Global Tampons Industry

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Global Tampons Industry
Published on February 2011

Report Summary

This report analyzes the worldwide markets for Tampons in US$ million. The report provides separate comprehensive analytics for
the US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World. Annual estimates and forecasts
are provided for the period 2007 through 2015. Also, a six-year historic analysis is provided for these markets. The report profiles 37
companies including many key and niche players such as First Quality Hygienic, Inc., Johnson & Johnson, Kimberly Clark
Corporation, Lil-lets Group Limited, Natracare LLC, Playtex Products, Inc., Procter & Gamble, and Rostam Ltd. Market data and
analytics are derived from primary and secondary research. Company profiles are mostly extracted from URL research and reported
select online sources.

Table of Content

1. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS 1
Study Reliability and Reporting Limitations 1
Disclaimers 2
Data Interpretation & Reporting Level 3
Quantitative Techniques & Analytics 3
Product Definitions and Scope of Study 3

2. OUTLOOK 4
Global Market Review 4
Table 1: Potential Target Market by Country (includes
corresponding Graph/Chart) 4
Market Analysis 5
Tampon Sales Hit by Economic Recession 5
Regional Markets 5

3. FEMININE HYGIENE PRODUCTS - A BROADER PERSPECTIVE 6
Necessity for Women 6
Women: No Longer A Captive Market 6
The Convenience Factor 7
Packaging: Thinking Out-of-the-Box 7
Teenagers-Spotlighted! 7
Consumer Education - A Core Issue 8
Stake of Nonwovens 8

4. TAMPONS - MARKET DYNAMICS 9

Global Tampons Industry Page 1/13


Growing Preference for Organic Products 9
Status of Private Label Tampons 9
Factors Influencing the Tampon Market 9
Factors Influencing Tampon Adoption (Impact on Selection--
Rated on 1to10 Scale) 10
Packaging and Marketing of Tampons 10
Innovation in Tampons 10
Misperceptions About Tampons' Use 11
Concerns Related to Anatomy and Tampon Functions 11
Concerns About Virginity 11
Coping with TSS 11

5. PRODUCT OVERVIEW 13
Topography of Tampon 13
Product Segments 13
Applicator Tampons 13
Digital or Applicator-free Tampons 14
A Backdrop 14
Tampons in Ancient Times 14
Tampon in Modern Form 14
Acceptance for Tampon Usage 15
How to Handle a Tampon' 15
Alternatives to Tampons 15
Disposable Menstrual Pads 15
Reusable Menstrual Pads 15
Silk Sea Sponge Tampons 16
Menstrual Cups 16
Use of Tampons in STD Diagnosis 16

6. ENVIRONMENTAL & HEALTH CONCERNS 17
Disposal of Tampons - Affect on Environment 17
TSS: Safety of Feminine Sanitary Products Questioned 17
Indicators of TSS 18
Instances of TSS 18
Flipside to Tampon Use 18

7. COMPETITIVE SCENARIO 19
Brawl in the US Tampons Market 19
Table 2: Leading Players in the US Tampons Market (2007)
Percentage Market Share Breakdown of Sales for Procter &
Gamble (Tampax), Energizer (Playtex), Kimberly-Clark, Johnson
& Johnson, and Others (includes corresponding Graph/Chart) 19
Tussle in European Market 19
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
Prominence of Private Labels 20
Promoting Tampons' Use 20



Targeted Marketing of Tampons 21
Fostering Brand Awareness 21
Private Label Tampons - Influencing Retailer Margins 21

8. REGULATORY ENVIRONMENT 23
How Safe are Tampons' 23
Regulations Related to Tampons 23
Standardizing Terminology 23
Standard Terms to Refer Different Absorbency Levels of Tampons 23

9. PRODUCT LAUNCHES AND INNOVATIONS 24
Kimberly-Clark Launches U by Kotex 24
Lil-lets to Re-Launch Tampon Range 24
Svenska Cellulosa Aktiebolaget Unveils New Tampons 24
Millie & More to Unveil Moxie Brand Product Range 24
Lil-lets Introduces New Compact Applicator Tampon Range 25
Procter & Gamble Re-Launches Tampax Range 25

