2022
9
US Feminine Hygiene and Sanitary Protection Products Market Report 2022
2022-05-10T04:04:22+01:00
OX1101695
3695
151106
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Report
en_GB
“Positive category growth trends have been influenced by a more dynamic competitive landscape and increased usage of feminine hygiene products. Motivations have moved beyond strictly functional as consumers look for…

US Feminine Hygiene and Sanitary Protection Products Market Report 2022

£ 3,695 (Excl.Tax)

Description

This sanitary protection products market report provides comprehensive and current information and analysis of the feminine hygiene and sanitary protection products market including feminine hygiene and sanitary protection products market size, anticipated market forecast, relevant market segmentation, female hygiene market growth, and industry trends for the feminine hygiene and sanitary protection products market in the US.

Current market landscape

A combination of price increases and a more competitive brand landscape have helped drive sales growth of 3.8% in 2021. Smaller brands have disrupted the category in recent years by focusing on sustainability, empowerment and safety, helping to reshape consumers’ expectations of feminine care.

Market share and key industry trends

  • Usage of feminine hygiene products ticks up and has room to grow – usage has increased from 39% in 2020 to 51% in 2022. Heightened focus on wellness combined with increased competition from leading brands are helping to drive the feminine hygiene segment forward. Brands are adding value by tapping into adjacent category trends including beauty and health and wellness.
  • Move beyond the physical symptoms of menstruation – nearly half of menstruating adults feel more stressed around their period. Feminine care brands need to acknowledge the mental toll that comes with menstruation, in addition to the physical symptoms. Arming women with tools, products and education will empower them to be feel more in control of their symptoms, something 35% are currently struggling with.
  • Most menstruation symptoms are left untreated – representing a challenge to category growth, women are largely leaving feminine care symptoms to run their course as opposed to using something that could alleviate discomfort. Yet, 28% of respondents are more likely to purchase a brand that provides education on feminine care topics, indicating room to improve awareness around products and their benefits.

Future market trends in feminine hygiene and sanitary protection products

There is ample opportunity to provide support beyond the physical symptoms of menstruation, including the emotional and mental toll of period management. While younger, cisgender women are the primary users of feminine care, a focus on gender inclusivity and lifestage milestones beyond menstruation (ie menopause) will be essential in pushing the category forward.

Read on to discover more about the feminine hygiene and sanitary protection products consumer market, read our US Personal Care Consumer Market Report, or take a look at our other Beauty and Personal Care research reports.

Quickly understand the female hygiene products market

  • Analysis of consumer usage and attitudes toward sanitary protection and feminine hygiene products.
  • Drivers of purchase and how consumers are managing symptoms.
  • An overview of market performance across product segments.
  • How category players are innovating and disrupting the category.
  • Female hygiene market size.

Covered in this female hygiene products report

Brands include: P&G, Kimberly-Clark, Lola, Thinx, The Honey Pot, Edgewell, Always, Tampax, L, Target, Cora, Lola, Summer’s Eve, Monistat, Vagisil, Vagistat, Red Mood, Moons, One By Poise, Puma, Modibodi, Kindra, Rael, Bonafide, Ovira, Livia, Tens, Oi Girl, OMV!, Vagisil, Kushae, Always, Lunar Wild.

Expert analysis from a specialist in the field

This report, written by Jennifer White Boehm, a leading analyst in the BPCH sector, delivers in-depth commentary and analysis of feminine hygiene products market share to highlight current trends and add expert context to the numbers.

Positive category growth trends have been influenced by a more dynamic competitive landscape and increased usage of feminine hygiene products. Motivations have moved beyond strictly functional as consumers look for feminine care solutions that support their overall health and values. Looking forward, expanding usage occasions beyond menstruation and supporting women’s mental and emotional health will be key to driving future growth.
Jennifer White Boehm, Associate Director, BPCH Reports
Jennifer White Boehm
Director, BPCH Reports

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of feminine hygiene and sanitary protection products, at current prices, 2016-26
      • Figure 2: Feminine hygiene and sanitary protection products category outlook, 2022-27
    • Opportunities and challenges
    • Feminine hygiene has room to grow
    • Break down usage barriers to reusables
      • Figure 3: Sanitary protection product usage, 2022
    • Move beyond physical symptoms of menstruation
      • Figure 4: Attitudes toward menstruation and feminine hygiene, 2022
    • Expand usage occasions to promote inclusivity and drive growth
    • Recognizable ingredients and clean positioning equate to trust and safety
    • Key consumer insights
  3. Market Size and Forecast

