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.
Definition
This Report includes internal and external products for sanitary protection and feminine hygiene needs, including the following products:
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Feminine hygiene products, including douches, wipes, vaginal treatments, and other feminine hygiene products (such as deodorants or vaginal anti-itch products)
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Sanitary pads, including napkins and liners/shields (Note: throughout this Report, the terms sanitary napkin and pad will be used interchangeably)
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Tampons/menstrual cups, including plastic applicator, cardboard applicator, nonapplicator tampons, and menstrual cups
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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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Personal lubricants (see Contraceptives and Sexual Health – US, August 2017)
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Contraceptive products (see Contraceptives and Sexual Health – US, August 2017)
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OTC (over-the-counter) and prescription medications, vitamins, and supplements, including products specifically for symptoms related to PMS (premenstrual syndrome) or menopause. (See OTC Pain Management - US - June 2017 - Location of Pain , which covers OTC feminine pain relievers.)