The feminine hygiene, sanitary protection and incontinence category grew by 1.6% to £490 million in 2019, propped up by strong growth stemming from the incontinence segment, whilst sanitary protection continued its decline. The incontinence segment is benefiting from the ageing population as well as an increase in stigma-tackling campaigns which are giving rise to greater usage and spend. The feminine hygiene category has further bolstered growth, with NPD in beauty-related feminine hygiene revamping the category and re-igniting interest.

On the other hand, the sales performance of the sanitary protection segment is hampering the overall category. Whilst brands are innovating in response to growing eco concerns by adding ethical and sustainable certification logos to packaging, more can be done on a product level. Women are increasingly using reusable sanitary protection to the detriment of disposable alternatives which have declined in usage over the last year.

For the purposes of this Report, Mintel has used the following definitions:

• Tampons, including both applicator and non-applicator tampons. Also includes scented tampons and those with other added benefits, such as lubricated, as well as reusable sponge tampons.

• Sanitary towels, including versions with or without wings. Includes reusable towels such as Eco Femme.

• Reusable menstrual cups, such as Mooncup.

• Panty liners are also included, as they can be used with tampons or throughout the month to protect underwear.

Throughout the Report, ‘feminine hygiene products’ refers to feminine washes and wipes that are pH-balanced and hypoallergenic. It also includes intimate deodorants produced especially for the vaginal area which have been gynaecologically tested.

Incontinence products, including briefs and pads, for men or for women.

Ancillary products such as disposal bags and tampon containers, or wallets and belts.