2020
9
US Feminine Hygiene and Sanitary Protection Products Market Report 2020
2020-10-07T04:03:16+01:00
OX987182
3695
125694
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Report
en_GB
“The feminine hygiene and sanitary protection category is in a moment of growth and evolution. Consumer expectations are extending beyond functional needs, challenging key players to offer eco-friendly packaging, natural/organic…

US Feminine Hygiene and Sanitary Protection Products Market Report 2020

£ 3,695 (Excl.Tax)

Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Feminine Hygiene and Sanitary Protection Products: Incl Impact of COVID-19 – US market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

US retail sales of feminine hygiene and sanitary protection products
are estimated to increase by 3.5% in 2020, outpacing year-overyear category growth since 2015. In the past several years, the
feminine care industry has welcomed many up and coming brands
that have shaken up quality standards and consumer expectations.
Ingredient transparency, use of sustainable and natural/organic
materials, concern about plastic consumption and purpose-driven
brands are top-of-mind for category users. Being a category
that caters to younger, female consumers, key players that have
implemented fresh perspectives on period care are driving market
growth.

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Expert analysis from a specialist in the field

Written by Andrea Wroble, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The feminine hygiene and sanitary protection category is in a moment of growth and evolution. Consumer expectations are extending beyond functional needs, challenging key players to offer eco-friendly packaging, natural/organic materials and ingredient transparency at affordable price points. At the same time, brands have opportunity to grow user knowledge of product safety and managing vaginal health.
Andrea Wroble
Beauty & Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: Market context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market Overview
      • Figure 1: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at current prices, 2015-25
    • Impact of COVID-19 on feminine hygiene and sanitary protection products
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on feminine hygiene and sanitary protection products, September 2020
    • Opportunities and Challenges
    • Budget-friendly brands offering consumer-centric benefits will win during COVID-19
      • Figure 3: COVID-19 shopping behaviors, by financial status, June 2020
    • COVID-19’s amplified income gap may increase consumer knowledge gap
    • Consumers want natural ingredients they recognize and trust
    • Feminine hygiene products have unique opportunity with young adults
      • Figure 4: Unmet feminine care needs, by age, June 2020
  3. The Market – Key Takeaways

    • Essential women’s health needs are prioritized through pandemic
    • Sanitary protection products maintain dominance; hygiene heats up
    • Consumer identities must be considered by brands
    • Purpose-driven benefits will drive category spending
    • Feminine care doesn’t stop at menopause
  4. Market Size and Forecast

    • Feminine hygiene and sanitary protection products are essential
      • Figure 5: Projected age groups of US female population, 2016-30
      • Figure 6: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at current prices, 2015-25
      • Figure 7: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at current prices, 2015-25
    • Impact of COVID-19 on feminine hygiene and sanitary protection products
      • Figure 8: Short-, medium- and long-term impact of COVID-19 on feminine hygiene and sanitary protection products, September 2020
    • Lockdown
    • Re-emergence
    • Recovery
    • COVID-19: US context
    • Learnings from the last recession
  5. Segment Performance

    • Sanitary protection products maintain dominance in category
      • Figure 9: Total US retail sales and forecast of feminine hygiene and sanitary protection products, by segment, at current prices, 2015-25
  6. Market Factors

    • Consumers will turn to higher quality, value tier products
      • Figure 10: COVID-19 shopping behaviors, by financial status, June 2020
    • Brands must consider the Identity of multiple consumer segments
    • Category users demand product quality
    • Transgender men are users of sanitary protection/hygiene products
      • Figure 11: Female category users vs transgender male category users, June 2020
    • Brands can play a role in price equity awareness
    • Stacking purpose-driven benefits wins with consumers
      • Figure 12: Product attributes of influence, June 2020
      • Figure 13: L. products, August 2018
  7. Market Opportunities

    • Learning from the clean movement; focus on education and transparency
      • Figure 14: Social media mentions of #cleanbeauty, #naturalbeauty, #greenbeauty and #organicbeauty, October 2016-19
    • Support the transition to menopause
      • Figure 15: Feminine care knowledge of select health topics, by age, June 2020
  8. Companies and Brands – Key Takeaways

    • Brand extensions supported growth for P&G
    • Private label competes with trend-driven, budget-friendly name brands
    • Product trends moving into the mainstream
    • Menstrual symptoms extend beyond monthly periods
  9. Market Share

