GHQ NONFOODS FOR PROFIT
Natural products and social media awareness are generating interest in the feminine care aisle.
BY NORA CALEY
AS LONG AS WOMEN ARE SHOPPING IN THE SUPERMARKET, there will always be opportunities to drive sales in the feminine care section.
Although the category is faced with an
aging population and growing competition
from other channels, grocery retailers can
still benefit by keeping up-to-date with inno-
vations in feminine care. Manufacturers say
they are developing products that respond to
demands from not just Millennial women but
women of all ages, and are also making sure
they get the word out about the new items on
social media and other outlets.
The feminine care category has seen some
ups and downs lately in dollar sales and volume. According to IRI, a Chicago-based market research firm, for the 52 weeks ended Nov.
27, sales of sanitary napkins and tampons in
U.S. multi-outlet stores totaled about $2.8 billion. That was an increase of 0.9 percent compared to the previous year. Volume was down
one percent to just under 589 million units,
and the price of each item averaged $4.72, up
Sales of tampons were flat, down 0.2 percent
to more than $1 billion. Volume was down
2.1 percent to 182.8 million units, at an aver-
age of $5.84 per item. Sales of sanitary nap-
kins and liners topped $1.7 billion, up 1.5 per-
cent, while unit sales were down 0.5 percent to
Industry observers point to demographics
as the reason for the flat or decreased sales, but
say new products can help revitalize the feminine care aisle.
“While the category as a whole is on the
decline due to aging population, there is
greater awareness and a growing demand