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Feminine Hygiene and Sanitary Protection Products - US - April 2018

"The feminine care market is moving further towards a competitive imbalance, with P&G becoming more dominant and private label encroaching on the position of smaller players. A rapidly aging consumer base makes growth a challenge; but there are opportunities. Natural products, improving consumer brand involvement, and durable sanitary protection suggest new paths for innovation in a cost-constrained market."
- Jamie Rosenberg, Research Analyst

This Report looks at the following areas:

  • The market needs to reinvent itself for an aging society
  • Managing bladder leakage will become crucial for feminine care brands
  • Private label is innovating and growing share

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • The market needs to reinvent itself for an aging society
            • Figure 1: Total US retail sales and forecast of feminine hygiene and sanitary protection products, by segment, at current prices, 2012-22
          • Managing bladder leakage will become crucial for feminine care brands
            • Figure 2: Menstruation status, December 2017
          • Private label is innovating and growing share
            • Figure 3: Multi-Outlet sales of private label brands, by segment, rolling 52 weeks 2016 and 2017
          • The opportunities
            • Increase emotional engagement with feminine care brands
              • Figure 4: Feminine care innovation, December 2017
            • Prepare for a new era of natural products
              • Feminine hygiene products can create solutions for older consumers
                • Figure 5: Feminine hygiene product use, by age, December 2017
              • What it means
              • The Market – What You Need to Know

                • The feminine care category will remain sluggish
                  • Menopause has a growing influence
                    • Pregnant women are an under-tapped market opportunity
                    • Market Size and Forecast

                      • The market will remain sluggish
                        • Figure 6: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at current prices, 2012-22
                        • Figure 7: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at current prices, 2012-22
                    • Market Breakdown

                      • Tampon sales are declining
                        • Figure 8: Total US retail sales and forecast of feminine hygiene and sanitary protection products, by segment, at current prices, 2012-22
                    • Market Perspective

                      • Menopause has a growing influence
                        • Figure 9: Menstruation status, December 2017
                      • Birth control choice can reduce per capita category spend
                        • Figure 10: Women’s usage of birth control pills and IUD’s, May 2017
                    • Market Factors

                      • Pregnant women are under-tapped market opportunity
                        • Figure 11: Female population by age, 2013-23
                      • White women will become less relevant for market growth
                        • Figure 12: Women by race and Hispanic origin, 2013-23
                    • Key Players – What You Need to Know

                      • P&G is the big gainer, while Prestige is poised for future growth
                        • Leading brands dominate and drive innovation
                          • Private label is innovating, and in some cases leading
                            • Natural/organic sanitary protection products are growing
                              • Tampon segment struggles to stay relevant
                                • Midsized sanitary protection brands with traditional products are in a tough spot
                                  • Sales of douches are declining
                                    • Natural will mainstream and evolve
                                    • Company and Brand Sales of Feminine Hygiene and Sanitary Protection Products

                                      • P&G is the big gainer, while Prestige is poised for future growth
                                        • Figure 13: Multi-Outlet sales of feminine hygiene and sanitary products, by leading companies, rolling 52 weeks 2016 and 2017
                                    • What’s Working?

                                      • Always brand dominates and continues to innovate
                                          • Figure 14: Multi-Outlet market share of sanitary napkins, by leading brands, rolling 52 weeks 2016 and 2017
                                        • Private label is innovating, and in some cases leading
                                          • Figure 15: Multi-Outlet sales of private label brands, by segment, rolling 52 weeks 2016 and 2017
                                          • Figure 16: US private label pads and liners making thinness claims, 2013 -17
                                        • Natural and organic protection products are growing
                                          • Figure 17: Purchase of feminine care products with natural/organic material/ingredients, December 2017
                                          • Figure 18: Multi-Outlet sales of select natural sanitary protection products, rolling 52 weeks 2016 and 2017
                                      • What’s Struggling?

                                        • Tampon segment struggles to stay relevant
                                          • Figure 19: Multi-Outlet sales of tampons and menstrual cups, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                        • Midsized sanitary protection brands with traditional products are in a tough spot
                                          • Sales of douches are declining
                                            • Figure 20: Multi-Outlet sales of douches, rolling 52 weeks 2016 and 2017
                                        • What’s Next?

