US Absorbent and Intimate Hygiene Market Report 2024
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Consumers are engaging with the category in new ways, but need guidance from brands. Educate and empower to validate claims and meet evolving demands. Rebecca Watters, Associate Director of…

US Absorbent and Intimate Hygiene Market Report 2024

$ 4,995 (Excl.Tax)

Report Summary

Stay ahead of the curve with Mintel’s US Absorbent and Intimate Hygiene Market Report 2024. Our full report is packed with consumer-led market intelligence, latest intimate hygiene products trends and consumer behaviors affecting your business. Get a 360° view of the absorbent and intimate hygiene products market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.

Key Issues Covered in this Report

  • How companies/brands are performing and key strategies to remain competitive in the space
  • Usage of absorbent and intimate hygiene products
  • Approach to managing symptoms associated with menstruation and menopause
  • Typical approach to shopping for absorbent and intimate hygiene products
  • Current level of knowledge regarding vaginal health and related topics
  • Attitudes and frustrations toward products and brands

US Absorbent Hygiene Products Market Overview

A number of catalysts are providing an enjoyable growth spurt for the absorbent and intimate hygiene market. The total absorbent hygiene market size has experienced a 23% increase since 2018. This moment for intimate care will not be quick to pass, sustained and reinvented in the coming years as a natural extension of self-care, holistic health and body positivity, backed by women with increasing access to knowledge and tools to take control of their own vaginal health and wellness.

Despite the economic slowdown, the absorbent and intimate hygiene market has great potential and will only continue to expand, supported by further education, category normalization, and retail shelf expansion.

Purchase the full report for a complete overview of the US Absorbent and Intimate Hygiene Market, including consumer insights, market dynamics and expert analysis.

Report Scope

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

  • Feminine hygiene products, including douches, wipes, vaginal treatments, and other feminine hygiene products (such as deodorants or vaginal anti-itch products)
  • Sanitary pads, including napkins and liners/shields (Note: throughout this Report, the terms sanitary napkin and pad will be used interchangeably)
  • Tampons, including plastic applicator, cardboard applicator, nonapplicator tampons, and menstrual cups

The following are excluded from this report:

Meet The Expert

This report is written by Rebecca Watters, Mintel’s associate director of household & health. Since joining Mintel in 2015, Rebecca has provided analysis across a variety of categories including household and personal care, and currently serves as the household care analyst, with a unique focus on air care. She utilizes research to develop insightful analysis while also applying relevant industry trends.

Consumers are engaging with the category in new ways, but need guidance from brands. Educate and empower to validate claims and meet evolving demands.

Rebecca Watters, Mintel Household Care AnalystRebecca Watters
Associate Director of Household & Health

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • Consumer fast facts
    • Menstrual lifestage and experience
    • Graph 1: menstrual status, 2024
    • Graph 2: menstrual status, by age, 2024
    • Absorbent and intimate hygiene product usage
    • Graph 3: absorbent hygiene product usage, by menstrual experience, 2024
    • Graph 4: usage of select absorbent hygiene products, by age and income, 2024
    • Graph 5: intimate hygiene product usage, 2024
    • Graph 6: repertoire of intimate hygiene products, by age, 2024
    • Management of symptoms
    • Graph 7: management of symptoms, 2024
    • Graph 8: management of leakage with product usage, by satisfaction with product experience, 2024
    • Graph 9: management of vaginal health symptoms – use product on the onset of symptom, by repertoire of intimate hygiene products, 2024
    • Absorbent and intimate hygiene shopping behaviors
    • Graph 10: absorbent and intimate hygiene shopping behaviors, 2024
    • Graph 11: increase focus on claims/ingredients, by age, 2024
    • Vaginal health care knowledge
    • Graph 12: vaginal health care knowledge, 2024
    • Graph 13: interest in learning about select intimate hygiene topics, by age, 2024
    • Attitudes and frustrations
    • Graph 14: attitudes and frustrations, 2024
    • Graph 15: select attitudes and frustrations, by age, 2024
  3. Competitive strategies

    • Launch activity and innovation
    • Marketing and advertising
    • Opportunities
    • Graph 16: launch of private label absorbent hygiene products with ethical and environmental claims, 2020-24*
  4. Market dynamics

    • Market context
    • Market drivers
    • Graph 17: female population by age, 2018-28
    • Market size and forecast
    • Graph 18: average annual spending on absorbent and intimate hygiene, 2018-23
    • Market segmentation
    • Graph 19: total retail sales and forecast of absorbent and intimate hygiene, by segment, at current prices, 2018-28
    • Market share/brand share
  5. Appendix

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


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.

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2024 Sample Consumer Cover

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.

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