Fem care sales are on the rise

New technologies are hitting the marketplace at a rapid rate. Suppliers are providing superb marketing support for their products as the feminine hygiene segment is bucking the odds; producing solid sales growth at mass retail outlets. 

According to IRI information, the overall feminine hygiene segment (excluding sanitary napkins) showed a solid 2.5 percent increase in sales to more than $812 million at retail for the 52-week period ended Nov. 29. Unit sales increased by 1.2 percent, accounting for more than 146.2 million during the same time frame. Sanitary napkin dollar sales grew by an additional 2.1 percent during the period. 

Industry observers say that the rising consumer demand for products that work better and longer—and the ability of suppliers to introduce these items—is responsible for much of the increase in sales. “It is probably the most exciting segment in the HBC arena these days,” says one retailer. “We cannot keep up with the new items hitting the marketplace and are constantly looking for more space to accommodate them.”

Few expect sales growth to slow in coming years. Suppliers are raising price points along with the introduction of new items, and consumers seem quite willing to pay for items that work better. And, many in the industry feel that supermarkets can easily increase their share of market in the category—currently estimated at less than 28 percent—by becoming more vocal about their feminine hygiene section through promotional materials and in-store signage.