The U.S. Market for Feminine Hygiene Products
Aug 1, 2001
231 Pages - Pub ID: LA376083
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  1. Executive Summary
    Scope and Methodology
    • Market Parameters
    • Report Methodology

    The Market
    • Feminine Hygiene Sales at $2.3 Billion in 2000
    • Retail Sales to Near $2.7 Billion by 2005
    • Table 1-1: U.S. Retail Sales of Feminine Hygiene Products by Category, 1996-2005 (dollars): Feminine Protection, Intimate Hygiene, Total
    • Feminine Protection Category Over Nine Tenths of Market
    • Northeast the Top Region
    • Market Considered Mature
    • Minorities a Prime Market

    The Marketers
    • A Narrow Field
    • Top Marketers All Gain Share in 2000
    • Top-Ranked Players by Category
    • Most Marketers Offer Multiple Brands
    • New Products Spark Mature Market
    • Brand Loyalty Makes Market a Tough Nut to Crack
    • Marketers Setting Their Sights on Teens
    • Private-Label Marketers a Growing Threat
    • Smaller Marketers Find Natural Focus
    • Niche Marketers Find Their Niches
    • Wipes the Big Word in Intimate Hygiene
    • Multipacks and Portable Products
    • Making the Pantyliner Sexy: Enter the Thong
    • $174 Million Spent on Consumer Advertising in 2000
    • New Global Campaign for Kotex Makes a Point

    Distribution and Retail
    • Distribution Basics
    • Supermarkets, Mass Merchandisers Account for 70% of Market
    • Figure 1-1: Share of U.S. Feminine Hygiene Product Sales by Retailer Type, 2000 (percent): Supermarkets, Mass Merchandisers, Drugstores, Warehouse Clubs, Other
    • Shelf Space at a Premium
    • Supermarkets' Share on the Downslide
    • Mass Merchandisers Gaining Share
    • Drugstore Sector Losing Market Share
    • Feminine Hygiene Products Online

    The Consumer
    • 50 Million Monthly Users of Sanitary Pads/Napkins
    • 18% Are Heavy Users
    • 33% Use P&G's Always
  2. The Market
    Introduction
    • Scope of Report
    • The Process of Menstruation
    • History of Sanitary Pads/Liners
    • History of Tampons
    • History of Intimate Hygiene Products
    • The Toxic Shock Syndrome Scare
    • The Dangers of Douching
    • Health Concerns for Other Intimate Hygiene Products
    • The Chemical Factor
    • Environmental Concerns
    • Government Regulations for Feminine Protection
    • Government Regulations for Intimate Hygiene
    • Product Packaging

    Product Categories and Types
    • Two Main Categories
    • The Feminine Protection Category
    • Sanitary Pads
    • Pantyliners and Shields
    • Interlabial Products
    • Tampons
    • Collection Cups
    • The Intimate Hygiene Category
    • Figure 2-1: U.S. Retail Sales of Feminine Hygiene Products, 1996-2000 (dollars)

    Market Size and Growth
    • Methodology for Sales Estimates
    • Feminine Hygiene Sales at $2.3 Billion in 2000
    • Table 2-1: U.S. Retail Sales of Feminine Hygiene Products, 1996-2000 (dollars)
    • Feminine Protection Sales Down 1% in 2000
    • Intimate Hygiene Products Post 4% Growth
    • Table 2-2: U.S. Retail Sales of Feminine Hygiene Products by Category, 1996-2000 (dollars): Feminine Protection, Intimate Hygiene, Total
    • Feminine Protection Category Over Nine Tenths of Market
    • Table 2-3: The U.S. Feminine Hygiene Market: Share of Retail Sales by Product Type, 1996-2000 (percent): Sanitary Pads/Liners, Tampons, Internal Cleansing Products, External Deodorant Products, Total
    • Intimate Hygiene Sales
    • Supermarkets, Mass Merchandisers Account for 70% of Market
    • Figure 2-2: Share of U.S. Feminine Hygiene Product Sales by Retailer Type, 2000 (percent): Supermarkets, Mass Merchandisers, Drugstores, Warehouse Clubs, Other
    • Supermarket Share on the Decline
    • Table 2-4: Share of U.S. Feminine Hygiene Product Sales by Retailer Type, 1998-2000 (percent): Supermarkets, Mass Merchandisers, Drugstores, Warehouse Clubs, Other
    • Mass Merchandisers Number One for Intimate Hygiene
    • Private-Label Marketers Claim 10% of Pads/Liners Segment
    • Black Is Racial/Ethnic Indicator for Intimate Hygiene
    • Northeast the Top Region
    • Table 2-5: Sanitary Pad/Napkin Consumer Indices by Region: Users vs. Heavy Users, 2000 (index): Northeast, Midwest, South, West

