I. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS
Study Reliability and Reporting Limitations I-1
Disclaimers I-2
Data Interpretation & Reporting Level I-3
Quantitative Techniques & Analytics I-3
Product Definitions and Scope of Study I-3
II. EXECUTIVE SUMMARY
1. OUTLOOK II-1
Global Market Review II-1
Table 1: Potential Target Market by Country (includes
corresponding Graph/Chart) II-1
2. FEMININE HYGIENE PRODUCTS - A BROADER PERSPECTIVE II-2
Necessity for Women II-2
Women: No Longer A Captive Market II-2
The Convenience Factor II-3
Packaging: Thinking Out-of-the-Box II-3
Teenagers-Spotlighted! II-3
Consumer Education - A Core Issue II-4
Stake of Nonwovens II-4
3. TAMPONS - MARKET DYNAMICS II-5
Growing Preference for Organic Products II-5
Status of Private Label Tampons II-5
Factors Influencing the Tampon Market II-5
Factors Influencing Tampon Adoption (Impact on Selection--
Rated on 1to10 Scale) II-6
Packaging and Marketing of Tampons II-6
Innovation in Tampons II-6
Misperceptions About Tampons’ Use II-7
Concerns Related to Anatomy and Tampon Functions II-7
Concerns About Virginity II-7
Coping with TSS II-7
4. PRODUCT OVERVIEW II-9
Topography of Tampon II-9
Product Segments II-9
Applicator Tampons II-9
Digital or Applicator-free Tampons II-10
A Backdrop II-10
Tampons in Ancient Times II-10
Tampon in Modern Form II-10
Acceptance for Tampon Usage II-11
How to Handle a Tampon? II-11
Alternatives to Tampons II-11
Disposable Menstrual Pads II-11
Reusable Menstrual Pads II-11
Silk Sea Sponge Tampons II-12
Menstrual Cups II-12
Use of Tampons in STD Diagnosis II-12
5. ENVIRONMENTAL & HEALTH CONCERNS II-13
Disposal of Tampons - Affect on Environment II-13
TSS: Safety of Feminine Sanitary Products Questioned II-13
Indicators of TSS II-14
Instances of TSS II-14
Flipside to Tampon Use II-14
6. COMPETITIVE SCENARIO II-15
Intense Competition in the US Tampons Market II-15
Table 2: Leading Players in the US Tampons Market (2009):
Percentage Market Share Breakdown of Value Sales for Procter
& Gamble, Energizer (Playtex), Kimberly- Clark, Johnson &
Johnson, and Others (includes corresponding Graph/Chart) II-15
Tussle in European Market II-15
Table 3: Leading Players in the European Tampons Market by
Region/Country (2004 -A Historic Perspective): Market Share
by Value Sales for Procter & Gamble, Johnson & Johnson,
Kimberly-Clark, Private Labels, and Others (includes
corresponding Graph/Chart) II-16
Prominence of Private Labels II-16
Promoting Tampons’ Use II-16
Targeted Marketing of Tampons II-17
Fostering Brand Awareness II-17
Private Label Tampons - Influencing Retailer Margins II-17
7. REGULATORY ENVIRONMENT II-19
How Safe are Tampons? II-19
Regulations Related to Tampons II-19
Standardizing Terminology II-19
Standard Terms to Refer Different Absorbency Levels of Tampons II-19
8. PRODUCT INTRODUCTIONS/INNOVATIONS II-20
Kimberly-Clark Launches U by Kotex II-20
Lil-lets to Re-Launch Tampon Range II-20
Svenska Cellulosa Aktiebolaget Unveils New Tampons II-20
9. PRODUCT INTRODUCTIONS/INNOVATIONS - A HISTORIC PERSPECTIVE BUILDER II-21
Millie & More to Unveil Moxie Brand Product Range II-21
Lil-lets Introduces New Compact Applicator Tampon Range II-21
Procter & Gamble Re-Launches Tampax Range II-21
Playtex Launches Gentle Glide® Tampon II-21
Kimberly to Launch Internal Female Tampons in Brazil II-22
Lil-lets to Launch New Tampon II-22
Playtex Introduces Tampon for Sport Active Female II-22
New Tampon from Rostam’s Kit II-22
Playtex Releases Beyond II-23
KC Introduces Kotex in Colombia II-23
J&J Unveils Comfort in Poland II-23
Introduction of Today Tampons II-23
J&J’s Carefree Tampons in Australia II-23
Accantia’s Lil-Lets II-23
Rostam Releases Scented Tampon II-23
J& J’s Tampon in Brazil II-24
10. RECENT INDUSTRY ACTIVITY II-25
Albaad Massuot Yitzhak Takes Over Rostam II-25
Ellen Bags Order for Probiotic Tampons II-25
Accantia to Close Tampon Unit II-25
Energizer Holdings Acquires Playtex Products II-25
