Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- Feminine hygiene products
- Adult incontinence
- Excluded
Executive Summary
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- The market
- Sector shows resilient growth
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- Figure 1: Best- and worst-case forecast of UK value sales of feminine hygiene, sanitary protection and adult incontinence products, 2012-22
- Companies and brands
- Vagisil and Canesbalance gain share of feminine hygiene market
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- Figure 2: Retail value sales of feminine hygiene products, by brand, year ending September 2017
- Always loses market share for sanitary protection
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- Figure 3: Retail value sales of sanitary protection products, by brand, year ending September 2017
- Tena the market leader in incontinence products
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- Figure 4: Retail value sales of adult incontinence products, by brand, year ending September 2017
- The consumer
- Sanitary pads lead in popularity
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- Figure 5: Sanitary protection product usage, October 2017
- Products for normal flow most popular
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- Figure 6: Sanitary protection usage for menstruation flow types, by age, October 2017
- Environmental concerns come to the fore
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- Figure 7: Behaviours around sanitary protection products, October 2017
- Sanitary protection enjoys high brand loyalty
- Feminine hygiene usage on the rise
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- Figure 8: Usage of feminine hygiene products in the last 12 months, October 2017
- A need to raise the profile of feminine hygiene
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- Figure 9: Attitudes towards feminine hygiene products, October 2017
- Incontinence experienced by 42%
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- Figure 10: Incontinence status by frequency, by age, October 2017
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- Figure 11: Incontinence status, by volume, by gender, October 2017
- Incontinence product sales rise but growth remains untapped
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- Figure 12: Usage of incontinence products, October 2017
- Discretion important for incontinence product buyers
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- Figure 13: Behaviours around incontinence products, October 2017
- What we think
Issues and Insights
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- Always Discreet disrupts the incontinence segment
- The facts
- The implications
- High brand loyalty for sanitary protection has potential to drive environmental change
- The facts
- The implications
The Market – What You Need to Know
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- Sector shows resilient growth
- Incontinence products drive value growth
- Supermarkets hold the key
- ‘Tampon tax’ affects prices
- Birth rate drop has mixed results for future sales
Market Size and Forecast
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- Sector shows resilient growth
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- Figure 14: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, at current and constant prices, 2012-22
- Growth set to continue
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- Figure 15: Best- and worst-case forecast of UK value sales of feminine hygiene, sanitary protection and adult incontinence products, 2012-22
- Forecast methodology
Market Segmentation
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- Incontinence products drive growth
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- Figure 16: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, 2015-17
- Competitive pricing impacts sanitary protection
- Feminine hygiene value sales slide
Channels to Market
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- Supermarkets hold the key
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- Figure 17: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, by outlet type, 2015-17
- Figure 18: Tweet showing Tesco in-store signage highlighting coverage of tampon tax, September 2017
Market Drivers
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- Ageing population boosts incontinence market
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- Figure 19: Trends in the age structure of the UK population, by gender, 2012-22
- Birth rate drop has mixed results for future sales
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- Figure 20: Trends in number of live births (thousands), and mean age of mothers at the birth of their child, England and Wales, 2010-16
- Contraception usage may affect sector
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- Figure 21: Contraceptives prescription items dispensed in the community (England), 2010/11-2016/17
- Obesity growth to affect incontinence
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- Figure 22: Trends in obese body mass index (bmi), England, women only, 1996-2016
- ‘Tampon tax’ affects prices
- Financial confidence still lower than pre-referendum
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- Figure 23: Changes in household finances, January 2015-October 2017
Companies and Brands – What You Need to Know
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- Vagisil and Canesbalance gain share of feminine hygiene market
- Always loses market share for sanitary protection…
- …but Always Discreet gains in incontinence
- Tena the market leader in incontinence products
- New launches focus on discretion for incontinence
- Feminine hygiene launch activity decreases