    • Category growth spurred by feminine hygiene and price increases
      • Figure 5: Feminine health lifestages, 2022
      • Figure 6: Total US retail sales and fan chart forecast of feminine hygiene and sanitary protection products, at current prices, 2016-26
      • Figure 7: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at current prices, 2016-26
  4. Segment Performance

    • Sanitary protection dominates while feminine hygiene drives growth
      • Figure 8: Average annual household spending on feminine hygiene and sanitary protection products, 2016-21
      • Figure 9: Total US retail sales of feminine hygiene and sanitary protection products, by segment, at current prices, 2019 and 2021
    • Shoppers rely on mass merchandisers
      • Figure 10: Total US retail sales of feminine hygiene and sanitary protection products, by channel, at current prices, 2019 and 2021
  5. Market Factors

    • Access for all
    • Price increases impact access and spending on discretionary products
    • Gender inclusivity warrants nuanced approach
  6. Market Share/Key Players

    • P&G dominates with diverse brand portfolio
    • Sales of feminine hygiene and sanitary products by company
      • Figure 11: Multi-outlet sales of feminine hygiene and sanitary products, by leading companies, rolling 52 weeks 2021 and 2022
    • Smaller players disrupt category
      • Figure 12: MULO sales of feminine hygiene products, sanitary napkins and liners, and tampons and menstrual cups, by The Honey Pot and This is L., rolling 52 weeks 2021 and 2022
    • Feminine hygiene mirrors larger category trends
      • Figure 13: Multi-outlet sales of feminine hygiene products, by leading companies and brands, rolling 52 weeks 2021 and 2022
  7. Competitive Strategies and Market Opportunities

    • Feminine care leans into adjacent category trends
    • ‘Clean’ makes stronger inroads
    • Recognizable ingredients equate to trust and efficacy
    • Need for convenience, ease of use supports multifunctional products
    • Support feminine health needs at all lifestages
    • Technology could be the future of symptom management
  8. The Feminine Hygiene and Sanitary Protection Product Consumer – Fast Facts

  9. Sanitary Protection Product Usage

    • Single use products dominate while barriers remain for reusables
      • Figure 14: Sanitary protection product usage, 2022
    • Menstruation status drives usage
      • Figure 15: Sanitary protection product usage, by age, 2022
  10. Feminine Hygiene Product Usage

    • Segment growth driven by a focus on wellness and unmet needs
      • Figure 16: Feminine hygiene product usage, 2022
    • Myriad of needs drive engagement among young adults
      • Figure 17: Feminine hygiene product usage, by age, 2022
    • Black consumers seek wellness and skin health benefits
      • Figure 18: Feminine hygiene product usage, by race, 2022
  11. Purchase Influencers

    • Performance is paramount but secondary factors support values
      • Figure 19: Purchase influencers, 2022
    • By women, for women
      • Figure 20: Purchase influencers (any rank) – Owned/founded by women, by age, 2022
  12. Management of Symptoms

    • Symptoms are often left untreated, challenging category growth
      • Figure 21: Management of symptoms, 2022
    • Gen Z most likely to leave symptoms untreated
      • Figure 22: Management of symptoms, by age, 2022
  13. Attitudes toward Menstruation and Feminine Hygiene

    • Women need support beyond the physical symptoms of menstruation
      • Figure 23: Attitudes toward menstruation and feminine hygiene, 2022
    • Stress levels elevated among key user groups
      • Figure 24: Attitudes toward menstruation and feminine hygiene, by age, income, and race, 2022
  14. Attitudes toward Feminine Care

    • Education efforts need to continue
      • Figure 25: Attitudes toward feminine care, 2022
    • Contradictory behavior among young adults
      • Figure 26: Attitudes toward feminine care, by age, 2022
  15. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations
  16. Appendix – The Market

      • Figure 27: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at inflation-adjusted prices, 2016-26
  17. Appendix – Companies and Brands

      • Figure 28: Multi-outlet sales of sanitary napkins and liners, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 29: Multi-outlet sales of tampons and menstrual cups, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 30: US multi-outlet sales of select brands of menstrual cups, rolling 52 weeks 2021 and 2022

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.

Market

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.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

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.

Data

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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