Consumer Trends in the Feminine care Market in US

Canadean Ltd
March 16, 2012
83 Pages - SKU: CANL3809874
Countries covered: United States

Synopsis

This report provides the results for the Feminine Care market in the US from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.

Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level

Summary

Why was the report written?

Marketers in the Feminine Care market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the feminine care market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. Most Feminine Care products such as Sanitary Pads, Internal Cleansers, Pantiliners and Shields, Tampons and Disposable Razors and Blades are considered essential items and therefore consumption patterns have not been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?

Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.

The data in this report examines over 20 consumer trends that affect the market and examine the share of sales across over 26 consumer groups – providing a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Scope

Detailed category coverage is provided, covering the Sanitary Pads, Internal Cleansers, Pantiliners And Shields, Tampons and Women’s Disposable Razors and Blades markets.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights

Women’s Disposable Blades and Razors, and Sanitary Pads dominate the US market
Market valuation reveals that Women’s Disposable Blades and Razors and Sanitary Pads have the largest market share in value terms. These products are followed by Tampons and Pantiliners and Shields, while Internal Cleansers hold less than a 5% share.

Private label penetration low for Tampons
Private labels have a low penetration in the Tampons market, with fewer than 10% of consumers using them. In contrast over 15% of consumers use private label products in all other private label categories, with penetration highest at over 20% in the Pantiliners and Shields Category.

Value for money and changing lifestyles are the key market drivers in the Women’s Disposable Razors and Blades market in the US
Behavioral trend analysis reveals that economic factors play a significant role in consumers’ choices of Disposable Razors and Blades. As such suppliers must compete on price or create strong premium products that encourage consumers to trade up.



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