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Country Report

Sanitary Protection in

Sanitary Protection in the US

20 pages, Apr 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

The changing landscape flattens growth in sanitary protection

A variety of long-term demographic shifts in the US are converging to limit growth in sanitary protection. Most importantly, the population of women in the US aged 12-54 is growing at a much slower rate than in the past.

US consumers begin to embrace reusable sanitary protection products

There is another trend developing within the US that is expected to pose a challenge to the disposable sanitary protection products included in Euromonitor International’s definition of the category. During 2017, sales of reusable sanitary protection products rocketed in the US, albeit from a low base.

Sanitary protection heads online

Although the share of value sales in sanitary protection completed online still lags other retail hygiene categories, 2017 saw internet retailing make impressive gains. In some ways, this is simply a reflection of the same retail trend seen in other industries, as all types of consumers are increasingly attracted by the unmatched product selection, convenience and privacy that internet retailing provides.

COMPETITIVE LANDSCAPE

Kimberly-Clark Corp expands its U by Kotex brand

In 2010, US-based paper goods giant Kimberly-Clark Corp launched the U by Kotex brand as a spin-off from its existing Kotex line of sanitary protection products. The new line offered some novel product innovations, but – perhaps more importantly – it was also offered in distinctive, brightly-coloured packaging and with a fresh marketing campaign focused on breaking down the social stigma surrounding public discussion of menstruation and sanitary protection.

Even though sales of tampons decline, the market for “natural” tampons expands

Sales of all types of disposable sanitary protection products in the US are currently facing demographic headwinds and increased competition from reusable products, but tampons faces additional unique challenges. Historically, there has been little regulation of the chemical treatment of the cotton used in tampons.

Innovation leads to rising sales of private label products

Although long considered an afterthought in sanitary protection in the US, private label saw substantial growth over the last decade, with its share expanding steadily. The principal reason is that many private label lines and manufacturers have moved away from competing on price alone, and have instead made efforts to launch high-quality products which are comparable to those from the leading brands.

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Sanitary Protection Market Sample Report Sanitary Protection Market Sample Data

Overview

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.

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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.

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Sanitary Protection in the US - Category analysis

HEADLINES

PROSPECTS

The changing landscape flattens growth in sanitary protection

US consumers begin to embrace reusable sanitary protection products

Sanitary protection heads online

COMPETITIVE LANDSCAPE

Kimberly-Clark Corp expands its U by Kotex brand

Even though sales of tampons decline, the market for “natural” tampons expands

Innovation leads to rising sales of private label products

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2012-2017
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2012-2017
Table 3 Retail Sales of Tampons by Application Format: % Value 2012-2017
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2013-2017
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2014-2017
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022

Tissue and Hygiene in the US - Industry Overview

EXECUTIVE SUMMARY

Growth stalls in retail tissue and hygiene

Capacity additions stoke fears of oversupply

Private label and premium brands turn up the heat on the traditional leaders

The inexorable growth of internet retailing

Slow population growth in a mature market points to a value decline

MARKET INDICATORS

Table 8 Birth Rates 2012-2017
Table 9 Infant Population 2012-2017
Table 10 Female Population by Age 2012-2017
Table 11 Total Population by Age 2012-2017
Table 12 Households 2012-2017
Table 13 Forecast Infant Population 2017-2022
Table 14 Forecast Female Population by Age 2017-2022
Table 15 Forecast Total Population by Age 2017-2022
Table 16 Forecast Households 2017-2022

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

Megatrends

Country Report

Sanitary Protection in the US

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Executive Summary

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PROSPECTS

The changing landscape flattens growth in sanitary protection

US consumers begin to embrace reusable sanitary protection products

Sanitary protection heads online

COMPETITIVE LANDSCAPE

Kimberly-Clark Corp expands its U by Kotex brand

Even though sales of tampons decline, the market for “natural” tampons expands

Innovation leads to rising sales of private label products

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Sanitary Protection in the US - Category analysis

HEADLINES

PROSPECTS

The changing landscape flattens growth in sanitary protection

US consumers begin to embrace reusable sanitary protection products

Sanitary protection heads online

COMPETITIVE LANDSCAPE

Kimberly-Clark Corp expands its U by Kotex brand

Even though sales of tampons decline, the market for “natural” tampons expands

Innovation leads to rising sales of private label products

CATEGORY DATA

Tissue and Hygiene in the US - Industry Overview

EXECUTIVE SUMMARY

Growth stalls in retail tissue and hygiene

Capacity additions stoke fears of oversupply

Private label and premium brands turn up the heat on the traditional leaders

The inexorable growth of internet retailing

Slow population growth in a mature market points to a value decline

MARKET INDICATORS

MARKET DATA

SOURCES

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