Table of Contents
Executive Summary
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- The issues
- The market needs to reinvent itself for an aging society
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- Figure 1: Total US retail sales and forecast of feminine hygiene and sanitary protection products, by segment, at current prices, 2012-22
- Managing bladder leakage will become crucial for feminine care brands
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- Figure 2: Menstruation status, December 2017
- Private label is innovating and growing share
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- Figure 3: Multi-Outlet sales of private label brands, by segment, rolling 52 weeks 2016 and 2017
- The opportunities
- Increase emotional engagement with feminine care brands
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- Figure 4: Feminine care innovation, December 2017
- Prepare for a new era of natural products
- Feminine hygiene products can create solutions for older consumers
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- Figure 5: Feminine hygiene product use, by age, December 2017
- What it means
The Market – What You Need to Know
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- The feminine care category will remain sluggish
- Menopause has a growing influence
- Pregnant women are an under-tapped market opportunity
Market Size and Forecast
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- The market will remain sluggish
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- Figure 6: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at current prices, 2012-22
- Figure 7: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at current prices, 2012-22
Market Breakdown
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- Tampon sales are declining
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- Figure 8: Total US retail sales and forecast of feminine hygiene and sanitary protection products, by segment, at current prices, 2012-22
Market Perspective
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- Menopause has a growing influence
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- Figure 9: Menstruation status, December 2017
- Birth control choice can reduce per capita category spend
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- Figure 10: Women’s usage of birth control pills and IUD’s, May 2017
Market Factors
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- Pregnant women are under-tapped market opportunity
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- Figure 11: Female population by age, 2013-23
- White women will become less relevant for market growth
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- Figure 12: Women by race and Hispanic origin, 2013-23
Key Players – What You Need to Know
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- P&G is the big gainer, while Prestige is poised for future growth
- Leading brands dominate and drive innovation
- Private label is innovating, and in some cases leading
- Natural/organic sanitary protection products are growing
- Tampon segment struggles to stay relevant
- Midsized sanitary protection brands with traditional products are in a tough spot
- Sales of douches are declining
- Natural will mainstream and evolve
Company and Brand Sales of Feminine Hygiene and Sanitary Protection Products
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- P&G is the big gainer, while Prestige is poised for future growth
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- Figure 13: Multi-Outlet sales of feminine hygiene and sanitary products, by leading companies, rolling 52 weeks 2016 and 2017
What’s Working?
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- Always brand dominates and continues to innovate
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- Figure 14: Multi-Outlet market share of sanitary napkins, by leading brands, rolling 52 weeks 2016 and 2017
- Private label is innovating, and in some cases leading
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- Figure 15: Multi-Outlet sales of private label brands, by segment, rolling 52 weeks 2016 and 2017
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- Figure 16: US private label pads and liners making thinness claims, 2013 -17
- Natural and organic protection products are growing
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- Figure 17: Purchase of feminine care products with natural/organic material/ingredients, December 2017
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- Figure 18: Multi-Outlet sales of select natural sanitary protection products, rolling 52 weeks 2016 and 2017
What’s Struggling?
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- Tampon segment struggles to stay relevant
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- Figure 19: Multi-Outlet sales of tampons and menstrual cups, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Midsized sanitary protection brands with traditional products are in a tough spot
- Sales of douches are declining
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- Figure 20: Multi-Outlet sales of douches, rolling 52 weeks 2016 and 2017
What’s Next?
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- Natural will mainstream and evolve
- Marketing is shifting from reducing stigma to instilling pride
- Menstrual cups are finding a loyal audience.
