Table of Contents
Executive Summary
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- Overview
- Sales of feminine care products remain flat
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- Figure 1: Total US sales and fan chart forecast of feminine care products, at current prices, 2008-18
- Market drivers
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- Figure 2: Population aged 18 or older, by age, 2014-19, experience menstruation and bladder leakage, March 2014
- Adult incontinence products show promising growth
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- Figure 3: Total US retail sales and forecast of feminine hygiene products, by segment, at current prices, 2008-18
- Heavy competition among major players
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- Figure 4: MULO sales of feminine hygiene products, by leading companies, rolling 52 weeks 2013 and 2014
- The consumer
- Product usage
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- Figure 5: Usage and interest in sanitary protection products among menstruating women, March 2014
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- Figure 6: Usage and interest in LBL and feminine hygiene products, March 2014
- Interest in feminine-specific cleansing products
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- Figure 7: Attitudes toward cleansing, by age, March 2014
- Alleviate embarrassment and confusion among younger users
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- Figure 8: Attitudes toward shopping for feminine care, by age, March 2014
- Customize product selection
- What we think
Issues and Insights
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- Delivery services are changing how people shop the category
- The issues
- The implications
- Women use sanitary protection for bladder leakage
- The issues
- The implications
- Tampons segment struggling
- The issues
- The implications
Trend Applications
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- Trend: Green and Lean
- Trend: Extend My Brand
- Mintel futures: Brand Intervention
Market Size and Forecast
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- Key points
- A declining need for sanitary protection slows market growth
- Sales and forecast of feminine care products
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- Figure 9: Total US sales and forecast of feminine care products, at current prices, 2008-18
- Figure 10: Total US sales and forecast of feminine care products,, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 11: Total US sales and fan chart forecast of feminine care products, at current prices, 2008-18
Market Drivers
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- Key points
- Aging population impacts product need
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- Figure 12: Female population by age, 2009-19
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- Figure 13: Menstruation frequency and bladder leakage experience, by age, March 2014
- Changing US demographics impact feminine care product demand
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- Figure 14: Population of women by race and Hispanic origin, 2014-19
- Figure 15: Menstruation frequency and bladder leakage experience, by race/Hispanic origin, March 2014
- Women having fewer children
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- Figure 16: Annual births, 2002-12
- Women more likely to use pads than tampons
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- Figure 17: Tampon, sanitary pad/napkin and pantiliner/shield usage, December 2007-December 2013
- Tampon usage declines among teens
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- Figure 18: Tampon, sanitary pad/napkin and pantiliner/shield usage, December 2007-December 2013
Competitive Context
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- Key points
- Birth control usage increasing
- Most women still use regular soap
Segment Performance
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- Key points
- The changing population demographics affect feminine care sales
- Sales of feminine care products, by segment
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- Figure 19: Total US retail sales of feminine care products, by segment, at current prices, 2011 and 2013
Segment Performance – Sanitary Pads/Liners
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- Key points
- Declining usage weakens pad sales
- Sales and forecast of sanitary pads/liners/napkins
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- Figure 20: Total US sales and forecast of sanitary pads/liners/napkins, at current prices, 2008-18
Segment Performance – Tampons
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- Key points
- Tampons fight to maintain market share
- Sales and forecast of tampons
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- Figure 21: Total US sales and forecast of tampons, at current prices, 2008-18
Segment Performance – Adult Incontinence
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- Key points
- Aging population drives sales of adult incontinence products
- Sales and forecast of adult incontinence products
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- Figure 22: Total US sales and forecast of adult incontinence products, at current prices, 2008-18
Segment Performance – Feminine Hygiene
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- Key point
- New product launches drive sales of feminine hygiene products
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- Figure 23: MULO share of feminine hygiene products, rolling 52 weeks 2014
- Sales and forecast of feminine hygiene products
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- Figure 24: Total US sales and forecast of feminine hygiene products, at current prices, 2008-18
Retail Channels
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- Key points
- “Other” retailers dominate feminine care category sales
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- Figure 25: Total US retail sales of feminine care products, by channel, at current prices, 2011-13
- Interest in alternative shopping methods
Leading Companies
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- Key points
