• Top Marketers in The Feminine Hygiene Market
• Top Brands in The Feminine Hygiene Market
• Private Label in Feminine Hygiene
• Figure 1-3 IRI-Tracked Sales of Private Label Feminine Hygiene Products, 2001-2005 (in million $)
• Marketing Dynamics
  • Advertising Expenditure and Promotion
  • Table 1-1 Major Marketers by Ad Spend, January-December 2005
  • Marketing Initiatives
  • P&G Increases Promotional Activity
  • J&J Promotes New Launches
  • Kimberly-Clark Promotes the New Kotex Packaging
  • Seventh Generation Promotes Through Sampling and Educational Programs
  • Beyond Fresh Intimates Line Launched
  • New Product Introductions
  • Marketers By Brands
  • Table 1-2 Number of Feminine Hygiene Brands Introduced by Marketer, January 2005-June 2006
  • The Retail Scenario
  
  
• The Consumer
• Trends
  • Creating Excitement in a Mature Category
  • Time for a Makeover
  • Branching Out to Meet Niche and Unmet Needs
  • Intimate Care Gets More Attention
  • Private Label: A Growing Threat to National Marketers
  • An Answer in Organic/Natural

Chapter 2 The Market

• Scope of the Report
• Report Methodology
• Market Classification and Product Definitions
• Feminine Protection
• Intimate Care
• Feminine Hygiene Market
  • Feminine Hygiene Struggles Toward Growth
  • Figure 2-1 U.S. Retail Sales of Feminine Hygiene, 2001-2005 (in billion $)
  • Feminine Hygiene Market Composition
  • Figure 2-2 IRI-Tracked Market Composition by Category Share of Feminine Hygiene, 2004-2005 (%)
  
  
• The Feminine Protection Category
  • Feminine Protection: Overcoming Barriers
  • Figure 2-3 IRI-Tracked Sales of Feminine Protection Category, 2001-2005
  • Feminine Protection Category Composition
  • Figure 2-4 IRI-Tracked Market Composition by Category Share of Feminine Protection, 2004-2005 (%)
  • Sales of Sanitary Napkins/Liners
  • Figure 2-5 IRI-Tracked Sales of Sanitary Napkins/Liners, 2001-2005
  • (in million $)
  • Sales of Tampons
  • Figure 2-6 IRI-Tracked Sales of Tampons, 2001-2005 (in million $)
  
  
• Intimate Care Category
  • Intimate Care Touches New Heights
  • Figure 2-7 IRI-Tracked Sales of Feminine Intimate Care Products, 2001-2005
  • (in million $)
  • Intimate Care Category Composition
  • Figure 2-8 IRI-Tracked Market Composition by Category Share of Feminine Intimate Care Products, 2004-2005 (%)
  • Vaginal Treatment Segment Revives Slightly
  • Figure 2-9 IRI-Tracked Sales of Vaginal Treatments, 2001-2005 (in million $)
  • Personal Lubricants
  • Figure 2-10 IRI-Tracked Sales of Personal Lubricants, 2001-2005 (in million $)
  • Other Feminine Hygiene/Medicated Treatments
  • Figure 2-11 IRI-Tracked Sales of Other Feminine Hygiene/Med. Treatments,
  • 2001-2005 (in million $)
  • Douches
  • Figure 2-12 IRI-Tracked Sales of Douches, 2001-2005 (in million $)
  
  
• Factors Affecting Growth
  • Intimate Care Attracts Consumers
  • Increased Awareness and Openness
  • Meeting Universal and Specific Needs
  • Environmental Concerns
  • Baby Boomers Create Opportunity
  • Market Projections
    • Figure 2-12 Projected U.S. Retail Sales of Feminine Hygiene, 2006-2010 (in billion $)

