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.
Topics Analysed in the Report
- Market performance across product segments.
- Ongoing category innovation and future market opportunities.
- Product usage of sanitary protection and feminine hygiene products.
- Purchase influencers.
- Consumers’ approach to managing symptoms.
- Attitudes and behaviours toward feminine care.
- How and why to recognise transgender men (see Gender Identity Report) in this market.
US Feminine Hygiene Products Market Overview
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.
Consumer Trends and Product Usage
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.
- Reusables have become more popular: 9% of US consumers report using reusable menstrual cups in the last 12 months (leading to January 2023), while the same percentage have used reusable menstrual underwear.
- Washes and sprays show increased demand: Feminine washes and deodorant sprays are up 4% and 2% respectively in usage among consumers from 2022-23.
This report covers consumer trends extensively, from usage and purchase influencers, to consumer attitudes and how product users are managing symptoms.
Opportunities for Brands
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, Companies, and Brands Covered in this Report
Products:Â 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.
Expert Analysis from a Health and Wellness Specialist
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
Collapse All
-
Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
-
Executive Summary
- Top takeaways
- Blur the lines between feminine care and self-care
- Address unmet menopausal needs
- Recognize link between menstruation and mental health
- Consumer trends
- Disposable options still dominate; reusables must go beyond sustainability
- Figure 1: Sanitary protection product usage, 2023
- Elevate feminine hygiene beyond basic functionality
- Figure 2: Feminine hygiene product usage – Trended, 2022-23
- Ease-of-use and comfort drive purchase
- Figure 3: Purchase influencers, 2023
- Support the emotional side of menstruation
- Figure 4: Attitudes and behaviors toward menstruation and feminine hygiene, 2023
- Competitive strategies
- Brands highlight safety assurances
- Change the narrative around incontinence to reach a younger audience
- Highlight multifunctionality for cost-conscious consumers
- Market predictions
- Figure 5: Total US sales and fan chart forecast of feminine hygiene and sanitary protection products, at current prices, 2017-27
- Figure 6: Feminine care and sanitary protection products category outlook, 2023-28
- Opportunities
- Blurred lines bring new competition
- Support visibility and inclusion of transgender males
-
Market Size and Forecast
- Category growth spurred by health focus and price increases
- Figure 7: Total US sales and fan chart forecast of feminine hygiene and sanitary protection products, at current prices, 2017-27
- Figure 8: Total US sales and forecast of feminine hygiene and sanitary protection products, at current prices, 2017-27
- Category growth spurred by health focus and price increases
-
Segment Performance
- Sanitary protection segment maintains dominance; feminine hygiene growth slows
- Figure 9: Total US retail sales of feminine hygiene and sanitary protection products, by segment, at current prices, 2020 and 2022
- Figure 10: Total US retail sales of feminine hygiene and sanitary protection products, by segment, at current prices, 2015-22
- Most shop other channels; drug stores try to strengthen appeal
- Figure 11: Total US retail sales of feminine hygiene and sanitary protection products, by channel, at current prices, 2020 and 2022
- Sanitary protection segment maintains dominance; feminine hygiene growth slows
-
Market Drivers
- Economic pressures drive category prices and, thus, spending even higher
- Figure 12: Average annual spending by women aged 18+ on feminine hygiene and sanitary protection products, 2017-22
- Figure 13: Period by The Period Company – Reusable period underwear brand, 2023
- Aging population puts spotlight on menopause
- Figure 14: Female population by age, 2017-27
- Overturning of Roe v. Wade: supporting women’s health rights
- Economic pressures drive category prices and, thus, spending even higher
-
Key Players
- P&G increases dominance; private label falters
- Figure 15: Multi-outlet sales of feminine hygiene and sanitary products, by leading companies, rolling 52 weeks 2022 and 2023
- Niche feminine hygiene players outpace sales growth of category leaders
- Figure 16: Multi-outlet sales of feminine hygiene products, by leading companies and brands, rolling 52 weeks 2022 and 2023
- P&G increases dominance; private label falters
-
Feminine Health Lifestage Perspective
- Feminine health lifestage: a need for disruption in the menopause market
- Figure 17: Feminine health lifestage, 2023
- Menstruation heaviness influences product usage
- Figure 18: Menstrual heaviness, 2023
-
- Figure 19: Menstrual heaviness stage, by sanitary protection product usage repertoire, 2023
- Feminine health lifestage: a need for disruption in the menopause market
-
Competitive Strategies and Market Opportunities
- Natural is mainstreaming, but now what?
- Figure 20: US feminine care launches, top five claims, 2018-23*
-
- Figure 21: Bodywise’s Natracare Regular Ultra Extra Pads, 2023
- Figure 22: Lilova – PFAS safety product education, 2023
- THINX recall sparks concern in reusable market
- Figure 23: Aisle – Backing up PFAS-free claims with evidence, 2023
- Prepare for new competitors: lines blur between feminine hygiene and personal care
- Figure 24: SweetSpot Labs Coconut Lime Gentle Replenishing Creamy Full Body Cleanser, 2022
- Help advance the visibility and inclusion of transgender males
- Figure 25: Modibodi recognizes trans men’s feminine care experiences, 2023
- Women in post-period phase: acknowledge the nuances of menopause
- Figure 26: Unilever’s Mojo Wellbeing – Hot Flash Quick Cooling Spray, 2022
- Reusable underwear can tap into the multi-fluid landscape
- Natural is mainstreaming, but now what?
