Feminine Hygiene and Sanitary Protection Products - US - March 2016

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Sales of sanitary protection products stagnate
Figure 1: MULO sales of sanitary protection products, 2010-20
More women experience bladder issues than use incontinence-specific products
Figure 2: Bladder leakage experience, January 2016
Concerns over the safety of feminine care products
Figure 3: Attitudes toward sanitary protection and feminine hygiene products, January 2016
The opportunities
Adult incontinence products have an opportunity to target younger women
Figure 4: Agreement incontinence products are not for someone my age, by age, January 2016
Bladder support products offer women additional bladder control options
Figure 5: Interest in trying a bladder support product, by age, incontinence product user, and bladder leakage experience, January 2016
Opportunity to improve communication about feminine hygiene products
Figure 6: Feminine hygiene product use, January 2016
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Feminine care market sustains steady increases
Market growth is driven by adult incontinence products
Contraceptive and soap/bodywash use impacts feminine care market
The female population, race, and birthrates influence the market
MARKET SIZE AND FORECAST
Feminine care market maintains steady growth
Figure 7: Total US sales and fan chart forecast of feminine hygiene and sanitary protection products, at current prices, 2010-20
Figure 8: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at current prices, 2010-20
MARKET BREAKDOWN
Market growth is fueled by adult incontinence products
Figure 9: Sales and forecast of feminine hygiene and sanitary protection products, by segment, 2010-20
The majority of purchases are made at “other” retailers
Figure 10: Total US retail sales of feminine hygiene and sanitary protection products, by channel, at current prices, 2015
MARKET PERSPECTIVE
Women’s contraceptive use impacts the feminine care market
Figure 11: Uses contraceptives for birth control, by female, April 2015
Most women use regular soap, competing with feminine washes
MARKET FACTORS
Population of menstruating women stagnates; aging population grows
Figure 12: US female population, by age, 2011-21
Figure 13: US population among 65+ year old adults, 2011-21
Change in racial/ethnic demographics impact on market
Figure 14: US female population, by race and Hispanic origin, 2011-21
Birthrates starting to trend back up
Figure 15: US annual births, 2004-14
KEY PLAYERS – WHAT YOU NEED TO KNOW
Proctor & Gamble is the leader in feminine care
Adult incontinence and feminine hygiene sales grow
Sales of sanitary protection products remain nearly flat
Safety concerns, taboos, taxes, and innovation shaking up the feminine care market
MANUFACTURER SALES OF FEMININE HYGIENE AND SANITARY PROTECTION PRODUCTS
Procter & Gamble takes top spot due to new incontinence line
Figure 16: MULO sales of feminine hygiene and sanitary protection products, by leading companies, rolling 52 weeks 2014 and 2015
WHAT’S WORKING?
Adult incontinence products
Figure 17: Share of feminine care product launches, by subcategory, 2011-15
Figure 18: MULO sales of adult incontinence, by leading companies and brands, rolling 52 weeks 2014 and 2015
Feminine hygiene products have notable growth
Figure 19: Share of MULO sales of feminine hygiene, by overall categories, rolling 52 weeks 2014 and 2015
Figure 20: MULO sales of select feminine hygiene products, by leading brands, rolling 52 weeks 2014 and 2015
WHAT’S STRUGGLING?
Sales of pads and liners remains flat
Figure 21: MULO sales of sanitary napkins/liners, by leading companies and brands, rolling 52 weeks 2014 and 2015
Leading tampon brands experience minimal growth
Figure 22: MULO sales of tampons, by leading companies and brands, rolling 52 weeks 2014 and 2015
WHAT’S NEXT?
