Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Sanitary Protection and Feminine Supplies - US - May 2010

As a foundation, products for sanitary protection and feminine hygiene need to be effective, so advances in technology play a key role in the success of a product. In the past few years, advancements in the effectiveness of tampons and pads have given manufacturers the ammunition they need to embark on new ways to approach the conversation about sanitary protection and feminine hygiene products. Talking honestly with women about menstruation and hygiene, and redefining what it is to be feminine, have brought the conversation to new levels.

Mintel’s research into the sanitary protection and feminine supplies market presents insights about such topics as:

  • The effects of aging Baby Boomers on choices made when purchasing sanitary protection and feminine hygiene products
  • Reasons behind Hispanic women's purchasing decisions of personal care products
  • The effects of demographics and cultural background on purchasing decisions for types of sanitary protection products
  • The way that companies present their products to consumers and choose to discuss feminine protection and hygiene
  • The desire on the part of modern women to engage in straight talk about their bodies and their needs
  • The unparalleled success of sexual wellness products
  • Early puberty and an aging population
  • Trends in advertising to women as companies change how they speak on the subject
  • Alternative ways of dealing with protection and hygiene that challenge sales of traditional consumer products
  • Analysis of the brand qualities that make for success in this market

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

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

                      • The old and the new
                        • Puberty, pills and population shifts
                          • The size of the market
                            • Competition but few alternatives
                              • Segmentation
                                • What’s new?
                                  • She’s got…personality
                                    • No more glossing over, please
                                      • What they like and don’t like
                                        • Who is using what
                                          • Teens’ feminine supplies usage
                                            • Race and Hispanic origin
                                            • Insights and Opportunities

                                              • Key points
                                                • Talking honestly to Baby Boomers
                                                  • Be kind to the environment
                                                    • Putting the feminine in feminine products…
                                                      • …making them more discreet
                                                        • Open and frank discussions
                                                          • Say goodbye to Baby Boomers and hello to Hispanics
                                                          • Inspire Insights

                                                              • No boundaries (new opportunities)
                                                                • What’s it all about?
                                                                  • I feel pretty…irritated…bloated etc.
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • An aging demographic drives down sales
                                                                        • The recession hurts
                                                                          • Sanitary protection and feminine hygiene products market size and forecast
                                                                            • Figure 1: Total U.S. sales and forecast of sanitary protection and feminine hygiene products, at current prices, 2004-14
                                                                            • Figure 2: Total U.S. sales and forecast of sanitary protection and feminine hygiene products, at inflation-adjusted prices, 2004-14
                                                                          • Walmart sales
                                                                          • Competitive Context

                                                                            • The recession hurts branded products
                                                                              • Being kind to the environment
                                                                                • Pharmaceutical control
                                                                                  • Go natural with lubricants
                                                                                    • Fight yeast with natural remedies
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Aging out of the market, but seeking sexual wellness and freshness
                                                                                          • Sales of sanitary protection and feminine hygiene products by segment
                                                                                            • Figure 3: FDMx sales of selected sanitary protection and feminine hygiene products, at current prices, by segment, 2004-14
                                                                                            • Figure 4: FDMx sales of selected sanitary protection and feminine hygiene products, by segment, 2007 and 2009
                                                                                        • Segment Performance—Sanitary Pads/Napkins/Pantiliners/Shields

                                                                                          • Key points
                                                                                            • Striving to be thin?
                                                                                              • Shifting demographics
                                                                                                • Sales and forecast
                                                                                                  • Figure 5: FDMx sales of sanitary pads/napkins and pantiliners/shields, 2004-14
                                                                                              • Segment Performance—Tampons

                                                                                                • Key points
                                                                                                  • Sales of tampons are unchanged
                                                                                                    • Figure 6: FDMx sales of tampons, 2004-14
                                                                                                • Segment Performance—Vaginal Treatments

                                                                                                  • Key points
                                                                                                    • Convenience and effectiveness
                                                                                                      • Figure 7: FDMx sales of vaginal treatments, 2004-14
                                                                                                  • Segment Performance—Personal Lubricants

                                                                                                    • Key points
                                                                                                      • Sex sells
                                                                                                        • Figure 4: FDMx sales of personal lubricants, 2004-14
                                                                                                    • Segment Performance—Douches

