Table of Contents
Executive Summary
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- The market
- Market value increases in 2019
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- Figure 1: Best- and worst-case forecast of UK value sales of feminine hygiene, sanitary protection and adult incontinence products, 2014-24
- Companies and brands
- P&G brands lead sanitary protection sales
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- Figure 2: Retail value sales of sanitary protection products, by brand, December 2019
- Femfresh accounts for half of feminine hygiene sales
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- Figure 3: Retail value sales of feminine hygiene products, by brand, December 2019
- Tena dominates incontinence market
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- Figure 4: Retail value sales of adult incontinence products, by brand, December 2019
- The consumer
- Menstruation status remains unchanged
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- Figure 5: Menstruation status in the last 12 months, by age, 2017-19
- Use of eco-friendly sanitary protection is on the rise
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- Figure 6: Usage of sanitary protection products in the last 12 months, 2018 and 2019
- Price is key in purchasing sanitary protection
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- Figure 7: Behaviours related to purchase of sanitary protection products in the last 12 months, November 2019
- Feminine hygiene usage remains unchanged
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- Figure 8: Usage of feminine hygiene products in the last 12 months, 2018 and 2019
- Target menstrual cycles and menopause in feminine hygiene
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- Figure 9: Reasons for using feminine hygiene products, November 2019
- Make feminine hygiene a normal part of bath/shower routines
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- Figure 10: Usage occasions of feminine hygiene products, November 2019
- Women are most likely to experience incontinence
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- Figure 11: Frequency of experiencing incontinence, 2018 and 2019
- Normalise incontinence products
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- Figure 12: Usage of adult incontinence products, 2018 and 2019
- Stigma stops men shopping in-store
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- Figure 13: Places of purchase of adult incontinence products, by gender, November 2019
- What we think
Issues and Insights
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- The eco trend is growing
- The facts
- The implications
- Feminine hygiene sees stronger link to beauty
- The facts
- The implications
- Stigma is the biggest threat for incontinence brands
- The facts
- The implications
The Market – What You Need to Know
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- Incontinence drives total market value up
- Eco and safety concerns drive fall in sanitary protection
- Convenience of supermarkets appeals
- Ageing population to lead to rise in incontinence
- Tackling the stigma
- Environmenstrual action is required for future growth
Market Size and Forecast
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- Market value strengthens
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- Figure 14: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, at current and constant prices, 2014-24
- Gradual growth ahead
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- Figure 15: Best- and worst-case forecast of UK value sales of feminine hygiene, sanitary protection and adult incontinence products, 2014-24
- Forecast methodology
Market Segmentation
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- Environmental and safety concerns impact sanitary protection
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- Figure 16: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, 2018 and 2019
- Tackling stigma with incontinence boosts segment
- Brands benefit from interest in beauty-related feminine hygiene
Channels to Market
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- Convenience of supermarkets appeals
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- Figure 17: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, by outlet type, 2018 and 2019
- Drugstores benefit from feminine hygiene sales
- Chemists’ expertise and advice attract customers
- Stigma drives sales online
Market Drivers
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- Ageing population means more incontinence sufferers
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- Figure 18: Trends in the age structure of the UK population, by gender, 2014-24
- Target teens with trend-led NPD
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- Figure 19: Lil-Lets Teen Starter Pack, 2018
- Oral contraception is falling
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- Figure 20: Contraceptive prescription items dispensed in the community (England), 2016-18
- Rising obesity may affect menstruation and incontinence
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- Figure 21: Trends in BMI, England, 1995-2018
- Fewer pregnancies to impact category
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- Figure 22: Total fertility rate, England and Wales, 2008-18
- Tackling the stigma
- Taking environmenstrual action
- Explore sustainability in incontinence segment
Companies and Brands – What You Need to Know
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- P&G brands lead sanitary protection sales
- Tena dominates incontinence market
- NPD rises, focus shifts back to sanitary protection
- Feminine hygiene turns to beauty
- Total advertising spend declines
- Bodyform launches taboo-tackling ‘Viva La Vulva’
- Always Discreet is a highly trusted brand
Market Share
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- P&G brands dominate the sanitary protection category
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- Figure 23: Retail value sales of sanitary protection products, by brand, years ending December 2018 and 2019
- Tampax loses out to smaller brands
