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Published by: Mintel International Group Ltd.
Published: Sep. 1, 2006 - 93 Pages
Table of Contents
- INTRODUCTION AND ABBREVIATIONS
- Introduction
- Definition
- Abbreviations
- Abbreviations
- EXECUTIVE SUMMARY
- Decreasing sales of sanitary protection products causing category declines
- Aging population the reason for declining sanitary protection sales
- Fewer periods problematic for category
- Mixed sales for top manufacturers
- Retail shifts away from supermarkets
- Opportunity to fulfill needs of black consumers with more deodorant liner options
- Many women could be receptive to “preventative” yeast treatment cream
- Challenges going forward
- MARKET DRIVERS
- Menopause and menarche
- Figure 1: Female population in the US, 2000, 2005 and 2010
- Contraceptive use and period suppression
- Figure 2: Female users by contraceptive method in 2002, March 2005
- Alternative uses for sanitary protection pads (incontinence care)
- A new sexual revolution
- MARKET SIZE AND TRENDS
- MARKET SIZE
- Figure 3: US FDM sales of sanitary protection and feminine supplies, at current and constant prices, 2001-06
- The natural channel
- Figure 4: Sales of pads/liners and tampons through the natural channel, at current and constant prices, 2003-06 12 MARKET TRENDS
- Figure 5: Number of new feminine hygiene products introduced, 2000-06
- Empowering women
- Multi-use products
- Pro-environment and “natural” for health
- MARKET SEGMENTATION
- Figure 6: FDM Sales of sanitary protection and feminine hygiene supplies, segmented by type, 2004 and 2006
- Sanitary napkins/liners
- Figure 7: FDM Sales of sanitary napkins/liners, at current and constant prices, 2001-06
- Tampons
- Figure 8: FDM Sales of tampons, at current and constant prices, 2001-06
- Vaginal treatments
- Figure 9: FDM Sales of vaginal treatments, at current and constant prices, 2001-06
- Personal lubricants
- Figure 10: FDM Sales of personal lubricants, at current and constant prices, 2001-06
- Douches
- Figure 11: Sales of douches, at current and constant prices, 2001-06
- Other sanitary protection and feminine hygiene products
- Figure 12: Sales of other sanitary protection and feminine hygiene products, at current and constant prices, 2001- 06
- SUPPLY STRUCTURE
- COMPANIES AND BRANDS
- Figure 13: FDM sales of sanitary protection and feminine hygiene products in the US, 2003 and 2005
- Sanitary napkins/liners
- Figure 14: FDM brand sales of sanitary napkins/liners in the US, 2003 and 2005
- Tampons
- Figure 15: FDM brand sales of Tampons in the US, 2003 and 2005
- Vaginal Treatments
- Figure 16: FDM brand sales of vaginal treatments in the US, 2003 and 2005
- Personal lubricants
- Figure 17: FDM brand sales of personal lubricants in the US, 2003 and 2005
- Douches
- Figure 18: FDM brand sales of douches in the US, 2003 and 2005
- Other sanitary protection/feminine hygiene products
- Figure 19: FDM brand sales of other sanitary protection/feminine hygiene products in the US, 2003 and 2005
- MANUFACTURER PROFILES
- The Procter & Gamble Company
- Johnson & Johnson
- Kimberly-Clark
- Playtex Products, Inc
- Novartis
- GlaxoSmithKline plc
- Combe, Inc
- CB Fleet
- ADVERTISING AND PROMOTION
- Procter & Gamble
- Figure 20: Television ad for Tampax Pearl Tampons, “Upgrade,” 2006
- Figure 21: Television ad for Tampax Pearl Tampons, “The Braid Makes You Brave,” 2006
- Johnson & Johnson
- Figure 22: Television ad for Stayfree Dry Max, “Life Proof Protection,” 2006
- Figure 23: Television ad for Stayfree Dry Max with white glove test, 2006
- Figure 24: Television ad for Carefree Body Shape, 2006
- Kimberly-Clark
- Figure 25: Television ad for Kotex Ultra Thin, 2006
- Playtex
- Figure 26: Television ad for Playtex Gentle Glide, Ordinary Day, 2006
- Figure 27: Television ad for Playtex Gentle Glide, “Opens all around,” 2006
- Figure 28: Television ad for Playtex Beyond Tampons, 2006
- Other