                                                                                                      • Key points
                                                                                                        • Turns out it may not be good for you
                                                                                                          • Figure 5: FDMx sales of douches, 2004-14
                                                                                                      • Segment Performance—Other Sanitary and Feminine Hygiene Products

                                                                                                        • Key points
                                                                                                          • Staying fresh
                                                                                                            • Figure 6: FDMx sales of other sanitary and feminine hygiene products, 2004-14
                                                                                                        • Retail Channels

                                                                                                          • Key points
                                                                                                            • Drug stores are in
                                                                                                              • Private label brands are everywhere
                                                                                                                • Channel sales and trends
                                                                                                                  • Figure 7: FDMx sales of sanitary protection and feminine hygiene products, by channel, 2004-09
                                                                                                                  • Figure 8: FDMx sales of sanitary protection and feminine hygiene products, by channel, 2007 and 2009
                                                                                                              • Retail Channels—Drug Stores

                                                                                                                • Key points
                                                                                                                  • Slow but steady sales
                                                                                                                    • Sexual wellness providing a boost
                                                                                                                      • Figure 9: U.S. sales of sanitary protection and feminine hygiene products at drug stores, 2004-09
                                                                                                                  • Market Drivers

                                                                                                                    • Key points
                                                                                                                      • They grow up too fast
                                                                                                                        • Reducing periods with oral contraceptives
                                                                                                                          • Baby Boomers hit menopause
                                                                                                                              • Figure 10: U.S. female population, by age, 2005-15
                                                                                                                            • Fertility rates and race
                                                                                                                              • Figure 11: Fertility rate, by race/Hispanic origin of mother, 1996-2006
                                                                                                                              • Figure 12: U.S. Hispanic female population, by age, 2005-15
                                                                                                                          • Leading Companies

                                                                                                                            • Key points
                                                                                                                              • P&G remains on top
                                                                                                                                • Private label brands gain
                                                                                                                                  • Manufacturer sales
                                                                                                                                    • Figure 13: FDMx sales of sanitary protection and feminine hygiene products in the U.S., 2009 and 2010
                                                                                                                                • Brand Share—Sanitary Napkins/Pads/Pantiliners/Shields

                                                                                                                                  • To Infinity and beyond
                                                                                                                                    • Figure 14: Selected manufacturer and brand sales of sanitary napkins/pads/pantiliners/shields, 2009 and 2010
                                                                                                                                • Brand Share—Tampons

                                                                                                                                  • You can mess with Mother Nature
                                                                                                                                    • Figure 15: Selected manufacturer and brand sales of tampons, 2009 and 2010
                                                                                                                                • Brand Share—Vaginal Treatments

                                                                                                                                  • Monistat still number one
                                                                                                                                    • Figure 16: Selected manufacturer and brand sales of vaginal treatments, 2009 and 2010
                                                                                                                                • Brand Share—Personal Lubricants

                                                                                                                                  • Sex is still a lucrative business
                                                                                                                                    • Figure 17: Selected manufacturer and brand sales of personal lubricants, 2009 and 2010
                                                                                                                                • Brand Share—Douches

                                                                                                                                  • Reduced usage
                                                                                                                                    • Figure 18: Selected manufacturer and brand sales of douches, 2009 and 2010
                                                                                                                                • Brand Share—Other Feminine Hygiene Products

                                                                                                                                  • Private label experiencing growth
                                                                                                                                    • Figure 19: Selected manufacturer and brand sales of other feminine hygiene products, 2009 and 2010
                                                                                                                                • Brand Qualities

                                                                                                                                  • Key points
                                                                                                                                    • Summer’s Eve
                                                                                                                                      • K-Y
                                                                                                                                        • o.b.
                                                                                                                                          • Kotex
                                                                                                                                            • P&G
                                                                                                                                            • Innovation and Innovators

                                                                                                                                              • Key points
                                                                                                                                                • Super-luxe menstrual accessories
                                                                                                                                                  • Figure 20: Designer tampon by Andrea Mettler
                                                                                                                                                • Medium-luxe protection
                                                                                                                                                  • Figure 21: Moxie tampons, January 2010
                                                                                                                                                  • Figure 22: Moxie Panty Liners, January 2010
                                                                                                                                                • Private label trying to keep up
                                                                                                                                                  • Is there actually new technology?
                                                                                                                                                      • Figure 23: Always Clean—Ultra Thin Pads with Wipes, November 2009
                                                                                                                                                      • Figure 24: Always Extra Heavy Overnight Maxi with Flexi Wings, April 2010
                                                                                                                                                    • Reeling them in by helping them out
                                                                                                                                                    • Advertising and Promotion