- Lil-Lets and Yoni benefit from organic launches
- Carefree’s youthful image is unappealing to older women
- Femfresh leads in feminine hygiene segment
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- Figure 24: Retail value sales of feminine hygiene, by brand, years ending December 2018 and 2019
- Widening focus on vaginal health benefits medical feminine hygiene
- Others sees sales rise from beauty positioning
- Tena captures majority of incontinence market
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- Figure 25: Retail value sales of incontinence products, by brand, years ending December 2018 and 2019
- Always Discreet spies opportunities in incontinence segment
- Competition rises from own-label brands
Launch Activity and Innovation
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- Sanitary pads regain focus
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- Figure 26: New product development in the UK feminine hygiene, sanitary protection and adult incontinence market, by product segment, 2016-19
- Figure 27: Examples of NPD in organic sanitary towels, panty liners and tampons, 2019
- Feminine hygiene incorporates natural ingredients
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- Figure 28: Vagisan intimate wash lotion, 2019
- Figure 29: New product development in the UK feminine hygiene, sanitary protection and adult incontinence market, by launch type, 2016-19
- Feminine hygiene blurs the lines
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- Figure 30: OrganiCup OrganiWash intimate wash for body and menstrual cup, 2019
- Tapping into menopausal beauty trends
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- Figure 31: Examples of new products in feminine hygiene designed for the menopause, 2019
- Fun packaging will engage teens
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- Figure 32: Flo regular and super organic cotton tampons, 2019
- NPD in sanitary protection sees addition of mega pack claims
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- Figure 33: Examples of sanitary protection products relaunch and new packaging launches with larger size pack claims, 2019
- P&G sees rise in organics
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- Figure 34: Tampax Compak Pearl new packaging, 2019
- Figure 35: New product development in the UK feminine hygiene, sanitary protection and adult incontinence products market, by ultimate company, 2019
- Essity-owned Bodyform targets sensitive skin
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- Figure 36: Examples of Essity Bodyform PureSensitive new product launches, 2019
- Tena NPD brings luxury to incontinence underwear
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- Figure 37: Essity Tena relaunch and range extension, 2019
- Private label appeals to the price-conscious consumer
- Tesco focuses NPD on maternity
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- Figure 38: Examples of Tesco NPD in sanitary protection, 2019
- Own-label taps into eco trends
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- Figure 39: Aldi Lunex tampons with biodegradable applicator, 2019
- Boots targets men with post-urination dribble
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- Figure 40: Boots Staydry Light Men Shields, 2019
- Sustainability is a hot topic in sanitary protection
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- Figure 41: Fastest-growing claims in the UK sanitary protection market, 2018-19
- Figure 42: Examples of relaunches and repackaging featuring sustainability certifications, 2019
- Charitable giving is gaining traction
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- Figure 43: Examples of NPD in sanitary protection with sustainability claims, 2019
- Feminine hygiene’s growing link to beauty
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- Figure 44: Vagisil pH Balance Intimate Wash, 2019
- Figure 45: Fastest-growing claims in the UK feminine hygiene market, 2018-19
- Biodegradable claims can re-ignite interest in feminine hygiene wipes
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- Figure 46: Examples of NPD in feminine hygiene wipes, 2019
- Incontinence brands lack sustainability edge
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- Figure 47: Fastest-growing claims in the UK incontinence market, 2018-19
- Figure 48: Natracare Day & Light pads for a sensitive bladder, 2019
- Risk of leak and odour remain prominent incontinence issues
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- Figure 49: Incontinence product examples featuring absorption and odour control claims, 2019
Advertising and Marketing Activity
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- Total advertising spend declines
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- Figure 50: Recorded above-the-line, online display and direct mail advertising expenditure on feminine hygiene, sanitary protection and adult incontinence products, by media type, 2016-19
- Bodyform’s TV ad ‘Viva La Vulva’ tackles taboos
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- Figure 51: Bodyform Viva La Vulva campaign, 2019
- Sanitary protection brands scale back advertising spend
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- Figure 52: Recorded above-the-line, online display and direct mail advertising expenditure on sanitary protection, feminine hygiene and adult incontinence products, by category. 2016-19
- Femfresh encourages daily use of feminine hygiene
- Feminine hygiene looks to break the stigma too
- P&G’s Always Discreet breaks the silence on female incontinence
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- Figure 53: Recorded above-the-line, online display and direct mail total advertising on feminine hygiene, sanitary protection and incontinence products, by leading companies (by 2019), 2017-19
- Tena promotes self-confidence for incontinence sufferers
- Lack of brands speaking out on men’s incontinence
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 54: Attitudes towards and usage of selected brands, January 2020
- Key brand metrics
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- Figure 55: Key metrics for selected brands, January 2020
