Feminine hygiene: Still a significant player in all outlets

July 16, 2001

stockchecker on feminine hygiene market

 

Feminine hygiene:
Still a significant player in all outlets

D. P. Hamacher & Associates, a division of NONSTOP Solutions Inc., provided the material for this column. The Hamacher firm is a Milwaukee-based management consulting company specializing in drugstore management tools. For further information, call Hamacher at 1-(800) 888-0889, or e-mail the company at

Feminine care (cleansers and antifungals)

Nearly two-thirds of all women experience yeast infections, with one-third battling the infections annually. Because drugstores are the outlets of choice for these remedies, antifungals provide the single area within the feminine hygiene category that the drugstore dominates. Fifty percent of antifungals are purchased in drugstores with one- and three-day antifungal treatments making up the lion’s share of sales. As a matter of fact, according to NONSTOP Solutions research, six of the top 10 products in the subcategory are antifungals.

Outlet
Drug
Mass
Food

Given the personal nature of these products, patient counseling and privacy play key roles in the drugstore’s success in this segment. Once diagnosed with a yeast infection, women prefer fewer trips to the doctor, opting instead to talk to their pharmacist about treatment.

External sanitary protection

The external sanitary protection subcategory–pads and liners–represents just under half of category sales–$1.2 billion. Food, with its wide array of products coupled with its shopping convenience, is the outlet of choice for this subcategory that requires little counseling. Consumers tend to be brand loyal. While they may switch products within a single brand, they do not switch brands. Therefore, wide selections suit shoppers’ needs in this subcategory. Private-label sales account for $127 million of total dollar volume.

Outlet
Food
Mass
Drug

$ Share
42%
38%
20%

Within the pads segment, thick pads generate the most sales, although their numbers have declined over the past years. Sales of thin pads fell, too. However, ultra thin pads, which currently represent one-third of pad sales, continue to grow in double-digits.

Internal sanitary protection

As with pads, food outlets produce the largest sales volume of tampons. Mass outlets are a close second in dollar volume, and unit sales are gaining ground with a 2% increase over last year in both areas.

Outlet
Food
Mass
Drug

$ Share
41%
36%
23%

The top four brands? Tampax, Kotex, Playtex, and OB. Private-label products place fifth. Among applicators, cardboard accounts for 57% of sales, while plastic applicators rose 7% over the past year, totaling 31% of tampon sales.

Merchandising tips

Because many shoppers purchase multiple items in this category, merchandise a good selection within each subcategory. Combo packs in both the tampon and antifungal segments are doing well, so stock them accordingly. Brand block first by category, then by brand, to simplify shopping and avoid confusion.

Place "Ask Your Pharmacist" signs in the antifungal area, inviting patient questions. Consultations differentiate your store from other outlets in this category. Strengthen your offering by catering to your patient’s desire for privacy.

FEMININE HYGIENE CATEGORY SUMMARY

Large Dept.

Medium Dept.Small Dept.

Linear feet
Number of SKUs
Estimated sales per year
Estimated inventory retail
Retail inventory turns

     72     158 $8,100 $1,800     4.5     48     100 $7,400 $1,400        5     24      47 $5,100   $800        6

FEMININE HYGIENE—NEW ITEMS

Product

P&G-Paper
P&G-Paper
P&G-Paper
P&G-Paper
P&G Paper
P&G-Paper
P&G-Paper
P&G-Paper
Personal Products
Alberto-Culver
Alberto-Culver
Inverness MD
Inverness MD
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Kimberly-Clark
Personal Products
Personal Products
Personal Products
P&G-Paper
P&G-Paper
P&G-Paper
P&G-Paper
Lake Pharmaceuticals

FEMININE HYGIENE NEVER OUT LIST

Use this Never Out list to monitor your in-stock condition. The items listed account for more than 50% of the dollar sales in the feminine hygiene category. An out-of-stock on any of these items represents a significant loss of sales.

____ Always Maxi 14 Overnight Flexiwing

____ Always Maxi 16 Super Long Flexiwing

____ Always Maxi 18 Regular Flexiwing

____ Always Maxi 24 Regular

____ Always Ultra Maxi 14 Overnight Wings

____ Always Ultra Maxi 16 Super Long Wings

____ Always Ultra Maxi 18 Regular Flexiwing

____ Kotex Maxipad 24 Regular

____ Kotex Overnites 14

____ Kotex Ultra Thin Maxi 22

____ Stayfree Maxi 24 regular

____ OB Tampon 20 Super

____ Playtex Tampon 20 Gentle/Glide Regular

____ Playtex Tampon 20 Gentle/Glide Super

____ Tampax 10 Regular

____ Tampax 10 Super

____ Tampax 20 Regular

____ Tampax 20 Super

____ Always Pantiliner 18 Regular Fr/Wv

____ Carefree Panty Shield 22 To Go Original

____ Kotex Lightdays P/L 18 Ultra Long

____ Kotex Lightdays Pantiliner 22 Unscented

____ Monistat 1 Prefill 4.6g

____ Monistat 3 Combo

____ Monistat 3 Combo Disposable Applicator

____ Monistat 7 Cream 1.59oz

____ Vagisil Feminine Itch Cream 1oz Regular

____ Vagistat-1 Ointment 4.6g

____ FDS Deodorant Spray 1.5oz Baby Powder

____ Replens Vaginal Moisturizer Applicator 8

____ Betadine Douche Medicated Disposable 2x6oz

____ Massengill Disposable Twin V&W

____ Summers Eve Feminine Cleansing Cloth 16 Regular

____ Summers Eve Feminine Wash 8oz Regular

FEMININE HYGIENE COMPETITIVE SHOP LIST

This list includes the most popular and price-sensitive SKUs in the feminine hygiene category. Use it to see if your prices on these key items fall within the average everyday retail range.

Item

Always Maxi 18 Regular Flexiwings
Kotex Overnites Pad 14
Stayfree Ultra Thin 18 Overnight Long
OB Tampon 20 Super
Playtex Tampon 20 Gentle Glide Super
Tampax 40 Super
Carefree P/S 22 To Go Original
Gyne-Lotrimin 3 Day Insert 3
Monistat 1 Prefill 4.6g
Monistat 7 Cream 1.59oz
Massengill Disposable Twin V&W

Everyday price range

   $3.09 - $3.79
   $2.89 - $3.69
   $2.83 - $3.59
   $3.43 - $4.29
   $3.99 - $5.39
   $5.39 - $6.69
   $1.09 - $1.53
  $9.63 - $12.49
$15.23 - $17.53
 $8.99 - $10.99
  $1.53 - $1.99



Sandra Levy. Feminine hygiene: Still a significant player in all outlets.

Drug Topics

2001;14.