Table of Contents
Introduction
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- Definition
- Sanitary protection
- Feminine hygiene products
- Excluded
- Abbreviations
Executive Summary
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- The market
- Sanpro absorbs credit crunch shock
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- Figure 1: Best- and worst-case forecast sales of sanitary protection and feminine hygiene, 2005-15
- Market factors
- Demographics
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- Figure 2: Trends in the age structure of the UK female population, 2005-15
- Deal or no deal
- Companies, brands and innovation
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- Figure 3: Brand shares in UK value sales of sanitary protection and feminine hygiene, 2008-10
- P&G – leader of the pack
- Innovation wanted – with strings or wings attached
- The consumer
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- Figure 4: Trends in usage of sanitary protection, by type, GB, 2006-10
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- Figure 5: Usage of sanitary protection, by type, by age, GB, 2010
- Product preferences by age
- Feminine hygiene purchasing practices
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- Figure 6: Feminine hygiene purchasing habits, by age, April 2011
- What we think
Issues in the Market
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- What are the most popular sanpro segments and who is using them?
- How will the UK’s ageing population impact sanpro sales in the future?
- Are women happy with the current sanpro offer available to them?
- What, if any, opportunities remain for growth?
Future Opportunities
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- Many Mes
- Premiumization and Indulgence
Internal Market Environment
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- Key points
- Environment
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- Figure 7: Attitudes towards environmental concerns, by sanitary protection used, GB, 2010
- Contraception
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- Figure 8: Use of contraceptives, by type, 2004-08
- Figure 9: Primary method of contraception, by type, by age, 2009/10
- Early puberty
- Passion for fashion
- Lifestyle
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- Figure 10: Women in employment, 2005-15
Broader Market Environment
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- Key points
- Age to age
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- Figure 11: Trends in the age structure of the UK female population, 2005-15
- Motherhood and menstruation
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- Figure 12: Number of births, UK, 2005-15
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Competitive Context
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- Key points
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- Figure 13: Trends in usage of selected toiletries – women, 2009 and 2010
- The beauty market
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- Figure 14: UK retail value sales of selected beauty and personal care categories, 2005-10
Who’s Innovating?
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- Key points
- Sanitary towels and panty liners
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- Figure 15: NPD activity in sanitary towels and panty liners, % share by brand, January 2010-March 2011
- Figure 16: NPD activity in sanitary towels and panty liners, % by product claim, January 2010-March 2011
- Sanitary towel launches
- Panty liner launches
- Tampons
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- Figure 17: NPD activity in tampons, % share by brand, January 2010-March 2011
- Figure 18: NPD activity in tampons, % by claim, January 2010-March 2011
- Tampon launches
- Feminine hygiene
- Private label
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- Figure 19: Pad and tampon launches, private label vs, branded, 2006-10
Market Value and Forecast
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- Key points
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- Figure 20: UK retail value sales of sanitary protection and feminine hygiene products, at current and constant prices, 2005-15
- Forecast
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- Figure 21: Best- and worst-case forecast sales of sanitary protection and feminine hygiene products, 2005-15
Segment Performance
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- Key points
- Sanitary towels
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- Figure 22: UK retail value sales of sanitary towels, at current and constant prices, 2005-15
- Figure 23: Best- and worst-case forecast value sales of sanitary towels, 2005-15
- Tampons
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- Figure 24: UK retail value sales of tampons, at current and constant prices, 2005-15
- Figure 25: Best- and worst-case forecast sales of tampons, 2005-15
- Panty liners
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- Figure 26: UK retail value sales of panty liners, at current and constant prices, 2005-15
- Figure 27: Best- and worst-case forecast sales of panty liners, 2005-15
- Feminine hygiene
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- Figure 28: UK retail value sales of washes, wipes and intimate deodorants, at current and constant prices, 2005-15
- Figure 29: Best- and worst-case forecast sales of washes, wipes and intimate deodorants, 2005-15
Market Share
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- Key points
- Company shares
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- Figure 30: UK – sanitary protection and feminine hygiene: company and brand market share, by value, 2008-10
- Brand shares
Companies and Products
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- Procter & Gamble
- Background
- Product range and innovation
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- Figure 31: Products launched by P&G in the female hygiene market in the UK, August 2009-February 2011
- Marketing and advertising
- SCA Hygiene
- Background
- Product range and innovation
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- Figure 32: Products launched by SCA Hygiene in the feminine hygiene market in the UK, July 2009-February 2011
- Marketing and advertising
- Lil-lets
- Background
- Product range and innovation
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- Figure 33: Products launched by Lil-lets in the feminine hygiene market in the UK, July 2009-February 2011
- Marketing and advertising
- Kimberly-Clark
- Background
- Product range and innovation
- Marketing and advertising
- Johnson & Johnson
- Background
- Product range and innovation
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- Figure 34: Products launched by J&J in the feminine hygiene market in the UK, July 2009-February 2011
- Bayer
- Church & Dwight
- Combe International
- GlaxoSmithKline
- Alliance Boots
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- Figure 35: Products launched by Boots in the feminine hygiene market in the UK, July 2009-February 2011
Brand Communication and Promotion
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- Key points
- Annual adspend
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- Figure 36: Topline adspend in the sanpro and feminine hygiene market, 2007-10
- Spend by media type
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- Figure 37: Adspend in the feminine hygiene market, % share by media type, 2007-10
- Spend by company
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- Figure 38: Adspend in the feminine hygiene market, % share by company, 2010
Channels to Market
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- Key points
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- Figure 39: UK retail value sales of feminine hygiene and sanitary protection products, by outlet type, 2008-10
The Consumer – Usage and Frequency
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- Key points
- Usage trends
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- Figure 40: Trends in usage of sanitary protection, by type, GB, 2006-10
- Age preferences
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- Figure 41: Usage of sanitary protection, by type, by age, GB, 2010
- Towels
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- Figure 42: Trends in types of towels used, GB, 2009 and 2010
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- Figure 43: Trends in frequency of using towels per month, GB, 2006-10
- Tampons
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- Figure 44: Trends in types of tampons used, by absorbency, GB, 2007-10
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- Figure 45: Trends in applicator type of tampons used, GB, 2009 and 2010
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- Figure 46: Trends in frequency of using tampons per month, GB, 2006-10
- Panty liners
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- Figure 47: Trends in frequency of using panty liners per month, GB, 2006-10
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- Figure 48: Trends in types of panty liners used, GB, 2006-10
The Consumer – Teen Usage
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- Key points
- Format preferences
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- Figure 49: Teen trends in usage of feminine hygiene products, GB, 2009 and 2010
- Monthly usage of towels
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- Figure 50: Number of sanitary towels products used per month – teens, by age, GB, 2010
- Monthly usage of tampons
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- Figure 51: Types of tampons used most often – teens, by absorbency, GB, 2010
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- Figure 52: Number of tampons used monthly – teens, GB, 2010
- Monthly usage of panty liners
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- Figure 53: Number of panty liners used monthly – teens, GB, 2010
The Consumer – Attitudes Towards Buying Sanpro
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- Key points
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- Figure 54: Feminine hygiene purchasing habits, April 2011
- Sanitary protection
- Feminine hygiene
- How women shop for sanpro
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- Figure 55: Attitudes towards feminine hygiene purchasing, April 2011
The Consumer – Health Concerns and Usage
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- Key points
- Health fear
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- Figure 56: Attitudes towards health aspects of tampons, by most popular feminine hygiene products used, April 2011
- Red faced
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- Figure 57: Embarrassment about feminine hygiene shopping, April 2011
- You’ve got (fe)mail
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- Figure 58: Potential for mail order sanpro service, April 2011
- Scents and sensitivity
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- Figure 59: Fragranced products, April 2011
- Own-label vs. brands
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- Figure 60: Own-label sanpro, April 2011
- Performance anxiety
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- Figure 61: Performance satisfaction, April 2011
- Protecting the environment from sanpro
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- Figure 62: Environmental impact, April 2011
The Consumer – Target Groups
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- Key point
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- Figure 63: Marketing targets for feminine hygiene products, April 2011
- Bulk Buyers (16%)
- Who are they?
- Bargain Hunters (16%)
- Who are they?
- Ever Readies (27%)
- Who are they?
- Out of the game (41%)
- Who are they?
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
Appendix – Internal Market Environment
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- Figure 64: Agreement with lifestyle statements on personal care, by gender and age, GB, 2010
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Appendix – Brand Communication and Promotion
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- Figure 65: Adspend in the feminine hygiene market, by media type, 2007-10
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Appendix – Who’s Innovating?