    Factors to Market Growth
    • Market Considered Mature
    • Slight Growth in User Population Expected
    • Table 2-6: Projection of U.S. Female Population of Menstruating Age, 2000 vs. 2005 (number and percent): From Age 15 to Age 49
    • Versatility of Pantyliner Products a Plus
    • Dual Product Users
    • Hormone Replacement Therapy May Increase Sales
    • Women with Buying Power
    • Minorities a Prime Market
    • Table 2-7: Sanitary Pad/Napkin Consumers by Race/Ethnicity: Users vs. Heavy Users, 2000 (percent): Asian, Not White or Black, Spanish/Hispanic, Black, White, Overall
    • Marketing to a Growing Teen Population
    • Private-Label Pros and Cons
    • Wipes a Bright Spot in Intimate Hygiene
    • Other Innovative Products Also Appearing
    • Protection an Issue in New Ultrathins
    • Multipacks Offer Convenience
    • The Eco Advantage
    • Figure 2-3: Projected U.S. Retail Sales of Feminine Hygiene Products, 2000-2005 (dollars)

    Market Projections
    • Retail Sales to Near $2.7 Billion by 2005
    • Table 2-8: Projected U.S. Retail Sales of Feminine Hygiene Products, 2000-2005 (dollars)
    • Feminine Protection Category to Grow 3% Annually
    • Slightly Stronger Growth in Intimate Hygiene Category
    • Table 2-9: Projected U.S. Retail Sales of Feminine Hygiene Products by Category, 2000-2005 (dollars): Feminine Protection, Intimate Hygiene, Total
  3. The Marketers
    Marketer Overview
    • A Narrow Field
    • Top-Ranked Players by Category
    • Most Marketers Offer Multiple Brands
    • Filling the Niches
    • Private Label Strong-Arms
    • Table 3-1: The U.S. Market for Feminine Hygiene Products: Selected Marketers and Brands (23 Marketers)

    Marketer and Brand Shares
    • Methodology
    • Top Marketers All Gain Share in 2000
    • Figure 3-1: Marketer Shares of U.S. Retail Sales of Feminine Hygiene Products, 2000 (percent): Procter & Gamble, Kimberly-Clark, Johnson & Johnson, Playtex Products, Private Label, All Others
    • P&G Claims 40% of Feminine Protection Category
    • Figure 3-2: Marketer Shares of U.S. Retail Sales of Feminine Protection Products, 2000 (percent): Procter & Gamble, Kimberly-Clark, Johnson & Johnson, Playtex Products, Private Label/Other
    • P&G's Always on Top in Sanitary Pads/Liners Segment
    • P&G's Tampax on Top in Tampon Segment
    • C.B. Fleet Dominates Intimate Hygiene Category with Extensive Summer's Eve Lineup
    • Figure 3-3: Marketer Shares of U.S. Retail Sales of Intimate Hygiene Products, 2000 (percent): C.B. Fleet, GlaxoSmithKline, Alberto-Culver, Procter & Gamble
    • Table 3-2: Share of U.S. Retail Sales of Feminine Hygiene Products by Marketer and Brand, 1999 vs. 2000 (percent): 7 Marketers/11 Brands, All Others
    • Table 3-3: Share of U.S. Retail Sales of Feminine Protection Products by Marketer and Brand, 1999 vs. 2000 (percent): 4 Marketers/6 Brands, Private Label, All Others
    • Table 3-4: Share of U.S. Retail Sales of Sanitary Pads/Liners by Marketer and Brand, 1999 vs. 2000 (percent): 3 Marketers/4 Brands, Private Label, All Others
    • Table 3-5: Share of U.S. Retail Sales of Tampons by Marketer and Brand, 1999 vs. 2000 (percent): 4 Marketers/Brands, Private Label, All Others
    • Table 3-6: Share of U.S. Retail Sales of Intimate Hygiene Products by Marketer and Brand, 1999 vs. 2000 (percent): 4 Marketers/Brands

