products, by brand preference and stockpiling habits, February 2013 (Part 2)
                                                                                                                                                                                                    • Figure 132: Any important attributes sought in sanitary protection and bladder leakage products, by brand preference and stockpiling habits, February 2013 (Part 3)
                                                                                                                                                                                                    • Figure 133: Any important attributes sought in sanitary protection and bladder leakage products, by pad usage, February 2013
                                                                                                                                                                                                  • Comfort level with subjects
                                                                                                                                                                                                    • Figure 134: Comfort level discussing issues, February 2013
                                                                                                                                                                                                  • Product introductions
                                                                                                                                                                                                    • Figure 135: Pad products launched, by claim, 2007-13
                                                                                                                                                                                                    • Figure 136: Tampon products launched, by claim, 2007-12
                                                                                                                                                                                                    • Figure 137: Adult incontinence products launched, by claim, 2007-12
                                                                                                                                                                                                    • Figure 138: Feminine Hygiene products launched, by claim, 2007-12
                                                                                                                                                                                                • Appendix—Social Media

                                                                                                                                                                                                  • Online conversations
                                                                                                                                                                                                    • Figure 139: Selected feminine hygiene and sanitary protection product brands’ share of conversations, Feb. 28-March 27, 2013
                                                                                                                                                                                                    • Figure 140: Conversations on selected feminine hygiene and sanitary protection product brands, by day, Feb. 28-March 27, 2013
                                                                                                                                                                                                    • Figure 141: Selected feminine hygiene and sanitary protection product brands’ share of conversations, by page type, Feb. 28-March 27, 2013
                                                                                                                                                                                                    • Figure 142: Topics of conversations concerning feminine hygiene and sanitary protection products, Feb. 28,-March 27, 2013
                                                                                                                                                                                                    • Figure 143: Topics of conversation regarding selected feminine hygiene and sanitary protection product brands, by day, Feb. 28,-March 27, 2013
                                                                                                                                                                                                    • Figure 144: Types of conversations regarding selected feminine hygiene and sanitary protection product brands, by type of website, Feb. 28,-March 27, 2013
                                                                                                                                                                                                • Appendix—Brand Usage or Awareness

                                                                                                                                                                                                    • Figure 145: Brand usage or awareness, February 2013
                                                                                                                                                                                                    • Figure 146: Always usage or awareness, by demographics, February 2013
                                                                                                                                                                                                    • Figure 147: Kotex usage or awareness, by demographics, February 2013
                                                                                                                                                                                                    • Figure 148: Tampax usage or awareness, by demographics, February 2013
                                                                                                                                                                                                    • Figure 149: Playtex usage or awareness, by demographics, February 2013
                                                                                                                                                                                                    • Figure 150: Poise usage or awareness, by demographics, February 2013
                                                                                                                                                                                                    • Figure 151: Summer’s Eve usage or awareness, by demographics, February 2013
                                                                                                                                                                                                • Appendix—Activities Done

                                                                                                                                                                                                    • Figure 152: Activities done, February 2013
                                                                                                                                                                                                    • Figure 153: Always—Activities done, by demographics, February 2013
                                                                                                                                                                                                    • Figure 154: Kotex—Activities done, by demographics February 2013
                                                                                                                                                                                                    • Figure 155: Tampax—Activities done, by demographics, February 2013
                                                                                                                                                                                                    • Figure 156: Playtex—Activities done, by demographics, February 2013
                                                                                                                                                                                                    • Figure 157: Summer’s Eve—Activities done, by demographics, February 2013
                                                                                                                                                                                                • Appendix—Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                                    • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                      • Chain Drug Marketing Association
                                                                                                                                                                                                      • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                                                                      • Kimberly-Clark Corporation
                                                                                                                                                                                                      • Playtex Products Inc
                                                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                                                                      Feminine Hygiene and Sanitary Protection Products - US - May 2013

                                                                                                                                                                                                      £3,174.67 (Excl.Tax)