MMR/March 27, 2017
SUPPLY SIDE
Education, Innovation Drive Sales
NEW YORK — Product innova-
tion and effective communica-
tions strategies are driving sales
of tampons, pads, liners, douches,
wipes and other feminine care
products capable of meeting the
demands of women’s busy life-
styles and also deemed better
for their bodies and the environ-
ment, according to marketers.
The reusable menstrual cup
is an example of a product out-
performing the overall category,
according to Diva International
Inc., supplier of modern alterna-
tives to age-old menstrual solu-
tions. The Kitchener, Ontario-
based company has created a
niche in the feminine hygiene
category with DivaCup, its pop-
ular menstrual cup, and Diva-
Wash, a plant-based cleanser.
“Our products provide a very
Sanitary Napkins/
Liners
$400 mil. (-0.1%)*
For 12 Weeks
Ended 2/19/17
Top Brands
1. Always
2. Private Label
3. Always Infinity
4. Stayfree
5. Carefree Acti Fresh
6. Always Radiant
7. U by Kotex Clean Wear
8. U by Kotex Security
9. U by Kotex Lightdays
10. U by Kotex
* Total of supermarkets, drug stores, discount stores, military commissaries,
and selected warehouse clubs and dollar stores.
SweetSpot Steps Up in Feminine Hygiene
HALIFAX, Nova Scotia —
Growing consumer interest in
natural products, together with
women’s changing attitudes and
grooming routines, is driving
change in the feminine hygiene
aisle.
Even though nearly half of all
women believe that cleansing
products specifically formulated
for feminine areas are more ef-
fective, most haven’t changed
their daily care routines. For
SweetSpot Labs, that represents
an opportunity.
As the youthful, natural alter-
native to traditional feminine
hygiene brands, SweetSpot
Labs says it is giving women a
new and improved bathing and
on-the-go cleansing experience.
Since launching at Target Corp.
in 2016, the brand has driven in-
cremental category growth and
is bringing a new, Millennial
25
Tampons DOLLAR SALES
$236.6 mil. (-2.1%)*
UNIT VOLUME
40 mil. (-4%)*
different solution to feminine The aging of the U.S. popula- Percent Change Percent Change
For 12 Weeks vs. vs.
hygiene needs over traditional tion has robbed the category of a Ended 2/19/17 Prior 12 Months Prior 12 Months
products in the category,” a com- growth driver. Sales of feminine
pany spokeswoman said. “Con- needs products at multioutlet Supermarkets Supermarkets
sumers are requesting improved retailers declined 2% to $195 -3.2% -4.7%
Drug Stores Drug Stores
alternatives and will switch for- million in the 12 weeks ended -2.9% -5.4%
mats to ones that they feel pro- February 19, according to IRI
Dollar Unit
Top Brands Sales Volume
WOMEN’S HEALTH 1. Tampax Pearl $65.1 mil. 9.7 mil.
2. Private Label 25.2 mil. 6.3 mil.
vide better leakage prevention, data. Meanwhile, sales of sani- 3. U by Kotex Click 24.2 mil. 4.0 mil.
while offering a better, more tary napkins and tampons were
4. Playtex Sport 22.8 mil. 3.4 mil.
effective, more convenient and down 0.9% to $636.5 million.
healthier experience. The Diva- Getting women comfortable 5. Tampax Radiant 16.2 mil. 2.6 mil.
Cup has successfully met these talking about feminine care is- 6. Playtex Gentle Glide 11.8 mil. 1.7 mil.
requests and needs. sues is a goal of Edgewell Person-
“Our research shows that de- al Care’s Carefree collection of 7. Tampax Pocket Pearl 11.7 mil. 2.2 mil.
mand for The DivaCup is grow- soft, thin and absorbent daily lin- 8. U by Kotex Security 10.4 mil. 1.8 mil.
ing dramatically and that con- ers. The brand last year launched
9. Kotex Natural Balance 10.2 mil. 2.5 mil.
sumers are looking for it at their a “Speak Freely” campaign that
local retailers.” encouraged women to share their 10. Tampax 10.0 mil. 1.7 mil.
stories on handling life’s unex- * Total of supermarkets, drug stores, discount stores, military commissaries,
pected moments, with the aim of and selected warehouse clubs and dollar stores.
helping women feel confidently
DOLLAR SALES UNIT VOLUME Source: IRI
fresh and prepared to make the
92.5 mil. (-3.1%)* most of each day.
Percent Change Percent Change Kimberly-Clark Corp. recently
vs. vs.