    The Competitive Situation
    • New Products Spark Mature Market
    • Brand Loyalty Makes Market a Tough Nut to Crack
    • Marketers Setting Their Sights on Teens
    • Major Marketers Rely on Heavy Advertising
    • Reinventing Feminine Protection
    • Private-Label Marketers a Growing Threat
    • Smaller Marketers Find Natural Focus
    • Niche Marketers Find Their Niches
    • Wipes the Big Word in Intimate Hygiene
    • Looking for Growth Abroad
    • Merger and Acquisition Activity

    Competitive Profile: A-Fem Medical Corp.
    • Company Overview
    • About inSync
    • The PadKit
    • An Uncertain Future

    Competitive Profile: Alberto-Culver Co.
    • Company Overview
    • A Family Operation
    • Feminine Hygiene Competition Heating Up

    Competitive Profile: C. B. Fleet Co., Inc.
    • Company Overview
    • A Brief History of Fleet
    • Summer's Eve Line Extensions Are Core Strategy

    Competitive Profile: First Quality Hygienic, Inc. (First Quality Enterprises, Inc.)
    • Company Overview
    • FQH Is Leading Private-Label Producer
    • Expanded Production Capacity
    • Consumer Response Key to New Product Development
    • Company Focusing on Its Own Brand: Femtex

    Competitive Profile: GlaxoSmithKline Plc
    • Company Overview
    • History of Glaxo and SmithKline
    • Massengill Competes in Intimate Hygiene
    • GSK Enters World of Wipes

    Competitive Profile: Johnson & Johnson (Personal Products Co.)
    • Company Overview
    • A History in Feminine Protection
    • On the Web
    • Jumping into Wipes…Sort Of
    • Innovative New Products

    Competitive Profile: Kimberly-Clark Corp.
    • Company Overview
    • A Pioneer in Feminine Protection
    • The Rise of Kotex
    • Researching Online
    • Company Launches Cottonelle Fresh Rollwipes
    • A New Global Advertising Campaign
    • Safety Zone a Shining Star Among New Product Intros

    Competitive Profile: Playtex Products, Inc.
    • Company Overview
    • A Narrower Focus
    • Playtex Gentle Glide a Hit with Teens
    • Playtex Launches Wipes
    • Playtex on the Web
    • On the Block?

    Competitive Profile: Procter & Gamble Co.
    • Company Overview
    • Historical Background
    • A Brief History of Tambrands
    • New Products, New Looks
    • Pantyliner Potential
    • Tampax Naturals and Ongoing Health Issues
    • Wiping Up the Competition
    • A New Alternative: Envive
    • BeingGirl.com Website Launched
    • Overcoming Cultural Barriers

    Competitive Briefs
    • Bodywise U.K. Ltd./Natracare L.L.C.
    • Consolidated EcoProgress Technology, Inc.
    • Keepers! Inc.
    • Lake Consumer Products, Inc.
    • Organic Essentials, Inc.
    • Ultrafem, Inc.

