Feminine Hygiene Market Research Reports & Industry Analysis
Intimate care has a larger consumer base, as it caters to diverse needs of women across all age groups. In fact, an aging population is a large driver for products such as personal lubricants. Another factor at work here is shift toward awareness and openness regarding once taboo topics and embarrassing products, on the part of both marketers and consumers. Thus, this is an exciting category with an immense potential for growth.
Women and marketers are both increasingly open to discussions about the human body and its special needs. A survey conducted by Combe, Inc.’s Vagisil Women's Health CenterSM found that about 43% women are comfortable discussing their genital issues as well as comfortable with referring to the genital area as ‘vagina’. This is good news for new product development, as it makes the marketing conversation with the consumer easier. Marketers no longer need tiptoe around delicate topics and products that may have once seemed outrageous are no longer so.
Baby boomers are changing the shape of the feminine hygiene market. Even though a large number of baby boomers are entering the menopause stage, they are also creating new avenues for marketers. Their large disposable income and the drive to stay youthful offers marketers tremendous potential and variety in addressing their functional and emotional needs, especially as they become familiar with inconveniences and maladies due to aging, such as light incontinence, vaginal dryness, increased the risk of infections due to dryness, sweating, and hot flashes.
Feminine Hygiene Industry Research & Market Reports
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Sanitary Protection in Belgium
... these consumers eventually move from sanitary protection to adult incontinence protection. Alternative contraceptive methods that suppress the menstrual cycle are also becoming more popular in Belgium. Therefore, the need for sanitary protection is decreasing, especially ... Read More
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Sanitary Protection in the Czech Republic
... protection products, especially higher-value products, in 2022, which led to current retail value sales increase. Meanwhile, standard towels faced strong competition from more sophisticated products and ecological variants, such as menstrual cups or pants. Slim/thin/ultra-thin ... Read More
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Sanitary Protection in Ecuador
... not increase by such magnitude that they become unaffordable to end consumers. Larger companies are more proficient at mitigating the effects of price increases, as they can leverage economies of scale and better absorb costs, ... Read More
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Sanitary Protection in Slovakia
... including lockdowns for much of 2021 and as such, women spent considerably more time at home than before the pandemic. This, combined with efforts to make savings, resulted in some consumers purchasing fewer sanitary protection ... Read More
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Sanitary Protection in Bolivia
... exchange rate helped stabilise prices, as well as subsidies for some foodstuffs and energy. In addition, though prices rose to a degree, due to the energy crisis and supply issues caused by the war in ... Read More
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Sanitary Protection in Croatia
... in leisure activities and therefore looked for specific sanitary products for these purposes, such as pantyliners with strong absorption or comfortable slim towels for sports activities. Away-from-home products were positively impacted by the return of ... Read More
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Sanitary Protection in Dominican Republic
... addition, the country has seen a rare but rapid appreciation of its currency vis-à-vis the US dollar, which has hit many consumers very hard. In response, consumers are looking for ways to reduce expenditure on ... Read More
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Sanitary Protection in Bulgaria
... created by these inflated overheads were inevitably passed on to consumers by manufacturers and distributors already facing pressure on margins, with consumers paying considerably higher prices than what they had previously been accustomed to by ... Read More
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Sanitary Protection in Mexico
... discounts, bundles and free gifts with purchases to win over consumers. The owners of important brands like Saba (Essity) and Kotex (Kimberly-Clark de México) relied heavily on discounts and promotions throughout 2020, and brand owners ... Read More
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Sanitary Protection in Morocco
... the number of menstruating females, which also contributed to growth. According to the results of a study commissioned by local player Novatis Group SA (with its Mia brand), less than a third of Moroccan women ... Read More
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Sanitary Protection in Romania
... more demanding and more attentive to the quality of the products they purchase. This helped sanitary protection to register a positive performance in 2022. Euromonitor International's Sanitary Protection in Romania report offers a comprehensive guide ... Read More
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Sanitary Protection in Colombia
... which saw healthy growth in both retail volume and value terms. What is more, despite advertising by leading brand Nosotras, gynaecologists do not recommend daily use of pantyliners as they can cause infections. As such, ... Read More
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Sanitary Protection in Finland
... of the review period. Thus, investing in boosting retail value sales is seen as a way forward. Furthermore, the popularity of the IUD (Intrauterine device) contraceptive has decreased the need to use sanitary protection. In ... Read More
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Sanitary Protection in Malaysia
... so on. Consumers tend to prefer a length of 32cm and above, opting to buy night-use pads instead of having to buy day and night pads for maximum protection against leakage. Scent/fragrance, essential oils and ... Read More
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Sanitary Protection in the Netherlands
... fewer products than needed in order to make their household budgets stretch further. Additionally, the switch to reusable products such as menstruation cups and pants had a negative effect on volume sales. Standard towels recorded ... Read More
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Sanitary Protection in Peru
... in addition to increasing the need for frequent changes. While increased retail volume sales have benefited , rising levels of inflation and increased price points have given current retail value sales a bigger surge, leading ... Read More
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Sanitary Protection in Poland
... The considerable immigration from Ukraine following the Russian invasion, therefore, boosted volume sales in the category, as there was a significant rise in the number of female consumers in need of sanitary protection. Value sales ... Read More
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Sanitary Protection in Ireland
... the necessity status of these products, the continued expansion of the female population aged 12-54 ensured overall demand remained stable. Volume sales of product types that are mainly used outside the home – ie tampons, ... Read More
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Sanitary Protection in Canada
... increases in the cost of raw materials, shipping costs, labour wages and energy led to substantial price increases in all tissue and hygiene product areas, including sanitary protection. On top of existing period poverty, financial ... Read More
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Sanitary Protection in Israel
... was slightly lower in 2020, compared with 2019. The exceptions were standard towels without wings and slim/thin/ultra-thin towels without wings, which saw consistent decreases in retail volume sales through the review period, including 2022. Even ... Read More
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Sanitary Protection in Thailand
... sanitary protection in Thailand is listed as a controlled product by the Ministry of Commerce and is considered essential rather than a luxury. Therefore, overall demand continued to rise in 2022. Euromonitor International's Sanitary Protection ... Read More
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Sanitary Protection in Denmark
... volume sales, growth was in decline, with volume decline driven by towels and tampons, whereas pantyliners continued to post retail volume growth, benefiting from also being used for light incontinence. Euromonitor International's Sanitary Protection in ... Read More
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Sanitary Protection in Argentina
... 2021. Given that these product types are mainly purchased for use outside the home, especially while on-the-go, demand picked up as the further easing of the pandemic and the ending of most mitigation measures encouraged ... Read More
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Sanitary Protection in the US
... a basic necessity, as demonstrated by the switch to either more affordable options or priority spending on items that are more difficult to substitute, such as high-absorbency towels for heavy days. While sanitary protection declined ... Read More
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Sanitary Protection in China
... women, the overall retail current value growth of sanitary protection remained fairly stable in 2022, with just a marginally lower growth rate compared with 2021. Slim/thin/ultra-thin towels remained the largest category within sanitary protection in ... Read More
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