Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total sales and fan chart forecast of sanitary protection and feminine supplies, at current prices, 2006-16
- Sanitary napkins declining; tampons and “other products" segments growing
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- Figure 2: Sales and forecast of sanitary protection and feminine supplies, segmented by type, 2008-13
- Market factors
- Population of women aged 55+ predicted to increase substantially
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- Figure 3: Population, by age, 2006-16
- Age of first menstruation continues to lower
- Private label products continue to see growth at expense of branded products
- Retail channels
- Drug stores are only channel to see growth
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- Figure 4: Sales of sanitary protection and feminine supplies, by channel, at current prices, 2006-11
- Key players
- Always and Tampax help make Procter & Gamble market leader
- Kimberly-Clark Corp. brands see both losses and gains
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- Figure 5: Manufacturer sales of sanitary protection and feminine supplies, 2011 and 2012
- The consumer
- Women aged 18-24 are key target market with changing ideas about sanitary protection
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- Figure 6: Sanitary protection used, by age, January 2012
- Women’s sanitary protection product needs change during life cycle
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- Figure 7: Attitudes toward sanitary pads, by age, January 2012
- Most consumers indicate it is worth paying more for name brand
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- Figure 8: Shopping/stocking habits of sanitary protection products by household income, January 2012
- What we think
Issues in the Market
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- To what extent will an aging population impact growth in the sanitary protection and feminine supplies market?
- What market segments offer the biggest growth opportunities in the next few years?
- To what extent will increasing use and improved technology of birth control pills impact the market in the next few years?
Insights and Opportunities
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- Target younger users
- Use fashion and style
- Stress product characteristics important to users
- Continue to engage Baby Boomers
- Create environmentally friendly products
Inspire Insights
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- Trend: Green Technology
- Trend: Agelessness
Market Size and Forecast
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- Key points
- Mintel projects market has hit lowest point and will now pick up
- Private labels drive down sales
- Sales and forecast of sanitary protection and feminine supplies
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- Figure 9: Total U.S. retail sales and forecast of sanitary protection and feminine supplies, at current prices, 2006-16
- Figure 10: Total U.S. retail sales and forecast of sanitary protection and feminine supplies, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 11: Total sales and fan chart forecast of sanitary protection and feminine supplies, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Population of women aged 55+ predicted to increase substantially
- Age of first menstruation continues to lower
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- Figure 12: Population, by age, 2006-16
- Continued desire to smell fresh and be clean drives feminine powders and sprays
Competitive Context
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- Key points
- Private label products hurt branded products
- New birth control options mean lighter and fewer periods
- Room for new feminine cleansing products
Segment Performance
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- Key points
- Sanitary napkin sales expected to continue to decline
- Sales of sanitary protection and feminine supplies, by segment
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- Figure 13: Sales of sanitary protection and feminine supplies, segmented by type, 2006-11
Segment Performance—Sanitary Napkins/Liners
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- Key points
- Sales decline over last few years and trend is projected to continue
- Sales and forecast of sanitary napkins/liners
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- Figure 14: Sales and forecast of sanitary napkins/liners, at current prices, 2006-16
Segment Performance—Tampons
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- Key points
- Tampons projected to see large gains in next five years
- Sales and forecast of tampons
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- Figure 15: Sales and forecast of tampons, at current prices, 2006-16
Segment Performance—Vaginal treatments
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- Key points
- Sales of vaginal treatments fall
- Sales and forecast of vaginal treatments
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- Figure 16: Sales and forecast of vaginal treatments, at current prices, 2006-16
Segment Performance—Personal Lubricants
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- Key points
- Personal lubricant segment reinvigorated
- Source: Mintel’s GNPD
- Sales and forecast of personal lubricants
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- Figure 17: Sales and forecast of personal lubricants, at current prices, 2006-16
Segment Performance—Douches
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- Key points
- Douching continues to fall out of favor
- Sales and forecast of douches
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- Figure 18: Sales and forecast of douches, at current prices, 2006-16
Segment Performance—Other Sanitary and Feminine Hygiene Products
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- Key points
- Add-on feminine care products prove popular
- Sales and forecast of other sanitary and feminine hygiene products
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- Figure 19: Sales and forecast of other sanitary and feminine hygiene products, at current prices, 2006-16
Retail Channels
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- Key points