Chapter 3 The Marketers

• Top Marketers in The Feminine Hygiene Market
• Marketers Push for Growth
• Table 3-1 IRI-Tracked Retail Sales of Top Feminine Hygiene Marketers,
• 2001-2005 (in million $)
• Figure 3-1 IRI-Tracked Retail Market Shares of Top Feminine Hygiene Marketers, 2005 (%)
• Top Brands
• Table 3-2 IRI-Tracked Sales of Top Feminine Hygiene Brands, 2001-2005
• (in million $)
• Category: Feminine Protection
  • Top Marketers
  • Table 3-3 IRI-Tracked Sales of Top Feminine Protection Marketers, 2001-2005
  • (in million $)
  • Figure 3-2 IRI-Tracked Retail Market Shares of Top Feminine Protection Marketers, 2005 (%)
  • Top Brands
  • Table 3-4 IRI-Tracked Sales of Top Feminine Protection Brands, 2001-2005
  • (in million $)
  • Figure 3-3 IRI-Tracked Retail Market Shares of Top Feminine Protection Brands, 2005 (%)
  • Segment: Sanitary Napkins/Liners
  • Marketers
  • Table 3-5 IRI-Tracked Sales of Top Sanitary Napkins/Liners Marketers, 2001-2005 (in million $)
  • Brands
  • Table 3-6 IRI-Tracked Sales of Top Sanitary Napkins/Liners Brands, 2001-2005
  • (in million $)
  • Segment: Tampons
  • Marketers
  • Table 3-7 IRI-Tracked Sales of Top Tampon Marketers, 2001-2005 (in million $)
  • Brands
  • Table 3-8 IRI-Tracked Sales of Top Tampon Brands, 2001-2005 (in million $)
  
  
• Category: Intimate Care
  • Top Marketers
  • Table 3-9\ IRI-Tracked Sales of Top Intimate Care Marketers, 2001-2005 (in million $)
  • Figure 3-4 IRI-Tracked Retail Market Shares of Top Intimate Care Marketers, 2005 (%)
  • Top Brands
  • Table 3-10 IRI-Tracked Sales of Top Intimate Care Brands, 2001-2005 (in million $)
  • Segments: Personal Lubricants
  • Marketers
  • Table 3-11 IRI-Tracked Sales of Top Personal Lubricant Marketers, 2001-2005 (in million $)
  • Brands
  • Table 3-12 IRI-Tracked Sales of Top Personal Lubricant Brands, 2001-2005 (in million $)
  • Segment: Vaginal Treatments
  • Marketers
  • Table 3-13 IRI-Tracked Sales of Top Vaginal Treatment Marketers, 2001-2005 (in million $)
  • Brands
  • Table 3-14 IRI-Tracked Sales of Top Vaginal Treatment Brands, 2001-2005 (in million $)
  • Segment: “Other” Feminine Hygiene Treatments
  • Marketers
  • Table 3-15 IRI-Tracked Sales of Top Other Feminine Hygiene Treatments Marketers, 2001-2005 (in million $)
  • Brands
  • Table 3-16 IRI-Tracked Sales of Top Other Feminine Hygiene Treatments Brands, 2001-2005 (in million $)
  • Segment: Douches
  • Marketers
  • Table 3-17 IRI-Tracked Sales of Douches, by Marketers, 2001-2005 (in million $)
  • Brands
  • Table 3-18 IRI-Tracked Sales of Douches, by Brands, 2001-2005 (in million $)
  
  
• Private Label
  • Feminine Hygiene
  • Figure 3-5 IRI-Tracked Sales of Top Feminine Hygiene Private Label Products, 2001-2005 (in million $)
  • Feminine Hygiene Private Label Product Composition
  • Figure 3-6 IRI-Tracked Market Composition by Category Share of Private Label Feminine Hygiene Products, 2005 (%)
  • Feminine Protection
  • Figure 3-7 IRI-Tracked Sales of Feminine Protection, 2001-2005 (in million $)
  • Table 3-19 IRI-Tracked Sales of Private Label Feminine Protection Products by Segment, 2001-2005 (in million $)
  • Intimate Care
  • Figure 3-8 IRI-Tracked Sales of Private Label Intimate Care Products, 2001-2005 (in million $)
  • Table 3-20 IRI-Tracked Sales of Private Label Intimate Care Products, by Segment, 2001-2005 (in million $)

Chapter 4 Marketing Dynamics

• Advertising Expenditure and Promotion
• Table 4-1 Major Marketers by Ad Spend, January-December 2005 (in million $)
• Procter & Gamble
• Table 4-2 Estimates of Ad Spends of Procter & Gamble, January-December 2005 (in thousand $)
• Johnson & Johnson
• Table 4-3 Estimates of Ad Spends of Johnson & Johnson, January-December 2005 (in thousand $)
• Kimberly-Clark Corp.
• Table 4-4 Estimates of Ad Spends of Kimberly-Clark Corp., January-December 2005 (in thousand $)
• Playtex Products, Inc.
• Table 4-5 Estimates of Ad Spends of Playtex Products, Inc., January-December 2005 (in thousand $)
• C.B. Fleet
• Table 4-6 Estimates of Ad Spends of C.B. Fleet, January-December 2005 (in thousand $)
• Combe, Inc.
• Table 4-7 Estimates of Ad Spends of Combe, Inc., January-December 2005 (in thousand $)
• Marketing Initiatives
  • P&G Increases Promotional Activity
  • J&J Promotes New Launches
  • Kimberly-Clark Promotes the New Kotex Packaging
  • Seventh Generation Promotes Through Sampling and Educational Programs
  • Beyond Fresh Intimates Line Launched
  
