US Absorbent and Intimate Hygiene – Market Dynamics
The market is shifting to offer more inclusive period care products tailored to diverse needs and under-served groups.
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MARKET DYNAMICS
- Legislation takes a step toward safety and transparency
- Take the lead in addressing menstrual equity
- State mandated dispensers can strengthen brand visibility
- A shift toward cultural conservatism forces brands to rethink approach
- Market context
- Market drivers
- Ageing population trends place downward pressure on menstrual products
- Graph 1: female population by age, 2018-28
- Inflation has cooled, but significant risk looms
- Graph 2: change in financial situation over the past 12 months, 2023 and 2024
- Market size and forecast
- Pockets of growth opportunity arise despite a slow down
- Retail sales and forecast of absorbent and intimate hygiene products
- Retail sales and forecast of absorbent and intimate hygiene products, at inflation-adjusted prices
- Market segmentation
- Retail sales of absorbent and intimate hygiene products, by segment
- Graph 3: total retail sales and forecast of absorbent and intimate hygiene products, by segment, at current prices, 2019-29
- Retail sales of absorbent and intimate hygiene products, by segment
- Market share/brand share
- Major players lose incremental market share as consumers trade up or down
- Sales of intimate hygiene and sanitary products, by company
- Sales of sanitary napkins and liners, by company
- Kimberly-Clark expands to strengthen market standing
- Sales of tampons, by company
- Sales of intimate hygiene products, by company
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Consumer Insights
- Changes in shopping behavior
- Some shoppers cutting back or looking for ways to save
- Graph 4: select changes in shopping behavior, 2025
- Mainstream players risk being stuck in the middle as women trade up or down
- Graph 5: changes in select shopping behaviors, by household income, 2025
- Vaginal and menstrual healthcare knowledge
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INNOVATION AND MARKETING STRATEGIES
- Marketing and advertising
- Brands stepping up to invite uncensored dialogue in safe spaces
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Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Average annual household spending on absorbent and intimate hygiene products
- Total retail sales of absorbent and intimate hygiene products, by segment
- Retail sales and forecast of intimate hygiene products, at current prices
- Retail sales and forecast of intimate hygiene products, at inflation-adjusted prices
- Retail sales and forecast of sanitary napkins and liners, at current prices
- Retail sales and forecast of sanitary napkins and liners, at inflation-adjusted prices
- Retail sales and forecast of tampons, at current prices
- Retail sales and forecast of tampons, at inflation-adjusted prices
- Retail sales of absorbent and intimate hygiene products, by channel
This Market Dynamics report features market data extracted from Mintel’s US Absorbent and Intimate Market Report 2025. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the US absorbent hygiene market. The full US report is available to purchase here.
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