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Sanitary Protection in
USA

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Changing demographics are set to hamper growth

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.

US consumers continue to seek organic products

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.

Looking beyond towels – bundling opportunities

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.

COMPETITIVE LANDSCAPE
Procter & Gamble ventures into the natural and reusable segments

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 sales of tampons decline...

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.

...but sales of natural tampons continue to rise

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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Sanitary Protection in the US

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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.

Sanitary Protection in the US - Category analysis

HEADLINES

PROSPECTS

Changing demographics are set to hamper growth
US consumers continue to seek organic products
Looking beyond towels – bundling opportunities

COMPETITIVE LANDSCAPE

Procter & Gamble ventures into the natural and reusable segments
Overall sales of tampons decline...
...but sales of natural tampons continue to rise

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in the US - Industry Overview

EXECUTIVE SUMMARY

Uptick in growth in retail tissue and hygiene
Rising raw materials costs to impact product pricing
Increasing competition from opposite ends of the spectrum
Changing consumer values
Slow population growth in a mature market

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources