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Sanitary Protection and Feminine Supplies - US - May 2012

Women continue to search for reliability, effectiveness and comfort when purchasing sanitary protection and feminine supply products. However, changes in the marketplace including increased trust in private label offerings and a desire by consumers for more open and honest communication is changing the landscape. National brands are finding ways to stand out by targeting younger consumers and using “get real” messaging. Additionally, long-standing feminine care products, such as feminine washes, continue to lose favor and are losing ground in the market.

  • The age of the consumer greatly effects what kinds of feminine hygiene products are used and needed. Life cycle products may become important
  • National brands such as Always and Tampax continue to lead the market. However, private label brands are shifting market share and their popularity will likely hold steady even as the economy improves
  • New tampon products entering the market make claims of being eco-friendly and “free from” chemicals or irritants
  • Almost half of respondents to Mintel’s custom consumer survey aged 55+ say that they use sanitary protection products for reasons other than menstruation. As Baby Boomers hit menopause it will be important for brands to market new uses to this population
  • Mass merchandisers and club stores enjoy the highest level of sales of sanitary protection and feminine supply products. However, sales at these retailers have declined since 2009

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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 sales and fan chart forecast of sanitary protection and feminine supplies, at current prices, 2006-16
                        • Sanitary napkins declining; tampons and “other products" segments growing
                          • Figure 2: Sales and forecast of sanitary protection and feminine supplies, segmented by type, 2008-13
                        • Market factors
                          • Population of women aged 55+ predicted to increase substantially
                            • Figure 3: Population, by age, 2006-16
                          • Age of first menstruation continues to lower
                            • Private label products continue to see growth at expense of branded products
                              • Retail channels
                                • Drug stores are only channel to see growth
                                  • Figure 4: Sales of sanitary protection and feminine supplies, by channel, at current prices, 2006-11
                                • Key players
                                  • Always and Tampax help make Procter & Gamble market leader
                                    • Kimberly-Clark Corp. brands see both losses and gains
                                      • Figure 5: Manufacturer sales of sanitary protection and feminine supplies, 2011 and 2012
                                    • The consumer
                                      • Women aged 18-24 are key target market with changing ideas about sanitary protection
                                        • Figure 6: Sanitary protection used, by age, January 2012
                                      • Women’s sanitary protection product needs change during life cycle
                                        • Figure 7: Attitudes toward sanitary pads, by age, January 2012
                                      • Most consumers indicate it is worth paying more for name brand
                                        • Figure 8: Shopping/stocking habits of sanitary protection products by household income, January 2012
                                      • What we think
                                      • Issues in the Market

                                          • To what extent will an aging population impact growth in the sanitary protection and feminine supplies market?
                                            • What market segments offer the biggest growth opportunities in the next few years?
                                              • To what extent will increasing use and improved technology of birth control pills impact the market in the next few years?
                                              • Insights and Opportunities

                                                • Target younger users
                                                  • Use fashion and style
                                                    • Stress product characteristics important to users
                                                      • Continue to engage Baby Boomers
                                                        • Create environmentally friendly products
                                                        • Inspire Insights

                                                            • Trend: Green Technology
                                                              • Trend: Agelessness
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Mintel projects market has hit lowest point and will now pick up
                                                                    • Private labels drive down sales
                                                                      • Sales and forecast of sanitary protection and feminine supplies
                                                                        • Figure 9: Total U.S. retail sales and forecast of sanitary protection and feminine supplies, at current prices, 2006-16
                                                                        • Figure 10: Total U.S. retail sales and forecast of sanitary protection and feminine supplies, at inflation-adjusted prices, 2006-16
                                                                      • Fan chart forecast
                                                                          • Figure 11: Total sales and fan chart forecast of sanitary protection and feminine supplies, at current prices, 2006-16
                                                                        • Walmart sales
                                                                        • Market Drivers

                                                                          • Key points
                                                                            • Population of women aged 55+ predicted to increase substantially
                                                                              • Age of first menstruation continues to lower
                                                                                • Figure 12: Population, by age, 2006-16
                                                                              • Continued desire to smell fresh and be clean drives feminine powders and sprays
                                                                              • Competitive Context

