Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market size
- Baby Boomers highly impacting the market
- Some segments lose favor
- While others hang on
- The economy is also having an impact
- Driving the market
- Trying to innovate
- Drug store sales have overtaken supermarkets
- Advertising is more direct
- The consumer
Insights and Opportunities
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- Going green
- Alleviating health concerns
- Direct to consumer
- Women and sports
- Mature women and their needs
Fast Forward Trends
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- No health secrets
- What’s it all about?
- A play on brands
- Remove the taboo
Market Size and Forecast
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- Key points
- Baby Boomers aging out
- Other remedies/treatments seen as either unnecessary, or cost-effective
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- Figure 1: FDMx and C-store sales of sanitary protection and feminine supplies, at current prices, 2003-13
- Figure 2: FDMx and C-store sales of sanitary protection and feminine supplies, at inflation-adjusted prices, 2003-13
- Wal-Mart sales
Competitive Context
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- “Alternative” methods for dealing with menstruation
- Contraceptive pills
- Natural lubricants
- Homeopathic remedies for yeast infections
Segment Performance—overview
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- Key points
- Demographics largely drive sales
- Economy also having an impact
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- Figure 3: U.S. FDMx sales of sanitary protection and feminine supplies, segmented by type, 2005 and 2007*
Segment Performance—Sanitary Napkins
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- Key point
- Sanitary pads losing part of their audience
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- Figure 4: U.S. FDMx sales of sanitary napkins, at current prices, 2003-13
Segment Performance—Tampons
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- Key point
- Demographics in play
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- Figure 5: U.S. FDMx sales of tampons, at current prices, 2003-13
Segment Performance—Vaginal Treatments
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- Key points
- Women looking for alternatives
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- Figure 6: U.S. FDMx sales of vaginal treatments, at current prices, 2003-13
Segment Performance—Personal Lubricants
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- Key points
- A new openness helping drive sales
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- Figure 7: U.S. FDMx sales of personal lubricants, at current prices, 2003-13
Segment Performance—Douches
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- Key points
- Douching no longer seen as necessary
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- Figure 8: U.S. FDMx sales of douches, at current prices, 2003-13
Segment Performance—Other Sanitary and Feminine Hygiene Products
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- Key points
- A grab bag of products with something for everyone
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- Figure 9: U.S. FDMx sales of other sanitary and feminine hygiene products, at current prices, 2003-13
Market Drivers
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- Girls reaching puberty at younger ages
- The new pill
- The aging population of women
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- Figure 10: Female population, by age, 2003-13
Leading Companies
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- Biggest players hold their positions
- Private label doing well
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- Figure 11: Sales of leading sanitary protection and feminine supplies companies, through FDMx channels, 2005 and 2007
Brand Qualities
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- Summer’s Eve
- K-Y
- Kotex
- o.b.
Innovation and Innovators
Retail Channels
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- Key point
- FDMx and convenience store sales
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- Figure 12: FDMx and C-store sales of sanitary protection and feminine supplies, by retail channel, 2006 and 2008
Retail Channels—Food stores
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- Key point
- Food stores struggle to maintain their relevance in the intimate care aisles
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- Figure 13: U.S. sales of sanitary protection and feminine supplies at food stores, 2003-08
Retail Channels—Drug stores
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- Key point
- Drug stores maintain their relevance
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- Figure 14: U.S. sales of sanitary protection and feminine supplies at drug stores, 2003-08
Retail Channels—Other
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- Key point
- Mass merchandisers appeal on basis of value
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- Figure 15: U.S. sales of sanitary protection and feminine supplies at other stores, 2003-08
Advertising and Promotion
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- Overview
- Ad campaigns
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- Figure 16: Television ad for RepHresh Clean Balance, 2008
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- Figure 17: Television ad for Playtex Sport Tampons, 2008
- Figure 18: Television ad for Playtex Glide Tampons, 2008
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- Figure 19: Television ad for Monistat 3 yeast infection, 2008
- Figure 20: Television ad for o.b. Mighty Small Tampons, 2008
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- Figure 21: Television ad for Kotex Ultra Thin, 2008
- Figure 22: Television ad for Azo Yeast, 2008
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- Figure 23: Television ad for Always Sanitary Protection, 2007
- Figure 24: Television ad for Always Maxi Overnight, 2008
Sanitary Protection and Feminine Supplies—Incidence of Usage
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- Figure 25: Feminine supplies usage, by age, February 2007-March 2008