Prior 12 Months
Supermarkets
Prior 12 Months
Supermarkets
expanded its U by Kotex femi-
nine care brand with the intro-
duction of two new products: Se-
Vagisil Provides Relief
-3.2% -4.7%
Drug Stores
-0%
Drug Stores
-3.9%
curity Ultra Thin Pads Long and
Security Ultra Thin Overnight
Pads. Each is a “unique, colorful
From Vaginal Dryness
Dollar Unit and bold” solution to fit women’s WHITE PLAINS, N.Y. — Combe throughout the body and present
Sales Volume period needs, the company said. Inc. recently introduced a new in almost every cell. It serves to
$131.9 mil. 23.6 mil. The super-slim U by Kotex Se- personal lubricant and moistur- attract and retain moisture.
curity Ultra Thin Pads Long fea- izing gel to relieve vaginal dry- The gel does not contain any
73.5 mil. 22.4 mil. ture more length for heavy flow, ness, a condition most commonly added dyes, preservatives, per-
26.5 mil. 4.1 mil. as well as a 3D Capture Core to associated with menopause but fumes or estrogen, Combe said
quickly draw in and lock away which can occur at any age and in launching the product last
23.5 mil. 5.4 mil.
wetness, according to the compa- for various reasons. month.
17.9 mil. 7.3 mil. ny. The pads also sport a unique Vagisil Prohydrate Natural Vaginal dryness is a condition
17.3 mil. 2.8 mil. wing shape for a secure fit, and a Feel Gel is formulated to feel that can have a significant im-
cottony soft-touch cover enhanc- like the natural moisture a wom- pact on sexual health and well-
15.0 mil. 2.4 mil. es breathability. an’s body produces. ness, according to the Mayo Clin-
12.8 mil. 2.6 mil. Described as the brand’s most The bio-adherent formula ic, which noted that one of three
absorbent pad yet, U by Kotex Se- coats the vaginal wall to in- women experiences vaginal dry-
10.4 mil. 3.6 mil.
curity Ultra Thin Overnight Pads stantly provide relief from dry- ness during menopause.
7.9 mil. 1.5 mil. have an extra-absorbent zone in ness, and then slowly release “Vaginal dryness can occur
the back to help stop leaks, along moisture over time for a long- just as dryness can exist on other
with the uniquely shaped wings lasting benefit. The gel is made parts of the body like the face or
that keep the pad securely in with hyaluronic acid, a naturally legs,” said Keech Combe-Shetty,
Source: IRI
place during sleep. occurring component found chief executive officer of Combe.
“When you learn about the
causes, you won’t be surprised
by how many women actually ex-
perience it. Hormonal changes,
childbirth, breast feeding, stress,
consumer down the aisle, the and pH-balanced formulations proof that its formulations are antihistamines and birth control
company says. are made with 97%-natural ingre- gentle and safe to use, and cites can all trigger vaginal dryness.”
SweetSpot Labs says its prod- dients, including mild coconut a study run by a gynecologist in Vagisil Prohydrate Natural
ucts are made by women, for cleansers and soothing aloe vera. which 100% of women agreed Feel Moisturizing Gel is avail-
women, and are formulated with a They also go light on fragrance, that the company’s wash is gentle able at retailers nationwide.
woman’s chemistry in mind. They using just enough to create a luxu- and leaves skin feeling clean and Each box of the gel comes with
don’t use glycerin, a sugar-based rious experience without causing soft, and that they immediately eight single-use, prefilled appli-
ingredient associated with yeast irritation, the company adds. felt clean after using its on-the-go cators that insert easily and tar-
infections, and the sulfate-free The company says it has clinical wipes. get the source of dryness.
According to the company, the
gynecologist-tested product is
long lasting, can be used in ad-
vance of intimacy, and is compat-
Natural Approach to Feminine Care Is Gaining Traction ible with natural rubber latex
NEW YORK — Increasing demand for natural category represents an opportunity for retailers look- and polyisoprene condoms.
feminine care products is evidenced by the growth of ing to boost sales, and appeals to customers who are Not only does vaginal dryness
the Organyc line of cotton pads and tampons from interested in using products that are natural and en- make sexual intercourse un-
Italy-based Corman SpA. All Organyc products are vironmentally sustainable. comfortable and even painful,
certified 100% organic cotton for high absorbency, hy- Besides being highly absorbent, breathable and but a dry vagina is more prone
poallergenic for delicate skin and chlorine-free. hypoallergenic (and thus suitable for women with to bacterial and viral infections
Sales in the 100% cotton feminine products seg- sensitive skin), cotton is biodegradable, making it a that may then be passed on to a
ment have increased 20% year over year, according to sustainable choice, Stevan says, adding that her com- partner, according to Combe.
Paola Stevan, marketing manager of hygienic brands pany’s products represent an increasingly affordable Other causes of vaginal dryness
for Corman. As such, the 100% cotton segment of the and widely available choice as well. include certain medical condi-
tions or hygiene practices.
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