- Drug stores are only channel to see growth
- Sales of sanitary protection and feminine supplies, by channel
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- Figure 20: Sales of sanitary protection and feminine supplies, by channel, 2009 and 2011
Retail Channels—Supermarket Sales
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- Key points
- Sales at supermarkets decline in part because products seen as more expensive
- Supermarket sales of sanitary protection and feminine supplies
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- Figure 21: Supermarket sales of sanitary protection and feminine supplies, at current prices, 2006-11
Retail Channels—Drug Store Sales
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- Key points
- Drug stores see slight growth in feminine care sales
- Drug store sales of sanitary protection and feminine supplies
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- Figure 22: Drug store sales of sanitary protection and feminine supplies, at current prices, 2006-11
Retail Channels—Other Channels
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- Key points
- Sales at other channels fell off in 2009
- Other channels sales of sanitary protection and feminine supplies
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- Figure 23: Other channels sales of sanitary protection and feminine supplies, at current prices, 2006-11
Leading Companies
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- Key points
- Always and Tampax help make Procter & Gamble market leader
- Johnson & Johnson loses ground
- Kimberly-Clark Corp. brands see both losses and gains
- Private label brands popular in down economy
- Manufacturer sales of sanitary protection and feminine supplies
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- Figure 24: FDMx manufacturer sales of sanitary protection and feminine supplies, 2011 and 2012
Brand Share—Sanitary Napkins/Liners
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- Key points
- Always brand dominates the market
- U by Kotex sees impressive sales gains
- Manufacturer sales of sanitary napkins/liners
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- Figure 25: FDMx manufacturer sales of sanitary napkins/liners, 2011 and 2012
Brand Share—Tampons
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- Key points
- Tampax Pearl is market leader
- Playtex Sport sees growth
- U by Kotex Click
- Manufacturer sales of tampons
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- Figure 26: FDMx manufacturer sales of tampons, 2011 and 2012
Brand Share—Vaginal Treatments
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- Key points
- Johnson & Johnson’s Monistat 3 becomes market leader
- Private label vaginal treatments experience sales growth
- Manufacturer sales of vaginal treatments
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- Figure 27: FDMx manufacturer sales of vaginal treatments, 2011 and 2012
Brand Share—Personal Lubricants
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- Key points
- K-Y Yours+Mine sees losses in sales
- Private label sees growth
- Manufacturer sales of personal lubricants
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- Figure 28: FDMx manufacturer sales of personal lubricants, 2011 and 2012
Brand Share—Douches
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- Key points
- Segment continues to shrink
- Manufacturer sales of douches
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- Figure 29: FDMx manufacturer sales of douches, 2011 and 2012
Brand Share—Other Sanitary and Feminine Hygiene Products
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- Key point
- Depending on product type, brands do well in the market
- Manufacturer sales of other sanitary and feminine hygiene products
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- Figure 30: FDMx manufacturer sales of other sanitary and feminine hygiene products, 2011 and 2012
Innovations and Innovators
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- Key points
- Product launches during past five years
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- Figure 31: New product launches in sanitary protection and feminine supplies, by subcategory, 2006-12
- Focus on absorbency, odor control, and discretion
- Private Label feminine hygiene products can be found at most stores
- Sanitary pads shaped to fit body
- New tampon products have eco-friendly claims
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: U by Kotex
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- Figure 32: Brand analysis of U by Kotex, 2012
- Online initiatives
- TV presence
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- Figure 33: U by Kotex, television ad, 2011
- Brand analysis: Playtex Sport
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- Figure 34: Brand analysis of Playtex Sport, 2012
- Online initiatives
- TV presence
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- Figure 35: Playtex Sport, television ad, 2012
- Brand analysis: K-Y
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- Figure 36: Brand analysis of K-Y, 2012
- Online initiatives
- TV presence
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- Figure 37: K-Y, television ad, 2012
Sanitary Protection and Feminine Supplies Usage
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- Key points
- Respondents aged 18-24 show high levels of use of feminine products
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- Figure 38: Sanitary protection used, by age, January 2012
- Respondents earning a household income of $100K-149.9K likely to use feminine products
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- Figure 39: Sanitary protection used, by household income, January 2012
Tampon Product Usage Overview
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- Key points
- Changes in cycle through life affect feminine care purchases
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- Figure 40: Tampon usage, absorbency, and kinds, by age, October 2010 - November 2011
Attitudes toward Tampons
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- Key points
- Women aged 18-24 interested in environmentally friendly feminine care products