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- Figure 21: Multi-Outlet sales of menstrual cups, by leading companies and brands, rolling 52 weeks 2016 and 2017
The Consumer – What You Need to Know
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- Menopause and menstrual suppression reduce usage
- Durable sanitary protection remains niche, but will grow
- Feminine hygiene products need to target older women
- Feminine hygiene products are becoming more controversial
- Natural materials will break the innovation slump
- There is a cultural fragrance divide
- Target new and expectant moms
- Odor control remains an unmet need
Feminine Care Product Usage
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- Menopause and menstrual suppression reduce usage
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- Figure 22: Feminine care product use, December 2017
- Life stage dictates product usage
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- Figure 23: Disposable sanitary protection product use, by age, December 2017
- Durable sanitary protection remains niche, but will grow
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- Figure 24: Reusable sanitary protection product use, by age, December 2017
- An opportunity to increase older consumers’ interest in feminine hygiene
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- Figure 25: Feminine hygiene product use, by age, December 2017
- Feminine hygiene products are becoming more controversial
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- Figure 26: Feminine hygiene product use, by race and Hispanic origin, December 2017
Important Factors when Choosing Sanitary Protection Products
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- Absorbency, price, and fit are top purchase drivers
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- Figure 27: Important factors when choosing sanitary protection products, December 2017
- Natural materials will break the innovation slump
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- Figure 28: Important factors when choosing sanitary protection products, by age, December 2017
- There is a cultural fragrance divide
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- Figure 29: Select important factors when choosing sanitary protection products, by race and Hispanic origin, December 2017
Shopping Behaviors
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- Price and habit are top purchase drivers
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- Figure 30: Shopping behaviors, by panty liners, menstrual pads, tampons and feminine hygiene products, December 2017
- Target new and expectant moms
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- Figure 31: Online and in-store purchasing behaviors for any feminine care products, by age and parental status, December 2017
- Store brands are closing the gap
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- Figure 32: Name brand and store purchasing behaviors for any feminine hygiene products, by race and Hispanic origin and household income, December 2017
- Innovate around the belief that natural means safe
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- Figure 33: Purchasing any feminine hygiene products with natural/organic materials, by age, December 2017
- Low-income shoppers may not be finding discounts
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- Figure 34: discount purchasing behaviors for any feminine hygiene products, by household income, December 2017
Attitudes toward Feminine Care Products
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- Consumers fear leaks, but brands can be clearer about leakage protection
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- Figure 35: attitudes toward feminine care products, December 2017
- Younger consumers see social media as a vehicle for brand outreach
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- Figure 36: Feminine care brand outreach on social media, by Millennial generation, December 2017
- Focus on safe feminine hygiene for Black consumers
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- Figure 37: Feminine hygiene products can be bad for body’s natural balance, by Millennial generation and race and Hispanic origin, December 2017
Feminine Care Innovation
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- Odor control remains an unmet need
- There is interest in pain relief, but many hurdles for brands
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- Figure 38: Feminine care innovation, December 2017
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- Figure 39: Usage and interest in feminine care innovation, by age, December 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 40: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at inflation-adjusted prices, 2012-22
- Figure 41: Total US retail sales and forecast of feminine hygiene and sanitary protection products, by segment, at current prices, 2012-22
- Figure 42: Total US retail sales of feminine hygiene and sanitary protection products, by segment, at current prices, 2015 and 2017
- Figure 43: Total US retail sales and forecast of feminine hygiene products, at current prices, 2012-22
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- Figure 44: Total US retail sales and forecast of sanitary napkins and liners, at current prices, 2012-22
- Figure 45: Total US retail sales and forecast of tampons/menstrual cups, at current prices, 2012-22
- Figure 46: Total US retail sales of feminine hygiene and sanitary protection products, by channel, at current prices, 2012-2017
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- Figure 47: Total US retail sales of feminine hygiene and sanitary protection products, by channel, at current prices, 2015 and 2017
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Appendix – Key Players
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- Figure 48: Multi-outlet sales of feminine hygiene products, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 49: Multi-Outlet sales of sanitary napkins, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 50: Multi-Outlet sales of tampons and menstrual cups, by leading companies and brands, rolling 52 weeks 2016 and 2017
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