Description

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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