                                                                                                                                                      • Overview
                                                                                                                                                        • Key points
                                                                                                                                                          • Procter & Gamble (Always, Tampax)
                                                                                                                                                            • Kimberly-Clark (Kotex)
                                                                                                                                                              • Shifting the approach
                                                                                                                                                                • Figure 25: Kotex, television ad, 2010
                                                                                                                                                              • Mother Nature
                                                                                                                                                                • Figure 26: Tampax Compak Pearl, television ad, 2010
                                                                                                                                                              • A little magic is all that is needed
                                                                                                                                                                • Figure 27: Always Infinity Pads, television ad, 2010
                                                                                                                                                              • Listen to the doctor
                                                                                                                                                                • Figure 28: Monistat, television ad, 2010
                                                                                                                                                              • Feeling like yourself again
                                                                                                                                                                • Figure 29: Vagisil, television ad, 2010
                                                                                                                                                            • Incidence of Usage

                                                                                                                                                              • Key points
                                                                                                                                                                • Younger females more likely to use a variety of products
                                                                                                                                                                  • Figure 30: Feminine supplies usage, by age, April 2008-June 2009
                                                                                                                                                              • Types and Kinds Used

                                                                                                                                                                • Key points
                                                                                                                                                                  • The overall mindset
                                                                                                                                                                    • Ultra-thin pads more popular than regular/maxi
                                                                                                                                                                      • Figure 31: Types and kinds of sanitary pads/napkins used, by age, April 2008-June 2009
                                                                                                                                                                    • Younger respondents use regular, older use long
                                                                                                                                                                      • Figure 32: Types and kinds of pantiliners/shields used, by age, April 2008-June 2009
                                                                                                                                                                    • Regular-size tampons most popular
                                                                                                                                                                      • Figure 33: Types and kinds of tampons used, by age, April 2008-June 2009
                                                                                                                                                                    • Three-day yeast treatments more popular than one-day
                                                                                                                                                                      • Figure 34: Types and kinds of yeast infection products used, by age, April 2008-June 2009
                                                                                                                                                                  • Brands Purchased

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Always, Tampax, and Monistat are the brand leaders
                                                                                                                                                                          • Figure 35: Brand purchases of sanitary pads/napkins, pantiliners/shields, tampons, and yeast infection products, by age, April 2008-June 2009
                                                                                                                                                                      • Teens’ Feminine Supplies Usage

                                                                                                                                                                          • Figure 36: Feminine supplies usage—teens, by age, April 2008-June 2009
                                                                                                                                                                        • Sanitary pads and napkins up; tampons down
                                                                                                                                                                          • Figure 37: Feminine supplies usage—teens, 2003-09
                                                                                                                                                                        • Teens use regular-sized sanitary pads and napkins
                                                                                                                                                                          • Figure 38: Types and kinds of sanitary pads/napkins used—teens, by age, April 2008-June 2009
                                                                                                                                                                        • Teens use regular-sized tampons
                                                                                                                                                                          • Figure 39: Types and kinds of tampons used—teens, by age, April 2008-June 2009
                                                                                                                                                                        • Pantiliners/shields popular with teens
                                                                                                                                                                          • Figure 40: Types and kinds of pantiliners/shields used—teens, by age, April 2008-June 2009
                                                                                                                                                                        • Always and Tampax popular with teens
                                                                                                                                                                          • Figure 41: Brand purchases of sanitary pads/napkins, tampons, and pantiliners/shields—teens, by age, April 2008-June 2009
                                                                                                                                                                      • Attitudes towards Product Usage and Reasons for Not Using

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Tampons
                                                                                                                                                                            • Attitudes toward tampon usage
                                                                                                                                                                              • Figure 42: Attitudes toward use of tampons, by age, February 2010
                                                                                                                                                                            • Why tampons are not used
                                                                                                                                                                              • Figure 43: Reasons for not using tampons, topline, February 2010
                                                                                                                                                                            • Yeast infection kits
                                                                                                                                                                              • Recent use of yeast infection kits
                                                                                                                                                                                • Figure 44: Recent use of yeast infection kit, by age, February 2010
                                                                                                                                                                              • Sanitary pads
                                                                                                                                                                                • Attitudes toward use of sanitary pads
                                                                                                                                                                                  • Figure 45: Attitudes towards use of sanitary pads, by age, February 2010
                                                                                                                                                                                • Reasons for not using sanitary pads
                                                                                                                                                                                  • Figure 46: Reasons for not using sanitary pads, topline, February 2010
                                                                                                                                                                              • Impact of Race/Hispanic Origin

