This report includes all internal and external protective products for sanitary protection needs including sanitary napkins and belts, pads, pantyliners/shields, and tampons and tampon applicators. This report also includes products for other types of feminine needs including douches, vaginal treatments, personal lubricants, and other feminine hygiene products (deodorants, vaginal anti-itch products, etc.).

With the population aging into menopause, the demand for products in the two largest segments, sanitary napkins/liners and tampons, has declined. The greatest growth was seen in the personal lubricants segment. The success in this segment is due to the number of aging women in need of a solution for vaginal dryness, as well as many new products on the market fulfilling these needs.

Sanitary protection makers now have to deal with the suppression of periods with the use of birth control pills. Indeed, a survey of 1,021 women by the Association of Reproductive Health Professionals found that 40% of women surveyed wish they could suppress their periods indefinitely. In June 2006, Wyeth received an approval letter from the Food and Drug Administration for a continuous-use birth control pill, the first year-long oral contraceptive without any break for a period.

Overall sales look to decline further, with current trends continuing towards increased sales for certain niche products but not the major segments. The future will bring increased and more interesting innovations as suppliers look to offer value-added points of differentiation that will encourage even the most brand loyal women to consider other alternative.

In this report, Mintel clearly identifies the principal external factors driving or curtailing growth. Exclusive consumer research reveals the attitudes, needs and behavior of consumers, with analysis broken down both by demographic characteristics, and by segment.

Six years of specific sales data provide a factual and impartial presentation of the market as a whole. Mintel also evaluates the performance of individual sectors in the market, and provides information about the major companies and brands. Using the SPSS forecasting package, Mintel creates a five-year forecast of U.S. retail sales, revealing potential opportunities for growth and product development.