Table of Contents
Introduction
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- Definitions
- Sanitary protection
- Feminine hygiene products
- Adult Incontinence
- Excluded
- Methodology
- Consumer research
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast UK retail value sales of sanitary protection and feminine hygiene products, 2007-17
- Market factors
- Companies, brands and innovation
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- Figure 2: Product launches within UK feminine hygiene and sanitary protection products, by top five claims, 2008-12
- Figure 3: UK – sanitary protection and feminine hygiene: company market share, by value, year ending 26 January 2013
- The consumer
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- Figure 4: Usage and purchase of sanitary protection and feminine hygiene products in the last three months, March 2013
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- Figure 5: Attitudes towards sanitary protection and feminine hygiene, March 2013
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- Figure 6: Attitudes towards bladder leakage, March 2013
- What we think
Issues in the Market
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- How will the ageing population impact this market?
- How can the feminine hygiene market be expanded?
- What are the opportunities with the younger demographics entering the market?
- How is own-label performing in this category?
Trend Application
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- Trend: Extend my brand
- Trend: Guiding Choice
- Futures Trend: Generation Next
Market Environment
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- Key points
- Oral contraceptives are the most popular method
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- Figure 7: Use of contraceptives, by type, 2004/05-2011/12
- Figure 8: Primary method of contraception, by age, 2011/12
- Ageing population and higher birth rate could affect the incontinence market
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- Figure 9: Trends in the age structure of the UK female population, 2006-16
- Figure 10: Number of births in the UK, 2005-20
Who’s Innovating?
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- Key points
- Lag in launch activity in 2012
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- Figure 11: Growth index of new product launches within UK feminine hygiene, sanitary protection and adult incontinence category, 2008-12
- Little new innovation in 2012
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- Figure 12: Product launches within UK feminine hygiene and sanitary protection products, by launch type, 2008-12
- Figure 13: Relaunches in the sanitary protection and feminine hygiene category, 2012
- Figure 14: Relaunch in adult incontinence, 2012
- Sanitary pads make up the majority of launches in 2012
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- Figure 15: Product launches within UK feminine hygiene and sanitary products, by sector, 2008-12
- The environment is a growing focus
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- Figure 16: Product launches within UK feminine hygiene and sanitary protection products, by top five claims, 2008-12
- Figure 17: Natural product launched in 2013
- Reassuring claims needed in feminine hygiene
- Own-labels consolidate brands with relaunches in 2012
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- Figure 18: Product launches within UK feminine hygiene and sanitary protection products, by company,
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- Figure 19: P&G launches in the sanitary protection and feminine hygiene category, 2012 and 2013
- Own-label launches increase with wider product ranges on offer
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- Figure 20: Growth index of branded vs own-label feminine hygiene and sanitary protection products, 2008-12
- Figure 21: Different priced brands amongst own-label ranges, 2012
Market Size and Forecast
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- Key points
- A market of growth and decline historically
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- Figure 22: Retail value sales of sanitary protection, feminine hygiene products and adult incontinence, at current and constant prices, 2007-17
- Strong growth predicted ahead
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- Figure 23: Best- and worst-case forecast UK retail value sales of sanitary protection and feminine hygiene products, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Adult incontinence market is growing
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- Figure 24: UK value sales of sanitary protection and feminine hygiene, by sector, years ending 28 January 2012 and 26 January 2013
- Greater focus on intimate beauty
Market Share
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- Key points
- Procter & Gamble takes almost half the market share
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- Figure 25: UK – sanitary protection and feminine hygiene: company market share, by value, year ending 26 January 2013
- Procter & Gamble dominates sanitary protection market
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- Figure 26: UK – sanitary protection: company market share, by value, year ending 26 January 2013
- Strong growth across all brands in feminine hygiene
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- Figure 27: UK – feminine hygiene: company market share, by value, 2012 and 2013
- TENA is the market leader in adult incontinence
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- Figure 28: UK – adult incontinence: company market share, by value, year ending 26 January 2013
Companies and Products
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- Procter & Gamble
- Background and structure
- Strategy and performance
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- Figure 29: Financial performance of Procter & Gamble, 2011 and 2012
- Product range and innovation
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- Figure 30: Key product launches by P&G in the female hygiene market in the UK, January 2012-February 2013
- Figure 31: Products launched by P&G in the female hygiene market in the UK, January 2012-February 2013
- Marketing and advertising
- SCA Hygiene
- Background and structure
- Strategy and performance
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- Figure 32: Financial performance of SCA Hygiene Products UK Ltd., 2010 and 2011
- Product range and innovation
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- Figure 33: Key new product launches by SCA Hygiene in the female hygiene market in the UK, January 2012-February 2013