Accantia Divests Lil-lets to Electra II-25
Wal-Mart Elects Rostam as Tampons Supplier II-26
Playtex Restructures II-26
Lil-lets Gets New Packaging II-26
KC Enlarges Production in Argentina II-26
Hartmann Expands Production in Czech Republic II-27
11. FOCUS ON SELECT GLOBAL PLAYERS II-28
First Quality Hygienic, Inc. (US) II-28
Johnson & Johnson (US) II-28
Kimberly Clark Corporation (US) II-28
Lil-lets Group Limited (UK) II-29
Natracare LLC (USA) II-29
Playtex Products, Inc. (US) II-29
Procter & Gamble (US) II-30
Rostam Ltd. (Israel) II-30
12. GLOBAL MARKET PERSPECTIVE II-31
Table 4: World Recent Past, Current and Future Analysis for
Tampons by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America and Rest of
World Markets Independently Analyzed with Annual Sales Figures
in US$ Million for Years 2009 through 2017 (includes
corresponding Graph/Chart) II-31
Table 5: World Historic Review for Tampons by Geographic
Region - US, Canada, Japan, Europe, Asia-Pacific (excluding
Japan), Latin America and Rest of World Markets Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2003 through 2008 (includes corresponding Graph/Chart) II-32
Table 6: World 15-Year Perspective for Tampons by Geographic
Region - Percentage Breakdown of Market Share for US, Canada,
Japan, Europe, Asia-Pacific (excluding Japan), Latin America
and Rest of World for the Years 2003, 2011 & 2017(includes
corresponding Graph/Chart) II-33
III. MARKET
1. THE UNITED STATES III-1
A.Market Analysis III-1
Overview III-1
Increasing Consumer Preference for Large Package Counts III-1
Recession Drives Growth of Cheaper Store Brands III-1
Promotion and Advertising Crucial for Private Label
Manufacturers III-1
Natural and Organic Products Gain Popularity III-2
Distribution Scenario III-2
Table 7: Tampons Market by Distribution Channel (2011):
Breakdown of Sales by Drug Stores, Super Markets, Discount
Stores, and Others (includes corresponding Graph/Chart) III-2
Drug Stores Improve Share III-2
Private Labels Expand Share III-2
Competitive Scenario III-3
Table 8: Leading Players in the US Tampons Market (2010):
Percentage Market Share Breakdown of Value Sales for
Procter & Gamble, Energizer (Playtex), Kimberly-Clark,
Johnson & Johnson, and Others (includes corresponding
Graph/Chart) III-4
Table 9: Leading Brands in the US Tampons Market (2010):
Percentage Breakdown of Value Sales and Volume Sales for
Tampax Pearl, Tampax, Playtex Gentle Glide, Kotex
Security, O.B., Tampax Compak, Playtex Beyond, Playtex
Sport, Playtex, Private Labels & Others (includes
corresponding Graph/Chart) III-5
Table 10: Leading Brands in the US Applicator Tampons
Market (2010): Market Share Breakdown for Tampax, Playtex,
Kotex, O.B, and Private Labels (includes corresponding
Graph/Chart) III-5
Table 11: Leading Tampon Brands in US Drugstores (2009):
Percentage Breakdown of Value Sales for Tampax Pearl,
Tampax, Playtex Gentle Glide, Kotex Security, O.B., Tampax
Compak, Playtex Sport, Playtex Beyond, Playtex, Tampax
Fresh, Private label and Others (includes corresponding
Graph/Chart) III-6
Table 12: Leading Tampon Brands at US Drugstores (2009):
Percentage Breakdown of Unit Sales for Tampax, Tampax
Pearl, Playtex Gentle Glide, Kotex Security, O.B., Tampax
Compak, Playtex Beyond, Playtex Sport, Playtex, Tampax
Fresh and Others (includes corresponding Graph/Chart) III-6
Table 13: Leading Tampon Brands in the US (2002-2010):
Percentage Breakdown by Value Sales for Tampax, Tampax
Compak, Tampax Pearl Plastic, Playtex Portables, Playtex
Beyond, Playtex Slimfits, Playtex Gentle Glide, Kotex,
o.b., Private Label, and Others (includes corresponding
Graph/Chart) III-7
Demographic Influence III-7
Tampons and Toxic Shock Syndrome III-8
FDA-Regulations Related to Tampons III-8
Standard Terms Proposed by FDA for Absorbency Levels of
Tampons III-9
B.Market Analytics III-9
Table 14: US Recent Past, Current & Future Analysis for
Tampons Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2009through 2017 (includes
