Table of Contents
Introduction and Abbreviations
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- Introduction
- Definition
- Abbreviations
- Abbreviations
Executive Summary
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- Decreasing sales of sanitary protection products causing category declines
- Aging population the reason for declining sanitary protection sales
- Fewer periods problematic for category
- Mixed sales for top manufacturers
- Retail shifts away from supermarkets
- Opportunity to fulfill needs of black consumers with more deodorant liner options
- Many women could be receptive to “preventative” yeast treatment cream
- Challenges going forward
Market Drivers
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- Menopause and menarche
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- Figure 1: Female population in the U.S., 2000, 2005 and 2010
- Contraceptive use and period suppression
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- Figure 2: Female users by contraceptive method in 2002, March 2005
- Alternative uses for sanitary protection pads (incontinence care)
- A new sexual revolution
Market Size and Trends
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- Market size
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- Figure 3: U.S. FDM sales of sanitary protection and feminine supplies, at current and constant prices, 2001-06
- The natural channel
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- Figure 4: Sales of pads/liners and tampons through the natural channel, at current and constant prices, 2003-06
- Market trends
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- Figure 5: Number of new feminine hygiene products introduced, 2000-06
- Empowering women
- Multi-use products
- Pro-environment and “natural” for health
Market Segmentation
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- Figure 6: FDM Sales of sanitary protection and feminine hygiene supplies, segmented by type, 2004 and 2006
- Sanitary napkins/liners
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- Figure 7: FDM Sales of sanitary napkins/liners, at current and constant prices, 2001-06
- Tampons
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- Figure 8: FDM Sales of tampons, at current and constant prices, 2001-06
- Vaginal treatments
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- Figure 9: FDM Sales of vaginal treatments, at current and constant prices, 2001-06
- Personal lubricants
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- Figure 10: FDM Sales of personal lubricants, at current and constant prices, 2001-06
- Douches
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- Figure 11: Sales of douches, at current and constant prices, 2001-06
- Other sanitary protection and feminine hygiene products
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- Figure 12: Sales of other sanitary protection and feminine hygiene products, at current and constant prices, 2001-06
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Supply Structure
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- Companies and brands
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- Figure 13: FDM sales of sanitary protection and feminine hygiene products in the U.S., 2003 and 2005.
- Sanitary napkins/liners
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- Figure 14: FDM brand sales of sanitary napkins/liners in the U.S., 2003 and 2005
- Tampons
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- Figure 15: FDM brand sales of Tampons in the U.S., 2003 and 2005
- Vaginal Treatments
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- Figure 16: FDM brand sales of vaginal treatments in the U.S., 2003 and 2005
- Personal lubricants
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- Figure 17: FDM brand sales of personal lubricants in the U.S., 2003 and 2005
- Douches
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- Figure 18: FDM brand sales of douches in the U.S., 2003 and 2005
- Other sanitary protection/feminine hygiene products
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- Figure 19: FDM brand sales of other sanitary protection/feminine hygiene products in the U.S., 2003 and 2005
- Manufacturer Profiles
- The Procter & Gamble Company
- Johnson & Johnson
- Kimberly-Clark
- Playtex Products, Inc.
- Novartis
- GlaxoSmithKline plc
- Combe, Inc.
- C.B. Fleet
Advertising and Promotion
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- Procter & Gamble
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- Figure 20: Television ad for Tampax Pearl Tampons, “Upgrade,” 2006
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- Figure 21: Television ad for Tampax Pearl Tampons, “The Braid Makes You Brave,” 2006
- Johnson & Johnson
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- Figure 22: Television ad for Stayfree Dry Max, “Life Proof Protection,” 2006
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- Figure 23: Television ad for Stayfree Dry Max with white glove test, 2006
- Figure 24: Television ad for Carefree Body Shape, 2006
- Kimberly-Clark
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- Figure 25: Television ad for Kotex Ultra Thin, 2006
- Playtex
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- Figure 26: Television ad for Playtex Gentle Glide, Ordinary Day, 2006
- Figure 27: Television ad for Playtex Gentle Glide, “Opens all around,” 2006
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- Figure 28: Television ad for Playtex Beyond Tampons, 2006
- Other
Retail Distribution
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- Introduction
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- Figure 29: U.S. retail sales of sanitary protection and feminine supplies, by channel, 2004 and 2006
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- Figure 30: Purchase point of pads, pantiliners and/or tampons, by topline and age, June 2006
- Wal-Mart
- Supermarkets
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- Figure 31: U.S. supermarket sales of sanitary protection and feminine supplies, at current and constant prices, 2001-06
- Drugstores
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- Figure 32: U.S. drugstore sales of sanitary protection and feminine supplies, at current and constant prices, 2001-06
- Mass merchandisers
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- Figure 33: U.S. mass merchandiser sales of sanitary protection and feminine supplies, at current and constant prices, 2001-06
- Online potential
The Consumer