- Brand acquisitions shake up competition on feminine care
- Increase in adult incontinence boosts Kimberly-Clark to top
- Manufacturer sales of feminine care products
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- Figure 26: MULO sales of feminine hygiene products, by leading companies, rolling 52 weeks 2013 and 2014
Brand Share – Sanitary Pads/Liners
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- Key points
- Procter & Gamble maintains leader position
- Kimberly-Clark switches to U
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- Figure 27: U by Kotex, How to save the undies
- Energizer can turn sales around for Stayfree, Carefree
- Private label brands only area to grow
- Manufacturer sales of pads/liners
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- Figure 28: MULO sales of sanitary pads/liners, by leading companies, rolling 52 weeks 2013 and 2014
- Private label brands present a threat to brand name pads/liners
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- Figure 29: Key purchase measures for the top brands of sanitary pads and liners, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
- Always continues to be most used pad
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- Figure 30: Brands of sanitary pads and napkins used, October 2007-December 2013
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- Figure 31: Brands of pantiliners/shields used, October 2007-December 2013
Brand Share – Tampons
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- Key points
- Sales of tampons decline
- Manufacturer sales of tampons
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- Figure 32: MULO sales of tampons, by leading companies, rolling 52 weeks 2013 and 2014
- Figure 33: MULO sales of menstrual cups, by leading companies, rolling 52 weeks 2013 and 2014
- Leading brands highly competitive
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- Figure 34: Key purchase measures for the top brands of sanitary pads and liners, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
- Tampax continues to be most used tampon
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- Figure 35: Brands of tampons used, October 2007-December 2013
Brand Share – Adult Incontinence
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- Key points
- Aging population good news for Kimberly-Clark
- Manufacturer sales of adult incontinence
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- Figure 36: MULO sales of adult incontinence products, by leading companies, rolling 52 weeks 2013 and 2014
- Private label brands close behind brand leader Poise
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- Figure 37: Key purchase measures for the top brands of adult incontinence products, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Brand Share – Feminine Hygiene
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- Key points
- Cleanliness drives sales for Summer’s Eve
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- Figure 38: MULO sales of select wipes, rolling 52 weeks 2013 and 2014
- Monistat outperforms Vagisil
- Manufacturer sales of feminine hygiene products
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- Figure 39: MULO sales of feminine hygiene products, by leading companies, rolling 52 weeks 2013 and 2014
- Declining loyalty for Summer’s Eve
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- Figure 40: Key purchase measures for the top brands of adult incontinence products, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Innovations and Innovators
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- Overall introductions decline, while adult incontinence increases
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- Figure 41: Feminine care product launches, by subcategory, 2008-13
- Figure 42: Feminine care product launches, and share of branded/private label launches, 2008-13
- Pads that neutralize orders, and keep women fresh and clean
- Tampons target active users
- Innovations in adult incontinence can help increase segment sales
- Feminine hygiene products freshen and clean
Marketing Strategies
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- Overview of the brand landscape
- Active brands for active users
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- Figure 43: Tampax print advertisement
- Figure 44: Tampax awesomely active girls challenge promotion
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- Figure 45: Playtex print advertisement
- Satirical positions
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- Figure 46: U by Kotex commercial: Decide for yourself
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- Figure 47: U by Kotex commercial: Decide for yourself (Blue liquid)
- Celebrity endorsement
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- Figure 48: Neon lights tour diary – episode 6
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- Figure 49: Michelle Williams and Playtex Play On Playbook
- Product benefits
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- Figure 50: Tampax radiant – Christina Caradona
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- Figure 51: Always infinity
- Pushing the envelope
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- Figure 52: “SAM” – Super absorbent material for LBL from Poise
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- Figure 53: The camp gyno
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 54: Key social media metrics, April 2014
- Brand usage and awareness
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- Figure 55: Brand usage and awareness for select feminine care product brands, April 2014
- Interactions with feminine care product brands
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- Figure 56: Interactions with feminine care product brands, April 2014
- Leading online campaigns
- Celebrity spokeswomen
- Educating and empowering women
- What we think
- Online conversations
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- Figure 57: Online conversations for select feminine care product brands, by month, April 1, 2013-March 31, 2014
- Where are people talking about feminine care product brands?
