US Feminine Hygiene and Sanitary Protection Products Market Report 2023
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This report covers the US feminine hygiene product and sanitary protection product markets in extensive detail. Discover what has spurred current and forecasted market growth, key players and strategies to compete, consumer product usage and trends, and much more in this over 60-page report.
Below, we’ve handpicked some insights from the full report, so read on to get an idea of what you’ll receive.
The US feminine hygiene and sanitary protection market posted positive growth from 2020-22. Tampons and sanitary napkins/liners all saw strong increases driven by product shortages and inflation (tampons), and a dynamic competitive landscape/innovative formats (sanitary napkins and liners).
However, the feminine hygiene segment’s growth is slowing. This is due to decreased consumer spending power, increased competition, and brand extensions stealing share, so feminine hygiene products must go beyond basic cleansing needs to reinvigorate growth (see Opportunities).
Find market size and share for all segments alongside expert analysis in the full report.
Disposable sanitary products are still the most widely used choice among survey respondents. However, reusables have become more popular in recent years due to their sustainability and innovative designs, especially among younger adults, suggesting future growth.
The use of feminine hygiene products remains strong, with wipes leading the way. Washes and deodorant sprays are seeing increased demand due to increasing consumer awareness of holistic wellness.
This report covers consumer trends extensively, from usage and purchase influencers, to consumer attitudes and how product users are managing symptoms.
The feminine hygiene market is crowded, so brands must make efforts to stand out. Brands can stay ahead of the competition by embracing holistic health. By using premium ingredients, tapping into self-care rituals and providing multifunctional products, they can create more value and appeal to their customers.
Find full coverage and analysis of the opportunities and competitive strategies available to brands in the current market in this report. Looking for something else? Try our Women’s Wellness Report, or explore the full range of BPC market research to find what you need.
Products: Feminine hygiene products (e.g. douches, wipes, sprays), sanitary pads (incl. napkins/liners), and tampons (incl. menstrual cups).
Companies: Procter & Gamble, Kimberly-Clark Corporation, Edgewell Personal Care, Prestige Consumer Healthcare, Combe Incorporated, Happy Root LLC, Bodywise Health Foods, Unilever, and more.
Brands: Summer’s Eve, Monistat, Vagisil, Vagistat, The Honey Pot, Natracare, Lilova, Aisle, Sweetspot Labs, Good Clean Love, Mobibodi, Mojo Wellbeing, and more.
This report, written by Ashley de Hechavarria, a leading health analyst, delivers in-depth commentary and analysis to highlight current trends in the US feminine hygiene products market and add expert context to the numbers.
Consumers are increasingly viewing their bodies as interconnected ecosystems, driving focus on less-recognised areas of health, including vaginal health. Overall, feminine care needs are essential to women’s health, yet consumers’ expectations are no longer purely functional. The category is in a moment of evolution, as lines blur between beauty and personal care and feminine care, presenting new opportunities to expand usage occasions beyond menstruation and the physical symptoms associated with it, as well as support aging demographics. Leaning into expert positioning and helping consumers identify symptoms sooner will provide assurance and help them feel more confident in their purchasing decisions.
Ashley de Hechavarria
Health and Wellness Analyst
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
*databooks not available with UK B2B Industry reports.
Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.