  
• New Product Introductions
  • Table 4-8 Number of Feminine Hygiene Brand Introductions By Marketer, January 2005-June 2006
  • Table 4-9 Number of Feminine Hygiene New SKUs by Marketer, January 2005-June 2006
  • Table 4-10 Feminine Hygiene Brands Introductions by Brand/Marketer, January 2005-June 2006
  • New Product Introductions by Package Tags
  • Table 4-11 Feminine Hygiene’s New Product Selling Points, by Select Package Tags, January 2005-June 2006
  • Disposable
  • Table 4-12 New Feminine Hygiene Brand Introductions with “Disposable”
  • Package Tag
  • Natural
  • Table 4-13 New Feminine Hygiene Brand Introductions with “Natural”
  • Package Tag
  • Upscale
  • Table 4-14 New Feminine Hygiene Brand Introductions with “Upscale” Package Tag
  • Table 4-15 New Feminine Hygiene Brand Introductions with “Single Serving” Package Tag
  
  
• New Product Introductions by Ingredients
• Table 4-16 Feminine Hygiene’s New Product Selling Points, by Select Ingredients, January 2005-June 2006
• Table 4-17 New Feminine Hygiene Brand Introductions with
• “Glycerin” Ingredient
• Table 4-18 New Feminine Hygiene Brand Introductions with
• “Propylene Glycol” Ingredient
• Table 4-19 New Feminine Hygiene Brand Introductions with
• “Fragrance” Ingredient
• Table 4-20 New Feminine Hygiene Brand Introductions with
• “Vitamin E” Ingredient

• Feminine Hygiene
• Table 4-21 Dollar & Unit Sales for Feminine Hygiene, by Trade Class, 2005 (in million $)
• Table 4-22 Dollar and Unit Sales of Feminine Hygiene Best Sellers in Drug Stores, 2005 (in million $)
• Table 4-23 Total Food/Drug/Discount Dollar Sales for Feminine Protection, 2005 (in million $)
• Table 4-24 Total Food & Drug Dollar Sales for Feminine Protection, 2005 (in million $)
• Table 4-25 Total Supermarket/Drug/Discount Dollar Sales for Intimate Care, 2005 (in million $)
• Sanitary Napkins/Liners
• Table 4-26 Dollar & Unit Sales for Sanitary Napkins/Liners, by Trade Class, 2005 (in million $)
• Table 4-27 Dollar and Unit Sales of Sanitary Napkins/Liners’ Best Sellers in Drug Stores, 2005 (in million $)
• Tampons
• Table 4-28 Dollar & Unit Sales of Tampons, by Trade Class, 2005 (in million $)
• Table 4-29 Dollar and Unit Sales of Tampon Best Sellers in Drug Stores, 2005 (in million $)
• Vaginal Treatments
• Table 4-30 Dollar & Unit Sales of Vaginal Treatments, by Trade Class, 2005 (in million $)
• Table 4-31 Dollar and Unit Sales of Vaginal Treatment Best Sellers in Drug Stores, 2005 (in million $)
• Personal Lubricants
• Table 4-32 Dollar Sales of Personal Lubricants Top Brands in Supermarkets, Drug Stores, and Discount Stores, July 2004-July 2005 (in million $)

