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
- Incontinence category props up overall 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, 2013-23
- Companies and brands
- Refresh for Femfresh pays dividends
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- Figure 2: Retail value sales of feminine hygiene products, by brand, year ending October 2018
- Value sales fall across sanitary protection category
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- Figure 3: Retail value sales of sanitary protection products, by brand, year ending October 2018
- Tena continues to dominate incontinence category
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- Figure 4: Retail value sales of adult incontinence products, by brand, year ending October 2018
- The consumer
- Percentage of women menstruating rises across most age groups
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- Figure 5: Menstruation status in the last 12 months, by age, 2017 and 2018
- Popularity gap widens between pads and tampons
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- Figure 6: Sanitary protection product usage, 2017 and 2018
- Young women buy branded, while mothers go for own-label
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- Figure 7: Types of sanitary protection products purchased, branded vs own-label, October 2018
- Sanitary protection buyers keenly price-focused
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- Figure 8: Behaviours around buying sanitary protection products, October 2018
- Feminine hygiene products still not seen as essential
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- Figure 9: Usage of feminine hygiene products in the last 12 months, 2017 and 2018
- Younger consumers see greater use for feminine hygiene products
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- Figure 10: Correspondence analysis of perceptions of feminine hygiene products, October 2018
- Incontinence affects all age groups
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- Figure 11: Frequency of experiencing incontinence, by age, October 2018
- Women experience incontinence more than men
- Men less likely to use incontinence products
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- Figure 12: Usage of incontinence products, by gender, October 2018
- Panty liners used as all-purpose products
- Stigma towards incontinence not yet removed
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- Figure 13: Attitudes towards incontinence, October 2018
- What we think
Issues and Insights
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- Ageing consumers will power incontinence category for years to come
- The facts
- The implications
- Feminine hygiene brands could reinvigorate their approach to re-engage consumers
- The facts
- The implications
The Market – What You Need to Know
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- Incontinence category props up overall growth
- Fall in sanitary protection sales weighs on market
- Recovery for feminine hygiene category
- Tampon Tax price cuts affect value sales growth in supermarkets
- Ageing population pushes sanitary protection down, incontinence up
- Period poverty issue makes its mark in sanitary protection
- Brands need to be aware of risks of environmental taxes
Market Size and Forecast
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- Incontinence category props up overall 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, 2013-23
- Market 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, 2013-23
- Forecast methodology
Market Segmentation
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- Incontinence product sales growing
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- Figure 16: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, 2016-18
- Fall in sanitary protection sales weighs on market
- Recovery for feminine hygiene category
Channels to Market
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- ‘Tampon Tax’ price cuts affect value sales growth in supermarkets
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- Figure 17: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, by outlet type, 2016-18
Market Drivers
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- Ageing population pushes sanitary protection down, incontinence up
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- Figure 18: Trends in the age structure of the UK population, by gender, 2013-23
- Declining birth rate could buoy sanitary protection…
- …but detract from incontinence segment
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- Figure 19: Trends in number of live births (thousands) and mean age of mothers at the birth of their child, England and Wales, 2006-17
- Obesity rates could fall, impacting incontinence
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- Figure 20: Trends in BMI, England, 1995-2016
- Usage of oral contraception falling
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- Figure 21: Contraceptive prescription items dispensed in the community (England), 2011-17
- Brexit and QE unwinding are dark clouds gathering
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- Figure 22: Trends in current financial situation compared to a year ago, July 2011-October 2018
- Period poverty issue makes its mark in sanitary protection
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- Figure 23: Tampon Taxi initiative by Project Period, November 2018
- Brands need to be aware of risks of environmental taxes
Companies and Brands – What You Need to Know
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- Refresh for Femfresh pays dividends
- Tena continues to dominate incontinence category
- Incontinence NPD is a growing focus
- Ethical challenger brands active in NPD
- P&G’s adspend cut weighs on category overall
- TV now almost completely dominant
- Femfresh highly recommended
Market Share
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- Refresh for Femfresh pays dividends
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- Figure 24: Retail value sales of feminine hygiene products, by brand, years ending October 2016-18
- Value sales fall across sanitary protection category
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- Figure 25: Retail value sales of sanitary protection products, by brand, years ending October 2016-18
- Tena continues to dominate incontinence category
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- Figure 26: Retail value sales of adult incontinence products, by brand, years ending October 2016-18
Launch Activity and Innovation
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- Incontinence NPD is a growing focus
