The U.S. Market for Feminine Hygiene Products

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Published Aug 1, 2001 | 231 Pages | Pub ID: LA376083

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This all-new Packaged Facts report on the feminine hygiene market, whose U.S. sales alone currently exceed $2 billion, analyzes sales and growth potential for feminine protection and intimate hygiene categories, focusing on the increasing diversity of the products marketed. The report examines in detail the trends affecting market size and growth, offering historical sales data and projections through 2005. Coverage includes marketer and brand shares based on Information Resources, Inc.'s InfoScan sales-tracking data, marketing and new product trends, advertising, and distribution and retail trends. Also included are detailed consumer demographic profiles based on Simmons Market Research Bureau data, as well as more than 10 competitive analyses of major U.S. players, including Proctor & Gamble Co., Kimberly-Clark Corp., and Johnson & Johnson.

  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