Ladies Night

For grocery retailers, capturing feminine hygiene sales can be tricky. There is really no way around it. At one time or another about half the population will use feminine hygiene products. Logic would suggest that grocery retailers, with their predominantly female shopper-base, would be among those that most benefit from these sales. However, industry observers say that even though women visit supermarkets three times more than other channels—particularly drug and mass—grocery retailers seem to be lagging a bit behind. Observers add that mass merchandisers, club stores and dollar stores make up more than half of category sales—and those sales are significant. According to Chicago-based IRI, sanitary napkin and tampons generated nearly $2.8 billion in sales for the 52-week period ended Aug. 9, up almost two percent. Sanitary napkins and liners generated more dollars than tampons, $1.6 billion versus $1.1 billion, while tampon sales increased slightly more, 2.1 percent versus 1.7 percent. Procter & Gamble, with its Tampax branded tampons and Always branded sanitary napkins, was the top supplier in each category. Perhaps most troublesome for grocery retailers is that sales in competing channels are growing at nearly twice the rate than at grocery. Observers estimate that drug stores make up a quarter of category sales while grocery accounts for about one-fifth. “Having the right assortment on shelf will help convert consumers in the grocery channel,” says Sahran Walters, brand manager for U by Kotex, a Dallas-based Kimberly-Clark brand. “Consumers tend to be loyal to product form and pack-size. So if the products that she is looking for aren’t available, then she is less likely to purchase there. Merchandising can also help drive awareness and conversation in this category. We have seen features and displays drive strong incremental sales.” Daniela Masaro, brand marketing manager at Diva International, based in Kitchener, Ont., Canada, agrees that properly merchandising products in the feminine hygiene aisle will attract more consumers to grocery stores—and Diva offers ways to help. “Diva International offers a variety of ways to best merchandise our products,” says Masaro. In addition to shelf and counter displays, Diva “provides in-store demo kits so that consumers can speak to staff about the products and gain a better understanding of the features and benefits,” she adds. Beyond in-store marketing, Masaro says that by the time 2015 is out, the DivaCup and DivaWash will have benefited from the company’s most robust advertising plan in its history. The plan includes advertising on television, in print, digital and social media as well public relations and educational efforts. “We create and execute retailer specific and ‘geo-targeted’ advertising to drive consumer demand to our retail partners,” says Masaro. Supermarkets can also grow their feminine hygiene business by focusing in on natural and organic products. “Today’s young women know that organic and natural is the best offering and no longer view this as an alternative purchase, but one which they understand to be the best option for their health and planet’s,” says Theresa White, senior executive officer of Natracare, based in Greeley, Colo. “Conventional supermarkets need to recognize this growing trend and offer these consumers favorite and trusted organic and natural brands at fair and competitive prices.” Natracare has products across multiple feminine hygiene categories, including tampons, pads, liners and wipes—in different designs, sizes, absorbencies and needs. White says offering this expanded assortment is important. “Offering a limited assortment is just that—limiting,” she says. “Offering a sensible product assortment allows women to purchase the different products that meet their specific needs. Whether that is a panty liner that is used in conjunction with a tampon for daily freshness, when using medications or an intimate wipe for traveling. Limiting the options to just two tampons will ensure that women buy their favorite Natracare product somewhere else, and maybe fill their carts with other shopping needs at the same time.” Currently, Natracare has 29 products in its stable, but retailers can expect more on the horizon. “We continue to innovate and push new boundaries in women’s personal care products,” says White. “Natracare introduced several innovative products over the past year, including an individually wrapped panty liner line. We have also developed and extended our category to include the innovative ‘Ultra Extra’ line of sanitary pads, offering a whole new level of performance and versatility.” The latest innovation from Kimberly-Clark is the Xpress DRI cover, which is available on all of Kimberly-Clark’s U by Kotex Ultra Thin Pads. According to Walters it addresses the No. 1 need for women: leakage protection, “by providing crazy fast absorption to help stop leaks.” Procter & Gamble recently introduced Tampax Pocket Pearl, a pocket-sized version of Tampax Pearl. Officials for the Cincinnati-based company say the product is designed for on-the-go girls that want stylish protection. Tampax Pocket Pearl is the latest addition to a line of tampon options designed to meets girls’ different and changing feminine care needs. “One in every two girls believes their period holds them back from certain activities. We know that any day can turn into an adventure for girls, and we want to make sure nothing stands in their way, especially their periods,” says Amanda Hill, Tampax brand director.“With help from a panel of teen girls, we designed Tampax Pocket Pearl to offer stylish, pocket-sized discretion with the same superior protection and comfort they know and trust from the full-size Tampax Pearl. Girls can now have power over their periods and feel ready for adventures that come their way any day of the month.” Tampax Pocket Pearl is available in regular, super and super plus absorbency. Absorbency levels are identified on the front of each package (18 or 36 count) with a distinct color banner. Tampax is promoting the line via a partnership with U.S. Women’s National Soccer Team star Alex Morgan. The partnership includes a behind-the-scenes look into her life through YouTube videos, a recently concluded sweepstakes and a soccer camp for girls. “We are thrilled to expand our relationship with Alex Morgan because she represents girls’ active, on-the-go lifestyles,” says Hill. “The Tampax brand wants girls to dive into life, no matter the time of the month, and Alex Morgan is just the girl to show how that is done.