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- Introduction
- Summary
- Use of pantiliners/shields, sanitary pads and napkins, tampons and yeast infection products
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- Figure 34: Usage of tampons, sanitary pads/napkins, pantiliners/shields and/or yeast infection products, by age, January 2005-September 2005
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- Figure 35: Usage of tampons, sanitary pads/napkins, pantiliners/shields and/or yeast infection products, by presence of children in household, January 2005-September 2005
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- Figure 36: Usage of tampons, sanitary pads/napkins, pantiliners/shields, and/or yeast infection products, by race/ethnicity, January 2005-September 2005
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- Figure 37: Usage of tampons, sanitary pads/napkins, pantiliners/shields and/or yeast infection products, by race/ethnicity and age, January 2005-September 2005
- Types and kinds of pantiliners/shields, sanitary pads and napkins, tampons and yeast infection treatments used
- Types/kinds of pantiliners/shields used
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- Figure 38: Types and kinds of pantiliners/shields used, by age, January 2005-September 2005
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- Figure 39: Types and kinds of pantiliners/shields used, by race/ethnicity, January 2005-September 2005
- Types/kinds of sanitary pads/napkins used
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- Figure 40: Types and kinds of sanitary pads/napkins used, by age, January 2005-September 2005
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- Figure 41: Types and kinds of sanitary pads/napkins used, by race/ethnicity, January 2005-September 2005
- Absorbency and kinds of tampons used
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- Figure 42: Types and kinds of tampons used, January 2005-September 2005
- Types of yeast infection treatments used
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- Figure 43: Types of yeast infection product used, January 2005-September 2005
- Day protection vs. night protection: When women use certain products
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- Figure 44: Types and kinds of sanitary pads/napkins used by day and by night, by age, July 2006
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- Figure 45: Types and kinds of sanitary pads/napkins used by day and by night, by race/ethnicity, January 2005-September 2005
- Common period-related problems
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- Figure 46: Severity of period-related problems, July 2006
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- Figure 47: Severity of period-related problems, by age, July 2006
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- Figure 48: Severity of period-related problems, by household income, July 2006
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- Figure 49: Severity of period-related problems, by race/ethnicity, July 2006
- Purchasing attitudes towards pads, pantiliners and tampons
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- Figure 50: Purchasing attitudes towards pads, pantiliners and tampons, by race/ethnicity, July 2006
- Brands purchased
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- Figure 51: Brand purchases of sanitary pads/napkins, pantiliners and tampons, by race/ethnicity, January 2005-June 2005
- Occurrence and treatment of yeast infections
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- Figure 52: Occurrence and treatment of yeast infections, by age, July 2006
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- Figure 53: Occurrence of yeast infections, by race/ethnicity, July 2006
- Vaginal yeast infection treatments
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- Figure 54: Treatment of yeast infections, by age, July 2006
- Attitudes towards vaginal yeast infections
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- Figure 55: Attitudes towards yeast infections, by age, July 2006
- Teen girls and sanitary protection
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- Figure 56: Teen usage of tampons, sanitary pads and napkins and pantiliners/shields, by topline and age, January 2005-September 2005
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- Figure 57: Teen usage of tampons, sanitary pads and napkins and pantiliners/shields, by race/ethnicity, January 2005-September 2005
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- Figure 58: Brands of sanitary pads/napkins used among teen girls
Future and Forecast
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- Future trends
- Fewer periods
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- Figure 59: How baby is fed: Breastfeeding, formula or combination, July 2006
- Targeting teens to continue
- More attention to natural and organic products in the category
- The possibility of medicinal pads and tampons
- Market forecast
- Sanitary protection and feminine supplies
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- Figure 60: Forecast of total U.S. FDM sales of sanitary protection and feminine supplies, at current and constant prices, 2006-11
- Sanitary napkins and liners
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- Figure 61: Forecast of U.S. FDM sales of sanitary napkins and liners, at current and constant prices, 2006-11
- Tampons
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- Figure 62: Forecast of U.S. FDM sales of tampons, at current and constant prices, 2006-11
- Vaginal treatments
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- Figure 63: Forecast of U.S. FDM sales of vaginal treatments, at current and constant prices, 2006-11
- Personal lubricants
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- Figure 64: Forecast of U.S. FDM sales of personal lubricants, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- Personal Products: Stayfree Advanced Protection
- Playtex Products: Sport Plastic Tampons
- Procter & Gamble: Always Feminine Cleansing Cloths
- Kimberly-Clark: Kotex Lightdays
- Avon Products: Avon Simply Delicate Feminine Deodorizing Spray
- Personal Products: O.B. Tampons with Fluidlock Grooves
- Personal Products: Carefree Thong Pantiliners
- Combe: Vagisil Talc-Free Deodorant Powder
- Albertson’s: Equaline Lubricating Jelly
- C.B. Fleet: Summer’s Eve with Easy Spray Nozzle
- Rite-Aid: Rite Aid Opalescent Tampons
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