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- Figure 41: Attitudes toward tampon use, by age, January 2012
- Respondents earning less than $100K concerned with safety of tampons
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- Figure 42: Attitudes toward tampon use, by household income, January 2012
Tampon Non-Users
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- Key points
- Two thirds of respondents say they do not need to wear tampons
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- Figure 43: Reasons for not using tampons, by age, January 2012
- Respondents earning $50K-74.9K find tampons uncomfortable
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- Figure 44: Reasons for not using tampons, by household income, January 2012
- Midwestern respondents most comfortable with tampons
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- Figure 45: Reasons for not using tampons, by region, January 2012
Sanitary Pads and Pantiliners Product Usage Overview
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- Key points
- Respondents aged 18-24 most likely to use regular pads
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- Figure 46: Sanitary pad usage, types, forms, and kinds, by age, October 2010 - November 2011
- Women aged 25-44 most likely to use pantiliners
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- Figure 47: Pantiliners/shields usage, kinds and length, by age, October 2010 - November 2011
Attitudes toward Sanitary Pads/Napkins
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- Key points
- Women try new products through life as their cycle changes
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- Figure 48: Attitudes toward sanitary pads, by age, January 2012
- Respondents earning $75K less likely than other income groups to be satisfied with sanitary pads/napkins
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- Figure 49: Attitudes toward sanitary pads, by household income, January 2012
Sanitary Pad/Napkin Non-Users
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- Key points
- Women cite bulk as reason they do not use pads
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- Figure 50: Reasons for not using sanitary pads, by age, January 2012
- Respondents earning $75K+ less likely to be satisfied with sanitary napkins
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- Figure 51: Reasons for not using sanitary pads, by household income, January 2012
Brand Loyalty
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- Key points
- About half of respondents loyal to one brand
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- Figure 52: Level of sanitary protection brand loyalty, January 2012
- Brand loyalty highest among respondents aged 18-24 and 25-34
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- Figure 53: Level of sanitary protection brand loyalty, by age, January 2012
- Respondents earning $50K-$74.9K have high levels of brand loyalty
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- Figure 54: Level of sanitary protection brand loyalty, by household income, January 2012
- Respondents rely on non-menstrual specific pain relief brands
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- Figure 55: Menstrual relief products used, January 2012
Sanitary Protection Preparedness
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- Key points
- Three fourths of respondents keep sanitary protection products in stock
- Respondents aged 18-24 less concerned about keeping their period a secret
- Respondents aged 55+ use sanitary protection for other reasons
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- Figure 56: Shopping/stocking habits of sanitary protection products, by age, January 2012
- Very low numbers say name brand not worth paying more for
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- Figure 57: Shopping/stocking habits of sanitary protection products, by household income, January 2012
Race and Hispanic Origin
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- Key points
- Black respondents show high levels of use of sanitary napkins
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- Figure 58: Sanitary protection used, by race/Hispanic origin, January 2012
- Hispanic respondents loyal to panty shield and feminine wipe brands
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- Figure 59: Level of sanitary protection brand loyalty, by race/Hispanic origin, January 2012
- Black women least prepared with products for menstrual cycle
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- Figure 60: Shopping/stocking habits of sanitary protection products, by race/Hispanic origin, January 2012
SymphonyIRI Group Builders Panel Data—Key Household Purchase Measures
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- Overview of sanitary napkins/tampons
- Sanitary napkins/liners
- Consumer insights on key purchase measures
- Brand map
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- Figure 61: Brand map, selected brands of sanitary napkins/liners buying rate, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 62: Key purchase measures for the top brands of sanitary napkins/liners, by household penetration, 52 weeks ending June 26, 2011
- Tampons
- Consumer insights on key purchase measures
- Brand map
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- Figure 63: Brand map, selected brands of tampons buying rate, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 64: Key purchase measures for the top brands of tampons, by household penetration, 52 weeks ending June 26, 2011
Appendix—Other Useful Consumer Tables
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- Figure 65: Shopping/stocking habits of sanitary protection products, by education, January 2012
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- Figure 66: Sanitary protection used, by education, January 2012
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- Figure 67: Attitudes toward sanitary pads, by education, January 2012
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- Figure 68: Reasons for not using sanitary pads, by region, January 2012
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Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix—Trade Associations
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