Amid concerns of safety The Honest Company joins the sanitary protection product market
Take the taboo out of menstruation and incontinence
Backlash over the “luxury” tax on feminine sanitary protection products
Poise’s Impressa, an OTC bladder support, succeeding in the market
Real underwear for periods and bladder leakage
THE CONSUMER – WHAT YOU NEED TO KNOW
More than half of women are currently menstruating
Most women use sanitary protection products, some use feminine hygiene products
Nearly half of women experience bladder leakage
One quarter of women use incontinence products
Feminine care products evoke specific needs
Some women express concern with chemicals in sanitary protection products
Women are receptive to the benefits of feminine hygiene products
Incontinence products are easy to find; yet embarrassing to purchase
MENSTRUATION EXPERIENCE
More than half of women are currently menstruating
Figure 23: Menstruation experience, January 2016
Age drives menstruation
Figure 24: Menstruation experience, by age, January 2016
Hispanic women have the highest incidence of current menstruation
Figure 25: Menstruation experience, by Hispanic origin and race, January 2016
Many who menstruate also experience bladder leakage
Figure 26: Bladder leakage experience, by women currently menstruating, January 2016
SANITARY PROTECTION AND HYGIENE PRODUCT USE
Nearly three fourths of women are using sanitary protection products
Figure 27: Sanitary protection product use, January 2016
Profile of sanitary protection product users
Figure 28: Sanitary protection product use, by age, Hispanic origin and race, and menstruation status, January 2016
About two out of five women use a feminine hygiene product
Figure 29: Feminine hygiene product use, January 2016
Profile of feminine hygiene product users
Figure 30: Feminine hygiene product use, by age, Hispanic origin and race, and product user type, January 2016
BLADDER LEAKAGE EXPERIENCE
Nearly half of women experience bladder leakage
Figure 31: Bladder leakage experience, January 2016
Age knows no boundaries for bladder leakage
Figure 32: Bladder leakage experience, by age, January 2016
Moms are susceptible to bladder issues
Figure 33: Bladder leakage experience, by parental status, January 2016
Hispanic women report experiencing bladder leakage most
Figure 34: Bladder leakage experience, by Hispanic origin and race, January 2016
ADULT INCONTINENCE PRODUCT USE
One quarter of women use incontinence products
Figure 35: Adult incontinence product use, January 2016
Profile of adult incontinence product users
Figure 36: Adult incontinence product use, by age, Hispanic origin, race, number of children, and bladder leakage experience, January 2016
FEMININE CARE PRODUCT USAGE OCCASIONS
Feminine care products evoke specific needs
Figure 37: Correspondence Analysis, product usage occasions, January 2016
Panty liners meet several needs
Figure 38: Panty liners product usage for menstruation occasions, by age, January 2016
Figure 39: Panty Liners product usage for other occasions, by age, menstruation experience, and bladder leakage experience, January 2016
Sanitary pads are for heavy flow days and preparation
Figure 40: Sanitary pad product usage occasions, by currently menstruating and bladder leakage experience, January 2016
Women use tampons when menstrual flow is heaviest
Figure 41: Tampon usage occasions, January 2016
Feminine hygiene products considered part of a daily routine
Figure 42: Feminine hygiene product usage occasions, by all and currently menstruating, January 2016
Incontinence products are for bladder leakage and used often
Figure 43: Incontinence product usage occasions, by age and bladder leakage experience, January 2016
ATTITUDES TOWARD SANITARY PROTECTION PRODUCTS
Women purchase sanitary protection products on autopilot
Figure 44: Sanitary protection product brand attitudes, January 2016
Health-conscious ingredients and materials have appeal
Figure 45: Agreement with attitudes toward sanitary protection product materials, January 2016
Offer women choices
Figure 46: Agreement with attitudes toward sanitary protection product materials, by older Millennials, Hispanic origin, urban dweller, mothers of children under 18, January 2016
Women aged 25-34 are most aware of the alternatives
Figure 47: Agreement with awareness of alternative sanitary protection product materials, by age, January 2016
ATTITUDES TOWARD FEMININE HYGIENE PRODUCTS
Women are receptive to the benefits of feminine hygiene products
Figure 48: Agreement with perceptions of feminine hygiene products, by age, Hispanic origin, January 2016
Some concern does surround the safety of these products
Figure 49: Agreement with natural perceptions of feminine hygiene products, by age, January 2016
Feminine hygiene products are easy for women to find
Figure 50: Agreement with locating feminine hygiene products, by age, January 2016
ATTITUDES TOWARD ADULT INCONTINENCE PRODUCTS
Incontinence products are easy to find; yet embarrassing to purchase
Figure 51: Agreement with locating incontinence products, by age and incontinence product users, January 2016
For one third of women age impacts acceptability
Figure 52: Agreement incontinence products are not for someone my age, by age, January 2016
Women are using sanitary protection products for bladder leakage
Figure 53: Agreement with incontinence products usage occasions, by product user and bladder leakage experience, January 2016
Bladder support products have appeal
Figure 54: Interest in trying a bladder support product, by age, incontinence product user and bladder leakage experience, January 2016
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET
Figure 55: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at inflation-adjusted prices, 2010-20
Figure 56: Total US retail sales and forecast of feminine hygiene and sanitary protection products, by segment, at current prices, 2010-20
Figure 57: US female population, by age, 2011-21
APPENDIX – KEY PLAYERS
Figure 58: MULO sales of feminine hygiene, by leading companies and brands, rolling 52 weeks 2014 and 2015