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Feminine Hygiene Products in The U.S.

This all new Packaged Facts report, Feminine Hygiene Products in the U.S., provides insights into the mature U.S. feminine hygiene products market, comprised of the feminine protection and intimate care categories. This market has been witnessing a decline in sales since 2002, another victim of the Baby Boomers, who try as they might to halt the aging process, continue to get old and drop out of certain markets. Female baby boomers entering menopause is especially affecting the feminine protection category which includes sanitary pads and tampons and which accounts for 76% of the feminine hygiene market.

However, new launches targeting niche requirements and heavy promotions helped reverse the decline trend as sales grew, though marginally, from $3.02 billion in 2004 to $3.04 billion in 2005. Reinvention is the buzzword, as leading marketers launched products on higher end functional and emotional benefits in an effort to reach out better to consumers. Reaching out to consumers has actually become easier for marketers in this arena. The increased awareness & openness among female consumers makes the conversation easier.

Feminine Hygiene Products in the U.S. documents market size and composition, details marketing and retail trends, forecasts market developments through 2010, provides up-to-date competitive profiles of major players and profiles consumers by product preferences.

Report Methodology
The information in Feminine Hygiene Products in the U.S. is based on both primary and secondary research. Primary research involved an examination of the retail milieu, interviews with marketing, public relations and industry analysts within the feminine hygiene market. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd. Up-to-date profiles of key consumer demographics are based on Simmons Market Research Bureau data for Fall 2005.

What You'll Get in this Report
Feminine Hygiene Products in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Feminine Hygiene Products in the U.S. offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles
  • Retail Strategies
  • The Consumer
  • The Products
  • Trends and Opportunities

Plus, you'll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the feminine hygiene market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer based on Simmons data. >

