Sanitary Protection in the US

2020 IMPACT

Home seclusion drives demand, while family planning and income squeeze curtail growth

In 2020, short-lived early stockpiling and extended at-home seclusion nudged sales of disposable sanitary protection products slightly higher from the previous year. However, gains were limited, partially because pandemic-induced economic and health uncertainty drove further adoption of family planning methods such as contraceptive care, thus obviating the need for sanitary protection products.

Bifurcating product dynamic persists, while more underwear options surface

In 2020, pantyliners and slim/thin/ultra-thin towels posted gains while tampons remained in decline. Liners and light pads continued to benefit from their versatility as protection against both menstruation and light incontinence, as well as their compatibility to an active lifestyle.

Connecting feminine care with holistic self-care reinforces customer engagement

Successful rising brands in sanitary protection continued tying menstrual care with broader wellness management and promoting self-care as an approach to managing menstruation. Such move not only tackled the stigma surrounding menstruation but also enhanced customer loyalty by offering a one-stop shop for a variety of correlated products.

RECOVERY AND OPPORTUNITIES

Demand softens as restrictions ease, while unfavourable demographic trends hinder long-term growth

In the immediate future, demand for sanitary protection products is likely to soften as the pandemic fades and the economy reopens. Meanwhile, pandemic-induced economic recession may further stress income and crimp growth as consumers turn to more affordable options.

Sustainability focus and user-centred innovation remain key pillars of brand differentiation

Sustainability, which encompasses ethical sourcing, natural material, ingredient transparency, recyclability, social responsibility and self-care, will continue striking a chord with American consumers. Brands that demonstrate natural and wellness positioning will be better at building trust and achieving commercial success in the coming years.

DTC strategy gains new significance, while bricks-and-mortar remains a key destination

Direct-to-consumer strategy, which comes in the form of blogging, live streaming, social media campaigns and customised subscription services, to name a few, took on a new significance during COVID-19 and will remain an integral part of brand building and customer engagement. Not only does it shorten the communication-feedback loop between brands and customers, but it will also continue to help companies educate the public about female health and promote holistic female wellbeing and lifestyle topics.