What you need to know

The feminine care market is moving further towards a competitive imbalance, with P&G becoming more dominant and private label encroaching on the position of smaller players. A rapidly aging consumer base makes growth a challenge; but there are opportunities. Natural products, improving consumer brand involvement, and durable sanitary protection suggest new paths for innovation in a cost-constrained market.


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

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

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

  • Tampons/menstrual cups, including plastic applicator, cardboard applicator, nonapplicator tampons, and menstrual cups

  • Menstrual cups comprise a very small portion of the tampon/menstrual cups segment, thus a reliable total market estimate just for menstrual cups is not viable.

The following are excluded from this Report:

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