- Figure 34: Products launched by SCA Hygiene in the female hygiene market in the UK, January 2012-February 2013
- Marketing and advertising
- Lil-Lets
- Background and structure
- Strategy and performance
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- Figure 35: Financial performance of Lil-Lets UK Ltd., 2010 and 2011
- Product range and innovation
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- Figure 36: Key new product launches by Lil-Lets in the female hygiene market in the UK, December 2011-February 2013
- Figure 37: Products launched by Lil-Lets UK Ltd. in the female hygiene market in the UK, January 2012-February 2013
- Marketing and advertising
- Church & Dwight
- Background and structure
- Strategy and performance
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- Figure 38: Financial performance of Church & Dwight UK Ltd., 2010 and 2011
- Product range and innovation
- Marketing and advertising
- Combe International
- Background and structure
- Strategy and performance
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- Figure 39: Financial performance of Combe International Ltd., 2010 and 2011
- Product range and innovation
- Halo Protect
- Background and structure
- Product range and innovation
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- Figure 40: Key new product launches by Halo Protect in the female hygiene market in the UK, January 2012 -February 2013
- Figure 41: Products launched by Halo Protect in the female hygiene market in the UK, January 2012-February 2013
- Marketing and advertising
Brand Communication and Promotion
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- Key points
- Advertising spend has fluctuated
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- Figure 42: Main monitored media advertising spend on feminine hygiene and sanitary protection products, by advertiser, 2008-12
- TV takes the biggest spend
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- Figure 43: Main monitored media advertising spend on feminine hygiene and sanitary protection products, by media type, 2008-12
- Portrayal of ‘real women’
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- Figure 44: Main monitored media advertising spend on feminine hygiene and sanitary protection products, by advertiser, 2012
Brand Research
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- Brand map
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- Figure 45: Attitudes towards and usage of brands in the sanitary protection and feminine hygiene sector, February 2013
- Correspondence analysis
- Brand attitudes
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- Figure 46: Attitudes, by sanitary protection and feminine hygiene brand, February 2013
- Brand personality
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- Figure 47: Sanitary protection and feminine hygiene brand personality – macro image, February 2013
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- Figure 48: Sanitary protection and feminine hygiene brand personality – micro image, February 2013
- Brand experience
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- Figure 49: Sanitary protection and feminine hygiene brand usage, February 2013
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- Figure 50: Satisfaction with various sanitary protection and feminine hygiene brands, February 2013
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- Figure 51: Consideration of sanitary protection and feminine hygiene brands, February 2013
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- Figure 52: Consumer perceptions of current sanitary protection and feminine hygiene brand performance, February 2013
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- Figure 53: Sanitary protection and feminine hygiene brand recommendation – Net Promoter Score, February 2013
- Brand index
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- Figure 54: Sanitary protection and feminine hygiene brand index, February 2013
- Figure 55: Sanitary protection and feminine hygiene brand index vs recommendation, February 2013
- Target group analysis
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- Figure 56: Target groups, February 2013
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- Figure 57: Sanitary protection and feminine hygiene brand usage, by target groups, February 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Channels to Market
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- Key points
- Grocers take the majority of market share
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- Figure 58: UK retail value sales of feminine hygiene and sanitary protection products, by outlet type, 2011 and 2012
The Consumer – Usage of Sanitary Protection and Feminine Hygiene Products
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- Key points
- Sanitary pads are the most popular product form
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- Figure 59: Usage and purchase of sanitary protection and feminine hygiene products in the last three months, March 2013
- Opportunities for older women
- Feminine hygiene not considered essential
The Consumer – Interest in New Products
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- Key points
- Ingredients are the biggest concern
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- Figure 60: Interest in product claims/innovations among women who buy sanitary protection/feminine hygiene products, March 2013
- Convenience in an essential market
The Consumer – Attitudes Towards Sanitary Protection, Feminine Hygiene and Adult Incontinence
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- Key points
- Women like to try different sanitary protection and feminine hygiene products
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- Figure 61: Attitudes towards sanitary protection and feminine hygiene, March 2013
- Reassurances required
- Adult incontinence still embarrassing
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- Figure 62: Attitudes towards bladder leakage, March 2013
- Experience of bladder leakage
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- Figure 63: Experience of bladder leakage issues, March 2013
Consumer Typologies
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- Key points
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- Figure 64: Consumer typologies, sanitary protection and feminine hygiene, March 2013
- Concerned about chemicals (41% or the equivalent of 10 million women)
- Who are they?
- Embarrassed worriers (34% or the equivalent of 9 million women)
- Who are they?
- Advice seekers (25% or the equivalent of 6.6 million women)
- Who are they?