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Sanitary Protection and Feminine Supplies—types used
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- Kinds/types of pantiliners/shields used
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- Figure 26: Types and kinds of pantiliners/shields used, by age, February 2007-March 2008
- Types/kinds of sanitary pads/napkins used
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- Figure 27: Types and kinds of sanitary pads/napkins used, by age, February 2007-March 2008
- Absorbency and kinds of tampons used
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- Figure 28: Absorbency and kinds of tampons used, by age, February 2007-March 2008
- Types of yeast infection treatments used
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- Figure 29: Type of yeast infection products used, by age, February 2007-March 2008
Brands Purchased
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- Figure 30: Brand purchases of sanitary pads/napkins, pantiliners, tampons and yeast infection products, by age, February 2007-March 2008
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Attitudes towards Product Usage and Reasons for not Using
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- Tampons
- Attitudes towards tampon usage
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- Figure 31: Tampon usage attitudes, by age, August 2008
- Why tampons are not used
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- Figure 32: Reasons for not using tampons, by age, August 2008
- Sanitary pads
- Attitudes towards sanitary pad usage
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- Figure 33: Sanitary pad usage attitudes, by age, August 2008
- Why sanitary pads are not used
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- Figure 34: Reasons for not using sanitary pads, by age, August 2008
Teens’ Feminine Supplies Usage
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- Usage
- Overview of teen feminine supplies usage
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- Figure 35: Feminine supplies usage—teens, by age, January-November 2007
- Kinds/types of pantiliners/shields used
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- Figure 36: Types and kinds of pantiliners/shields used—teens, by age, January-November 2007
- Types/kinds of sanitary pads/napkins used
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- Figure 37: Types and kinds of sanitary pads/napkins used—teens, by age, January-November 2007
- Absorbency and kinds of tampons used
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- Figure 38: Absorbency and kinds of tampons used—teens, by age, January-November 2007
- Brands purchased
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- Figure 39: Brand purchases of sanitary pads/napkins, pantiliners, and tampons—teens, by age, January-November 2007
Race and Hispanic Origin
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- Feminine supply usage—summary
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- Figure 40: Feminine supplies usage, by race/Hispanic origin, February 2007-March 2008
- Figure 41: Types and kinds of pantiliners/shields used, by race/Hispanic origin, February 2007-March 2008
- Attitudes towards tampon usage
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- Figure 42: Tampon usage attitues, by race/Hispanic origin, August 2008
- Why tampons are not used
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- Figure 43: Reasons for not using tampons, by race/Hispanic origin, August 2008
- Attitudes towards sanitary pad usage
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- Figure 44: Sanitary pad usage attitudes, by race/Hispanic origin, August 2008
- Why sanitary pads are not used
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- Figure 45: Reasons for not using sanitary pads, by race/Hispanic origin, August 2008
Cluster Analysis
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- Pad loyalists
- Experimental independents
- Bulk-averse
- Cluster characteristics
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- Figure 46: Sanitary pad user clusters, August 2008
- Figure 47: Tampon usage, by user clusters, August 2008
- Figure 48: Usage of yeast infection kits, by user clusters, August 2008
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- Figure 49: Attitudes towards use of sanitary pads, by user clusters, August 2008
- Cluster demographics
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- Figure 50: Sanitary pad user clusters, by age, August 2008
- Figure 51: Sanitary pad user clusters, by income, August 2008
- Figure 52: Sanitary pad user clusters, by race, August 2008
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- Figure 53: Sanitary pad user clusters, by Hispanic origin, August 2008
- Methodology
IRI/Builders—Key Household Purchase Measures
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- Overview of sanitary protection purchases
- Sanitary napkins/liners
- Consumer insights on key purchase measures
- Brand map
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- Figure 54: Brand map, selected brands of sanitary napkins/liners, by household penetration, *2007
- Brand leader characteristics
- Key purchase measures
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- Figure 55: Key purchase measures for the top brands of sanitary napkins/liners, by household penetration, *2007
- Tampons
- Consumer insights on key purchase measures
- Brand map
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- Figure 56: Brand map, selected brands of tampons, by household penetration, *2007
- Brand leader characteristics
- Key purchase measures
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- Figure 57: Key purchase measures for the top brands of tampons, by household penetration, *2007
Appendix: Other Useful Consumer Tables
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- Figure 58: Types and kinds of sanitary pads/napkins used, by race/Hispanic origin, February 2007-March 2008
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- Figure 59: Absorbency and kinds of tampons used, by race/Hispanic origin, February 2007-March 2008
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Appendix: IRI/Builders Panel Data Definitions
Appendix: Trade Associations
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