Synopsis
This report provides the results for the Feminine Care market in the US from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.
Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level
Scope
Detailed category coverage is provided, covering the Sanitary Pads, Internal Cleansers, Pantiliners And Shields, Tampons and Women’s Disposable Razors and Blades markets.
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011
Summary
Why was the report written?
Marketers in the Feminine Care market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.
This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the feminine care market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. Most Feminine Care products such as Sanitary Pads, Internal Cleansers, Pantiliners and Shields, Tampons and Disposable Razors and Blades are considered essential items and therefore consumption patterns have not been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.
The data in this report examines over 20 consumer trends that affect the market and examine the share of sales across over 26 consumer groups – providing a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Feminine Care Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Internal Cleansers
2.2.2 Pantiliners & Shields
2.2.3 Sanitary Pads
2.2.4 Tampons
2.2.5 Women's Disposable Razors & Blades
2.3 Behavioral Trends and Market Value
2.3.1 Internal Cleansers
2.3.2 Pantiliners & Shields
2.3.3 Sanitary Pads
2.3.4 Tampons
2.3.5 Women's Disposable Razors & Blades
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Internal Cleansers
3.1.2 Pantiliners & Shields
3.1.3 Sanitary Pads
3.1.4 Tampons
3.1.5 Women's Disposable Razors & Blades
3.2 Consumer Profiles by Product Category
3.2.1 Internal Cleansers
3.2.2 Pantiliners & Shields
3.2.3 Sanitary Pads
3.2.4 Tampons
3.2.5 Women's Disposable Razors & Blades
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Feminine Care Brand Choice and Private Label Shares
4.2.1 Internal Cleansers
4.2.2 Pantiliners & Shields
4.2.3 Sanitary Pads
4.2.4 Tampons
4.2.5 Women's Disposable Razors & Blades
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Feminine Care
5.1.2 Internal Cleansers
5.1.3 Pantiliners & Shields
5.1.4 Sanitary Pads
5.1.5 Tampons
5.1.6 Women's Disposable Razors & Blades
6 Consumption Impact: Market Valuation
6.1 Feminine Care Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Feminine Care Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Feminine Care Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share
7.1.1 Retailer Volume Share in Feminine Care
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Internal Cleansers
7.2.2 Retail Share by Volume - Pantiliners & Shields
7.2.3 Retail Share by Volume - Sanitary Pads
7.2.4 Retail Share by Volume - Tampons
7.2.5 Retail Share by Volume - Women's Disposable Razors & Blades
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Costco Switching Analysis
7.3.3 Kroger Switching Analysis
7.3.4 Safeway Switching analysis
7.3.5 Wal-Mart Switching analysis
7.3.6 Other Switching analysis
7.4 Profiles of End-Consumers of Feminine Care, by Retailer Used
7.4.1 Ahold
7.4.2 Costco
7.4.3 Delhaize
7.4.4 Kroger
7.4.5 Loblaw
7.4.6 Publix
7.4.7 Safeway
7.4.8 Wal-Mart
7.4.9 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units for the Feminine Care Market
Table 3: United States Survey Respondent Profile (weighted), 2011
Table 3: United States Feminine Care Value Share (%), by Age Groups, 2011
Table 4: United States Feminine Care Value Share (%), by Gender, 2011
Table 5: United States Feminine Care Value Share (%), by Urban and Rural Dwellers, 2011
Table 6: United States Feminine Care Value Share (%) by Education Level Achieved Groups, 2011
Table 7: United States Feminine Care Value Share (%) by Wealth Groups, 2011
Table 8: United States Feminine Care Value Share (%) by Busy Lives Groups, 2011
Table 9: United States Internal Cleansers Consumer Group Share (% market value), 2011
Table 10: United States Pantiliners & Shields Consumer Group Share (% market value), 2011
Table 11: United States Sanitary Pads Consumer Group Share (% market value), 2011
Table 12: United States Tampons Consumer Group Share (% market value), 2011
Table 13: United States Women's Disposable Razors & Blades Consumer Group Share (% market value), 2011
Table 14: United States Total Internal Cleansers Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: United States Total Pantiliners & Shields Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: United States Total Sanitary Pads Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: United States Total Tampons Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: United States Total Women's Disposable Razors & Blades Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: United States Internal Cleansers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 20: United States Internal Cleansers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 21: United States Pantiliners & Shields Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 22: United States Pantiliners & Shields Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 23: United States Sanitary Pads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 24: United States Sanitary Pads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 25: United States Tampons Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 26: United States Tampons Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 27: United States Women's Disposable Razors & Blades Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 28: United States Women's Disposable Razors & Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 29: United States Internal Cleansers Consumer Profiles (% consumers by sub-group), 2011
Table 30: United States Pantiliners & Shields Consumer Profiles (% consumers by sub-group), 2011
Table 31: United States Sanitary Pads Consumer Profiles (% consumers by sub-group), 2011
Table 32: United States Tampons Consumer Profiles (% consumers by sub-group), 2011
Table 33: United States Women's Disposable Razors & Blades Consumer Profiles (% consumers by sub-group), 2011