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- Figure 27: New product development in the UK feminine hygiene, sanitary protection and adult incontinence market, by product segment, January 2015-October 2018
- Male incontinence begins growing as NPD focus
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- Figure 28: Examples of men’s product launches in the adult incontinence protection market, 2018
- NPD increasingly targets ethical concerns
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- Figure 29: New product development in the UK feminine hygiene, sanitary protection and adult incontinence market, by launch type, 2017
- Essity grows its incontinence lines
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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 2017-October 2018
- Feminine hygiene products
- Femfresh extends, while Vagisan adspends
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- Figure 31: NPD in the feminine hygiene market, 2017-18
- Own-label NPD fluctuates
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- Figure 32: New product development in the UK female hygiene market, branded versus own-label, January 2015-October 2018
- Figure 33: Examples of own-label product launches in the feminine hygiene market, 2017-18
- More odour-neutralising claims in feminine hygiene
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- Figure 34: Top five claims in the UK feminine hygiene market (based on 2017), 2016 vs 2017
- Figure 35: Examples of products with skin and odour-neutralising claims in the feminine hygiene market, 2017-18
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- Figure 36: YES organic intimate product range, 2018
- Sanitary protection products
- Ethical challenger brands active in NPD
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- Figure 37: Examples of new packaging launches in the sanitary protection market, 2018
- Brands use on-pack promotions
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- Figure 38: Examples of products with on-pack promotions in the sanitary protection market, 2017-18
- Own-label NPD trends upwards
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- Figure 39: New product development in the UK sanitary protection market, branded versus own-label, January 2015-October 2018
- Figure 40: Own-label panty liner NPD in the sanitary protection market, 2017-18
- Environmental claims rise in importance
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- Figure 41: Top five claims in the UK sanitary protection market (based on 2017), 2016 vs 2017
- Figure 42: Examples of ethically focused NPD in the sanitary protection market, 2018
- Sanitary protection innovation picks up
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- Figure 43: Lily Cup by Intimina collapsible, 2018
- Figure 44: D. by Dame starter pack, 2018
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- Figure 45: Flex disc by The Flex Company, 2018
- Figure 46: Tampliner by Callaly, 2018
- Adult incontinence products
- NPD targets convenience
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- Figure 47: Examples of new product and new formulation launches in the adult incontinence product market, 2017-18
- Own-label NPD stays active
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- Figure 48: New product development in the UK adult incontinence market, branded versus own-label, January 2015-October 2018
- Figure 49: Examples of new product and new formulation own-label launches in the adult incontinence product market, 2017-18
- Time/speed claims respond to needs of older consumers
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- Figure 50: Top five claims in the UK adult incontinence protection market (based on 2017), 2016-17
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- Figure 51: Examples of new product and new formulation launches with time/speed claim in the adult incontinence product market, 2017-18
- Brands helping consumers to make lifestyle changes
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- Figure 52: Elvie Trainer, 2018
- Figure 53: Light’s by Tena’s My Pelvic Floor Fitness app, January 2018
Advertising and Marketing Activity
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- Incontinence segment drives category adspend
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- Figure 54: Total above-the-line, online display and direct mail advertising expenditure on sanitary protection, feminine hygiene and adult incontinence products, by category, January 2015-October 2018
- P&G adspend cut weighs on category overall
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- Figure 55: 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 2018), January 2015-October 2018
- TV now almost completely dominant
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- Figure 56: 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 2015-October 2018
- Tena targets newer demographics
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- Figure 57: Tena Lady Discreet advert, March 2018
- Lights by Tena aims at active women
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- Figure 58: Lights by Tena trampoline class TV advert, July 2018
- 2018 saw more ethical campaigns
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- Figure 59: Always #EndPeriodPoverty participation campaign, November 2018
- Femfresh joins the ethical advertising trend
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- Figure 60: Femfresh #SheTalks campaign, April 2018
- Vagisan also talks openly
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- Figure 61: Jenny Eclair in Vagisan commercial, 2018
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 62: Attitudes towards and usage of selected brands, November 2018
- Key brand metrics
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- Figure 63: Key metrics for selected brands, November 2018
- Bodyform seen as offering good value
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- Figure 64: Attitudes, by brand, November 2018
- Femfresh regarded as ethical
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- Figure 65: Brand personality – macro image, November 2018
- Tena risks alienating younger crowd
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- Figure 66: Brand personality – micro image, November 2018
- Brand analysis
- Consumers proud to be associated with Always
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- Figure 67: User profile of Always, November 2018
- Bodyform reaches younger and lower-income consumers
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- Figure 68: User profile of Bodyform, November 2018
- Femfresh comes highly recommended
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- Figure 69: User profile of Femfresh, November 2018