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- Figure 58: Online conversations for select feminine care product brands, by page type, April 1, 2013-March 31, 2014
- What are people talking about?
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- Figure 59: Topics of online conversations for select feminine care product brands, April 1, 2013-March 31, 2014
Product Usage
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- Key points
- Pad usage nearly universal among menstruating women
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- Figure 60: Used pads past six months among menstruating women, by age, March 2014
- Three quarters of menstruating women use tampons
- Menstrual cups present opportunity for line extension
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- Figure 61: Used tampons past six months among menstruating women, by age, March 2014
- Bladder leakage products present growth opportunity
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- Figure 62: Used LBL products past six months, by experience light bladder leakage, March 2014
- High usage contributes to sales growth of feminine hygiene products
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- Figure 63: Used feminine hygiene products past six months, by age, March 2014
- Product usage overlap
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- Figure 64: Any past six month usage, March 2014
- Purchase habits vary by product users
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- Figure 65: Brand selection purchase behaviors, March 2014
Attitudes Toward Usage
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- Key points
- Interest in cleansing products drives sales of feminine hygiene products
- Younger users embarrassed about shopping for and using sanitary protection
- Desire for natural feminine care products
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- Figure 66: Attitudes toward feminine care, by age, March 2014
Interest in Product Attributes
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- Key points
- Improving sanitary protection
- Packaging innovations can appeal to a wide range of women
- Attractive packaging sets U by Kotex apart
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- Figure 67: Interest in product innovations, by age, March 2014
- Women who experience LBL interested in biodegradable, sensitive products
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- Figure 68: Interest in product innovations, by menstruation status and experience LBL, March 2014
Reasons for Not Using
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- Key points
- Safety and comfort prevent tampon usage
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- Figure 69: Reasons do not use tampons, March 2014
- Use of sanitary protection products prevents LBL product usage
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- Figure 70: Reasons do not use light bladder leakage products, March 2014
Race and Hispanic Origin
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- Key points
- Sanitary protection product usage
- Opportunity to increase tampon usage
- Menstrual cups appeal to environmentally concerned Hispanics
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- Figure 71: Sanitary protection product usage past six months among menstruating women, by race/Hispanic origin, March 2014
- Black women use larger, more absorbent pads, tampons
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- Figure 72: Types of sanitary pads/napkins, pantiliners/shields, and tampons used, by race/Hispanic origin, November 2012-December 2013
- Cleansing products especially appealing to Black women
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- Figure 73: LBL and feminine hygiene product usage, by race/Hispanic origin, March 2014
- Diagnostic tools can alleviate confusion
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- Figure 74: Attitudes toward feminine care, by race/Hispanic origin, March 2014
- Brand loyal users
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- Figure 75: Brand selection purchase behaviors for pads and pantiliners, by race/Hispanic origin, March 2014
- Figure 76: Brands of tampons used, by race/Hispanic origin, November 2012-December 2013
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- Figure 77: Brands of sanitary pads and napkins used, by race/Hispanic origin, November 2012-December 2013
- Figure 78: Brands of pantiliners/shields used, by race/Hispanic origin, November 2012-December 2013
Appendix – Other Useful Consumer Tables
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- Demographics
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- Figure 79: Female population by age, 2009-19
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- Figure 80: Population of women by race and Hispanic origin, 2009-19
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- Figure 81: Percentages age, by race/Hispanic origin, March 2014
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- Figure 82: Websites visited per week, by age, March 2014
- Product usage
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- Figure 83: Usage of and interest in feminine care products among menstruating women, March 2014
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- Figure 84: Usage of and interest in feminine care products, March 2014
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- Figure 85: Used LBL products past six months, by age, March 2014