                                                                                • Key points
                                                                                  • Private label products hurt branded products
                                                                                    • New birth control options mean lighter and fewer periods
                                                                                      • Room for new feminine cleansing products
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Sanitary napkin sales expected to continue to decline
                                                                                            • Sales of sanitary protection and feminine supplies, by segment
                                                                                              • Figure 13: Sales of sanitary protection and feminine supplies, segmented by type, 2006-11
                                                                                          • Segment Performance—Sanitary Napkins/Liners

                                                                                            • Key points
                                                                                              • Sales decline over last few years and trend is projected to continue
                                                                                                • Sales and forecast of sanitary napkins/liners
                                                                                                  • Figure 14: Sales and forecast of sanitary napkins/liners, at current prices, 2006-16
                                                                                              • Segment Performance—Tampons

                                                                                                • Key points
                                                                                                  • Tampons projected to see large gains in next five years
                                                                                                    • Sales and forecast of tampons
                                                                                                      • Figure 15: Sales and forecast of tampons, at current prices, 2006-16
                                                                                                  • Segment Performance—Vaginal treatments

                                                                                                    • Key points
                                                                                                      • Sales of vaginal treatments fall
                                                                                                        • Sales and forecast of vaginal treatments
                                                                                                          • Figure 16: Sales and forecast of vaginal treatments, at current prices, 2006-16
                                                                                                      • Segment Performance—Personal Lubricants

                                                                                                        • Key points
                                                                                                          • Personal lubricant segment reinvigorated
                                                                                                            • Source: Mintel’s GNPD
                                                                                                              • Sales and forecast of personal lubricants
                                                                                                                • Figure 17: Sales and forecast of personal lubricants, at current prices, 2006-16
                                                                                                            • Segment Performance—Douches

                                                                                                              • Key points
                                                                                                                • Douching continues to fall out of favor
                                                                                                                  • Sales and forecast of douches
                                                                                                                    • Figure 18: Sales and forecast of douches, at current prices, 2006-16
                                                                                                                • Segment Performance—Other Sanitary and Feminine Hygiene Products

                                                                                                                  • Key points
                                                                                                                    • Add-on feminine care products prove popular
                                                                                                                      • Sales and forecast of other sanitary and feminine hygiene products
                                                                                                                        • Figure 19: Sales and forecast of other sanitary and feminine hygiene products, at current prices, 2006-16
                                                                                                                    • Retail Channels

                                                                                                                      • Key points
                                                                                                                        • Drug stores are only channel to see growth
                                                                                                                          • Sales of sanitary protection and feminine supplies, by channel
                                                                                                                            • Figure 20: Sales of sanitary protection and feminine supplies, by channel, 2009 and 2011
                                                                                                                        • Retail Channels—Supermarket Sales

                                                                                                                          • Key points
                                                                                                                            • Sales at supermarkets decline in part because products seen as more expensive
                                                                                                                              • Supermarket sales of sanitary protection and feminine supplies
                                                                                                                                • Figure 21: Supermarket sales of sanitary protection and feminine supplies, at current prices, 2006-11
                                                                                                                            • Retail Channels—Drug Store Sales

                                                                                                                              • Key points
                                                                                                                                • Drug stores see slight growth in feminine care sales
                                                                                                                                  • Drug store sales of sanitary protection and feminine supplies
                                                                                                                                    • Figure 22: Drug store sales of sanitary protection and feminine supplies, at current prices, 2006-11
                                                                                                                                • Retail Channels—Other Channels

                                                                                                                                  • Key points
                                                                                                                                    • Sales at other channels fell off in 2009
                                                                                                                                      • Other channels sales of sanitary protection and feminine supplies
                                                                                                                                        • Figure 23: Other channels sales of sanitary protection and feminine supplies, at current prices, 2006-11
                                                                                                                                    • Leading Companies