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Incidence of usage
                                                                                                                                                                                    • Figure 47: Feminine supplies usage, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                  • Types of sanitary pads/napkins
                                                                                                                                                                                    • Figure 48: Types and kinds of sanitary pads/napkins used, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                  • Types of pantiliners/shields
                                                                                                                                                                                    • Figure 49: Types and kinds of pantiliners/shields used, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                  • Types of tampons used
                                                                                                                                                                                    • Figure 50: Types and kinds of tampons used, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                  • Brands purchased
                                                                                                                                                                                    • Figure 51: Brand purchases of sanitary pads/napkins, pantiliners/shields, tampons, and yeast infection products, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                    • Stickers
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Searchers
                                                                                                                                                                                          • Traditionalists
                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                              • Figure 52: Sanitary protection clusters, February 2010
                                                                                                                                                                                              • Figure 53: Attitudes toward use of tampons, by sanitary protection clusters, February 2010
                                                                                                                                                                                              • Figure 54: Sanitary pad usage, by sanitary protection clusters, February 2010
                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                              • Figure 55: Sanitary protection clusters, by topline, February 2010
                                                                                                                                                                                              • Figure 56: Sanitary protection clusters, by age, February 2010
                                                                                                                                                                                              • Figure 57: Sanitary protection clusters, by household income, February 2010
                                                                                                                                                                                              • Figure 58: Sanitary protection clusters, by Hispanic origin, February 2010
                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Marriage and san pro habits
                                                                                                                                                                                                      • Figure 59: Attitudes towards tampons, by marital status, February 2010
                                                                                                                                                                                                    • Why not
                                                                                                                                                                                                      • Figure 60: Reasons for not using tampons, by marital status, February 2010
                                                                                                                                                                                                    • Using pads
                                                                                                                                                                                                      • Figure 61: Attitudes towards sanitary pads, by marital status, February 2010
                                                                                                                                                                                                    • Why not pads?
                                                                                                                                                                                                      • Figure 62: Reasons for not using sanitary pads, by marital status, February 2010
                                                                                                                                                                                                  • IRI/Builders Panel Data

                                                                                                                                                                                                    • Sanitary napkins/tampons
                                                                                                                                                                                                      • Overview of sanitary napkins/tampons
                                                                                                                                                                                                        • Sanitary napkins/liners
                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                            • Figure 63: Brand map, selected brands of sanitary napkins/liners, buying rate, by household penetration, 2009*
                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                            • Figure 64: Key purchase measures for the top brands of sanitary napkins/liners, by household penetration, 2009*
                                                                                                                                                                                                          • Tampons
                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                              • Figure 65: Brand map, selected brands of tampons, buying rate, by household penetration, 2009*
                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                              • Figure 66: Key purchase measures for the top brands of tampons, by household penetration, 2009*
                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • Alberto-Culver USA Inc
                                                                                                                                                                                                            • Centers for Disease Control and Prevention
                                                                                                                                                                                                            • Chain Drug Marketing Association
                                                                                                                                                                                                            • Combe Incorporated
                                                                                                                                                                                                            • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                            • Duane Reade, Inc
                                                                                                                                                                                                            • Energizer Holdings, Inc.
                                                                                                                                                                                                            • GlaxoSmithKline (USA)
                                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                                            • Johnson & Johnson
                                                                                                                                                                                                            • Kimberly-Clark Corporation
                                                                                                                                                                                                            • McNeil Consumer & Specialty Pharmaceuticals
                                                                                                                                                                                                            • Playtex Products Inc
                                                                                                                                                                                                            • Procter & Gamble Company (The)
                                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                                            • Reuters Group PLC
                                                                                                                                                                                                            • Target Corporation
                                                                                                                                                                                                            • The New York Times Company
                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                            • Walgreen Co
                                                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                                                            Sanitary Protection and Feminine Supplies - US - May 2010

                                                                                                                                                                                                            £3,199.84 (Excl.Tax)