- RETAIL DISTRIBUTION
- Introduction
- Figure 29: US retail sales of sanitary protection and feminine supplies, by channel, 2004 and 2006
- Figure 30: Purchase point of pads, pantiliners and/or tampons, by topline and age, June 2006
- Wal-Mart
- Supermarkets
- Figure 31: US supermarket sales of sanitary protection and feminine supplies, at current and constant prices, 2001-06
- Drugstores
- Figure 32: US drugstore sales of sanitary protection and feminine supplies, at current and constant prices, 2001- 06
- Mass merchandisers
- Figure 33: US mass merchandiser sales of sanitary protection and feminine supplies, at current and constant prices, 2001-06
- Online potential
- THE CONSUMER
- Introduction
- Summary
- Use of pantiliners/shields, sanitary pads and napkins, tampons and yeast infection products
- Figure 34: Usage of tampons, sanitary pads/napkins, pantiliners/shields and/or yeast infection products, by age, January 2005-September 2005
- Figure 35: Usage of tampons, sanitary pads/napkins, pantiliners/shields and/or yeast infection products, by presence of children in household, January 2005-September 2005
- Figure 36: Usage of tampons, sanitary pads/napkins, pantiliners/shields, and/or yeast infection products, by race/ethnicity, January 2005-September 2005
- Figure 37: Usage of tampons, sanitary pads/napkins, pantiliners/shields and/or yeast infection products, by race/ethnicity and age, January 2005-September 2005
- Types and kinds of pantiliners/shields, sanitary pads and napkins, tampons and yeast infection treatments used
- Types/kinds of pantiliners/shields used
- Figure 38: Types and kinds of pantiliners/shields used, by age, January 2005-September 2005
- Figure 39: Types and kinds of pantiliners/shields used, by race/ethnicity, January 2005-September 2005
- Types/kinds of sanitary pads/napkins used
- Figure 40: Types and kinds of sanitary pads/napkins used, by age, January 2005-September 2005
- Figure 41: Types and kinds of sanitary pads/napkins used, by race/ethnicity, January 2005-September 2005
- Absorbency and kinds of tampons used
- Figure 42: Types and kinds of tampons used, January 2005-September 2005
- Types of yeast infection treatments used
- Figure 43: Types of yeast infection product used, January 2005-September 2005
- Day protection vs night protection: When women use certain products
- Figure 44: Types and kinds of sanitary pads/napkins used by day and by night, by age, July 2006
- Figure 45: Types and kinds of sanitary pads/napkins used by day and by night, by race/ethnicity, January 2005- September 2005
- Common period-related problems
- Figure 46: Severity of period-related problems, July 2006
- Figure 47: Severity of period-related problems, by age, July 2006
- Figure 48: Severity of period-related problems, by household income, July 2006
- Figure 49: Severity of period-related problems, by race/ethnicity, July 2006
- Purchasing attitudes towards pads, pantiliners and tampons
- Figure 50: Purchasing attitudes towards pads, pantiliners and tampons, by race/ethnicity, July 2006
- Brands purchased
- Figure 51: Brand purchases of sanitary pads/napkins, pantiliners and tampons, by race/ethnicity, January 2005- June 2005
- Occurrence and treatment of yeast infections
- Figure 52: Occurrence and treatment of yeast infections, by age, July 2006
- Figure 53: Occurrence of yeast infections, by race/ethnicity, July 2006
- Vaginal yeast infection treatments
- Figure 54: Treatment of yeast infections, by age, July 2006
- Attitudes towards vaginal yeast infections
- Figure 55: Attitudes towards yeast infections, by age, July 2006
- Teen girls and sanitary protection
- Figure 56: Teen usage of tampons, sanitary pads and napkins and pantiliners/shields, by topline and age, January 2005-September 2005
- Figure 57: Teen usage of tampons, sanitary pads and napkins and pantiliners/shields, by race/ethnicity, January 2005-September 2005
- Figure 58: Brands of sanitary pads/napkins used among teen girls
