Sanitary Protection in the US
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

KEY DATA FINDINGS
2020 IMPACT
Home seclusion drives demand, while family planning and income squeeze curtail growth
Bifurcating product dynamic persists, while more underwear options surface
Connecting feminine care with holistic self-care reinforces customer engagement
RECOVERY AND OPPORTUNITIES
Demand softens as restrictions ease, while unfavourable demographic trends hinder long-term growth
Sustainability focus and user-centred innovation remain key pillars of brand differentiation
DTC strategy gains new significance, while bricks-and-mortar remains a key destination
CATEGORY DATA
Table 1 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 3 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025
EXECUTIVE SUMMARY
COVID-19 impact on tissue and hygiene
COVID-19 country impact
Company response
Retailing shift
What's next for tissue and hygiene?
CHART 1 Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
CHART 2 Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 8 Birth Rates 2015-2020
Table 9 Infant Population 2015-2020
Table 10 Female Population by Age 2015-2020
Table 11 Total Population by Age 2015-2020
Table 12 Households 2015-2020
Table 13 Forecast Infant Population 2020-2025
Table 14 Forecast Female Population by Age 2020-2025
Table 15 Forecast Total Population by Age 2020-2025
Table 16 Forecast Households 2020-2025
MARKET DATA
Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources