Women of the Baby Boomer generation are moving into menopause, creating new challenges for the $1.86 billion sanitary protection and feminine hygiene market. Overall, the market declined 4.1% between 1999 and 2004. Young women of the Millennial and Post-Millennial generations (born after 1976) are the “new generation” of sanitary protection and feminine hygiene product users. Manufacturers must discover the unique habits and behaviors of this smaller and very different demographic. To meet this need, Mintel has commissioned special research and analysis into the current and future consumer base for sanitary protection and feminine hygiene products.

Illustrating the importance of changing demographics are the companies who have met with success because of, not in spite of, the growing number of menopausal women. Products that counteract vaginal dryness—an uncomfortable side effect of menopause—have seen their sales rise significantly (up 29% between 2002 and 2004).

Innovations in sanitary protection have resulted in a number of imaginative products, from “thong” style pads to more comfortable and efficient tampons. “Variety packs” of different types of sanitary napkins have met with consumer approval, according to Mintel’s research. Innovation that specifically addresses the changing needs of today’s women can give companies a critical edge in this shrinking market.

This report includes all internal and external protective products for sanitary protection needs, including sanitary napkins, pads, pantyliners/shields, and tampons. Also included are sanitary napkin belts and tampon applicators.

This report includes products for feminine hygiene needs including douches, vaginal treatments, personal lubricants, and other feminine hygiene products (deodorants, vaginal anti-itch products, etc.).

Not included are prescription products (such as medications for yeast infections), female incontinence products, OTC medications, vitamins/supplements, PMS treatments, menopause products, and all contraceptive products.

The consumer intelligence series of reports published from 2001 displays Mintel's commitment to the US market, providing market intelligence based on original and unique data, as well as years of experience.