Moving forward, sanitary protection is expected to record marginal retail volume growth over the forecast period, led by slim/thin/ultra-thin towels and pantyliners. The pattern reflects the conflicting forces already noted pre-pandemic, with a growing menstruation-age population and continued destigmatisation and equality movement playing positive roles, while birth control practice and the rise of washable period alternatives provide competition.
The combined effect of growing women’s empowerment activism, destigmatisation of traditional taboos and pandemic-fuelled self-care awareness has contributed to new product designs and expansion to provide holistic care for local consumers of sanitary protection. For example, start-up Sequal received seed funding in 2022 to develop its tampons with a spiral design that ensures even and maximum liquid absorption without leakage.
Although the leakproof segment remains small compared to traditional sanitary protection, as its target audience becomes younger and features a go-to-consumer channel heavily focused online, its popularity will continue to grow. Indeed, a slew of small to large hygiene and apparel players such as Essity, Kimberly-Clark, adidas and Victoria’s Secret among others, have added leakproof options to their product portfolios through research and development investment and mergers and acquisitions.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sanitary Protection industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines sanitary protection and intimate wipes, please select Sanitary Protection Including Intimate Wipes.See All of Our Definitions
This report originates from Passport, our Sanitary Protection research and analysis database.
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