- Brand attitudes: Always and Tampax have high trust
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- Figure 56: Attitudes, by brand, January 2020
- Brand personality: Replens is seen as the most fun
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- Figure 57: Brand personality – macro image, January 2020
- Depend perceived as basic
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- Figure 58: Brand personality – micro image, January 2020
- Brand analysis
- Always Discreet is the most trusted brand
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- Figure 59: User profile of Always Discreet, January 2020
- Tampax has highest brand awareness
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- Figure 60: User profile of Tampax, January 2020
- Replens perceived as a health and wellbeing brand
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- Figure 61: User profile of Replens, January 2020
- Natracare benefits from natural perception
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- Figure 62: User profile of Natracare, January 2020
- Consumer awareness of Depend is low
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- Figure 63: User profile of Depend, January 2020
The Consumer – What You Need to Know
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- Eco-friendly sanitary protection is on the rise
- Price is key in purchasing sanitary protection
- Feminine hygiene attracts greater spend
- Target menstrual cycles and menopause in feminine hygiene
- Women are most likely to experience incontinence
- Stigma stops men shopping in-store
Menstruation Status
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- Menstruation status remains unchanged
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- Figure 64: Menstruation status in the last 12 months, by age, 2017-19
Usage of Sanitary Protection Products
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- Organic tampons tap into safety concerns
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- Figure 65: Usage of sanitary protection products in the last 12 months, 2018 and 2019
- Eco trends give rise to use of reusable alternatives
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- Figure 66: Usage of reusable sanitary protection products, by all and 25-34 year olds, November 2019
- Organic is convenient and can be eco-friendly
- Pre-menopause offers opportunities for panty liners and pads
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- Figure 67: Cottons pre-menopause pads with wings, 2019
- Figure 68: Usage of panty liners, by age, November 2019
- Offer multipacks of panty liners and tampons
- Bring on-trend CBD into sanitary protection
Behaviours around Buying Sanitary Protection Products
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- Price drives purchase
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- Figure 69: Behaviours related to purchase of sanitary protection products in the last 12 months, November 2019
- Highlight a value-for-money positioning
- Mixed BPC subscription boxes could appeal
Usage of Feminine Hygiene Products
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- Feminine hygiene sees increased spend
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- Figure 70: Usage of feminine hygiene products in the last 12 months, 2018 and 2019
- Eco trends may impact feminine wipes
- Feminine hygiene can tap into wellbeing trends
Reasons for Using Feminine Hygiene Products
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- Masking odour is important
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- Figure 71: Reasons for using feminine hygiene products, November 2019
- Target menstrual cycle stages and menopause
- Natural positioning perceived as safer
- Appeal to skin sensitivity
Usage Occasions of Feminine Hygiene Products
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- Incorporate feminine hygiene into shower/bath routines
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- Figure 72: Usage occasions of feminine hygiene products, November 2019
- Design products for on the go
- Products with a specialised focus can stand out
Adult Incontinence Status
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- Experience of incontinence remains unchanged
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- Figure 73: Frequency of experiencing incontinence, 2018 and 2019
- Women are most likely to experience incontinence
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- Figure 74: Frequency of experiencing incontinence, by gender, November 2019
- Target women post-pregnancy
- Target men experiencing post-urination dribble
Usage of Adult Incontinence Products
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- Usage of incontinence products jumps
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- Figure 75: Usage of adult incontinence products, 2018 and 2019
- Tap into eco-friendly trends
- Normalise incontinence products
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- Figure 76: Usage of adult incontinence, by gender, November 2019
- Men show interest in small discreet pads
Places of Purchase of Adult Incontinence Products
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- Supermarkets are preferred channel
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- Figure 77: Places of purchase of adult incontinence products, November 2019
- In-store trumps online for women
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- Figure 78: Places of purchase of adult incontinence products, by gender, November 2019
- Embarrassment prevents men shopping in-store
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- Figure 79: Places of purchase of adult incontinence products, online vs in-store, by gender, November 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Figure 80: Best- and worst-case forecast of UK value sales of sanitary protection products, 2014-24
- Figure 81: Best- and worst-case forecast of UK value sales of feminine hygiene products, 2014-24
- Figure 82: Best- and worst-case forecast of UK value sales of incontinence products, 2014-24
- Forecast methodology
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