A Mature Market

In the United States, the feminine hygiene category is seeing steady but hardly impressive sales growth. In 2012, total retail sales of feminine hygiene and sanitary protection products reached $4.9 billion, a 2.2 percent increase from 2011. And sales are expected to reach $5.5 billion by 2017, states “Feminine Hygiene and Sanitary Protection Products — US,” a May report from global market research firm Mintel.

“Feminine Hygiene is a mature market in North America,” states Brad Kalil, director of market research and statistics for the Association of the Nonwoven Fabrics Industry, Cary, N.C. “We haven’t seen much in the way of significant changes in share (tampon/panty liner) or growth.”

Trends with traction

Sanitary napkins and liners continue to lead the category in sales, Mintel states. A recent survey conducted by Mintel found that three-quarters of women respondents use pads (including liners and napkins), while only slightly more than half of respondents use tampons. Among tampon users, plastic applicators are preferred to cardboard or non-applicator tampons. Tampon usage peaks during the age range of 25 to 34, with three-quarters of women respondents in this age group claiming to have used tampons in the past six months.

When it comes to private brands in the feminine hygiene category, Mintel reports that store brands make up about one-fifth of the market and continue to be a threat to brand name products. The trend toward the purchase of store brands within the category has been driven, in part, by consumers’ desire to decrease their spending in a poor economic climate.

Trends on the horizon

Regardless of the brand, women continue to be concerned about potential irritants and synthetic ingredients used in their products, Mintel states. This concern is leading to an increase in “free-from” claims in North America, with “fragrance-free” as the leading claim. Organic tampons/pads, made from cotton grown without pesticides or additives, have also begun showing up on store shelves as consumers become increasingly interested in buying a wide variety of organic products.

Another trend beginning to show up in the feminine hygiene category is that of brand extension with intimate/feminine care wipes, Kalil says. Mintel reports that the feminine needs segment, while small, continues to grow, posting a 2.7 percent sales increase between 2010 and 2012. This market is expected to keep growing as women use these products more often to stay fresh and hygienic, Mintel adds.

Additionally, retailers will need to use more aggressive promotions, in terms of creativity, to drive the category forward, says Sam Hacohen, vice president sales and marketing for Albaad, Massuot Yithak, Israel. Efforts could include cross-promotions, multi-buys, innovative packaging or new color schemes, but not price promotions, as those drive the category down, he says. Also important are products targeted to specific age groups. Teens and young adults differ greatly from middle-aged women in what attributes they want from their feminine care products.