Description

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 Analyzed 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 behaviors toward feminine care.
  • How and why to recognize 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).

  • Feminine hygiene product market size: Latest data shows total sales reaching $833m in 2022 (not including other segments i.e. sanitary protection products and tampons).
  • Feminine hygiene products market share: Procter & Gamble continues to lead the market, while Prestige Consumer Healthcare loses 1.1% share from 2022-23 (all segments).

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: 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-recognized 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

 

Ashley de Hechavarria
Health and Wellness Analyst

Table of Contents

  1. 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
                                    • 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
                                    • 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
                                      • 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
                                      • 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
                                      • 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
                                        • 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
                                          • 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
                                            • 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
                                              • 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
                                              • 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

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