corresponding Graph/Chart) III-9
Table 15: US Historic Review for Tampons Market
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-10
2. CANADA III-11
A.Market Analysis III-11
Tampons - Regulations III-11
B.Market Analytics III-11
Table 16: Canadian Recent Past, Current & Future Analysis
for Tampons Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2009 through 2017 (includes
corresponding Graph/Chart) III-11
Table 17: Canadian Historic Review for Tampons Market
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-12
3. JAPAN III-13
A.Market Analysis III-13
Tampons Dispersion in Japan III-13
B.Market Analytics III-13
Table 18: Japanese Recent Past, Current & Future Analysis
for Tampons Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2009through 2017 (includes
corresponding Graph/Chart) III-13
Table 19: Japanese Historic Review for Tampons Market
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-14
4. EUROPE III-15
A.Market Analysis III-15
Overview III-15
Demographical Influences on Tampon Market III-15
Standard Code for Tampons’ Absorbency III-15
B.Market Analytics III-16
Table 20: European Recent Past, Current & Future Analysis
for Tampons by Geographic Region - France, Germany, Italy,
UK, Spain, Russia and Rest of Europe Markets Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2009 through 2017 (includes corresponding Graph/Chart) III-16
Table 21: European Historic Review for Tampons by Geographic
Region -France, Germany, Italy, UK, Spain, Russia and Rest
of Europe Markets Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) III-17
Table 22: European 15-Year Perspective for Tampons by
Geographic Region - Percentage Breakdown of Market Share for
France, Germany, Italy, UK, Spain, Russia and Rest of Europe
for the Years 2003, 2011 & 2017 (includes corresponding
Graph/Chart) III-18
4a. FRANCE III-19
A.Market Analysis III-19
Market Share of Major Players III-19
Table 23: Leading Players in French Tampons Market (2010):
Market Share by Value Sales for Procter & Gamble, Johnson &
Johnson, Private Labels, and Others (includes corresponding
Graph/Chart) III-19
B.Market Analytics III-19
Table 24: French Recent Past, Current & Future Analysis for
Tampons Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2009through 2017 (includes
corresponding Graph/Chart) III-19
Table 25: French Historic Review for Tampons Market
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-20
4b. GERMANY III-21
A.Market Analysis III-21
Market Share of Major Players III-21
Table 26: Leading Players in German Tampons Market (2010):
Market Share by Value Sales for Johnson & Johnson,
Kimberly-Clark, Private Labels, and Others (includes
corresponding Graph/Chart) III-21
B.Market Analytics III-21
Table 27: German Recent Past, Current & Future Analysis for
Tampons Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2009through 2017 (includes
corresponding Graph/Chart) III-21
Table 28: German Historic Review Analysis for Tampons Market
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-22
4c. ITALY III-23
A.Market Analysis III-23
Low Penetration of Tampons III-23
Market Share of Major Players III-23
Table 29: Leading Players in the Italian Tampons Market
(2010): Market Share by Value Sales for Procter & Gamble
and Johnson & Johnson III-23
B.Market Analytics III-24
Table 30: Italian Recent Past, Current & Future Analysis for
Tampons Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2009through 2017 (includes
corresponding Graph/Chart) III-24
Table 31: Italian Historic Review for Tampons Market
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-25
4d. THE UNITED KINGDOM III-26
A.Market Analysis III-26
Overview III-26
Market Share of Select Players III-26
Table 32: Leading Players in Tampons Market of the UK
(2010): Market Share by Value Sales for Procter & Gamble,
Kimberly-Clark, Private Labels, and Others (includes
corresponding Graph/Chart) III-26
B.Market Analytics III-27
