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 Household & Health

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

    • 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
    • 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*
    • 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
    • Appendix

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