Feminine Hygiene and Sanitary Protection Products - US - May 2014


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Mintel

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Growth of feminine care products has been minimal in recent years, as the market is up against several challenges. Women are having fewer, lighter periods, contributing to declining usage of sanitary protection, specifically tampons. However, an aging population and increased interest in cleansing products bodes well for the category. Innovations in shopping and delivery can also boost user interest.
Table of Content

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary
Overview
Sales of feminine care products remain flat
Figure 1: Total US sales and fan chart forecast of feminine care products, at current prices, 2008-18
Market drivers
Figure 2: Population aged 18 or older, by age, 2014-19, experience menstruation and bladder leakage, March 2014
Adult incontinence products show promising growth
Figure 3: Total US retail sales and forecast of feminine hygiene products, by segment, at current prices, 2008-18
Heavy competition among major players
Figure 4: MULO sales of feminine hygiene products, by leading companies, rolling 52 weeks 2013 and 2014
The consumer
Product usage
Figure 5: Usage and interest in sanitary protection products among menstruating women, March 2014
Figure 6: Usage and interest in LBL and feminine hygiene products, March 2014
Interest in feminine-specific cleansing products
Figure 7: Attitudes toward cleansing, by age, March 2014
Alleviate embarrassment and confusion among younger users
Figure 8: Attitudes toward shopping for feminine care, by age, March 2014
Customize product selection
What we think

Issues and Insights
Delivery services are changing how people shop the category
The issues
The implications
Women use sanitary protection for bladder leakage
The issues
The implications
Tampons segment struggling
The issues
The implications

Trend Applications
Trend: Green and Lean
Trend: Extend My Brand
Mintel futures: Brand Intervention

Market Size and Forecast
Key points
A declining need for sanitary protection slows market growth
Sales and forecast of feminine care products
Figure 9: Total US sales and forecast of feminine care products, at current prices, 2008-18
Figure 10: Total US sales and forecast of feminine care products,, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 11: Total US sales and fan chart forecast of feminine care products, at current prices, 2008-18

Market Drivers
Key points
Aging population impacts product need
Figure 12: Female population by age, 2009-19
Figure 13: Menstruation frequency and bladder leakage experience, by age, March 2014
Changing US demographics impact feminine care product demand
Figure 14: Population of women by race and Hispanic origin, 2014-19
Figure 15: Menstruation frequency and bladder leakage experience, by race/Hispanic origin, March 2014
Women having fewer children
Figure 16: Annual births, 2002-12
Women more likely to use pads than tampons
Figure 17: Tampon, sanitary pad/napkin and pantiliner/shield usage, December 2007-December 2013
Tampon usage declines among teens
Figure 18: Tampon, sanitary pad/napkin and pantiliner/shield usage, December 2007-December 2013

Competitive Context
Key points
Birth control usage increasing
Most women still use regular soap

Segment Performance
Key points
The changing population demographics affect feminine care sales
Sales of feminine care products, by segment
Figure 19: Total US retail sales of feminine care products, by segment, at current prices, 2011 and 2013

Segment Performance – Sanitary Pads/Liners
Key points
Declining usage weakens pad sales
Sales and forecast of sanitary pads/liners/napkins
Figure 20: Total US sales and forecast of sanitary pads/liners/napkins, at current prices, 2008-18

Segment Performance – Tampons
Key points
Tampons fight to maintain market share
Sales and forecast of tampons
Figure 21: Total US sales and forecast of tampons, at current prices, 2008-18

Segment Performance – Adult Incontinence
Key points
Aging population drives sales of adult incontinence products
Sales and forecast of adult incontinence products
Figure 22: Total US sales and forecast of adult incontinence products, at current prices, 2008-18

Segment Performance – Feminine Hygiene
Key point
New product launches drive sales of feminine hygiene products
Figure 23: MULO share of feminine hygiene products, rolling 52 weeks 2014
Sales and forecast of feminine hygiene products
Figure 24: Total US sales and forecast of feminine hygiene products, at current prices, 2008-18

Retail Channels
Key points
“Other” retailers dominate feminine care category sales
Figure 25: Total US retail sales of feminine care products, by channel, at current prices, 2011-13
Interest in alternative shopping methods

Leading Companies
Key points
Brand acquisitions shake up competition on feminine care
Increase in adult incontinence boosts Kimberly-Clark to top
Manufacturer sales of feminine care products
Figure 26: MULO sales of feminine hygiene products, by leading companies, rolling 52 weeks 2013 and 2014

Brand Share – Sanitary Pads/Liners
Key points
Procter & Gamble maintains leader position
Kimberly-Clark switches to U
Figure 27: U by Kotex, How to save the undies
Energizer can turn sales around for Stayfree, Carefree
Private label brands only area to grow
Manufacturer sales of pads/liners
Figure 28: MULO sales of sanitary pads/liners, by leading companies, rolling 52 weeks 2013 and 2014
Private label brands present a threat to brand name pads/liners
Figure 29: Key purchase measures for the top brands of sanitary pads and liners, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Always continues to be most used pad
Figure 30: Brands of sanitary pads and napkins used, October 2007-December 2013
Figure 31: Brands of pantiliners/shields used, October 2007-December 2013

