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Country Report

Sanitary Protection in

Sanitary Protection in the US

Jun 2020

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PRE-COVID-19 PERFORMANCE

Younger generations offer opportunities; tampons continues to struggle

Sanitary protection continued to be negatively impacted by the slower growth rate in the population of women aged 15-54 in 2019. This population constitutes the main consumer base for sanitary protection, and its decelerating growth rate indicates that the population may contract.

Direct-to-consumer players moving into bricks-and-mortar retail

Sanitary protection has seen a wave of newcomers in recent years with new business models, products and values. This has included being disrupted by social entrepreneurship and the rise of e-commerce.

Leader Procter & Gamble acquires niche brand This is L to grow its consumer base

In 2019, Procter & Gamble acquired This is L, one of the fastest-growing sanitary protection companies in recent years. This is L started off as an online-only player in 2016, but quickly expanded into Target’s bricks-and-mortar stores in the same year.

2020 AND BEYOND

COVID-19 impact

Sales of sanitary protection are expected to grow by 1% in 2020 at constant 2019 prices, which, in spite of COVID-19, will be in line with the figure included in our 2020 edition published in February 2020 (pre-COVID-19). While concerns about COVID-19 were leading to stockpiling of household staples, including sanitary protection products, in the first two quarters of 2020, sanitary protection is expected to see a speedy normalisation of demand, with consumers realising that they do not need to stockpile.

Affected products within sanitary protection

Pantyliners and slim/thin/ultra-thin towels will continue be the fastest-growing products in 2020, as they are the most versatile. Early on during the COVID-19 pandemic, consumers were stocking up on pantyliners for both sanitary protection and incontinence reasons.

Recovery and opportunities

Sanitary protection was primarily impacted by stockpiling during the COVID-19 peak. Although consumers were purchasing more of these products in this period, their need for such products will not significantly increase because of COVID-19.

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Sanitary Protection Market Sample Report Sanitary Protection Market Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sanitary Protection industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in USA market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Sanitary Protection in USA?
What are the major brands in USA?
What are the key new product launches in the sanitary protection market?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

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Sanitary Protection in the US - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Younger generations offer opportunities; tampons continues to struggle

Direct-to-consumer players moving into bricks-and-mortar retail

Leader Procter & Gamble acquires niche brand This is L to grow its consumer base

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 3 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Tissue and Hygiene in the US - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Increasing trend towards sustainable and natural products in tissue and hygiene in 2019

Private label grows in tissue and hygiene, but insurgent brands also a rising force in 2019

Retail tissue and hygiene is expected to grow in the forecast period

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 8 Birth Rates 2014-2019
Table 9 Infant Population 2014-2019
Table 10 Female Population by Age 2014-2019
Table 11 Total Population by Age 2014-2019
Table 12 Households 2014-2019
Table 13 Forecast Infant Population 2019-2024
Table 14 Forecast Female Population by Age 2019-2024
Table 15 Forecast Total Population by Age 2019-2024
Table 16 Forecast Households 2019-2024

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

Megatrends

Country Report

Sanitary Protection in the US

New Report Guarantee

Executive Summary

New Report Guarantee

PRE-COVID-19 PERFORMANCE

Younger generations offer opportunities; tampons continues to struggle

Direct-to-consumer players moving into bricks-and-mortar retail

Leader Procter & Gamble acquires niche brand This is L to grow its consumer base

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Sanitary Protection in the US - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Younger generations offer opportunities; tampons continues to struggle

Direct-to-consumer players moving into bricks-and-mortar retail

Leader Procter & Gamble acquires niche brand This is L to grow its consumer base

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Tissue and Hygiene in the US - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Increasing trend towards sustainable and natural products in tissue and hygiene in 2019

Private label grows in tissue and hygiene, but insurgent brands also a rising force in 2019

Retail tissue and hygiene is expected to grow in the forecast period

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

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