Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The old and the new
- Puberty, pills and population shifts
- The size of the market
- Competition but few alternatives
- Segmentation
- What’s new?
- She’s got…personality
- No more glossing over, please
- What they like and don’t like
- Who is using what
- Teens’ feminine supplies usage
- Race and Hispanic origin
Insights and Opportunities
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- Key points
- Talking honestly to Baby Boomers
- Be kind to the environment
- Putting the feminine in feminine products…
- …making them more discreet
- Open and frank discussions
- Say goodbye to Baby Boomers and hello to Hispanics
Inspire Insights
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- No boundaries (new opportunities)
- What’s it all about?
- I feel pretty…irritated…bloated etc.
Market Size and Forecast
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- Key points
- An aging demographic drives down sales
- The recession hurts
- Sanitary protection and feminine hygiene products market size and forecast
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- Figure 1: Total U.S. sales and forecast of sanitary protection and feminine hygiene products, at current prices, 2004-14
- Figure 2: Total U.S. sales and forecast of sanitary protection and feminine hygiene products, at inflation-adjusted prices, 2004-14
- Walmart sales
Competitive Context
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- The recession hurts branded products
- Being kind to the environment
- Pharmaceutical control
- Go natural with lubricants
- Fight yeast with natural remedies
Segment Performance
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- Key points
- Aging out of the market, but seeking sexual wellness and freshness
- Sales of sanitary protection and feminine hygiene products by segment
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- Figure 3: FDMx sales of selected sanitary protection and feminine hygiene products, at current prices, by segment, 2004-14
- Figure 4: FDMx sales of selected sanitary protection and feminine hygiene products, by segment, 2007 and 2009
Segment Performance—Sanitary Pads/Napkins/Pantiliners/Shields
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- Key points
- Striving to be thin?
- Shifting demographics
- Sales and forecast
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- Figure 5: FDMx sales of sanitary pads/napkins and pantiliners/shields, 2004-14
Segment Performance—Tampons
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- Key points
- Sales of tampons are unchanged
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- Figure 6: FDMx sales of tampons, 2004-14
Segment Performance—Vaginal Treatments
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- Key points
- Convenience and effectiveness
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- Figure 7: FDMx sales of vaginal treatments, 2004-14
Segment Performance—Personal Lubricants
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- Key points
- Sex sells
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- Figure 4: FDMx sales of personal lubricants, 2004-14
Segment Performance—Douches
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- Key points
- Turns out it may not be good for you
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- Figure 5: FDMx sales of douches, 2004-14
Segment Performance—Other Sanitary and Feminine Hygiene Products
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- Key points
- Staying fresh
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- Figure 6: FDMx sales of other sanitary and feminine hygiene products, 2004-14
Retail Channels
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- Key points
- Drug stores are in
- Private label brands are everywhere
- Channel sales and trends
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- Figure 7: FDMx sales of sanitary protection and feminine hygiene products, by channel, 2004-09
- Figure 8: FDMx sales of sanitary protection and feminine hygiene products, by channel, 2007 and 2009
Retail Channels—Drug Stores
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- Key points
- Slow but steady sales
- Sexual wellness providing a boost
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- Figure 9: U.S. sales of sanitary protection and feminine hygiene products at drug stores, 2004-09
Market Drivers
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- Key points
- They grow up too fast
- Reducing periods with oral contraceptives
- Baby Boomers hit menopause
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- Figure 10: U.S. female population, by age, 2005-15
- Fertility rates and race
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- Figure 11: Fertility rate, by race/Hispanic origin of mother, 1996-2006
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- Figure 12: U.S. Hispanic female population, by age, 2005-15
Leading Companies
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- Key points
- P&G remains on top
- Private label brands gain
- Manufacturer sales
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- Figure 13: FDMx sales of sanitary protection and feminine hygiene products in the U.S., 2009 and 2010
Brand Share—Sanitary Napkins/Pads/Pantiliners/Shields
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- To Infinity and beyond
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- Figure 14: Selected manufacturer and brand sales of sanitary napkins/pads/pantiliners/shields, 2009 and 2010
Brand Share—Tampons
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- You can mess with Mother Nature
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- Figure 15: Selected manufacturer and brand sales of tampons, 2009 and 2010
Brand Share—Vaginal Treatments
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- Monistat still number one
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- Figure 16: Selected manufacturer and brand sales of vaginal treatments, 2009 and 2010
Brand Share—Personal Lubricants
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- Sex is still a lucrative business
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- Figure 17: Selected manufacturer and brand sales of personal lubricants, 2009 and 2010
Brand Share—Douches
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- Reduced usage
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- Figure 18: Selected manufacturer and brand sales of douches, 2009 and 2010
Brand Share—Other Feminine Hygiene Products
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- Private label experiencing growth
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- Figure 19: Selected manufacturer and brand sales of other feminine hygiene products, 2009 and 2010
Brand Qualities
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- Key points
- Summer’s Eve
- K-Y
- o.b.
- Kotex
- P&G
Innovation and Innovators
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- Key points
- Super-luxe menstrual accessories
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- Figure 20: Designer tampon by Andrea Mettler
- Medium-luxe protection
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- Figure 21: Moxie tampons, January 2010
- Figure 22: Moxie Panty Liners, January 2010
- Private label trying to keep up
- Is there actually new technology?
