Sanitary Protection in the US

2021 DEVELOPMENTS

Destocking, family planning and inflation weigh on consumption

Early destocking and economic reopening led to a minor retail volume decline in sanitary protection in 2021 compared with 2020. The decline can also be attributed to trends already underway pre-pandemic, such as family planning practice, which reduced the frequency and intensity of menstruation, and the rise of reusable period alternatives.

Thinner formats gain momentum over the more intrusive and thicker standard format, while reusables cast a shadow

Not all product formats saw the same growth pattern within sanitary protection in 2021. Continuing the previous year’s momentum, slim/thin/ultra-thin towels with wings and pantyliners saw the highest volume gains in 2021.

Shift to holistic care further drives lifestyle branding and adjacency expansion

As consumers gained awareness of personal health and wellness and approached personal care more proactively, the concept of holistic care further manifested itself in sanitary protection in 2021 via product innovations. Multitasker innovation and product diversification are two approaches where businesses address multiple types of under-the-waist conditions, including menstruation.

PROSPECTS AND OPPORTUNITIES

Destigmatisation and sustainability efforts to stoke category momentum

The stigma surrounding menstruation remains a key hurdle for many menstruators, such as transgender men, or women living in a more male-dominant, closed-minded community, to consume sanitary protection products or enter the space at all. Hence, destigmatisation will remain a key theme underlying future brand narratives and industry campaigns, helping grow the consumer base, build customer affinity and expose missing consumer needs that may inform further innovations.

Desire for holistic wellness opens up new growth frontiers

The holistic wellness concept will continue impacting consumers’ shopping decisions and path to purchase, encouraging businesses to reassess their portfolios and brand narratives. More players are expected to shift away from product-centric positioning to lifestyle-driven branding.

Omnichannel expansion will remain the linchpin for brand success

The pandemic-led e-commerce boom has dialled up consumers’ expectations for speed, convenience, discreetness and customisability, and has therefore contributed to the growth of many direct-to-consumer brands. Many less digital-heavy players have followed suit to strengthen their brands’ digital recognisability across digital platforms and offer a better customer experience throughout the entire online shopping journey.