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- Figure 66: Products launched in the feminine hygiene market, by claims category, January 2008-February 2011
- Figure 67: Products launched in the feminine hygiene market, private label vs. branded, January 2008-February 2011
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- Figure 68: Products launched in the feminine hygiene market, by launch type, January 2008-February 2011
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Appendix – The Consumer – Usage and Frequency
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- Figure 69: Usage of sanitary protection, by demographics, GB, 2010
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- Figure 70: Frequency of use of towels per month, by demographics, GB, 2010
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- Figure 71: Frequency of use of tampons per month, by demographics, GB, 2010
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- Figure 72: Frequency of use of panty liners per month, by demographics, GB, 2010
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Appendix – The Consumer – Teen Usage
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- Figure 73: Usage of sanitary towels – teens, by demographics, GB, 2010
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- Figure 74: Types of sanitary towels products used most often – teens, GB, 2010
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- Figure 75: Usage of tampons – teens, by demographics, GB, 2010
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- Figure 76: Usage of panty liners – teens, by demographics, GB, 2010
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- Figure 77: Types of sanitary towels products used most often – teens, by demographics, GB, 2010
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- Figure 78: Monthly usage of sanitary towels products – teens, by demographics, GB, 2010
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- Figure 79: Types of tampons products used most often – teens, GB, 2010
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Appendix – The Consumer – Attitudes towards Buying Sanpro
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- Figure 80: Most popular feminine hygiene purchasing habits, by demographics, April 2011
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- Figure 81: Next most popular feminine hygiene purchasing habits, by demographics, April 2011
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- Figure 82: Most popular attitudes towards feminine hygiene purchasing, by demographics, April 2011
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- Figure 83: Next most popular attitudes towards feminine hygiene purchasing, by demographics, April 2011
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- Figure 84: Other attitudes towards feminine hygiene purchasing, by demographics, April 2011
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- Figure 85: Attitudes to feminine hygiene purchasing by most popular feminine hygiene purchasing habits, April 2011
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- Figure 86: Attitudes to feminine hygiene purchasing by next most popular feminine hygiene purchasing habits, April 2011
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Appendix – The Consumer – Health Concerns and Usage
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- Figure 87: Attitudes towards feminine hygiene products, by demographics, April 2011
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- Figure 88: Attitudes towards health aspects, by demographics, April 2011
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- Figure 89: Embarrassment about feminine hygiene shopping, by demographics, April 2011
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- Figure 90: Potential retail channels, by demographics, April 2011
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- Figure 91: Likes and dislikes, by demographics, April 2011
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- Figure 92: Own-label versus brands, by demographics, April 2011
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- Figure 93: Performance satisfaction, by demographics, April 2011
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- Figure 94: Environmental attitudes, by demographics, April 2011
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- Figure 95: Likes and dislikes, by most popular feminine hygiene purchasing habits, April 2011
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- Figure 96: Likes and dislikes, by next most popular feminine hygiene purchasing habits, April 2011
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- Figure 97: Attitudes to health aspects, by most popular feminine hygiene purchasing habits, April 2011
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- Figure 98: Attitudes to health aspects, by next most popular feminine hygiene purchasing habits, April 2011
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- Figure 99: Potential retail channels, by most popular feminine hygiene purchasing habits, April 2011
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- Figure 100: Potential retail channels, by next most popular feminine hygiene purchasing habits, April 2011
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- Figure 101: Likes and dislikes, by most popular feminine hygiene purchasing habits, April 2011
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- Figure 102: Likes and dislikes, by next most popular feminine hygiene purchasing habits, April 2011
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- Figure 103: Own label versus brands, by most popular feminine hygiene purchasing habits, April 2011
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- Figure 104: Own label versus brands, by next most popular feminine hygiene purchasing habits, April 2011
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- Figure 105: Performance satisfaction, by most popular feminine hygiene purchasing habits, April 2011
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- Figure 106: Performance satisfaction, by next most popular feminine hygiene purchasing habits, April 2011
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- Figure 107: Environmental attitudes, by most popular feminine hygiene purchasing habits, April 2011
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Appendix – The Consumer – Target Groups
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- Figure 109: Feminine hygiene purchasing habits, by target groups, April 2011
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- Figure 110: Attitudes towards feminine hygiene purchasing, by target groups, April 2011
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- Figure 111: Attitudes towards health aspects, by target groups, April 2011
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- Figure 112: Embarrassment about feminine hygiene shopping, by target groups, April 2011
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- Figure 113: Potential retail channels, by target groups, April 2011
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- Figure 114: Likes and dislikes, by target groups, April 2011
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- Figure 115: Own-label versus brands, by target groups, April 2011
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- Figure 116: Performance satisfaction, by target groups, April 2011
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- Figure 117: Environmental attitudes, by target groups, April 2011
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- Figure 118: Target groups, by demographics, April 2011
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- Figure 119: Repertoire of feminine hygiene purchasing habits, by demographics, April 2011
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- Figure 120: Repertoire of feminine hygiene purchasing habits, April 2011
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