    Marketing & New Product Trends
    • Giving Women What They Want
    • Heavy Advertising Spending
    • Websites Targeting Teens
    • Pitching Products Abroad
    • Joint-Venture Efforts
    • Reinventing Feminine Protection…in Cup Form
    • Sanitary Pads Contoured to Fit
    • Thin and Absorbent Are In
    • The Natural Advantage
    • Multipacks and Portable Products
    • Color-Coded Packaging
    • Making the Pantyliner Sexy: Enter the Thong
    • Consumers Welcome Wipes
    • Slow Going in Intimate Hygiene
    • Table of Selected New Product Introductions
    • Table 3-7: The U.S. Feminine Hygiene Products Market: Selected New Product Introductions and Line Extensions, 1999 - Spring 2001

    Advertising and Promotion
    • Methodology
    • $174 Million Spent on Consumer Advertising in 2000
    • Procter & Gamble Is Top Advertiser
    • Other $10 Million-Plus Spenders
    • Alberto-Culver and Fleet Are Top Spenders in Intimate Hygiene
    • A More Direct Approach
    • Advertising Aimed at Women
    • A Male Approach?
    • The Main Selling Points: Comfort, Protection, Odor Control
    • New Global Campaign for Kotex Makes a Point
    • Feminine Hygiene and Sex Appeal?
    • Sweeping College Campuses
    • The Right Place at the Right Time
    • Coupons and Trial-Size Offers Common
    • Occasional Sweepstakes
    • Product Tie-Ins
    • Trade Advertising
    • Promotions Are Standard
    • Co-Op Advertising
    • A Forum for the Industry
    • Advertising Samples
  4. Distribution And Retail
    At the Distribution Level
    • Distribution Basics
    • Smaller Marketers Rely on Service Merchandisers
    • Few Mass Marketers Deliver Direct
    • Distributor Services

    At the Retail Level
    • Retail Sales by Outlet
    • Table 4-1: Share of U.S. Feminine Hygiene Market Sales by Retailer Type, 1996 vs. 2000 (percent): Supermarkets, Mass Merchandisers, Drugstores, Warehouse Clubs, Other
    • Mass Merchandisers Gaining on Supermarkets
    • The Role of Private Label
    • Shelf Space at a Premium
    • Retail Prices from $2 to $35
    • Retail Margins Average 23%
    • Table 4-2: Suggested U.S. Retail Prices for Selected Feminine Hygiene Products

    Retail Focus: Supermarkets
    • Supermarkets' Share on the Downslide
    • Positioning the Products
    • Packaging Changes a Mixed Bag for Retailers
    • Expanding Beyond the Traditional Becoming a Necessity
    • The Private-Label Pitfall

    Retail Focus: Mass Merchandisers
    • Mass Merchandisers Gaining Share
    • Better Selection Is Major Competitive Appeal
    • More Affordable Store Brands Also a Draw

    Retail Focus: Drugstores
    • Sector Losing Market Share
    • Short on Intimate Hygiene, Long on Private Label
    • Albertson's Rolling Out Women's Health Department
    • Breaking Away from the Norm

    Retail Focus: Other Retail Outlets
    • Warehouse Clubs
    • Health and Natural Food Stores
    • Direct/Mail Order