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- Figure 23: Always Clean—Ultra Thin Pads with Wipes, November 2009
- Figure 24: Always Extra Heavy Overnight Maxi with Flexi Wings, April 2010
- Reeling them in by helping them out
Advertising and Promotion
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- Overview
- Key points
- Procter & Gamble (Always, Tampax)
- Kimberly-Clark (Kotex)
- Shifting the approach
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- Figure 25: Kotex, television ad, 2010
- Mother Nature
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- Figure 26: Tampax Compak Pearl, television ad, 2010
- A little magic is all that is needed
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- Figure 27: Always Infinity Pads, television ad, 2010
- Listen to the doctor
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- Figure 28: Monistat, television ad, 2010
- Feeling like yourself again
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- Figure 29: Vagisil, television ad, 2010
Incidence of Usage
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- Key points
- Younger females more likely to use a variety of products
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- Figure 30: Feminine supplies usage, by age, April 2008-June 2009
Types and Kinds Used
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- Key points
- The overall mindset
- Ultra-thin pads more popular than regular/maxi
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- Figure 31: Types and kinds of sanitary pads/napkins used, by age, April 2008-June 2009
- Younger respondents use regular, older use long
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- Figure 32: Types and kinds of pantiliners/shields used, by age, April 2008-June 2009
- Regular-size tampons most popular
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- Figure 33: Types and kinds of tampons used, by age, April 2008-June 2009
- Three-day yeast treatments more popular than one-day
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- Figure 34: Types and kinds of yeast infection products used, by age, April 2008-June 2009
Brands Purchased
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- Key points
- Always, Tampax, and Monistat are the brand leaders
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- Figure 35: Brand purchases of sanitary pads/napkins, pantiliners/shields, tampons, and yeast infection products, by age, April 2008-June 2009
Teens’ Feminine Supplies Usage
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- Figure 36: Feminine supplies usage—teens, by age, April 2008-June 2009
- Sanitary pads and napkins up; tampons down
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- Figure 37: Feminine supplies usage—teens, 2003-09
- Teens use regular-sized sanitary pads and napkins
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- Figure 38: Types and kinds of sanitary pads/napkins used—teens, by age, April 2008-June 2009
- Teens use regular-sized tampons
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- Figure 39: Types and kinds of tampons used—teens, by age, April 2008-June 2009
- Pantiliners/shields popular with teens
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- Figure 40: Types and kinds of pantiliners/shields used—teens, by age, April 2008-June 2009
- Always and Tampax popular with teens
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- Figure 41: Brand purchases of sanitary pads/napkins, tampons, and pantiliners/shields—teens, by age, April 2008-June 2009
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Attitudes towards Product Usage and Reasons for Not Using
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- Key points
- Tampons
- Attitudes toward tampon usage
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- Figure 42: Attitudes toward use of tampons, by age, February 2010
- Why tampons are not used
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- Figure 43: Reasons for not using tampons, topline, February 2010
- Yeast infection kits
- Recent use of yeast infection kits
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- Figure 44: Recent use of yeast infection kit, by age, February 2010
- Sanitary pads
- Attitudes toward use of sanitary pads
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- Figure 45: Attitudes towards use of sanitary pads, by age, February 2010
- Reasons for not using sanitary pads
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- Figure 46: Reasons for not using sanitary pads, topline, February 2010
Impact of Race/Hispanic Origin
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- Key points
- Incidence of usage
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- Figure 47: Feminine supplies usage, by race/Hispanic origin, April 2008-June 2009
- Types of sanitary pads/napkins
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- Figure 48: Types and kinds of sanitary pads/napkins used, by race/Hispanic origin, April 2008-June 2009
- Types of pantiliners/shields
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- Figure 49: Types and kinds of pantiliners/shields used, by race/Hispanic origin, April 2008-June 2009
- Types of tampons used
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- Figure 50: Types and kinds of tampons used, by race/Hispanic origin, April 2008-June 2009
- Brands purchased
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- Figure 51: Brand purchases of sanitary pads/napkins, pantiliners/shields, tampons, and yeast infection products, by race/Hispanic origin, April 2008-June 2009
Cluster Analysis
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- Stickers
- Opportunity
- Searchers
- Traditionalists
- Cluster characteristics
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- Figure 52: Sanitary protection clusters, February 2010
- Figure 53: Attitudes toward use of tampons, by sanitary protection clusters, February 2010
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- Figure 54: Sanitary pad usage, by sanitary protection clusters, February 2010
- Cluster demographics
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- Figure 55: Sanitary protection clusters, by topline, February 2010
- Figure 56: Sanitary protection clusters, by age, February 2010
- Figure 57: Sanitary protection clusters, by household income, February 2010
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- Figure 58: Sanitary protection clusters, by Hispanic origin, February 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
- Marriage and san pro habits
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- Figure 59: Attitudes towards tampons, by marital status, February 2010
- Why not
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- Figure 60: Reasons for not using tampons, by marital status, February 2010
- Using pads
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- Figure 61: Attitudes towards sanitary pads, by marital status, February 2010
- Why not pads?
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- Figure 62: Reasons for not using sanitary pads, by marital status, February 2010
IRI/Builders Panel Data
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- Sanitary napkins/tampons
- Overview of sanitary napkins/tampons
- Sanitary napkins/liners
- Brand map
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- Figure 63: Brand map, selected brands of sanitary napkins/liners, buying rate, by household penetration, 2009*
- Key purchase measures
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- Figure 64: Key purchase measures for the top brands of sanitary napkins/liners, by household penetration, 2009*
- Tampons
- Brand map
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- Figure 65: Brand map, selected brands of tampons, buying rate, by household penetration, 2009*
- Key purchase measures
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- Figure 66: Key purchase measures for the top brands of tampons, by household penetration, 2009*
Appendix: Trade Associations
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