10. PRODUCT LAUNCHES AND INNOVATIONS IN THE RECENT PAST - A
PERSPECTIVE BUILDER 26
PLAYTEX LAUNCHES GENTLE GLIDE® TAMPON 26
Kimberly to Launch Internal Female Tampons in Brazil 26
Lil-lets to Launch New Tampon 26
Playtex Introduces Tampon for Sport Active Female 26
New Tampon from Rostam's Kit 27
Playtex Releases Beyond 27
KC Introduces Kotex in Colombia 27
J&J Unveils Comfort in Poland 27
Introduction of Today Tampons 27
J&J's Carefree Tampons in Australia 27
Accantia's Lil-Lets 28
Rostam Releases Scented Tampon 28
J& J's Tampon in Brazil 28
J&J Launches o.b. in Argentina 28
o.b. Comfort in Austria 28
Rostam Unveils Tampon with Plastic Applicator 28
Tampax's Tampon Variation 29
Playtex Glides Gently 29
P&G Supplies Learner's Kit 29

11. RECENT INDUSTRY ACTIVITY 30
Albaad Massuot Yitzhak Takes Over Rostam 30
Ellen Bags Order for Probiotic Tampons 30
Accantia to Close Tampon Unit 30
Energizer Holdings Acquires Playtex Products 30
Accantia Divests Lil-lets to Electra 30
Wal-Mart Elects Rostam as Tampons Supplier 31
Playtex Restructures 31
Lil-lets Gets New Packaging 31
KC Enlarges Production in Argentina 31



Hartmann Expands Production in Czech Republic 32

12. FOCUS ON SELECT PLAYERS 33
First Quality Hygienic, Inc. (US) 33
Johnson & Johnson (US) 33
Kimberly Clark Corporation (US) 33
Lil-lets Group Limited (UK) 33
Natracare LLC (USA) 34
Playtex Products, Inc. (US) 34
Procter & Gamble (US) 35
Rostam Ltd. (Israel) 35

13. GLOBAL MARKET PERSPECTIVE 36
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 2007 through 2015 (includes

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
2000 through 2006 (includes corresponding Graph/Chart) 37

Table 6: World 11-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 2005, 2010 & 2015 (includes

14. THE UNITED STATES 39
A.Market Analysis 39
Overview 39
Increasing Consumer Preference for Large Package Counts 39
Recession Drives Growth of Cheaper Store Brands 39
Promotion and Advertising Crucial for Private Label
Manufacturers 39
Natural and Organic Products Gain Popularity 40
Distribution Scenario 40
Table 7: Tampons Market by Distribution Channel (2007E):
Breakdown of Sales by Drug Stores, Super Markets, Discount
Stores, and Others (includes corresponding Graph/Chart) 40
Drug Stores Improve Share 40
Private Labels Expand Share 41
Competitive Scenario 42
Table 8: Leading Players in the US Tampons Market (2007):
Percentage Market Share Breakdown of sales for Procter &
Gamble, Energizer (Playtex), Kimberly-Clark, Johnson &



Johnson, and Others (includes corresponding Graph/Chart) 42

Table 9: Leading Brands in the US Tampons Market (2009):
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) 43

Table 10: Leading Brands in the US Applicator Tampons
Market (2008): Market Share Breakdown for Tampax, Playtex,
Kotex, O.B, and Private Labels (includes corresponding
Graph/Chart) 44

Table 11: Leading Tampon Brands in US Drugstores (2007):
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) 44

Table 12: Leading Tampon Brands at US Drugstores (2007):
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) 45

Table 13: Leading Tampon Brands in the US (2002-2006- A
Recent Past Perspective): 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) 46
Demographic Influence 46
Tampons and Toxic Shock Syndrome 47
FDA-Regulations Related to Tampons 47
Standard Terms Proposed by FDA for Absorbency Levels of
Tampons 48
B.Market Analytics 48
Table 14: US Recent Past, Current & Future Analysis for
Tampons Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2007 through 2015 (includes

Table 15: US Historic Review for Tampons Market
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2000 through 2006 (includes corresponding
Graph/Chart) 49

15. CANADA 50



Tampons - Regulations 50
Table 16: Canadian Recent Past, Current & Future Analysis
for Tampons Market Independently Analyzed with Annual Sales

Table 17: Canadian Historic Review for Tampons Market
Graph/Chart) 51

16. JAPAN 52
Overview 52
Tampons Dispersion in Japan 52
Table 18: Japanese Recent Past, Current & Future Analysis
for Tampons Market Independently Analyzed with Annual Sales

Table 19: Japanese Historic Review for Tampons Market
Graph/Chart) 53

17. EUROPE 54
Overview 54
Demographical Influences on Tampon Market 54
Standard Code for Tampons' Absorbency 54
Table 20: European Recent Past, Current & Future Analysis
for Tampons by Geographic Region -France, Germany, Italy,
United Kingdom, Spain, Russia and Rest of Europe Markets
Graph/Chart) 55