    • P&G captures MULO sales thanks to new product lines
      • Figure 16: US multi-outlet sales of feminine hygiene and sanitary products, by leading companies, rolling 52 weeks 2019 and 2020
    • Private label loses share against mainstream sanitary product brands
      • Figure 17: US multi-outlet sales of sanitary napkins/liners, by leading companies and brands, rolling 52 weeks 2019 and 2020
    • Environmentally conscious tampon brands heat up
      • Figure 18: US multi-outlet sales of tampons, by leading companies and brands, rolling 52 weeks 2019 and 2020
    • Niche brands outpace sales growth of category leaders
    • Feminine hygiene players address lifestyle needs of category users
      • Figure 19: US multi-outlet sales of select feminine hygiene brands, rolling 52 weeks 2019 and 2020
    • Menstrual cup brands focus on experience and comfort
      • Figure 20: US multi-outlet sales of select menstrual cup brands, rolling 52 weeks 2019 and 2020
      • Figure 21: Sanitary protection products cause discomfort, by product usage in the past 12 months, June 2020
  10. Competitive Strategies

    • New approaches to the plastic problem
    • Natural/organic, rooted in safety and efficacy
      • Figure 22: Product attributes of influence, June 2020
    • Natural trends are influencing product claims
      • Figure 23: Claim categories influencing feminine hygiene and sanitary protection products, 2015-2020
      • Figure 24: Product attributes of influence, June 2020
    • Skin health presents area of opportunity
    • Bundled products to support women’s health needs at all stages
      • Figure 26: Attitudes toward menstruating, June 2020
  11. The Consumer – Key Takeaways

    • Vaginal wellness increases usage of feminine hygiene products
    • Consider marketing to lifestyle occasions
    • Once nice-to-have benefits are now expected product attributes
    • Menstrual health routines can help consumers gain control
    • Consumers are not the experts in feminine care; opportunity for brands
    • COVID-19 behaviors shifts are driven by financial circumstance
  12. Product Usage

    • Market for vaginal wellness stimulates feminine hygiene usage
      • Figure 27: Product usage, June 2020
    • Leakage concerns support need for sanitary protection products
      • Figure 28: Female population, by age, 2013-23
      • Figure 29: Menstruation status, June 2020
    • Young women are most active in the category
      • Figure 30: Product usage, by age, June 2020
      • Figure 31: Honey Pot mommy-to-be and post-partum product collection, October 2019
    • Feminine hygiene products provide value for Black consumers
      • Figure 32: Product usage, by race and Hispanic origin, June 2020
      • Figure 33: Coddle perineal balm, July 2020
  13. Unmet Feminine Care Needs

    • Myriad of unmet needs indicates opportunity for vaginal health routines
      • Figure 34: Unmet feminine care needs, June 2020
    • Vaginal hygiene concerns support hygiene product market
      • Figure 35: Unmet feminine hygiene needs, by product usage, June 2020
    • Lifestyles of young adults amplify certain feminine care needs
      • Figure 36: Unmet feminine care needs, by age, June 2020
  14. Product Attributes of Influence

    • Functional category stunts investment in trends
      • Figure 37: Product attributes of influence, June 2020
    • Natural ingredients will gain most traction with a familiar approach
      • Figure 38: Product attributes of influence, June 2020
    • The number of menopausal women who experience bladder leakage continues to grow
      • Figure 39: Willingness to pay for products designed for specialized needs, by age, June 2020
  15. Attitudes toward Menstruating

    • Establishing routines to gain control over menstruation
      • Figure 40: Difficulty controlling symptoms of menstruation, by feeling stressed around time of period, June 2020
    • Acknowledging menstrual pain
      • Figure 41: Attitudes toward menstruating, June 2020
    • Young women need support to manage menstrual symptoms
      • Figure 42: Attitudes toward menstruating, by age, June 2020
      • Figure 43: Rael heating pad, May 2020
  16. Feminine Care Knowledge

    • Room to grow consumer confidence on products to support vaginal health
      • Figure 44: Feminine care knowledge, June 2020
    • Discovery phase and menopausal phase lack feminine health knowledge
      • Figure 45: Feminine care knowledge of select health topics, by age, June 2020
      • Figure 46: The Spot by Lola, September 2020
    • Income differences reveals gap in feminine health education
      • Figure 47: Feminine care knowledge of select health topics, by household income, June 2020
  17. COVID-19 Shopping Behaviors

    • Feminine care consumers have maintained their usual shopping habits
      • Figure 48: COVID-19 shopping behaviors, June 2020
    • When money gets tight, consumers stock up on less expensive brands
      • Figure 49: COVID-19 shopping behaviors, by financial status, June 2020
      • Figure 50: L. sanitary protection products, August 2020
  18. Appendix – Data Sources and Abbreviations

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

      • Figure 51: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at inflation-adjusted prices, 2015-25
      • Figure 52: Total US retail sales of feminine hygiene and sanitary protection products, by segment, at current prices, 2018 and 2020
      • Figure 53: Total US retail sales of feminine hygiene and sanitary protection products, by segment, at current prices, 2018 and 2020
  20. Appendix – Companies and Brands

      • Figure 54: US multi-outlet sales of feminine hygiene products, by leading companies and brands, rolling 52 weeks 2019 and 2020

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

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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

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*databooks not available with UK B2B Industry reports.

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