- P&G leads the way in new launches
- Always and Tampax dominate adspend
- Empowering campaigns lead trends
- Always Discreet benefits from sanitary protection association
- Tampax considered effective and trusted
Market Share
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- Femfresh sales growth stalls in feminine hygiene segment
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- Figure 24: Retail value sales of feminine hygiene products, by brand, years ending September, 2015-17
- Bodyform sees sustained growth in sanitary protection
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- Figure 25: Retail value sales of sanitary protection products, by brand, years ending September, 2015-17
- Tena remains clear market leader for incontinence products
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- Figure 26: Retail value sales of adult incontinence products, by brand, years ending September, 2015-17
Launch Activity and Innovation
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- Incontinence products dominate NPD activity
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- Figure 27: New product development in the UK feminine hygiene, sanitary protection and adult incontinence market, by product segment, January 2014-November 2017
- Figure 28: Examples of discreet and fitted product launches in the adult incontinence protection market, 2017
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- Figure 29: New product development in the UK feminine hygiene, sanitary protection and adult incontinence market, by launch type, 2016
- P&G leads in launch activity
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- Figure 30: New product development in the UK feminine hygiene, sanitary protection and adult incontinence products market, by ultimate company, January 2016-November 2017
- Figure 31: New package designs of Tena Men ranges, December 2017
- Adult incontinence products
- Own-label products follow discreet trend
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- Figure 32: New product development in the UK adult incontinence market, branded versus own-label, January 2014-November 2016
- Figure 33: Examples of own-label product launches in the adult incontinence protection market, 2016-17
- Odour neutralising claims key
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- Figure 34: Top five claims in the UK adult incontinence protection market, 2016
- Feminine hygiene
- Launch activity slows
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- Figure 35: Examples of new product launches in the feminine hygiene market, 2016-17
- Wilko moves into intimate deodorants
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- Figure 36: New product development in the UK female hygiene market, branded versus own-label, January 2014-November 2017
- Figure 37: Examples of own-label product launches in the feminine hygiene market, 2016-17
- New varieties gain momentum
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- Figure 38: Examples of new varieties/range extensions in the feminine hygiene market, 2016
- Brands emphasise being gentle on skin
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- Figure 39: Top five claims in the UK feminine hygiene market, 2016
- Sanitary protection products
- NPD in sanitary protection focuses on packaging design
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- Figure 40: Examples of new product launches in the sanitary protection market, 2016-17
- Own-label packaging catches up with market leaders
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- Figure 41: New product development in the UK sanitary protection market, branded versus own-label, January 2014-November 2017
- Figure 42: Examples of own-label product launches in the female sanitary protection market, 2016-17
- Always and Kotex try new approaches
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- Figure 43: Examples of new packaging launches in the sanitary protection market, 2016-17
- Environmental claims key
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- Figure 44: Top five claims in the UK sanitary protection market, 2016
- Figure 45: Examples of ‘natural’ product launches in the sanitary protection market, 2017
Advertising and Marketing Activity
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- Advertising spend sees a rise
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- Figure 46: Total above-the line, online display and direct mail advertising expenditure on sanitary protection, feminine hygiene and adult incontinence products, by category, January 2014-November 2017
- P&G dominates adspend
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- Figure 47: Recorded above-the-line, online display and direct mail total advertising expenditure on feminine hygiene, sanitary protection and incontinence products, by leading companies (based on 2017), January 2014-November 2017
- TV still the focus
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- Figure 48: Recorded above-the-line, online display and direct mail total advertising expenditure on the feminine hygiene, sanitary protection and adult incontinence market, by media type, January 2014-November 2017
- Figure 49: Always Discreet TV commercial, December 2017
- Empowering campaigns around menstruation grow
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- Figure 50: Always: #LikeAGirl – Keep Going campaign, August 2017
- Figure 51: Bodyform #BloodNormal campaign, October 2017
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- Figure 52: U by Kotex FITNESS tampon campaign, October 2017
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 53: Attitudes towards and usage of selected brands, November 2017
- Key brand metrics