Table 21: European Historic Review for Tampons by Geographic
Region -France, Germany, Italy, United Kingdom, Spain,
Russia and Rest of Europe Markets Independently Analyzed
with Annual Sales Figures in US$ Million for Years 2000
through 2006 (includes corresponding Graph/Chart) 56

Table 22: European 11-Year Perspective for Tampons by
Geographic Region - Percentage Breakdown of Market Share for
France, Germany, Italy, United Kingdom, Spain, Russia and



Rest of Europe for the Years 2005, 2010 & 2015 (includes

17a.FRANCE 58
Overview 58
Market Share of Major Players 58
Table 23: Leading Players in French Tampons Market (2006- A
Recent Past Perspective): Market Share by Value Sales for
Procter & Gamble, Johnson & Johnson, Private Labels, and
Table 24: French Recent Past, Current & Future Analysis for

Table 25: French Historic Review for Tampons Market
Graph/Chart) 59

17b.GERMANY 60
Overview 60
Table 26: Leading Players in German Tampons Market (2006- A
Recent Past Perspective): Market Share by Value Sales for
Johnson & Johnson, Kimberly-Clark, Private Labels, and
Table 27: German Recent Past, Current & Future Analysis for

Table 28: German Historic Review Analysis for Tampons Market
Graph/Chart) 61

17c.ITALY 62
Overview 62
Low Penetration of Tampons 62
Table 29: Leading Players in the Italian Tampons Market
(2006- A Recent Past Perspective): Market Share by Value
Sales for Procter & Gamble and Johnson & Johnson 62



Table 30: Italian Recent Past, Current & Future Analysis for

Table 31: Italian Historic Review for Tampons Market
Graph/Chart) 63

17d.THE UNITED KINGDOM 64
Overview 64
Market Share of Select Players 64
Table 32: Leading Players in Tampons Market of the UK
Sales for Procter & Gamble, Kimberly-Clark, Private Labels,
and Others (includes corresponding Graph/Chart) 64
Table 33: The UK Recent Past, Current & Future Analysis for

Table 34: The UK Historic Review for Tampons Market
Graph/Chart) 65

17e.SPAIN 66
Overview 66
Table 35: Leading Players in the Spanish Tampons Market
Sales for Procter & Gamble, Johnson & Johnson, Private
Labels and Others (includes corresponding Graph/Chart) 66
Table 36: Spanish Recent Past, Current & Future Analysis for
Figures in US$ Million for Years 2007 through 2015 includes

Table 37: Spanish Historic Review for Tampons Market
Graph/Chart) 67

17f.RUSSIA 68



Overview 68
Historic Review 68
Table 38: Russian Recent Past, Current & Future Analysis for

Table 39: Russian Historic Review for Tampons Market
Graph/Chart) 69

17g.REST OF EUROPE 70
Overview 70
Tampons in Ireland 70
Table 40: Leading Players in Rest of European Tampons
Market (2004- A Historic Perspective): Market Share by
Value Sales for Procter & Gamble, Johnson & Johnson,
Private Labels, and Others (includes corresponding
Graph/Chart) 70
Table 41: Rest of Europe Recent Past, Current & Future
Analysis for Tampons Market Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2007 through
2015(includes corresponding Graph/Chart) 71

Table 42: Rest of Europe Historic Review for Tampons Market
Graph/Chart) 71

18. ASIA-PACIFIC 72
Overview 72
Low Level of Tampons Acceptance in China 72
Hong Kong 72
B. Market Analytics 73
Table 43: Asia-Pacific Recent Past, Current & Future
2015 (includes corresponding Graph/Chart) 73

Table 44: Asia-Pacific Historic Review for Tampons Market
Million for Years 2000 through 2006 (includescorresponding
Graph/Chart) 73



19. LATIN AMERICA 74
Overview 74
Brazilian Market for Tampons 74
Table 45: Leading Brands in the Brazilian Internal Female
Tampons Market (2006- A Recent Past Perspective):
Percentage Breakdown of Value Sales for OB, Tampax and
Table 46: Latin American Recent Past, Current & Future

Table 47: Latin American Historic Review for Tampons Market
Graph/Chart) 75

20. REST OF WORLD 76
Overview 76
South Africa 76
Glitches for Tampon Adoption in Zimbabwe 76
Tampons Market in Israel 76
Table 48: Rest of World Recent Past, Current & Future

Table 49: Rest of World Historic Review for Tampons Market
Graph/Chart) 77

COMPETITIVE LANDSCAPE

Total Companies Profiled: 37 (including Divisions/Subsidiaries - 55)

------------------------------------------
Region/Country Players
------------------------------------------
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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Global Tampons Industry