- FUTURE AND FORECAST
- FUTURE TRENDS
- Fewer periods
- Figure 59: How baby is fed: Breastfeeding, formula or combination, July 2006
- Targeting teens to continue
- More attention to natural and organic products in the category
- The possibility of medicinal pads and tampons
- MARKET FORECAST
- Sanitary protection and feminine supplies
- Figure 60: Forecast of total US FDM sales of sanitary protection and feminine supplies, at current and constant prices, 2006-11
- Sanitary napkins and liners
- Figure 61: Forecast of US FDM sales of sanitary napkins and liners, at current and constant prices, 2006-11
- Tampons
- Figure 62: Forecast of US FDM sales of tampons, at current and constant prices, 2006-11
- Vaginal treatments
- Figure 63: Forecast of US FDM sales of vaginal treatments, at current and constant prices, 2006-11
- Personal lubricants
- Figure 64: Forecast of US FDM sales of personal lubricants, at current and constant prices, 2006-11
- Forecast factors
- APPENDIX: TRADE ASSOCIATIONS
- APPENDIX: NEW PRODUCT BRIEFS
- Personal Products: Stayfree Advanced Protection
- Playtex Products: Sport Plastic Tampons
- Procter & Gamble: Always Feminine Cleansing Cloths
- Kimberly-Clark: Kotex Lightdays
- Avon Products: Avon Simply Delicate Feminine Deodorizing Spray
- Personal Products: OB Tampons with Fluidlock Grooves
- Personal Products: Carefree Thong Pantiliners
- Combe: Vagisil Talc-Free Deodorant Powder
- Albertson’s: Equaline Lubricating Jelly
- CB Fleet: Summer’s Eve with Easy Spray Nozzle
- Rite-Aid: Rite Aid Opalescent Tampons
AbstractThis report includes all internal and external protective products for sanitary protection needs including sanitary napkins and belts, pads, pantyliners/shields, and tampons and tampon applicators. This report also includes products for other types of feminine needs including douches, vaginal treatments, personal lubricants, and other feminine hygiene products (deodorants, vaginal anti-itch products, etc.).
With the population aging into menopause, the demand for products in the two largest segments, sanitary napkins/liners and tampons, has declined. The greatest growth was seen in the personal lubricants segment. The success in this segment is due to the number of aging women in need of a solution for vaginal dryness, as well as many new products on the market fulfilling these needs.
Sanitary protection makers now have to deal with the suppression of periods with the use of birth control pills. Indeed, a survey of 1,021 women by the Association of Reproductive Health Professionals found that 40% of women surveyed wish they could suppress their periods indefinitely. In June 2006, Wyeth received an approval letter from the Food and Drug Administration for a continuous-use birth control pill, the first year-long oral contraceptive without any break for a period.
Overall sales look to decline further, with current trends continuing towards increased sales for certain niche products but not the major segments. The future will bring increased and more interesting innovations as suppliers look to offer value-added points of differentiation that will encourage even the most brand loyal women to consider other alternative.
In this report, Mintel clearly identifies the principal external factors driving or curtailing growth. Exclusive consumer research reveals the attitudes, needs and behavior of consumers, with analysis broken down both by demographic characteristics, and by segment.
Six years of specific sales data provide a factual and impartial presentation of the market as a whole. Mintel also evaluates the performance of individual sectors in the market, and provides information about the major companies and brands. Using the SPSS forecasting package, Mintel creates a five-year forecast of U.S. retail sales, revealing potential opportunities for growth and product development.
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