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- Figure 54: Key metrics for selected brands, November 2017
- Brand attitudes: Tampax leads the way
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- Figure 55: Attitudes, by brand, November 2017
- Brand personality: Depend suffers image problem
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- Figure 56: Brand personality – Macro image, November 2017
- Canesfresh seen as expert
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- Figure 57: Brand personality – Micro image, November 2017
- Brand analysis
- Canesfresh a recommended expert
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- Figure 58: User profile of Canesfresh, November 2017
- Always Discreet benefits from sanitary protection association
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- Figure 59: User profile of Always Discreet, November 2017
- Tampax considered effective and trusted
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- Figure 60: User profile of Tampax, November 2017
- Carefree struggles to gain users
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- Figure 61: User profile of Carefree, November 2017
- Depend in need of image refresh
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- Figure 62: User profile of Depend, November 2017
The Consumer – What You Need to Know
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- Sanitary pads lead in popularity
- Disposable sanitary protection most sought
- Environmental concerns come to the fore
- Sanitary protection enjoys high brand loyalty
- Feminine hygiene usage on the rise
- A need to raise the profile of feminine hygiene
- Incontinence experienced by 42%
- Discretion important for incontinence product buyers
Menstruation Status
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- 83% of women of menstruating age had periods in last year
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- Figure 63: Menstruation status in the last 12 months, by age, October 2017
Usage of Sanitary Protection Products
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- Sanitary pads more popular than tampons
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- Figure 64: Sanitary protection product usage, October 2017
- Disposable products dominate
- Normal flow products most popular
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- Figure 65: Sanitary protection usage for menstruation flow types, by age, October 2017
Behaviours around Sanitary Protection Products
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- Individually wrapped products may raise environmental concerns
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- Figure 66: Behaviours around sanitary protection products, October 2017
- The potential of reusable protection
- 67% stick to the same brand
Usage of Feminine Hygiene Products
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- Panty liners an all rounder
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- Figure 67: Usage of feminine hygiene products in the last 12 months, October 2017
- Feminine hygiene usage increases
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- Figure 68: Usage of feminine hygiene products in the last 12 months, October 2015 and October 2017
Attitudes towards Feminine Hygiene Products
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- Discretion still the key
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- Figure 69: Attitudes towards feminine hygiene products, October 2017
- Raising the profile of feminine hygiene amongst younger women
Incontinence Status by Frequency and Volume
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- Incontinence becoming an everyday issue
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- Figure 70: Incontinence status by frequency, by age, October 2017
- Dedicated products losing out to panty liners
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- Figure 71: Incontinence status, by volume, by gender, October 2017
- Incontinence drives stress
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- Figure 72: Stress levels caused by incontinence, October 2017
Incontinence Product Usage
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- Sales rise but growth remains untapped
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- Figure 73: Usage of incontinence products, October 2017
- Sanitary protection dampens potential for incontinence products
Behaviours around Incontinence Products
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- Women prefer discreet products
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- Figure 74: Behaviours around incontinence products, October 2017
- More innovation for men needed
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
Appendix – Companies and Brands
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- Figure 75: New product development in the UK feminine hygiene market, by launch type, January 2014-November 2017
- Figure 76: New product development in the UK sanitary protection market, by launch type, January 2014-November 2017
- Figure 77: New product development in the UK adult incontinence market, by launch type, January 2014-November 2017
- Figure 78: Recorded above-the-line, online display and direct mail total advertising expenditure on feminine hygiene market, by media type, January 2014-November 2017
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- Figure 79: Recorded above-the-line, online display and direct mail total advertising expenditure on sanitary protection market, by media type, January 2014-November 2017
- Figure 80: Recorded above-the-line, online display and direct mail total advertising expenditure on adult incontinence market, by media type, January 2014-November 2017
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