    Retail Focus: Internet
    • Overview of Online Sales
    • Feminine Hygiene Products Online
    • Alternative Marketers Make Strong Showing
    • The Privacy Appeal
    • Wooing Teens Online
    • A Rich Resource for Market Research
  5. the Consumer
    Users of Sanitary Pads and Napkins
    • The Simmons Survey System
    • 50 Million Monthly Users of Sanitary Pads/Napkins
    • 76% of Women Age 25-34 Are Product Users
    • Disproportionate Draw Among Asians, Hispanics
    • Broad Socio-Economic Range
    • Resisters to Product Usage
    • 40% Use Regular Products Most Often
    • Upscale Skew to Regular Product Users
    • 18% Are Heavy Users
    • 35-44 Top Bracket for Heavy Users
    • 33% Use P&G's Always
    • Variations by Brand
    • Table 5-1: Number and Percent of Women Who Use Sanitary Pads/Napkins: By Age Bracket, 2000 (number and percent): Overall, From Age 18 to 75+
    • Table 5-2: Number and Percent of Women Who Use Sanitary Pads/Napkins: By Race/Ethnicity, 2000 (number and percent): Overall, White, Black, Spanish/Hispanic, Not White or Black, Asian
    • Table 5-3: Demographic Characteristics Favoring Use of Sanitary Pads/Napkins, 2000 (U.S. Adult Females)
    • Table 5-4: Demographic Characteristics Favoring Use of Sanitary Pads/Napkins in Previous 30-Day Period, 2000 (U.S. Adult Females)
    • Table 5-5: Usage Rates for Sanitary Pad/Napkins: Types Used Most Often, 2000 (U.S. Adult Females)
    • Table 5-6: Demographic Characteristics Favoring Use of Regular Sanitary Pads/Napkins, 2000 (U.S. Adult Females)
    • Table 5-7: Demographic Characteristics Favoring Use of Full-Size Sanitary Pads/Napkins, 2000 (U.S. Adult Females)
    • Table 5-8: Demographic Characteristics Favoring Use of Pantyliners/Shields, 2000 (U.S. Adult Females)
    • Table 5-9: Demographic Characteristics Favoring Use of Ultra Thin Full-Size Sanitary Pads/Napkins, 2000 (U.S. Adult Females)
    • Table 5-10: Demographic Characteristics Favoring Use of Deodorant Sanitary Pads/Napkins, 2000 (U.S. Adult Females)
    • Table 5-11: Demographic Characteristics Favoring Use of Thin Full-Size Sanitary Pads/Napkins, 2000 (U.S. Adult Females)
    • Table 5-12: Demographic Characteristics Favoring Use of Mini-Size Pads, 2000 (U.S. Adult Females)
    • Table 5-13: Usage Rates for Sanitary Pads/Napkins: By Frequency and Type, 2000 (U.S. Adult Females)
    • Table 5-14: Demographic Characteristics Favoring Heavy Use of Sanitary Pads/Napkins, 2000 (U.S. Adult Females)
    • Table 5-15: Demographic Characteristics Favoring Heavy Use Full-Size Sanitary Pads/Napkins, 2000 (U.S. Adult Females)
    • Table 5-16: Demographic Characteristics Favoring Heavy Use of Pantyliners/Shields, 2000 (U.S. Adult Females)
    • Table 5-17: Demographic Characteristics Favoring Heavy Use of Thin/Ultra Thin Sanitary Pads/Napkins, 2000 (U.S. Adult Females)
    • Table 5-18: Demographic Characteristics Favoring Heavy Use of Mini Pads, 2000 (U.S. Adult Females)
    • Table 5-19: Usage Rates for Sanitary Pads/Napkin: By Leading Brands, 2000 (U.S. Adult Females)
    • Table 5-20: Demographic Characteristics Favoring Use of Always Brand Sanitary Pads/Napkins, 2000 (U.S. Adult Females)
    • Table 5-21: Demographic Characteristics Favoring Use of Kotex Brand Sanitary Pads/Napkins, 2000 (U.S. Adult Females)
    • Table 5-22: Demographic Characteristics Favoring Use of Stayfree Brand Sanitary Pads/Napkins, 2000 (U.S. Adult Females)
    • Table 5-23: Demographic Characteristics Favoring Use of Carefree Brand Sanitary Pads/Napkins, 2000 (U.S. Adult Females)

    Appendix I: Examples Of Consumer And Trade Advertising And Promotions
    Appendix II: Addresses Of Selected Marketers
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