What you need to know

Growth of the overall feminine care products market has been marginal in recent years, as it faces several challenges. Women are having fewer, lighter periods, contributing to declining usage of sanitary protection, specifically tampons. However, an aging population and increased interest in cleansing products bodes well for the adult incontinence and feminine hygiene segments of the category. Discussions about menstruation and bladder leakage are also becoming less taboo, empowering women to discover solutions for their feminine care needs.


The entire category is referred to throughout the Report as “feminine care.”

This Report includes internal and external products for sanitary protection and feminine hygiene needs, including the following products:

  • Sanitary protection products:

  • Sanitary pads, including napkins and liners/shields (Note: throughout this Report, the terms sanitary napkin and pad will be used interchangeably)

  • Tampons, including plastic applicator, cardboard applicator, nonapplicator tampons, as well as menstrual cups

  • Feminine hygiene products, including douches, wipes, vaginal treatments, and other feminine hygiene products (such as deodorants or vaginal anti-itch products)

  • Adult incontinence products, (also referred to as bladder leakage or LBL products) including pads, briefs and bladder support devices.

With regards to market sizing and segment performance, the total adult incontinence market is covered within the scope of this Report (including products for men and women). However, for the purposes of the sampling, only women were surveyed for this Report.

Products that are excluded include:

  • Men’s usage and attitudes toward adult incontinence

  • Personal lubricants (see Mintel’s Contraceptives – US, July 2015)

  • Contraceptive products (see Mintel’s Contraceptives – US, July 2015)

  • Prescription products (ie, for yeast infections)

  • OTC (over-the-counter) and prescription medications, vitamins, supplements, or premenstrual syndrome (PMS) and menopause products (see Mintel’s Analgesics—US, June 2015, which covers OTC feminine pain relievers).

Back to top