Table 34: United States Feminine Care Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 35: United States Internal Cleansers Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 36: United States Pantiliners & Shields Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 37: United States Sanitary Pads Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 38: United States Tampons Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 39: United States Women's Disposable Razors & Blades Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 40: United States, Overall Feminine Care: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 41: United States, Internal Cleansers: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 42: United States, Pantiliners & Shields: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 43: United States, Sanitary Pads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 44: United States, Tampons: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 45: United States, Women's Disposable Razors & Blades: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 46: United States Feminine Care Market Value (US Dollar million), by Category, 2011
Table 47: United States Feminine Care Market Volume (Ltrs m or Units m), by Category, 2011
Table 48: United States Feminine Care Market Share (US$ million), by Category, 2011
Table 49: United States Feminine Care Expenditure Per Capita (US Dollar), by Category, 2011
Table 50: United States Feminine Care Expenditure Per Household (US Dollar), by Category
Table 51: United States Feminine Care Market Volume Share, by Category, 2011
Table 52: United States Feminine Care Consumption Per Capita by Category, 2011
Table 53: United States Feminine Care Consumption Per Household, by Category, 2011
Table 54: United States Internal Cleansers Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 55: United States Pantiliners & Shields Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 56: United States Sanitary Pads Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 57: United States Tampons Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 58: United States Women's Disposable Razors & Blades Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 59: United States: Switchers to Costco for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: United States: Switchers From Costco for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: United States: Switchers to Kroger for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: United States: Switchers From Kroger for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: United States: Switchers to Safeway for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: United States: Switchers to Wal-Mart for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: United States: Switchers From Wal-Mart for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: United States: Switchers to Other for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: United States: Switchers From Other for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: United States: Profile of Feminine Care Consumers Whose Goods Mainly Come From Ahold (% by Subgroup, as tracked by the Survey), 2011
Table 69: United States: Profile of Feminine Care Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2011
Table 70: United States: Profile of Feminine Care Consumers Whose Goods Mainly Come From Delhaize (% by Subgroup, as tracked by the Survey), 2011
Table 71: United States: Profile of Feminine Care Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2011
Table 72: United States: Profile of Feminine Care Consumers Whose Goods Mainly Come From Loblaw (% by Subgroup, as tracked by the Survey), 2011
Table 73: United States: Profile of Feminine Care Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2011
Table 74: United States: Profile of Feminine Care Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2011
Table 75: United States: Profile of Feminine Care Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
Table 76: United States: Profile of Feminine Care Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List Of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: United States Feminine Care Value Share (%), by Age Groups, 2011
Figure 3: United States Feminine Care Value Share (%), by Gender, 2011
Figure 4: United States Feminine Care Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: United States Feminine Care Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: United States Feminine Care Value Share (%) by Wealth Groups, 2011
Figure 7: United States Feminine Care Value Share (%) by Busy Lives Groups, 2011
Figure 8: United States Internal Cleansers Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: United States Internal Cleansers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: United States Pantiliners & Shields Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: United States Pantiliners & Shields Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: United States Sanitary Pads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: United States Sanitary Pads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: United States Tampons Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: United States Tampons Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: United States Women's Disposable Razors & Blades Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: United States Women's Disposable Razors & Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: United States Feminine Care Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 19: United States Feminine Care Market Share (US$ million), by Category, 2011
Figure 20: United States Feminine Care Expenditure Per Capita (US$), by Category, 2011
Figure 21: United States Feminine Care Expenditure Per Household (US$), by Category
Figure 22: United States Feminine Care Retailer Shares by Volume (% of Ltrs m or Units m), 2011
Figure 23: United States Internal Cleansers Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 24: United States Pantiliners & Shields Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 25: United States Sanitary Pads Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 26: United States Tampons Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 27: United States Women's Disposable Razors & Blades Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 28: United States: People Who Have Switched Retailer for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