                                          • Natural will mainstream and evolve
                                            • Marketing is shifting from reducing stigma to instilling pride
                                              • Menstrual cups are finding a loyal audience.
                                                  • Figure 21: Multi-Outlet sales of menstrual cups, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                              • The Consumer – What You Need to Know

                                                • Menopause and menstrual suppression reduce usage
                                                  • Durable sanitary protection remains niche, but will grow
                                                    • Feminine hygiene products need to target older women
                                                      • Feminine hygiene products are becoming more controversial
                                                        • Natural materials will break the innovation slump
                                                          • There is a cultural fragrance divide
                                                            • Target new and expectant moms
                                                              • Odor control remains an unmet need
                                                              • Feminine Care Product Usage

                                                                • Menopause and menstrual suppression reduce usage
                                                                  • Figure 22: Feminine care product use, December 2017
                                                                • Life stage dictates product usage
                                                                  • Figure 23: Disposable sanitary protection product use, by age, December 2017
                                                                • Durable sanitary protection remains niche, but will grow
                                                                  • Figure 24: Reusable sanitary protection product use, by age, December 2017
                                                                • An opportunity to increase older consumers’ interest in feminine hygiene
                                                                  • Figure 25: Feminine hygiene product use, by age, December 2017
                                                                • Feminine hygiene products are becoming more controversial
                                                                  • Figure 26: Feminine hygiene product use, by race and Hispanic origin, December 2017
                                                              • Important Factors when Choosing Sanitary Protection Products

                                                                • Absorbency, price, and fit are top purchase drivers
                                                                  • Figure 27: Important factors when choosing sanitary protection products, December 2017
                                                                • Natural materials will break the innovation slump
                                                                  • Figure 28: Important factors when choosing sanitary protection products, by age, December 2017
                                                                • There is a cultural fragrance divide
                                                                  • Figure 29: Select important factors when choosing sanitary protection products, by race and Hispanic origin, December 2017
                                                              • Shopping Behaviors

                                                                • Price and habit are top purchase drivers
                                                                  • Figure 30: Shopping behaviors, by panty liners, menstrual pads, tampons and feminine hygiene products, December 2017
                                                                • Target new and expectant moms
                                                                    • Figure 31: Online and in-store purchasing behaviors for any feminine care products, by age and parental status, December 2017
                                                                  • Store brands are closing the gap
                                                                    • Figure 32: Name brand and store purchasing behaviors for any feminine hygiene products, by race and Hispanic origin and household income, December 2017
                                                                  • Innovate around the belief that natural means safe
                                                                    • Figure 33: Purchasing any feminine hygiene products with natural/organic materials, by age, December 2017
                                                                  • Low-income shoppers may not be finding discounts
                                                                    • Figure 34: discount purchasing behaviors for any feminine hygiene products, by household income, December 2017
                                                                • Attitudes toward Feminine Care Products

                                                                  • Consumers fear leaks, but brands can be clearer about leakage protection
                                                                    • Figure 35: attitudes toward feminine care products, December 2017
                                                                  • Younger consumers see social media as a vehicle for brand outreach
                                                                    • Figure 36: Feminine care brand outreach on social media, by Millennial generation, December 2017
                                                                  • Focus on safe feminine hygiene for Black consumers
                                                                    • Figure 37: Feminine hygiene products can be bad for body’s natural balance, by Millennial generation and race and Hispanic origin, December 2017
                                                                • Feminine Care Innovation

                                                                  • Odor control remains an unmet need
                                                                    • There is interest in pain relief, but many hurdles for brands
                                                                      • Figure 38: Feminine care innovation, December 2017
                                                                      • Figure 39: Usage and interest in feminine care innovation, by age, December 2017
                                                                  • Appendix – Data Sources and Abbreviations

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

                                                                                  • Figure 40: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at inflation-adjusted prices, 2012-22
                                                                                  • Figure 41: Total US retail sales and forecast of feminine hygiene and sanitary protection products, by segment, at current prices, 2012-22
                                                                                  • Figure 42: Total US retail sales of feminine hygiene and sanitary protection products, by segment, at current prices, 2015 and 2017
                                                                                  • Figure 43: Total US retail sales and forecast of feminine hygiene products, at current prices, 2012-22
                                                                                  • Figure 44: Total US retail sales and forecast of sanitary napkins and liners, at current prices, 2012-22
                                                                                  • Figure 45: Total US retail sales and forecast of tampons/menstrual cups, at current prices, 2012-22
                                                                                  • Figure 46: Total US retail sales of feminine hygiene and sanitary protection products, by channel, at current prices, 2012-2017
                                                                                  • Figure 47: Total US retail sales of feminine hygiene and sanitary protection products, by channel, at current prices, 2015 and 2017
                                                                              • Appendix – Key Players

                                                                                  • Figure 48: Multi-outlet sales of feminine hygiene products, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                  • Figure 49: Multi-Outlet sales of sanitary napkins, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                  • Figure 50: Multi-Outlet sales of tampons and menstrual cups, by leading companies and brands, rolling 52 weeks 2016 and 2017

                                                                              Feminine Hygiene and Sanitary Protection Products - US - April 2018

                                                                              US $4,395.00 (Excl.Tax)