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Sales growth of the leading sanitary napkin vendors in the U.S. 2012

The statistic shows the sales growth of the leading sanitary napkin vendors in the United States in 2012. In that year, the sanitary napkins vendor Procter & Gamble had a sales growth of 0.7 percent compared to the prior fiscal year.

Sanitary napkins

There is a perceivable shift taking place today in which women are moving away from tampons towards sanitary pads (maxi pads). This is likely due to the enhanced features pads offer today including increased performance and discreteness. In 2012, sanitary napkins vendors in the United States had a category sales total that amounted to nearly 902 million U.S. dollars, whereas U.S. tampon vendors had a category total of just over 652 million U.S. dollars.

One of the sales trends in the U.S. market is the growth of disposable pads while tampon sales have held steady. Increasing numbers of women are seeking out quality products with organic and natural status that provide compostability and truth in labeling. Disposable sanitary products constitute the largest single product group for this industry. Products in this category are classified as non-woven products and are manufactured by bonding fibers together using adhesives or chemicals.

Consumer demand and purchasing habits continue to strengthen across a wide breadth of organic categories. Providing organic and natural feminine products gives retailers the opportunity to compete for sales by offering brands that attract a broader consumer base. The healthy growth in the United States demonstrates that the demand for new product launches, ongoing branding and marketing strategies will continue to stimulate sales for years to come.

Sales growth of the leading sanitary napkin vendors in the United States in 2012

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Source

Release date

October 2012

Region

United States

Survey time period

September 2011 to September 2012

Supplementary notes

For U.S. total sales through food, drug, and mass merchandise outlets (excluding Walmart) for the 52 weeks ended September 9, 2012.

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