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- Figure 86: Used sanitary protection past six months among menstruating women, March 2014
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- Figure 87: Used feminine care past six months, March 2014
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- Figure 88: Used feminine care past six months among menstruating women, March 2014 (continued)
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- Figure 89: Used feminine care past six months among menstruating women, March 2014 (continued)
- Segment performance
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- Figure 90: Total US retail sales of feminine hygiene products, by segment, at current prices, 2011 and 2013
- Retail channels
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- Figure 91: Total US retail sales of feminine care products, by channel, at current prices, 2011-13
- Innovations and innovators
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- Figure 92: Sanitary pad product launches, top claims, 2008-13
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- Figure 93: Tampon product launches, top claims, 2008-13
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- Figure 94: Adult incontinence product launches, top claims, 2008-13
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- Figure 95: Feminine hygiene product launches, top claims, 2008-13
- Brand usage
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- Figure 96: Brands of tampons used, by age, November 2012-December 2013
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- Figure 97: Brands of sanitary pads and napkins used, by age, November 2012-December 2013
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- Figure 98: Brands of pantiliners/shields used, by age, November 2012-December 2013
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- Figure 99: Brands of tampons used, by age, November 2012-December 2013
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- Figure 100: Brands sanitary pads and napkins used, by age, November 2012-December 2013
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- Figure 101: Brands of pantiliners/shields used, by age, November 2012-December 2013
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- Figure 102: Brands of yeast infection products, October 2007-December 2013
- Attitudes toward usage
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- Figure 103: Attitudes toward feminine care, by product users, March 2014
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- Figure 104: Attitudes toward feminine care, by feminine hygiene users, March 2014
- Interest in product attributes
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- Figure 105: Interest in product innovations, by brands used, March 2014
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- Figure 106: Interest in product innovations, by product users, March 2014
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- Figure 107: Interest in product innovations, by race/Hispanic origin, March 2014
Appendix – Social Media
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- Brand usage or awareness
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- Figure 108: Brand usage or awareness, March 2014
- Figure 109: U by Kotex usage or awareness, by demographics, March 2014
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- Figure 110: Tampax usage or awareness, by demographics, March 2014
- Figure 111: Always usage or awareness, by demographics, March 2014
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- Figure 112: Summer’s Eve usage or awareness, by demographics, March 2014
- Figure 113: Playtex usage or awareness, by demographics, March 2014
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- Figure 114: Poise usage or awareness, by demographics, March 2014
- Activities done
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- Figure 115: Activities done, March 2014
- Figure 116: U by Kotex – Activities done – None of these, by demographics, March 2014
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- Figure 117: Tampax – Activities done – None of these, by demographics, March 2014
- Figure 118: Always – Activities done – None of these, by demographics, March 2014
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- Figure 119: Summer’s Eve – Activities done – None of these, by demographics, March 2014
- Figure 120: Playtex – Activities done – None of these, by demographics, March 2014
- Key social media metrics
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- Figure 121: Key social media metrics—Tampax, April 2014
- Figure 122: social media metrics—Summer’s Eve, April 2014
- Figure 123: social media metrics—Always, April 2014
- Figure 124: social media metrics—U by Kotex, April 2014
- Figure 125: social media metrics—Poise, April 2014
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- Figure 126: social media metrics—Playtex, April 2014
- Online conversations
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- Figure 127: Online conversations for select feminine care product brands, by month, April 1, 2013-March 31, 2014
- Figure 128: Online conversations for select feminine care product brands, by page type, April 1, 2013-March 31, 2014
- Figure 129: Topics of online conversations for select feminine care product brands, April 1, 2013-March 31, 2014
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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