Brand Share – Tampons
Key points
Sales of tampons decline
Manufacturer sales of tampons
Figure 32: MULO sales of tampons, by leading companies, rolling 52 weeks 2013 and 2014
Figure 33: MULO sales of menstrual cups, by leading companies, rolling 52 weeks 2013 and 2014
Leading brands highly competitive
Figure 34: Key purchase measures for the top brands of sanitary pads and liners, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Tampax continues to be most used tampon
Figure 35: Brands of tampons used, October 2007-December 2013

Brand Share – Adult Incontinence
Key points
Aging population good news for Kimberly-Clark
Manufacturer sales of adult incontinence
Figure 36: MULO sales of adult incontinence products, by leading companies, rolling 52 weeks 2013 and 2014
Private label brands close behind brand leader Poise
Figure 37: Key purchase measures for the top brands of adult incontinence products, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)

Brand Share – Feminine Hygiene
Key points
Cleanliness drives sales for Summer’s Eve
Figure 38: MULO sales of select wipes, rolling 52 weeks 2013 and 2014
Monistat outperforms Vagisil
Manufacturer sales of feminine hygiene products
Figure 39: MULO sales of feminine hygiene products, by leading companies, rolling 52 weeks 2013 and 2014
Declining loyalty for Summer’s Eve
Figure 40: Key purchase measures for the top brands of adult incontinence products, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)

Innovations and Innovators
Overall introductions decline, while adult incontinence increases
Figure 41: Feminine care product launches, by subcategory, 2008-13
Figure 42: Feminine care product launches, and share of branded/private label launches, 2008-13
Pads that neutralize orders, and keep women fresh and clean
Tampons target active users
Innovations in adult incontinence can help increase segment sales
Feminine hygiene products freshen and clean

Marketing Strategies
Overview of the brand landscape
Active brands for active users
Figure 43: Tampax print advertisement
Figure 44: Tampax awesomely active girls challenge promotion
Figure 45: Playtex print advertisement
Satirical positions
Figure 46: U by Kotex commercial: Decide for yourself
Figure 47: U by Kotex commercial: Decide for yourself (Blue liquid)
Celebrity endorsement
Figure 48: Neon lights tour diary – episode 6
Figure 49: Michelle Williams and Playtex Play On Playbook
Product benefits
Figure 50: Tampax radiant – Christina Caradona
Figure 51: Always infinity
Pushing the envelope
Figure 52: “SAM” – Super absorbent material for LBL from Poise
Figure 53: The camp gyno

Social Media
Key points
Market overview
Key social media metrics
Figure 54: Key social media metrics, April 2014
Brand usage and awareness
Figure 55: Brand usage and awareness for select feminine care product brands, April 2014
Interactions with feminine care product brands
Figure 56: Interactions with feminine care product brands, April 2014
Leading online campaigns
Celebrity spokeswomen
Educating and empowering women
What we think
Online conversations
Figure 57: Online conversations for select feminine care product brands, by month, April 1, 2013-March 31, 2014
Where are people talking about feminine care product brands?
Figure 58: Online conversations for select feminine care product brands, by page type, April 1, 2013-March 31, 2014
What are people talking about?
Figure 59: Topics of online conversations for select feminine care product brands, April 1, 2013-March 31, 2014

Product Usage
Key points
Pad usage nearly universal among menstruating women
Figure 60: Used pads past six months among menstruating women, by age, March 2014
Three quarters of menstruating women use tampons
Menstrual cups present opportunity for line extension
Figure 61: Used tampons past six months among menstruating women, by age, March 2014
Bladder leakage products present growth opportunity
Figure 62: Used LBL products past six months, by experience light bladder leakage, March 2014
High usage contributes to sales growth of feminine hygiene products
Figure 63: Used feminine hygiene products past six months, by age, March 2014
Product usage overlap
Figure 64: Any past six month usage, March 2014
Purchase habits vary by product users
Figure 65: Brand selection purchase behaviors, March 2014

Attitudes Toward Usage
Key points
Interest in cleansing products drives sales of feminine hygiene products
Younger users embarrassed about shopping for and using sanitary protection
Desire for natural feminine care products
Figure 66: Attitudes toward feminine care, by age, March 2014

Interest in Product Attributes
Key points
Improving sanitary protection
Packaging innovations can appeal to a wide range of women
Attractive packaging sets U by Kotex apart
Figure 67: Interest in product innovations, by age, March 2014
Women who experience LBL interested in biodegradable, sensitive products
Figure 68: Interest in product innovations, by menstruation status and experience LBL, March 2014

Reasons for Not Using
Key points
Safety and comfort prevent tampon usage
Figure 69: Reasons do not use tampons, March 2014
Use of sanitary protection products prevents LBL product usage
Figure 70: Reasons do not use light bladder leakage products, March 2014

