Several demographic shifts in the US are limiting the growth of sanitary protection. The most important is the slower rate of population growth amongst women aged 12-54.
Despite slow volume and current value growth in sanitary protection in 2018, organic and natural players drove growth. Previously online-only organic brands such as Lola and Cora are now on the shelves of bricks-and-mortar retailers.
Social trends and e-commerce are creating a growing need for new marketing and advertising strategies to attract consumers in this mature category. By addressing the growing awareness of overall women’s wellness, brands are meeting consumers’ demand by pairing towels with other products that can support them during menstruation.
In 2018, US-based The Procter & Gamble Co rolled-out its Always Pure & Clean feminine care line. The company has created a Pure sub-brand in several categories, including nappies/diapers and wipes.
Overall, the tampons category faced lower current value and volume sales in the US in 2018. As other categories, sales were negatively impacted by the demographic headwinds and increased use of contraceptives.
Despite the decline in overall tampons, natural tampons brands have emerged, which appeal to women influenced by the organic and all-natural movements. Manufacturers that make tampons with “natural” ingredients and claim to use 100% organic cotton (such as Seventh Generation from Unilever) saw strong growth over recent years.
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This industry report originates from Passport, our Tissue and Hygiene market research database.