                                                                                                                                      • Key points
                                                                                                                                        • Always and Tampax help make Procter & Gamble market leader
                                                                                                                                          • Johnson & Johnson loses ground
                                                                                                                                            • Kimberly-Clark Corp. brands see both losses and gains
                                                                                                                                              • Private label brands popular in down economy
                                                                                                                                                • Manufacturer sales of sanitary protection and feminine supplies
                                                                                                                                                  • Figure 24: FDMx manufacturer sales of sanitary protection and feminine supplies, 2011 and 2012
                                                                                                                                              • Brand Share—Sanitary Napkins/Liners

                                                                                                                                                • Key points
                                                                                                                                                  • Always brand dominates the market
                                                                                                                                                    • U by Kotex sees impressive sales gains
                                                                                                                                                      • Manufacturer sales of sanitary napkins/liners
                                                                                                                                                        • Figure 25: FDMx manufacturer sales of sanitary napkins/liners, 2011 and 2012
                                                                                                                                                    • Brand Share—Tampons

                                                                                                                                                      • Key points
                                                                                                                                                        • Tampax Pearl is market leader
                                                                                                                                                          • Playtex Sport sees growth
                                                                                                                                                            • U by Kotex Click
                                                                                                                                                              • Manufacturer sales of tampons
                                                                                                                                                                • Figure 26: FDMx manufacturer sales of tampons, 2011 and 2012
                                                                                                                                                            • Brand Share—Vaginal Treatments

                                                                                                                                                              • Key points
                                                                                                                                                                • Johnson & Johnson’s Monistat 3 becomes market leader
                                                                                                                                                                  • Private label vaginal treatments experience sales growth
                                                                                                                                                                    • Manufacturer sales of vaginal treatments
                                                                                                                                                                      • Figure 27: FDMx manufacturer sales of vaginal treatments, 2011 and 2012
                                                                                                                                                                  • Brand Share—Personal Lubricants

                                                                                                                                                                    • Key points
                                                                                                                                                                      • K-Y Yours+Mine sees losses in sales
                                                                                                                                                                        • Private label sees growth
                                                                                                                                                                          • Manufacturer sales of personal lubricants
                                                                                                                                                                            • Figure 28: FDMx manufacturer sales of personal lubricants, 2011 and 2012
                                                                                                                                                                        • Brand Share—Douches

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Segment continues to shrink
                                                                                                                                                                              • Manufacturer sales of douches
                                                                                                                                                                                • Figure 29: FDMx manufacturer sales of douches, 2011 and 2012
                                                                                                                                                                            • Brand Share—Other Sanitary and Feminine Hygiene Products

                                                                                                                                                                              • Key point
                                                                                                                                                                                • Depending on product type, brands do well in the market
                                                                                                                                                                                  • Manufacturer sales of other sanitary and feminine hygiene products
                                                                                                                                                                                    • Figure 30: FDMx manufacturer sales of other sanitary and feminine hygiene products, 2011 and 2012
                                                                                                                                                                                • Innovations and Innovators

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Product launches during past five years
                                                                                                                                                                                      • Figure 31: New product launches in sanitary protection and feminine supplies, by subcategory, 2006-12
                                                                                                                                                                                    • Focus on absorbency, odor control, and discretion
                                                                                                                                                                                      • Private Label feminine hygiene products can be found at most stores
                                                                                                                                                                                        • Sanitary pads shaped to fit body
                                                                                                                                                                                          • New tampon products have eco-friendly claims
                                                                                                                                                                                          • Marketing Strategies