Race and Hispanic Origin
Key points
Sanitary protection product usage
Opportunity to increase tampon usage
Menstrual cups appeal to environmentally concerned Hispanics
Figure 71: Sanitary protection product usage past six months among menstruating women, by race/Hispanic origin, March 2014
Black women use larger, more absorbent pads, tampons
Figure 72: Types of sanitary pads/napkins, pantiliners/shields, and tampons used, by race/Hispanic origin, November 2012-December 2013
Cleansing products especially appealing to Black women
Figure 73: LBL and feminine hygiene product usage, by race/Hispanic origin, March 2014
Diagnostic tools can alleviate confusion
Figure 74: Attitudes toward feminine care, by race/Hispanic origin, March 2014
Brand loyal users
Figure 75: Brand selection purchase behaviors for pads and pantiliners, by race/Hispanic origin, March 2014
Figure 76: Brands of tampons used, by race/Hispanic origin, November 2012-December 2013
Figure 77: Brands of sanitary pads and napkins used, by race/Hispanic origin, November 2012-December 2013
Figure 78: Brands of pantiliners/shields used, by race/Hispanic origin, November 2012-December 2013

Appendix – Other Useful Consumer Tables
Demographics
Figure 79: Female population by age, 2009-19
Figure 80: Population of women by race and Hispanic origin, 2009-19
Figure 81: Percentages age, by race/Hispanic origin, March 2014
Figure 82: Websites visited per week, by age, March 2014
Product usage
Figure 83: Usage of and interest in feminine care products among menstruating women, March 2014
Figure 84: Usage of and interest in feminine care products, March 2014
Figure 85: Used LBL products past six months, by age, March 2014
Figure 86: Used sanitary protection past six months among menstruating women, March 2014
Figure 87: Used feminine care past six months, March 2014
Figure 88: Used feminine care past six months among menstruating women, March 2014 (continued)
Figure 89: Used feminine care past six months among menstruating women, March 2014 (continued)
Segment performance
Figure 90: Total US retail sales of feminine hygiene products, by segment, at current prices, 2011 and 2013
Retail channels
Figure 91: Total US retail sales of feminine care products, by channel, at current prices, 2011-13
Innovations and innovators
Figure 92: Sanitary pad product launches, top claims, 2008-13
Figure 93: Tampon product launches, top claims, 2008-13
Figure 94: Adult incontinence product launches, top claims, 2008-13
Figure 95: Feminine hygiene product launches, top claims, 2008-13
Brand usage
Figure 96: Brands of tampons used, by age, November 2012-December 2013
Figure 97: Brands of sanitary pads and napkins used, by age, November 2012-December 2013
Figure 98: Brands of pantiliners/shields used, by age, November 2012-December 2013
Figure 99: Brands of tampons used, by age, November 2012-December 2013
Figure 100: Brands sanitary pads and napkins used, by age, November 2012-December 2013
Figure 101: Brands of pantiliners/shields used, by age, November 2012-December 2013
Figure 102: Brands of yeast infection products, October 2007-December 2013
Attitudes toward usage
Figure 103: Attitudes toward feminine care, by product users, March 2014
Figure 104: Attitudes toward feminine care, by feminine hygiene users, March 2014
Interest in product attributes
Figure 105: Interest in product innovations, by brands used, March 2014
Figure 106: Interest in product innovations, by product users, March 2014
Figure 107: Interest in product innovations, by race/Hispanic origin, March 2014

Appendix – Social Media
Brand usage or awareness
Figure 108: Brand usage or awareness, March 2014
Figure 109: U by Kotex usage or awareness, by demographics, March 2014
Figure 110: Tampax usage or awareness, by demographics, March 2014
Figure 111: Always usage or awareness, by demographics, March 2014
Figure 112: Summer’s Eve usage or awareness, by demographics, March 2014
Figure 113: Playtex usage or awareness, by demographics, March 2014
Figure 114: Poise usage or awareness, by demographics, March 2014
Activities done
Figure 115: Activities done, March 2014
Figure 116: U by Kotex – Activities done – None of these, by demographics, March 2014
Figure 117: Tampax – Activities done – None of these, by demographics, March 2014
Figure 118: Always – Activities done – None of these, by demographics, March 2014
Figure 119: Summer’s Eve – Activities done – None of these, by demographics, March 2014
Figure 120: Playtex – Activities done – None of these, by demographics, March 2014
Key social media metrics
Figure 121: Key social media metrics—Tampax, April 2014
Figure 122: social media metrics—Summer’s Eve, April 2014
Figure 123: social media metrics—Always, April 2014
Figure 124: social media metrics—U by Kotex, April 2014
Figure 125: social media metrics—Poise, April 2014
Figure 126: social media metrics—Playtex, April 2014
Online conversations
Figure 127: Online conversations for select feminine care product brands, by month, April 1, 2013-March 31, 2014
Figure 128: Online conversations for select feminine care product brands, by page type, April 1, 2013-March 31, 2014
Figure 129: Topics of online conversations for select feminine care product brands, April 1, 2013-March 31, 2014

Appendix – Information Resources Inc. Builders Panel Data Definitions
Information Resources Inc. Consumer Network Metrics

Appendix – Trade Associations
N/AN/A