Sanitary Protection - US - September 2004

Introduction And Abbreviations

Executive Summary

Market Drivers

Market Size & Trends

Market Segmentation

Supply Structure

Advertising & Promotion

Retail Distribution

The Consumer

Future & Forecast

Appendix: Trade Associations

Appendix: New Product Briefs

Sanitary Protection - US - September 2004

Table of Contents

Introduction And Abbreviations

Introduction

Other relevant reports

Definition

Abbreviations and terms

Abbreviations

Terms

Executive Summary

Market driven by menarche and menopause rates

Needs change through a woman’s life

Product innovation

A $1.8 billion market, on the decline

Market segmented into six areas

Procter & Gamble, Johnson and Johnson lead market

Advertising and promotions leverage power of the Internet

Supermarkets and drug stores compete for customers

Consumers: buying patterns suggest overlap in product usage

Numerous venues for product purchases

Brand loyalty strong among sanitary protection product users

As more boomer women move into menopause, market will continue to decline

One segment forecast for growth

Market Drivers

Menopause and menarche

Figure 1: Female population in the U.S., 2000, 2005, and 2010

Figure 2: Number and percent of women aged 40 or older who are postmenopausal, 2004

Different needs at different times of life

Innovative products

Contributing factors that increase risk of yeast infections

Market Size & Trends

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Figure 3: Total U.S. FDM retail sales of sanitary protection and feminine hygiene supplies, at current and constant prices, 1999-2004

Graph 1: Total U.S. FDM retail sales of sanitary protection and feminine hygiene supplies, at current and constant prices, 1999-2004

Market Segmentation

Figure 4: Sales sanitary protection and feminine hygiene supplies market, segmented by type, 2002 & 2004

Graph 2: Sales sanitary protection and feminine hygiene supplies, by segment, 2004

Sanitary napkins/liners

Figure 5: Sales of sanitary napkins/liners at current and constant prices, 1999-2004

Tampons

Figure 6: Sales of tampons, at current and constant prices, 1999-2004

Vaginal treatments

Figure 7: Sales of vaginal treatments, at current and constant prices, 1999-2004

Personal lubricants

Figure 8: Sales of personal lubricants, at current and constant prices, 1999-2004

Douches

Figure 9: Sales of douches, at current and constant prices, 1999-2004

Other sanitary protection and feminine hygiene products

Figure 10: Sales of other sanitary protection and feminine hygiene products, at current and constant prices, 1999-2004

Supply Structure

COMPANY & BRAND SALES

Overview of companies and brands

Figure 11: Manufacturer sales of sanitary protection and feminine hygiene supplies in the U.S., 2002 and 2004

Sanitary napkins/liners

Figure 12: Manufacturer brand sales of sanitary napkins/liners in the U.S., 2002 and 2004

Tampons

Figure 13: Manufacturer brand sales of tampons in the U.S., 2002 and 2004

Vaginal treatments

Figure 14: Manufacturer brand sales of vaginal treatments in the U.S., 2002 and 2004

Personal lubricants

Figure 15: Manufacturer brand sales of personal lubricants in the U.S., 2002 and 2004

Douches

Figure 16: Manufacturer brand sales of douches in the U.S., 2002 and 2004

Other sanitary protection/feminine hygiene products

Figure 17: Manufacturer brand sales of other sanitary protection/feminine hygiene products in the U.S., 2002 and 2004

MANUFACTURER PROFILES

Major manufacturers

Procter & Gamble

Playtex Products, Inc.

Johnson & Johnson

Kimberly Clark

Bristol Myers Squibb

GlaxoSmithKline plc

Combe Inc.

CB Fleet

Advertising & Promotion

Procter & Gamble

Playtex

Johnson & Johnson

Retail Distribution

Introduction

Figure 18: U.S. retail sales ofsanitary protection and feminine hygiene supplies, by channel, 2002 and 2004

Supermarkets

Figure 19: U.S. supermarket sales of sanitary protection and feminine hygiene supplies, 1999-2004

Supermarket Operating Data

Figure 20: Top supermarket operating statistics, latest fiscal year-end

Figure 21: Supermarkets percentage change from latest fiscal year-end versus year prior

Drug Stores

Figure 22: U.S. drug store sales of ofsanitary protection and feminine hygiene supplies, 1999-2004

Drug Store Operating Data

Figure 23: Top drug store operating statistics, latest fiscal year-end

Figure 24: Drug store percentage change from latest fiscal year-end versus year prior

Figure 25: Top Drug Store Quarterly statistics, latest quarter end, 2002 vs. 2003

The Consumer

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Introduction

Usage of sanitary protection and feminine hygiene products

Figure 26: Usage of tampons, sanitary pads and napkins and/or yeast infection products, January 2003-September 2003

Figure 27: Usage of tampons, sanitary pads and napkins and/or yeast infection products, by age, January 2003-September 2003

Figure 28: Usage of tampons, sanitary pads and napkins and/or yeast infection products, by household income, January 2003-September 2003

Figure 29: Usage of tampons, sanitary pads and napkins and/or yeast infection products, by race/ethnicity, January 2003-September 2003

Types and kinds of sanitary pads/napkins used

Figure 30: Types and kinds of sanitary pads/napkins used, January-September 2003

Figure 31: Types and kinds of sanitary pads/napkins used, by age, January-September 2003

Figure 32: Types and kinds of sanitary pads/napkins used, by race/ethnicity, January-September 2003

Absorbencies and kinds of tampons used

Figure 33: Absorbencies and kinds of tampons used, January 2003-September 2003

Figure 34: Absorbencies and kinds of tampons used, by age, January 2003-September 2003

Yeast infection products

Figure 35: Type of yeast infection products used, January 2003-September 2003

Figure 36: Type of yeast infection products used, by age, January 2003-September 2003

Purchase venue for sanitary protection products

Figure 37: Purchase venues for sanitary protection products, June 2004

Opinions regarding sanitary protection products

Figure 38: Attitudes and opinions concerning sanitary protection products, June 2004

Figure 39: Attitudes and opinions concerning sanitary protection products, by educational attainment, June 2004

Summary

Future & Forecast

FUTURE TRENDS

A declining number of women experiencing menstruation

No changes in store for life stages

New product innovation will advance

MARKET FORECAST

Sanitary protection and feminine hygiene supplies

Figure 40: Forecast of total U.S. FDM retail sales of sanitary protection and feminine hygiene supplies, at current and constant prices, 2004-2009

Graph 3: Trends of total U.S. FDM retail sales of sanitary protection and feminine hygiene supplies; at current prices 1999-2009

Sanitary napkins/liners

Figure 41: Forecast of U.S. sales of sanitary napkins/liners, at current and constant prices, 2004-2009

Tampons

Figure 42: Forecast of U.S. sales of tampons, at current and constant prices, 2004-2009

Vaginal treatments

Figure 43: Forecast of U.S. sales of vaginal treatments, at current and constant prices, 2004-2009

Personal lubricants

Figure 44: Forecast of U.S. sales of personal lubricants, at current and constant prices, 2004-2009

Douches

Figure 45: Forecast of U.S. sales of douches, at current and constant prices, 2004-2009

Other sanitary protection and feminine hygiene products

Figure 46: Forecast of U.S. sales of other sanitary protection and feminine hygiene products, at current and constant prices, 2004-2009