                                                                                                                                                                                            • Overview of the brand landscape
                                                                                                                                                                                              • Brand analysis: U by Kotex
                                                                                                                                                                                                • Figure 32: Brand analysis of U by Kotex, 2012
                                                                                                                                                                                              • Online initiatives
                                                                                                                                                                                                • TV presence
                                                                                                                                                                                                  • Figure 33: U by Kotex, television ad, 2011
                                                                                                                                                                                                • Brand analysis: Playtex Sport
                                                                                                                                                                                                  • Figure 34: Brand analysis of Playtex Sport, 2012
                                                                                                                                                                                                • Online initiatives
                                                                                                                                                                                                  • TV presence
                                                                                                                                                                                                    • Figure 35: Playtex Sport, television ad, 2012
                                                                                                                                                                                                  • Brand analysis: K-Y
                                                                                                                                                                                                    • Figure 36: Brand analysis of K-Y, 2012
                                                                                                                                                                                                  • Online initiatives
                                                                                                                                                                                                    • TV presence
                                                                                                                                                                                                      • Figure 37: K-Y, television ad, 2012
                                                                                                                                                                                                  • Sanitary Protection and Feminine Supplies Usage

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Respondents aged 18-24 show high levels of use of feminine products
                                                                                                                                                                                                        • Figure 38: Sanitary protection used, by age, January 2012
                                                                                                                                                                                                      • Respondents earning a household income of $100K-149.9K likely to use feminine products
                                                                                                                                                                                                        • Figure 39: Sanitary protection used, by household income, January 2012
                                                                                                                                                                                                    • Tampon Product Usage Overview

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Changes in cycle through life affect feminine care purchases
                                                                                                                                                                                                          • Figure 40: Tampon usage, absorbency, and kinds, by age, October 2010 - November 2011
                                                                                                                                                                                                      • Attitudes toward Tampons

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Women aged 18-24 interested in environmentally friendly feminine care products
                                                                                                                                                                                                            • Figure 41: Attitudes toward tampon use, by age, January 2012
                                                                                                                                                                                                          • Respondents earning less than $100K concerned with safety of tampons
                                                                                                                                                                                                            • Figure 42: Attitudes toward tampon use, by household income, January 2012
                                                                                                                                                                                                        • Tampon Non-Users

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Two thirds of respondents say they do not need to wear tampons
                                                                                                                                                                                                              • Figure 43: Reasons for not using tampons, by age, January 2012
                                                                                                                                                                                                            • Respondents earning $50K-74.9K find tampons uncomfortable
                                                                                                                                                                                                              • Figure 44: Reasons for not using tampons, by household income, January 2012
                                                                                                                                                                                                            • Midwestern respondents most comfortable with tampons
                                                                                                                                                                                                              • Figure 45: Reasons for not using tampons, by region, January 2012
                                                                                                                                                                                                          • Sanitary Pads and Pantiliners Product Usage Overview

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Respondents aged 18-24 most likely to use regular pads
                                                                                                                                                                                                                • Figure 46: Sanitary pad usage, types, forms, and kinds, by age, October 2010 - November 2011
                                                                                                                                                                                                              • Women aged 25-44 most likely to use pantiliners
                                                                                                                                                                                                                • Figure 47: Pantiliners/shields usage, kinds and length, by age, October 2010 - November 2011
                                                                                                                                                                                                            • Attitudes toward Sanitary Pads/Napkins

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Women try new products through life as their cycle changes
                                                                                                                                                                                                                  • Figure 48: Attitudes toward sanitary pads, by age, January 2012
                                                                                                                                                                                                                • Respondents earning $75K less likely than other income groups to be satisfied with sanitary pads/napkins
                                                                                                                                                                                                                  • Figure 49: Attitudes toward sanitary pads, by household income, January 2012
                                                                                                                                                                                                              • Sanitary Pad/Napkin Non-Users

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Women cite bulk as reason they do not use pads
                                                                                                                                                                                                                    • Figure 50: Reasons for not using sanitary pads, by age, January 2012
                                                                                                                                                                                                                  • Respondents earning $75K+ less likely to be satisfied with sanitary napkins
                                                                                                                                                                                                                    • Figure 51: Reasons for not using sanitary pads, by household income, January 2012
                                                                                                                                                                                                                • Brand Loyalty

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • About half of respondents loyal to one brand
                                                                                                                                                                                                                      • Figure 52: Level of sanitary protection brand loyalty, January 2012
                                                                                                                                                                                                                    • Brand loyalty highest among respondents aged 18-24 and 25-34
                                                                                                                                                                                                                      • Figure 53: Level of sanitary protection brand loyalty, by age, January 2012
                                                                                                                                                                                                                    • Respondents earning $50K-$74.9K have high levels of brand loyalty
                                                                                                                                                                                                                      • Figure 54: Level of sanitary protection brand loyalty, by household income, January 2012
                                                                                                                                                                                                                    • Respondents rely on non-menstrual specific pain relief brands
                                                                                                                                                                                                                      • Figure 55: Menstrual relief products used, January 2012
                                                                                                                                                                                                                  • Sanitary Protection Preparedness

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Three fourths of respondents keep sanitary protection products in stock
                                                                                                                                                                                                                        • Respondents aged 18-24 less concerned about keeping their period a secret
                                                                                                                                                                                                                          • Respondents aged 55+ use sanitary protection for other reasons
                                                                                                                                                                                                                            • Figure 56: Shopping/stocking habits of sanitary protection products, by age, January 2012
                                                                                                                                                                                                                          • Very low numbers say name brand not worth paying more for
                                                                                                                                                                                                                            • Figure 57: Shopping/stocking habits of sanitary protection products, by household income, January 2012
                                                                                                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Black respondents show high levels of use of sanitary napkins
                                                                                                                                                                                                                              • Figure 58: Sanitary protection used, by race/Hispanic origin, January 2012
                                                                                                                                                                                                                            • Hispanic respondents loyal to panty shield and feminine wipe brands
                                                                                                                                                                                                                              • Figure 59: Level of sanitary protection brand loyalty, by race/Hispanic origin, January 2012
                                                                                                                                                                                                                            • Black women least prepared with products for menstrual cycle
                                                                                                                                                                                                                              • Figure 60: Shopping/stocking habits of sanitary protection products, by race/Hispanic origin, January 2012
                                                                                                                                                                                                                          • SymphonyIRI Group Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                                              • Overview of sanitary napkins/tampons
                                                                                                                                                                                                                                • Sanitary napkins/liners
                                                                                                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                      • Figure 61: Brand map, selected brands of sanitary napkins/liners buying rate, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                        • Figure 62: Key purchase measures for the top brands of sanitary napkins/liners, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                      • Tampons
                                                                                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                            • Figure 63: Brand map, selected brands of tampons buying rate, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                              • Figure 64: Key purchase measures for the top brands of tampons, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                              • Figure 65: Shopping/stocking habits of sanitary protection products, by education, January 2012
                                                                                                                                                                                                                                              • Figure 66: Sanitary protection used, by education, January 2012
                                                                                                                                                                                                                                              • Figure 67: Attitudes toward sanitary pads, by education, January 2012
                                                                                                                                                                                                                                              • Figure 68: Reasons for not using sanitary pads, by region, January 2012
                                                                                                                                                                                                                                          • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                                              • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                              • Appendix—Trade Associations

                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                • Alberto-Culver USA Inc
                                                                                                                                                                                                                                                • Amerifit Nutrition, Inc.
                                                                                                                                                                                                                                                • Chain Drug Marketing Association
                                                                                                                                                                                                                                                • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                                                                • CVS Caremark Corporation
                                                                                                                                                                                                                                                • Energizer Holdings, Inc.
                                                                                                                                                                                                                                                • GlaxoSmithKline (USA)
                                                                                                                                                                                                                                                • Johnson & Johnson
                                                                                                                                                                                                                                                • Kimberly-Clark Corporation
                                                                                                                                                                                                                                                • Lil' Drug Store Products, Inc
                                                                                                                                                                                                                                                • Playtex Products Inc
                                                                                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                                                                                • Unilever USA
                                                                                                                                                                                                                                                • Walgreen Co
                                                                                                                                                                                                                                                • Walmart Stores (USA)

                                                                                                                                                                                                                                                Sanitary Protection and Feminine Supplies - US - May 2012

                                                                                                                                                                                                                                                £3,277.28 (Excl.Tax)