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans.
  • Research and development professionals stay on top of competitor initiatives and explore demand.
  • Advertising agencies working with clients in the feminine hygiene industry understand the product to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Scope of the Report
      • Report Methodology
      • The Market
      • The Feminine Protection Category
      • Intimate Care Category
      • Factors Affecting Growth
      • Market Projections
    • The Marketers
      • Top Marketers in The Feminine Hygiene Market
      • Top Brands in The Feminine Hygiene Market
      • Private Label in Feminine Hygiene
    • Marketing Dynamics
      • Advertising Expenditure and Promotion
        • Table Major Marketers by Ad Spend, January-December 2005 (in million $)
      • Marketing Initiatives
      • New Product Introductions
        • Table 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
  • The Market
    • Scope of the Report
      • Report Methodology
      • Market Classification and Product Definitions
    • Feminine Hygiene Market
      • Feminine Hygiene Struggles Toward Growth
      • Feminine Hygiene Market Composition
    • The Feminine Protection Category
      • Feminine Protection: Overcoming Barriers
      • Feminine Protection Category Composition
    • Intimate Care Category
      • Intimate Care Touches New Heights
      • Intimate Care Category Composition
    • Factors Affecting Growth
      • Intimate Care Attracts Consumers
      • Increased Awareness and Openness
      • Meeting Universal and Specific Needs
      • Environmental Concerns
      • Baby Boomers Create Opportunity
    • Market Projections
  • The Marketers
    • Top Marketers in The Feminine Hygiene Market
      • Marketers Push for Growth
        • Table IRI-Tracked Retail Sales of Top Feminine Hygiene Marketers, 2001-2005 (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top Feminine Hygiene Brands, 2001-2005 (in million $)
    • Category: Feminine Protection
      • Top Marketers
        • Table IRI-Tracked Sales of Top Feminine Protection Marketers, 2001-2005 (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top Feminine Protection Brands, 2001-2005 (in million $)
      • Segment: Sanitary Napkins/Liners
        • Table IRI-Tracked Sales of Top Sanitary Napkins/Liners Marketers, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of Top Sanitary Napkins/Liners Brands, 2001-2005 (in million $)
      • Segment: Tampons
        • Table IRI-Tracked Sales of Top Tampon Marketers, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of Top Tampon Brands, 2001-2005 (in million $)
    • Category: Intimate Care
      • Top Marketers
        • Table IRI-Tracked Sales of Top Intimate Care Marketers, 2001-2005 (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top Intimate Care Brands, 2001-2005 (in million $)
      • Segments: Personal Lubricants
        • Table IRI-Tracked Sales of Top Personal Lubricant Marketers, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of Top Personal Lubricant Brands, 2001-2005 (in million $)
      • Segment: Vaginal Treatments
        • Table IRI-Tracked Sales of Top Vaginal Treatment Marketers, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of Top Vaginal Treatment Brands, 2001-2005 (in million $)
      • Segment: "Other" Feminine Hygiene Treatments
        • Table IRI-Tracked Sales of Top Other Feminine Hygiene Treatments Marketers, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of Top Other Feminine Hygiene Treatments Brands, 2001-2005 (in million $)
      • Segment: Douches
        • Table IRI-Tracked Sales of Douches, by Marketers, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of Douches, by Brands, 2001-2005 (in million $)
    • Private Label
      • Feminine Hygiene
      • Feminine Hygiene Private Label Product Composition
      • Feminine Protection
        • Table IRI-Tracked Sales of Private Label Feminine Protection Products by Segment, 2001-2005 (in million $)
      • Intimate Care
        • Table IRI-Tracked Sales of Private Label Intimate Care Products, by Segment, 2001-2005 (in million $)
  • Marketing Dynamics
    • Advertising Expenditure and Promotion
      • Table Major Marketers by Ad Spend, January-December 2005 (in million $)
      • Procter & Gamble
        • Table Estimates of Ad Spends of Procter & Gamble, January-December 2005 (in thousand $)
      • Johnson & Johnson
        • Table Estimates of Ad Spends of Johnson & Johnson, January-December 2005 (in thousand $)
      • Kimberly-Clark Corp.
        • Table Estimates of Ad Spends of Kimberly-Clark Corp., January-December 2005 (in thousand $)
      • Playtex Products, Inc.
        • Table Estimates of Ad Spends of Playtex Products, Inc., January-December 2005 (in thousand $)
      • C.B. Fleet
        • Table Estimates of Ad Spends of C.B. Fleet, January-December 2005 (in thousand $)
      • Combe, Inc.
        • Table 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 Number of Feminine Hygiene Brand Introductions By Marketer, January 2005-June 2006
      • Table Number of Feminine Hygiene New SKUs by Marketer, January 2005-June 2006
      • Table Feminine Hygiene Brands Introductions by Brand/Marketer, January 2005-June 2006
      • New Product Introductions by Package Tags
        • Table Feminine Hygiene's New Product Selling Points, by Select Package Tags, January 2005-June 2006
        • Table New Feminine Hygiene Brand Introductions with "Disposable" Package Tag
        • Table New Feminine Hygiene Brand Introductions with "Natural" Package Tag
        • Table New Feminine Hygiene Brand Introductions with "Upscale" Package Tag
        • Table New Feminine Hygiene Brand Introductions with "Single Serving" Package Tag
      • New Product Introductions by Ingredients
        • Table Feminine Hygiene's New Product Selling Points, by Select Ingredients, January 2005-June 2006
        • Table New Feminine Hygiene Brand Introductions with "Glycerin" Ingredient
        • Table New Feminine Hygiene Brand Introductions with "Propylene Glycol" Ingredient