- Tena nears household name status
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- Figure 70: User profile of Tena, November 2018
- Vagisil seen as caring about health and wellbeing
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- Figure 71: User profile of Vagisil, November 2018
- Attends well positioned for growth
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- Figure 72: User profile of Attends, November 2018
The Consumer – What You Need to Know
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- Percentage of women menstruating rises across most age groups
- Popularity gap widens between pads and tampons
- Young women buy branded, while mothers go for own-label
- Sanitary protection buyers keenly price-focused
- Feminine hygiene products still not an essential
- Younger consumers see greater use for feminine hygiene products
- Incontinence affects all age groups
- Women experience incontinence more than men
- Men less likely to use incontinence products
- Panty liners used as ‘all-purpose’ products
- Stigma towards incontinence not yet removed
Menstruation Status
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- Percentage of women menstruating rises across most age groups
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- Figure 73: Menstruation status in the last 12 months, by age, 2017 and 2018
Usage of Sanitary Protection Products
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- Popularity gap widens between pads and tampons
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- Figure 74: Usage of sanitary protection products, 2017 and 2018
- Reusables yet to dent lead of disposable products
Types of Sanitary Protection Products Purchased
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- Young women buy branded, while mothers go for own-label
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- Figure 75: Types of sanitary protection products purchased, branded vs own-label, October 2018
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- Figure 76: Types of sanitary protection products purchased, branded vs own-label, by age, October 2018
Behaviours around Buying Sanitary Protection Products
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- Sanitary protection buyers keenly price-focused
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- Figure 77: Behaviours around buying sanitary protection products, October 2018
- Online sales have little penetration as yet
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- Figure 78: Freda period care subscription, 2018
Usage of Feminine Hygiene Products
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- Feminine hygiene products still not an essential
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- Figure 79: Usage of feminine hygiene products in the last 12 months, 2017 and 2018
- Brands must re-engage consumers in feminine hygiene
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- Figure 80: Usage of feminine hygiene products in the last 12 months, by age, October 2018
Perception of Feminine Hygiene Products
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- A need to shake off the unnecessary tag
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- Figure 81: Correspondence analysis of perceptions of feminine hygiene products, October 2018
- Intimate wipes viewed more positively among young people
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- Figure 82: Perceptions associated with feminine hygiene products, October 2018
- Threats could come from outside the category
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- Figure 83: Body Hero shower oil by Glossier, 2018
Adult Incontinence Status
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- Incontinence affects all age groups
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- Figure 84: Frequency of experiencing incontinence, by age, October 2018
- Women experience incontinence more than men
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- Figure 85: Women’s frequency of experiencing incontinence, by age, October 2018
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- Figure 86: Men’s frequency of experiencing incontinence, by age, October 2018
Usage of Adult Incontinence Products
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- Men less likely to use incontinence products
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- Figure 87: Usage of incontinence products, by gender, October 2018
- Panty liners used as all-purpose products
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- Figure 88: Age breakdown of incontinence sufferers who do not use incontinence products, October 2018
Attitudes towards Adult Incontinence
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- Stigma towards incontinence not yet removed
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- Figure 89: Attitudes towards adult incontinence, October 2018
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- Figure 90: Agreement that there is a stigma around discussing incontinence, by age, October 2018
- Brands help consumers help themselves
- Perceptions of incontinence change with experience
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
- Correspondence analysis methodology
Appendix – The Market
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- Figure 91: Best- and worst-case forecast of UK value sales of feminine hygiene products, 2013-23
- Figure 92: Best- and worst-case forecast of UK value sales of sanitary protection products, 2013-23
- Figure 93: Best- and worst-case forecast of UK value sales of adult incontinence products, 2013-23
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Appendix – Companies and Brands
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- Figure 94: New product development in the UK feminine hygiene market, by launch type, January 2015-October 2018
- Figure 95: New product development in the UK sanitary protection market, by launch type, January 2015-October 2018
- Figure 96: New product development in the UK adult incontinence market, by launch type, January 2015-October 2018
- Figure 97: Recorded above-the-line, online display and direct mail total advertising expenditure on feminine hygiene market, by media type, January 2015-October 2018
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- Figure 98: Recorded above-the-line, online display and direct mail total advertising expenditure on sanitary protection market, by media type, January 2015-October 2018
- Figure 99: Recorded above-the-line, online display and direct mail total advertising expenditure on adult incontinence market, by media type, January 2015-October 2018
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