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The U.S. Market for Feminine Hygiene Products


Attention: There is an updated edition available for this report.

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.


Scope And Methodology

Market Parameters

This report focuses on two categories of consumer packaged products designed specifically for use in feminine hygiene:

  • The Feminine Protection Category, which includes those products specifically intended to protect women from menstrual flow. Less absorbent versions of products also protect from discharge between menstrual cycles and/or light incontinence. The category comprises two segments: sanitary pads/liners (external protection products) and tampons (internal protection products). The sanitary pads/liners segment is further broken out into three types: sanitary pads, pantyliners and shields, and interlabial products. The tampon segment breaks out into two types: tampons and collection cups.
  • The Intimate Hygiene Category, which includes products designed and marketed specifically for feminine hygiene cleansing before, during, or after menstruation. The category comprises internal cleansing products, namely douches; and external deodorant products, principally deodorant sprays, washes, and premoistened wipes and towelettes.

Excluded from this analysis are vaginal lubricants; products used to treat medical ailments such as yeast infection; creams and powders designed to reduce vaginal irritation associated with incontinence and infection; incontinence products; products taken orally to reduce menstrual discomfort; contraceptives of all types; and pregnancy tests. Also excluded are products such as sea sponges that may be used for menstrual protection but are not approved by the Food and Drug Administration (FDA) and/or specifically marketed for that purpose. In addition, given its retail focus, this report does not cover products sold or distributed at the medical or institutional level.

Report Methodology

The information contained in this report was obtained from both primary and secondary research. Primary research entailed consultation with industry sources and on-site examination of the retail milieu. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived sales figures from sources such as Information Resources, Inc. (IRI) InfoScan data and Supermarket Business consumer expenditure surveys. Figures provided on national consumer advertising expenditures are based on data (copyright 2000) from CMR, a Taylor Nelson Sofres company. The analysis of consumer demographics primarily derives from the Simmons Market Research Bureau (New York, NY) Fall 2000 consumer survey, based on 31,576 respondents.

Press Release

Feminine Hygiene Manufacturers Marketing to Men

July 31, 2001, New York, NY -- As men are increasingly doing the shopping for households, they have been put in the unfamiliar territory of making selections among the many product choices the feminine hygiene market offers. These confused men, floundering without guidance in a market they have previously lacked any exposure to, have been identified by marketers of feminine hygiene products as a natural target audience.

This trend, as well as many other factors which are driving the U.S. retail sales of feminine hygiene products well over the $2 billion mark, are fully examined in the new report from Packaged Facts and available through MarketResearch.com, The U.S. Market for Feminine Hygiene Products. The report provides detailed information on emerging marketing campaigns, such as the new ads for men, and also covers distribution and retail trends, new product development, and consumer demographic profiles. Historical sales data, as well as market projections through the year 2005 are also included in the report.

According to Meg Hargreaves, VP of Publisher Relations and Content Development for MarketResearch.com, the feminine hygiene industry, while mature, has become increasingly dynamic as it operates to recognize the changing attitudes of its consumers. “Although marketers of feminine hygiene products have something of a captive audience, they are becoming increasingly innovative and solicitous with their product offerings and women appear to be a receptive audience for new and improved products,” said Ms. Hargreaves. According to the report, despite dissatisfaction and health concerns over many past and current products, women appear to be ready and willing to experiment with new alternatives such as feminine hygiene wipes and disposable menstrual cups. The recent proliferation of these alternative products could lead to untapped growth in the market.

Brand loyalty has long been a central feature of the feminine hygiene market, and the same major players who have dominated the market for years continue to hold on to their large market shares thanks to life-long brand loyal consumers. As the children of the baby-boomlet of the 80’s and 90’s age, marketers are tapping teen girls as a major source of potential future growth, hoping these consumers will become lifelong feminine hygiene brand loyalists.

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Why are some companies marketing feminine hygiene products to men?

It’s not as crazy as it seems. The feminine hygiene market has traditionally been considered an industry with modest growth potential and a very specific marketing audience – one that has never included men. However, recent industry studies have shown that several changes, including the fact that more men have started doing shopping for households and are increasingly making decisions about purchasing feminine hygiene products, are creating new challenges and opportunities for the market. As the market has been re-examined by many of the key players a vast array of new products, as well as some new slants on marketing, have been developed.

Your guide to the industry, The U.S. Market for Feminine Hygiene Products, a new report from Packaged Facts now available through MarketResearch.com, presents a complete overview of the current feminine hygiene market trends. The report examines sales and growth trends, the consumer marketplace, marketer/brand shares, competitive strategies, demographic data, and more.

Use The U.S. Market for Feminine Hygiene Products to find out how:

  • New marketing tools, such as websites, which have targeted teen girls, have successfully established a new sense of brand loyalty and helped breathe new life into the industry
  • The fear of Toxic Shock Syndrome is still affecting the market, pushing the industry to explore organic products and non-traditional forms of feminine protection.
  • New products within the intimate hygiene market, such as towlettes, have gained recent popularity.
  • Private label companies have emerged to have stronger sales increases than many brand name players.

    The report also provides detailed industry information on many categories, including:

    • Pads
    • Tampons
    • Douches
    • Washes
    • Sprays
    • Wipes/towelettes

    Representing over 600 hours of research, analysis and execution,The U.S. Market for Feminine Hygiene Products is compiled from both primary and secondary data such as:

    • Industry-dedicated trades
    • Company, government and industry research
    • Consultations with industry experts

    MarketResearch.com gives you the tools you need to identify strategic opportunities for your company and stay ahead of the competition. With this substantial insight into your current and projected market, you have the necessary information to formulate on-target business plans, execute the right creative for advertising, and budget resources properly.

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    Issues Addressed:

    • History of the Market / Products
    • Product Categories and Types
    • Feminine Protection Products
    • Intimate Hygiene Products
    • Regulatory Environment
    • Consumer Health Concerns
    • The Chemical Factor
    • Package Labeling Requirements
    • New product development
    • Mergers and acquisitions
    • Consumer attitudes
    • Demographic data
    • Market share
    • Advertising and promotion trends
    • Advertising expenditures
    • Sales by distribution channel

    Categories Covered:

    • Feminine Protection
    • Sanitary Pads
    • Panty Liners
    • Tampons
    • Intimate Hygiene
    • Douches
    • Towelettes, Sprays, and Washes

    Companies and Sites Discussed:

    • Alberto Culver Co.
    • C.B. Fleet Co.
    • First Quality Hygienic, Inc.
    • Johnson & Johnson (Personal Products Co.)
    • Kimberly-Clark Corp.
    • Lake Consumer Products, Inc.
    • Playtex Products, Inc.
    • Procter & Gamble Co.
    • SmithKline Beecham Plc
    • Ultrafem, Inc.
    • EcoProgress, Inc. (Consolidated EcoProgress Technology)
    • Keepers! Inc.
    • Natracare, LLC
    • Organic Essentials, Inc.

    Tables and Graphs:

    • U.S. Market by Category
    • Product Breakouts by Category
    • U.S. Sales by Category, Region
    • Projected U.S. Sales by Category
    • Product Introduction by Category
    • Share of Market by Category
    • Select Marketers by Brand & Product

    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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