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.
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.
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.
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, 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.
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.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sanitary Protection industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Sanitary Protection research and analysis database.
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