Chapter 5 The Consumer

• Simmons Survey
• Feminine Hygiene Users
  • Women in Large Households Favor Sanitary Pads
  • Panty Liner Use Edges Up
  • Young Women Prime Consumers for Tampons
  • Figure 5-1 Usage Rates for Sanitary Pads, Panty Liners, and Tampons, 2003-2005 (%)
  • Table 5-1 Demographic Characteristics Favoring Use of Sanitary Pads, Panty Liners and Tampons, 2005
  • Sanitary Pads
  • Sanitary Pads Preferences By Type
  • Usage of Thin and Regular Pads Remain Stagnant
  • Pads without Wings Fly High
  • Regular/Non-Deodorant Outshine Deodorant Kinds
  • Table 5-2 Usage Rates for Sanitary Pads by Type, Form, and Kind, 2005
  • Table 5-3 Demographic Characteristics Favoring Use of Regular/Maxi Pad and Ultra Thin Pad Types, 2005
  • Table 5-4 Demographic Characteristics Favoring Use of Forms— Pads With Wings and Pads Without Wings, 2005
  • Table 5-5 Demographic Characteristics Favoring Use of Deodorant and Regular/Non-Deodorant Kind of Pads, 2005
  • Sanitary Pads Preferences By Brands
  • Always Appeals To Younger Women
  • Kotex Favored by Hispanics
  • Stayfree
  • Carefree
  • Table 5-6 Usage Rates for Sanitary Pads by Brands, 2003-2005 (%)
  • Figure 5-2 Usage Rates for Sanitary Pads by Brands, January 2005- September 2005 (%)
  • Table 5-7 Demographic Characteristics Favoring Use of Always and Kotex Brands of Sanitary Pads, 2005
  • Table 5-8 Demographic Characteristics Favoring Use of Carefree and Stayfree Brands of Sanitary Pads, 2005
  
  
• Panty Liners
  • Panty Liner Preferences by Type
  • Regular Versus Deodorant
  • The Long and Short of It
  • Table 5-9 Usage Rates for Panty Liners by Kinds and Length, 2005 (%)
  • Table 5-10 Demographic Characteristics Favoring Use of Deodorant and Regular/Non-Deodorant Kinds of Panty Liners, 2005
  • Table 5-11 Demographic Characteristics Favoring Use of Panty Liners with Long and Regular Length, 2005
  • Panty Liner Preferences by Brands
  • Carefree Favored by Middle Aged Women
  • Always Alldays Attracts Mothers
  • Kotex Climbs the Popularity Charts
  • Table 5-12 Usage Rates for Panty Liners by Brands, 2003-2005 (%)
  • Figure 5-3 Usage Rates for Panty Liners by Brand, 2005 (%)
  • Table 5-13 Demographic Characteristics Favoring Use of Carefree, Always Alldays, and Kotex Panty Liners, 2005
  
  
• Tampons
  • Tampon Preferences by Type
  • Regular Rules with the Highest Percentage of Users
  • Super Absorbent Tampons Favored by Younger Women
  • Super Plus Favored by Women Aged 35-44 Years
  • Figure 5-4 Usage Rates for Tampons by Regular, Super and Super Plus Absorbency, 2003-2005 (%)
  • Table 5-14 Demographic Characteristics Favoring Use of Tampons by Regular, Super and Super Plus Absorbency, 2005
  • Regular Non-deodorant Versus Deodorant
  • Figure 5-5 Usage Rates for Tampons by Kind: Non-Deodorant versus Deodorant, 2003-2005 (%)
  • Table 5-15 Demographic Characteristics Favoring Use of Tampons by Regular/Non-Deodorant Kind, 2005
  • Tampon Preference by Brand
  • Tampax
  • Playtex
  • Kotex
  • o.b. Attracts Women Aged 35-44 Years
  • Figure 5-6 Usage Rates for Tampons by Brand: Tampax, Playtex, Kotex, o.b., 2003-2005 (%)
  • Table 5-16 Demographic Characteristics Favoring Use of Tampons by Brand: Tampax, Playtex, Kotex, & o.b., 2005
  
  
• Store Brands Make A Mark
  • Figure 5-7 Usage Rates for Store Brand Sanitary Pads, Panty Liners, and Tampons, 2003-2005 (%)
  • Table 5-17 Demographic Characteristics Favoring Use of Store Brands by Category: Sanitary Pads, Panty Liners, and Tampons, 2005

Chapter 6 Trends

• Creating Excitement in a Mature Categories
• Time for a Makeover
• No Longer a Taboo
• Branching Out to Meet Niche and Unmet Demands
• Menstrual Cups Never Took Off
• Intimate Care Gets More Attention
• Table 6-2 New Product Introductions in the Intimate Care Category,
• January 2005-June 2006
• Upscale Feminine Hygiene
• Table 6-3 New Feminine Hygiene Brand Introductions with “Upscale”
• Package Tag
• Sexual Wellness: A Boon For Personal Lubricants
• Table 6-4 New Personal Lubricant Product Introductions,
• January 2005-June 2006
• Private Label: A Growing Threat to National Marketers
• Environmental Issues
• Options in Organic/Natural