Appendix – Market Size and Forecast
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- Figure 65: Retail value sales in the sanitary protection sector, at current and constant prices, 2007-17
- Figure 66: Retail value sales in the feminine hygiene sector, at current and constant prices, 2007-17
- Figure 67: Retail value sales in the adult incontinence sector, at current and constant prices, 2007-17
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Appendix – Market Share
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- Figure 68: UK – sanitary protection, feminine hygiene and adult incontinence: company market share, by value, years ending 28 January 2012 and 26 January 2013
- Figure 69: UK – sanitary protection: company market share, by value, years ending 28 January 2012 and 26 January 2013
- Figure 70: UK – feminine hygiene: company market share, by value, years ending 28 January 2012 and 26 January 2013
- Figure 71: UK – adult incontinence: company market share, by value, years ending 28 January 2012 and 26 January 2013
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Appendix – Brand Research
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- Figure 72: Brand usage, February 2013
- Figure 73: Brand commitment, February 2013
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- Figure 74: Brand momentum, February 2013
- Figure 75: Brand diversity, February 2013
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- Figure 76: Brand satisfaction, February 2013
- Figure 77: Brand recommendation, February 2013
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- Figure 78: Brand attitude, February 2013
- Figure 79: Brand image – macro image, February 2013
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- Figure 80: Brand image – micro image, February 2013
- Figure 81: Profile of target groups, by demographics, February 2013
- Figure 82: Psychographic segmentation, by target groups, February 2013
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- Figure 83: Brand usage, by target groups, February 2013
- Brand index
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- Figure 84: Brand index, February 2013
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Appendix – The Consumer – Usage of Sanitary Protection and Feminine Hygiene Products
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- Figure 85: Usage of sanitary protection and feminine hygiene products, March 2013
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- Figure 86: Most popular usage of sanitary protection and feminine hygiene products, by demographics, March 2013
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- Figure 87: Next most popular usage of sanitary protection and feminine hygiene products, by demographics, March 2013
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- Figure 88: Purchase of sanitary protection and feminine hygiene products, March 2013
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- Figure 89: Most popular purchase of sanitary protection and feminine hygiene products, by demographics, March 2013
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- Figure 90: Next most popular purchase of sanitary protection and feminine hygiene products, by demographics, March 2013
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- Figure 91: Repertoire of purchase of sanitary protection and feminine hygiene products, March 2013
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- Figure 92: Purchase of sanitary protection and feminine hygiene product, by repertoire of purchase of sanitary protection and feminine hygiene products, March 2013
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- Figure 93: Repertoire of purchase of sanitary protection and feminine hygiene products, by demographics, March 2013
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Appendix – The Consumer – Interest in New Products
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- Figure 94: Interest in new products, March 2013
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Appendix – The Consumer – Attitudes Towards Sanitary Protection, Feminine Hygiene and Adult Incontinence
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- Figure 95: Attitudes towards sanitary protection and feminine hygiene products, March 2013
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- Figure 96: Agreement with the statements ‘I find shopping for sanitary protection/feminine hygiene products embarrassing’ and ‘Periods should not be discussed in public’, by demographics, March 2013
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- Figure 97: Agreement with the statements ‘Packaging for sanitary protection products is not discreet enough’ and ‘I am influenced by recommendations from friends/family’, by demographics, March 2013
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- Figure 98: Agreement with the statements ‘Trial and error is the best way to find out what works best’ and ‘I would like to get more advice on sanitary protection/feminine hygiene products’, by demographics, March 2013
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- Figure 99: Agreement with the statements ‘I worry about the potential risks from using tampons’ and ‘I worry about the potential irritation from using feminine washes/wipes/deodorants’, by demographics, March 2013
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- Figure 100: Agreement with the statements ‘Feminine washes/wipes/deodorants are unnecessary’ and ‘I don’t care about which brand of sanitary product I use’, by demographics, March 2013
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- Figure 101: Agreement with the statement ‘I don’t pay attention to product claims for sanitary protection products ’, by demographics, March 2013
- Attitudes towards bladder leakage
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- Figure 102: Attitudes towards bladder leakage, March 2013
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- Figure 103: Agreement with the statements ‘It’s embarrassing to suffer from bladder leakage’ and ‘Bladder leakage is a sign of ageing’, by demographics, March 2013
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- Figure 104: Agreement with the statement ‘It’s more acceptable to talk about menstruation than bladder leakage’, by demographics, March 2013
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- Figure 105: Experience of bladder leakage issues, by agreement with the statements ‘It’s embarrassing to suffer from bladder leakage’ and ‘Bladder leakage is a sign of ageing’, March 2013
- Experience of bladder leakage issues
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- Figure 106: Experience of bladder leakage issues, March 2013
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- Figure 107: Experience of bladder leakage issues, by demographics, March 2013
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- Figure 108: Usage of sanitary protection and feminine hygiene products, by experience of bladder leakage issues, March 2013
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Appendix – Consumer Typologies
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- Figure 109: Target groups, March 2013
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- Figure 110: Target groups, by demographics, March 2013
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- Figure 111: Usage of sanitary protection and feminine hygiene products, by target groups, March 2013
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- Figure 112: Purchase of sanitary protection and feminine hygiene product, by target groups, March 2013
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- Figure 113: Interest in new products, by target groups, March 2013
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- Figure 114: Attitudes towards sanitary protection and feminine hygiene products, by target groups, March 2013
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- Figure 115: Attitudes towards bladder leakage, by target groups, March 2013
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- Figure 116: Experience of bladder leakage issues, by target groups, March 2013
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