-
The Feminine Hygiene and Sanitary Protection Products Consumer – Fast Facts
-
Sanitary Protection Product Usage
- Disposable products still dominate
- Figure 27: Sanitary protection product usage, 2023
-
- Figure 28: Sustain – Shame-free products for periods and sex, 2021
- Menstrual lifestage, flow influence product usage
- Figure 29: Feminine health lifestage, by sanitary protection product usage cross tab, 2023
-
- Figure 30: Menstruation experience, by sanitary protection product usage cross tab, 2023
- Young women most active in category, open to reusable options
- Figure 31: Sanitary protection product usage, by age, 2023
- Disposable products still dominate
-
Feminine Hygiene Product Usage
- Wipes drive category growth, but generic wipes pose threat
-
- Figure 32: Feminine hygiene product usage – Trended, 2022-23
-
- Figure 33: Love Wellness pH Balancing Cleanser, 2021
- Feminine hygiene peaks among 25-44 year olds
- Figure 34: Feminine hygiene product usage, by age, 2023
- Position feminine hygiene as post-pregnancy self-care
- Figure 35: Feminine hygiene product usage, by parental status, by children’s age, 2023
-
- Figure 36: Naydaya Victory Oil vulva vaginal oil, 2023
- Multicultural women engaged in the feminine hygiene space
- Figure 37: Feminine hygiene product usage, by race and Hispanic origin, 2023
-
- Figure 38: Kushae Black-founded feminine care, 2023
-
Purchase Influencers
- Ease-of-use and prolonged comfort most influential
- Figure 39: Purchase influencers, 2023
- A brand’s ethical commitment influences decisions for young adults
- Figure 40: Purchase influencers, by age, 2023
- Ease-of-use and prolonged comfort most influential
-
Management of Symptoms
- Feminine care needs going untreated; room for routine and education
-
- Figure 41: Management of symptoms, 2023
- Figure 42: Tempdrop fertility tracker app, 2023
- Change the narrative around incontinence to reach a younger audience
- Figure 43: Management of symptoms – Leakage, by age, 2023
-
- Figure 44: Poise Instagram post, 2023
- Blur the lines between feminine health and mental health
- Figure 45: Management of symptoms – Changes in mood, by age, 2023
-
Attitudes and Behaviors toward Menstruation and Feminine Hygiene
- Support emotional period symptoms
- Figure 46: Attitudes and behaviors toward menstruation and feminine hygiene, 2023
-
- Figure 47: Semaine Health – Balanced hormonal health supplements, 2022
- Not everyone is as proud of the smell of their vagina as Gwyneth Paltrow
- Figure 48: Attitudes and behaviors toward menstruation and feminine hygiene – Vaginal odor, 2023
- Gen Z are more stressed around their periods
- Figure 49: Attitudes and behaviors toward menstruation and feminine hygiene, by generation, 2023
- Support emotional period symptoms
-
Attitudes and Behaviors toward Feminine Care
- Work toward increasing comfort to increase engagement
- Figure 50: Attitudes and behaviors toward feminine care, 2023
-
- Figure 51: Clue app – Menstrual cycle tracking app, 2022
- Younger adults open to discussing and craving more information
- Figure 52: Attitudes and behaviors toward feminine care, by age, 2023
-
- Figure 53: Period by The Period Company – SMS education campaign, 2022
- Probiotic fem care should focus on multicultural consumers
- Figure 54: Attitudes and behaviors toward feminine care, by race and Hispanic origin, 2023
-
- Figure 55: Olly’s Happy Hoo-Ha Vaginal Health and pH Balance probiotic gummy supplement, 2023
- Work toward increasing comfort to increase engagement
-
Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
-
Appendix – The Market
-
- Figure 56: Total US retail sales and forecast of feminine hygiene and sanitary protection products at inflation-adjusted prices, 2017-27
- Figure 57: Total US retail sales and forecast of feminine hygiene and sanitary protection products, by segment, at current prices, 2017-27
- Figure 58: Total US retail sales of feminine hygiene and sanitary protection products, by segment, at current prices, 2020 and 2022
- Figure 59: Total US retail sales of feminine hygiene and sanitary protection products, by channel, at current prices, 2017-22
-
- Figure 60: Total US supermarket sales of feminine hygiene and sanitary protection products, at current prices, 2017-22
- Figure 61: US drug store sales of feminine hygiene and sanitary protection products, at current prices, 2017-22
- Figure 62: US sales of feminine hygiene and sanitary protection products through other retail channels, at current prices, 2017-22
-
-
Appendix – Companies and Brands
-
- Figure 63: Multi-outlet sales of feminine hygiene and sanitary products, by leading companies, rolling 52 weeks 2022 and 2023
- Figure 64: Multi-outlet sales of feminine hygiene products, by leading companies and brands, rolling 52 weeks 2022 and 2023
-
- Figure 65: Multi-outlet sales of sanitary napkins and liners, by leading companies and brands, rolling 52 weeks 2022 and 2023
- Figure 66: Multi-outlet sales of tampons and menstrual cups, by leading companies and brands, rolling 52 weeks 2022 and 2023
-
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