Chapter 7 Company Profiles

• Procter & Gamble
  • Overview
  • Table 7-1 Brand Portfolio of P&G’s Feminine Hygiene Products
  • Figure 7-1 Share of P&G’s Business Segments, 2005 (%)
  • Figure 7-2 IRI Tracked Sales of Procter & Gamble Feminine Hygiene Products, 2001-2005 (in million $)
  
  
• Johnson & Johnson
  • Overview
  • Table 7-2 Brand Portfolio of J&J’s Feminine Hygiene Products
  • Figure 7-3 Share of J&J’s Business Segments, 2004 (%)
  • Figure 7-4 IRI Tracked Sales of J&J Feminine Hygiene Products, 2001-2005
  • (in billion $)
  • Charitable Partnership to Help Promote Stayfree
  
  
• Kimberly-Clark Corporation
  • Overview
  • Table 7-3 Brand Portfolio of Kimberly-Clark’s Feminine Hygiene Products
  • Figure 7-5 Share of Kimberly-Clark’s Business Segments, 2004 (%)
  • Figure 7-6 IRI-Tracked Sales of Kimberly-Clark Feminine Hygiene Products 2001-2005 (in million $)
  
  
• Playtex Products, Inc.
  • Overview
  • Brands
  • Table 7-4 Brand Portfolio of Playtex Products, Inc.’s Feminine Hygiene
  • Products
  • Figure 7-7 Share of Playtex Products, Inc.’s Business Segments, 2005 (%)
  • Financial Performance
  • Figure 7-8 IRI Tracked Sales of Playtex Feminine Hygiene Products, 2001-2005 (in million $)
  
  
• C.B. Fleet Company, Inc.
  • Overview
  • Brands
  • Table 7-5 Brand Portfolio of C. B. Fleet Company, Inc.’s Feminine Hygiene Products
  • Financial Performance
  • Figure 7-9 IRI Tracked Sales of C.B. Fleet Feminine Hygiene Products, 2001-2005 (in million $)
  
  
• Combe, Inc.
  • Overview
  • Brands
  • Table 7-6 Brand Portfolio of Combe, Inc.’s Feminine Hygiene Products
  • Financial Performance
  • Figure 7-10 IRI Tracked Sales of Combe Feminine Hygiene Products, 2001-2005 (in million $)
  
  
• Alberto-Culver Company
  • Overview
  • Brands
  • Figure 7-11 Share of Alberto-Culver Company’s Business Segments, 2005 (%)
  • Financial Performance
  • Figure 7-12 IRI Tracked Sales of Alberto Culver Feminine Hygiene Products, 2001-2005 (in million $)
  
  
• GlaxoSmithKline (GSK)
  • Overview
  • Brands
  • Table 7-7 Brand Portfolio of GSK’s Feminine Hygiene Products
  • Financial Performance
  • Figure 7-13 IRI Tracked Sales of GlaxoSmithKline Feminine Hygiene Products, 2001-2005 (in million $)
  
  
• SSL International plc
  • Brands
  • Table 7-8 Brand Portfolio of SSL International’s Feminine Hygiene Products
  • Figure 7-14 Brand Share of SSL International plc, 2005 (%)
  • Figure 7-15 U.S. Sales of SSL International plc, 2001-2005 (in million $)
  
  
• Schering-Plough Corporation
  • Overview
  • Brands
  • Table 7-9 Brand Portfolio of Schering-Plough’s Feminine Hygiene Products
  • Figure 7-16 Share of Schering-Plough Corporation’s Business Segments, 2005 (%)
  • Financial Performance
  • Figure 7-17 IRI Tracked Sales of Schering-Plough Feminine Hygiene Products, 2001-2005 (in million $)
  
  
• Columbia Laboratories, Inc.
  • Overview
  • Brands
  • Financial Performance
  
  
• Amerifit Nutrition, Inc.
  • Overview
  • Financial Performance
  • Figure 7-19 IRI Tracked Sales of Amerifit Nutrition Feminine Hygiene Products, 2001-2005 (in million $)
  
  
• Trigg Laboratories
  • Overview
  • Brands
  • Table 7-10 Brand Portfolio of Trigg Laboratories’ Feminine Hygiene Products
  • Financial Performance
  • Figure 7-20 IRI Tracked Sales of Trigg Laboratories Feminine Hygiene Products, 2001-2005 (in million $)

Appendix Selected Marketer Addresses