Table 33: UK Recent Past, Current & Future Analysis for
Tampons Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2009 through 2015 (includes
corresponding Graph/Chart) III-27
Table 34: UK Historic Review for Tampons Market
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-28
4e. SPAIN III-29
A.Market Analysis III-29
Market Share of Select Players III-29
Table 35: Leading Players in the Spanish Tampons Market
(2010): Market Share by Value Sales for Procter & Gamble,
Johnson & Johnson, Private Labels and Others (includes
corresponding Graph/Chart) III-29
B.Market Analytics III-29
Table 36: Spanish Recent Past, Current & Future Analysis for
Tampons Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2009through 2017 includes
corresponding Graph/Chart) III-29
Table 37: Spanish Historic Review for Tampons Market
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-30
4f. RUSSIA III-31
A.Market Analysis III-31
Historic Review III-31
B.Market Analytics III-31
Table 38: Russian Recent Past, Current & Future Analysis for
Tampons Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2009through 2017 (includes
corresponding Graph/Chart) III-31
Table 39: Russian Historic Review for Tampons Market
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-32
4g. REST OF EUROPE III-33
A.Market Analysis III-33
Tampons in Ireland III-33
Market Share of Select Players III-33
Table 40: Leading Players in Rest of European Tampons
Market (2009): Market Share by Value Sales for Procter &
Gamble, Johnson & Johnson, Private Labels, and Others
(includes corresponding Graph/Chart) III-33
B.Market Analytics III-34
Table 41: Rest of European Recent Past, Current & Future
Analysis for Tampons Market Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2009 through
2017 (includes corresponding Graph/Chart) III-34
Table 42: Rest of European Historic Review for Tampons
Market Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) III-35
5. ASIA-PACIFIC III-36
A.Market Analysis III-36
Overview III-36
Low Level of Tampons Acceptance in China III-36
Hong Kong III-36
B. Market Analytics III-37
Table 43: Asia-Pacific Recent Past, Current & Future
Analysis for Tampons Market Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2009 through
2017 (includes corresponding Graph/Chart) III-37
Table 44: Asia-Pacific Historic Review for Tampons Market
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-38
6. LATIN AMERICA III-39
A.Market Analysis III-39
Overview III-39
Brazilian Market for Tampons III-39
Table 45: Leading Players in the Brazilian Internal Female
Tampons Market (2009): Percentage Breakdown of Value Sales
for Johnson & Johnson, Procter & Gamble and Others
(includes corresponding Graph/Chart) III-39
B.Market Analytics III-40
Table 46: Latin American Recent Past, Current & Future
Analysis for Tampons Market Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2009 through
2017 (includes corresponding Graph/Chart) III-40
Table 47: Latin American Historic Review for Tampons Market
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-41
7. REST OF WORLD III-42
A.Market Analysis III-42
South Africa III-42
Glitches for Tampon Adoption in Zimbabwe III-42
Tampons Market in Israel III-42
B.Market Analytics III-43
Table 48: Rest of World Recent Past, Current & Future
Analysis for Tampons Market Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2009 through
2017 (includes corresponding Graph/Chart) III-43
Table 49: Rest of World Historic Review for Tampons Market
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-44
IV. COMPETITIVE LANDSCAPE
Total Companies Profiled: 37 (including Divisions/Subsidiaries - 55)
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Region/Country Players
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The United States 17
Canada 4
Europe 25
France 1
Germany 2
The United Kingdom 2
Italy 1
Rest of Europe 19
Asia-Pacific (Excluding Japan) 7
Middle East 2
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