        • Table New Feminine Hygiene Brand Introductions with "Fragrance" Ingredient
        • Table New Feminine Hygiene Brand Introductions with "Vitamin E" Ingredient
    • The Retail Scenario
      • Feminine Hygiene
        • Table Dollar & Unit Sales for Feminine Hygiene, by Trade Class, 2005 (in million $)
        • Table Dollar and Unit Sales of Feminine Hygiene Best Sellers in Drug Stores, 2005 (in million $)
        • Table Total Food/Drug/Discount Dollar Sales for Feminine Protection, 2005 (in million $)
        • Table Total Food & Drug Dollar Sales for Feminine Protection, 2005 (in million $)
        • Table Total Supermarket/Drug/Discount Dollar Sales for Intimate Care, 2005 (in million $)
      • Sanitary Napkins/Liners
        • Table Dollar & Unit Sales for Sanitary Napkins/Liners, by Trade Class, 2005 (in million $)
        • Table Dollar and Unit Sales of Sanitary Napkins/Liners' Best Sellers in Drug Stores, 2005 (in million $)
      • Tampons
        • Table Dollar & Unit Sales of Tampons, by Trade Class, 2005 (in million $)
        • Table Dollar and Unit Sales of Tampon Best Sellers in Drug Stores, 2005 (in million $)
      • Vaginal Treatments
        • Table Dollar & Unit Sales of Vaginal Treatments, by Trade Class, 2005 (in million $)
        • Table Dollar and Unit Sales of Vaginal Treatment Best Sellers in Drug Stores, 2005 (in million $)
      • Personal Lubricants
        • Table Dollar Sales of Personal Lubricants Top Brands in Supermarkets, Drug Stores, and Discount Stores, July 2004-July 2005 (in million $)
  • 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
        • Table Demographic Characteristics Favoring Use of Sanitary Pads, Panty Liners and Tampons, 2005
      • Sanitary Pads
        • Table Usage Rates for Sanitary Pads by Type, Form, and Kind, 2005
        • Table Demographic Characteristics Favoring Use of Regular/Maxi Pad and Ultra Thin Pad Types, 2005
        • Table Demographic Characteristics Favoring Use of Forms- Pads With Wings and Pads Without Wings, 2005
        • Table Demographic Characteristics Favoring Use of Deodorant and Regular/Non-Deodorant Kind of Pads, 2005
      • Sanitary Pads Preferences By Brands
        • Table Usage Rates for Sanitary Pads by Brands, 2003-2005 (%)
        • Table Demographic Characteristics Favoring Use of Always and Kotex Brands of Sanitary Pads, 2005
        • Table Demographic Characteristics Favoring Use of Carefree and Stayfree Brands of Sanitary Pads, 2005
    • Panty Liners
      • Panty Liner Preferences by Type
        • Table Usage Rates for Panty Liners by Kinds and Length, 2005 (%)
        • Table Demographic Characteristics Favoring Use of Deodorant and Regular/Non-Deodorant Kinds of Panty Liners, 2005
        • Table Demographic Characteristics Favoring Use of Panty Liners with Long and Regular Length, 2005
      • Panty Liner Preferences by Brands
        • Table Usage Rates for Panty Liners by Brands, 2003-2005 (%)
        • Table Demographic Characteristics Favoring Use of Carefree, Always Alldays, and Kotex Panty Liners, 2005
    • Tampons
      • Tampon Preferences by Type
        • Table Demographic Characteristics Favoring Use of Tampons by Regular, Super and Super Plus Absorbency, 2005
        • Table Demographic Characteristics Favoring Use of Tampons by Regular/Non-Deodorant Kind, 2005
      • Tampon Preference by Brand
        • Table Demographic Characteristics Favoring Use of Tampons by Brand: Tampax, Playtex, Kotex, &o.b., 2005
    • Store Brands Make A Mark
      • Table Demographic Characteristics Favoring Use of Store Brands by Category: Sanitary Pads, Panty Liners, and Tampons, 2005
  • 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 New Product Introductions in the Intimate Care Category, January 2005-June 2006
      • Upscale Feminine Hygiene
        • Table New Feminine Hygiene Brand Introductions with "Upscale" Package Tag
      • Sexual Wellness: A Boon For Personal Lubricants
        • Table New Personal Lubricant Product Introductions, January 2005-June 2006
      • Private Label: A Growing Threat to National Marketers
      • Environmental Issues
  • Company Profiles
    • Procter & Gamble
      • Overview
        • Table Brand Portfolio of P&G's Feminine Hygiene Products
    • Johnson & Johnson
      • Overview
        • Table Brand Portfolio of J&J's Feminine Hygiene Products
      • Charitable Partnership to Help Promote Stayfree
    • Kimberly-Clark Corporation
      • Overview
        • Table Brand Portfolio of Kimberly-Clark's Feminine Hygiene Products
    • Playtex Products, Inc.
      • Overview
      • Brands
        • Table Brand Portfolio of Playtex Products, Inc.'s Feminine Hygiene Products
      • Financial Performance
    • C.B. Fleet Company, Inc.
      • Overview
      • Brands
        • Table Brand Portfolio of C. B. Fleet Company, Inc.'s Feminine Hygiene Products
      • Financial Performance
    • Combe, Inc.
      • Overview
      • Brands
        • Table Brand Portfolio of Combe, Inc.'s Feminine Hygiene Products
      • Financial Performance
    • Alberto-Culver Company
      • Overview
      • Brands
      • Financial Performance
    • GlaxoSmithKline (GSK)
      • Overview
      • Brands
        • Table Brand Portfolio of GSK's Feminine Hygiene Products
      • Financial Performance
    • SSL International plc
      • Brands
        • Table Brand Portfolio of SSL International's Feminine Hygiene Products
    • Schering-Plough Corporation
      • Overview
      • Brands
        • Table Brand Portfolio of Schering-Plough's Feminine Hygiene Products
      • Financial Performance
    • Columbia Laboratories, Inc.
      • Overview
      • Brands
      • Financial Performance
    • Amerifit Nutrition, Inc.
      • Overview
      • Financial Performance
    • Trigg Laboratories
      • Overview
      • Brands
        • Table Brand Portfolio of Trigg Laboratories' Feminine Hygiene Products
      • Financial Performance
    • Appendix Selected Marketer Addresses

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