Table of Contents
Issues in the Market
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- Key themes
- Sanitary protection
- Feminine hygiene products
Future Opportunities
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- No Health Secrets
- Brand Co-operation
Market in Brief
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- Sales flat lining in 2009
- Discounting dictates market movement
- Between innovation and imitation
Internal Market Environment
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- Key points
- Women’s lifestyles
- Impact of fashion
- Impact of health and ecology
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- Figure 1: Attitudes towards environmental concerns, by sanitary protection used, 2008
- Contraception and contra flow
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- Figure 2: Use of contraceptives, 2004-07
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- Figure 3: Primary method of contraception, by type, by age, 2007/08
Broader Market Environment
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- Key points
- Help the aged
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- Figure 4: Structure of the UK female population, by age, 2004-14
- Impact of immigration
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- Figure 5: Total international migration time series, 1991-2007
- Secular on segments
- The gap year in menstruation
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- Figure 6: Child population and birth statistics, UK, 2004-14
- Impact of the recession
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- Figure 7: UK attitudes towards self-treats and shopping, 2004-08
Competitive Context
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- Key points
- The comforts of convenience
- Absorbent hygiene under scrutiny
- On waste
- On health
- The cost of alternatives
- The menstrual cup
- Menstrual sponges
- Reusable pads/towels
- On the upside
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating
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- Key points
- The market in context
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- Figure 8: Indexed growth of the UK feminine hygiene and sanitary protection products market, by category, 2004-08
- Leading innovators
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- Figure 9: Leading innovators in the UK feminine hygiene products market, by category, 2006-09
- Product positioning
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- Figure 10: Product positioning trends, the UK feminine hygiene products market, 2006-09
- Confidence
- Added benefits taking inspiration from health and beauty
- Environmental concern
- Own-label in decline
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- Figure 11: Own-label versus branded product launches, feminine hygiene and sanitary protection products, 2004-09
Market Value and Forecast
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- Key points
- Flagging youth base, flagging sales
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- Figure 12: Sales of feminine hygiene products, by volume, 2004-14
- Figure 13: Value sales of UK feminine hygiene market, 2004-14
- Driving up market values
- Designs on growth
- Beyond commodity
- Promotional pressure and bulk buying
- Conscience and convenience
- The future
- Factors used in the forecast
Segment Performance
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- Key points
- Segment by category
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- Figure 14: Retail sales of sanitary protection and feminine care, by category, 2004-14
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- Figure 15: Retail sales of sanitary protection and feminine care, by category, 2006-09
- Sanitary towels
- Multiple choice
- Extra protection
- Focus on fresh
- New innovation – new irritation
- Liners
- Wipes, washes and deodorants
Market Share
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- Key points
- Brand loyalty and brand leaders
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- Figure 16: Manufacturers’ branded share, feminine hygiene products market, 2007-09
- The Procter & Gamble stronghold
- Head-to-head
- Loyalty at the latter end
- Chipping away at brand loyalty
- Leaders of discretion
Companies and Products
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- Figure 17: Brand map of the UK’s sanitary protection and feminine hygiene market, 2009
- Sanitary protection
- Procter & Gamble
- SCA Hygiene
- Lil-lets UK
- Kimberly-Clark
- Johnson & Johnson
- Own-label
- Others
- Natracare
- Naty
- Cottons
- Moxie
- Feminine hygiene
- Church & Dwight
- Combe International
- GlaxoSmithKline
- Bayer
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Brand Communication and Promotion
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- Key points
- Adspend slides
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- Figure 18: Main monitored media advertising spend on sanitary protection and feminine hygiene products, by quarter, 2005-09
- Monthly market shows seasonal spend
- Leading advertisers
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- Figure 19: Main monitored media advertising spend on sanitary protection and feminine hygiene products, by company, January-June 2009
Channels to Market
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- Key points
- The pull of price promotions
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- Figure 20: Retail distribution, feminine hygiene products, 2007-09
- Boots still holds some advantages
- Attraction of leisure spend
The Consumer – Usage
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- Key points
- Trends in use of sanitary protection products
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- Figure 21: Trends in usage of sanitary protection, 2004-08
- Towels are the preferred choice
- Teen use of sanitary protection products
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- Figure 22: Teen trends in usage of feminine hygiene products, 2004-08
- Tampon use driven by fashion?
- Usage habits stick
- Detailed breakdown of products used
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- Figure 23: Feminine hygiene products used, by sanitary protection and feminine hygiene users, March 2009
- Confidence is central to product choice
- Pure and simple
- Convenience and lifestyle see women switch products
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- Figure 24: Feminine hygiene products used, by sanitary protection and feminine hygiene users, March 2009
- Little crossover between feminine hygiene and sanitary protection
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- Figure 25: Overlap between use of sanitary protection and feminine hygiene products amongst all users, March 2009
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- Figure 26: Use of sanitary protection and feminine hygiene products amongst all users, by age, March 2009
The Consumer – Attitudes towards Buying
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- Key points
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- Figure 27: Attitudes towards buying feminine hygiene products, March 2009
- A sense of purpose
- Monthly budget
- Supermarkets the preferred place of purchase
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- Figure 28: Place of purchse for sanitary protection and feminine hygiene products, March 2009
Attitudes Towards Performance and Disposal
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- Key points
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- Figure 29: Women’s attitudes towards sanitary protection and feminine hygiene products, March 2009
- Loyalty born out of trust
- Product disposal
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- Figure 30: Women’s attitudes towards feminine hygiene products, March 2009
- Consumer typologies
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- Figure 31: Target groups for sanitary protection and feminine hygiene products, March 2009
- Practical Choosers (38%)
- Who are they?
- Brand Motivated (24%)
- Who are they?
- Non-users/apathetic (38%)
- Who are they?
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
Appendix – Broader Market Environment
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- Figure 32: Total international migration time series, 1991-2007
- Figure 33: UK trends in employment status of women of working age, December 2006-February 2009
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Appendix – The Consumer – Usage
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- Women aged 15+
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- Figure 34: Usage of sanitary protection products, by age, socio-economic group, region, lifestage and region, 2008
- Teens
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- Figure 35: Teen usage of sanitary products, by socio-economic group and region, 2008
- Products used
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- Figure 36: Use of sanitary protection and feminine hygiene, by demographics, March 2009
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- Figure 37: Dual users of towels and tampons, by age, socio-economic group, marital status and presence of children, March 2009
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- Figure 38: Types of feminine hygiene products used most often, 2008
Appendix – Attitudes Towards Buying
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- Figure 39: Attitudes towards purchase of sanitary protection and feminine hygiene, by demographics, March 2009
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Appendix – Attitudes Towards Performance and Disposal
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- Figure 40: Attitudes towards performance and disposal of sanitary protection, by demographics, March 2009
- Consumer groups
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- Figure 41: Feminine hygiene products used, by target groups, March 2009
- Figure 42: Buying feminine hygiene products, by target groups, March 2009
- Figure 43: Attitudes towards feminine hygiene products, by target groups, March 2009
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- Figure 44: Target groups, by age, socio-economic group, region and ACORN category, March 2009
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