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:

• Personal lubricants (see Contraceptives and Sexual Health – US, August 2017)

• Contraceptive products (see Contraceptives and Sexual Health – US, August 2017)

• 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.)