Sanitary Protection and Feminine Hygiene Products - UK - May 2013

INTRODUCTION
Definitions
Sanitary protection
Feminine hygiene products
Adult Incontinence
Excluded
Methodology
Consumer research
Abbreviations
EXECUTIVE SUMMARY
The market
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
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
Figure 4: Usage and purchase of sanitary protection and feminine hygiene products in the last three months, March 2013
Figure 5: Attitudes towards sanitary protection and feminine hygiene, March 2013
Figure 6: Attitudes towards bladder leakage, March 2013
What we think
ISSUES IN THE MARKET
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
Trend: Extend my brand
Trend: Guiding Choice
Futures Trend: Generation Next
MARKET ENVIRONMENT
Key points
Oral contraceptives are the most popular method
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
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?
Key points
Lag in launch activity in 2012
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
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
Figure 15: Product launches within UK feminine hygiene and sanitary products, by sector, 2008-12
The environment is a growing focus
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
Figure 18: Product launches within UK feminine hygiene and sanitary protection products, by company,
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
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
Key points
A market of growth and decline historically
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
Figure 23: Best- and worst-case forecast UK retail value sales of sanitary protection and feminine hygiene products, 2007-17
Forecast methodology
SEGMENT PERFORMANCE
Key points
Adult incontinence market is growing
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
Key points
Procter & Gamble takes almost half the market share
Figure 25: UK – sanitary protection and feminine hygiene: company market share, by value, year ending 26 January 2013
Procter & Gamble dominates sanitary protection market
Figure 26: UK – sanitary protection: company market share, by value, year ending 26 January 2013
Strong growth across all brands in feminine hygiene
Figure 27: UK – feminine hygiene: company market share, by value, 2012 and 2013
TENA is the market leader in adult incontinence
Figure 28: UK – adult incontinence: company market share, by value, year ending 26 January 2013
COMPANIES AND PRODUCTS
Procter & Gamble
Background and structure
Strategy and performance
Figure 29: Financial performance of Procter & Gamble, 2011 and 2012
Product range and innovation
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
Figure 32: Financial performance of SCA Hygiene Products UK Ltd., 2010 and 2011
Product range and innovation
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
Figure 35: Financial performance of Lil-Lets UK Ltd., 2010 and 2011
Product range and innovation
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
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
Figure 39: Financial performance of Combe International Ltd., 2010 and 2011
Product range and innovation
Halo Protect
Background and structure
Product range and innovation
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
Key points
Advertising spend has fluctuated
Figure 42: Main monitored media advertising spend on feminine hygiene and sanitary protection products, by advertiser, 2008-12
TV takes the biggest spend
Figure 43: Main monitored media advertising spend on feminine hygiene and sanitary protection products, by media type, 2008-12
Portrayal of ‘real women’
Figure 44: Main monitored media advertising spend on feminine hygiene and sanitary protection products, by advertiser, 2012
BRAND RESEARCH
Brand map
Figure 45: Attitudes towards and usage of brands in the sanitary protection and feminine hygiene sector, February 2013
Correspondence analysis
Brand attitudes
Figure 46: Attitudes, by sanitary protection and feminine hygiene brand, February 2013
Brand personality
Figure 47: Sanitary protection and feminine hygiene brand personality – macro image, February 2013
Figure 48: Sanitary protection and feminine hygiene brand personality – micro image, February 2013
Brand experience
Figure 49: Sanitary protection and feminine hygiene brand usage, February 2013
Figure 50: Satisfaction with various sanitary protection and feminine hygiene brands, February 2013
Figure 51: Consideration of sanitary protection and feminine hygiene brands, February 2013
Figure 52: Consumer perceptions of current sanitary protection and feminine hygiene brand performance, February 2013
Figure 53: Sanitary protection and feminine hygiene brand recommendation – Net Promoter Score, February 2013
Brand index
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
Figure 56: Target groups, February 2013
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
Key points
Grocers take the majority of market share
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
Key points
Sanitary pads are the most popular product form
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
Key points
Ingredients are the biggest concern
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
Key points
Women like to try different sanitary protection and feminine hygiene products
Figure 61: Attitudes towards sanitary protection and feminine hygiene, March 2013
Reassurances required
Adult incontinence still embarrassing
Figure 62: Attitudes towards bladder leakage, March 2013
Experience of bladder leakage
Figure 63: Experience of bladder leakage issues, March 2013
CONSUMER TYPOLOGIES
Key points
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
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
APPENDIX – MARKET SHARE
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
APPENDIX – BRAND RESEARCH
Figure 72: Brand usage, February 2013
Figure 73: Brand commitment, February 2013
Figure 74: Brand momentum, February 2013
Figure 75: Brand diversity, February 2013
Figure 76: Brand satisfaction, February 2013
Figure 77: Brand recommendation, February 2013
Figure 78: Brand attitude, February 2013
Figure 79: Brand image – macro image, February 2013
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
Figure 83: Brand usage, by target groups, February 2013
Brand index
Figure 84: Brand index, February 2013
APPENDIX – THE CONSUMER – USAGE OF SANITARY PROTECTION AND FEMININE HYGIENE PRODUCTS
Figure 85: Usage of sanitary protection and feminine hygiene products, March 2013
Figure 86: Most popular usage of sanitary protection and feminine hygiene products, by demographics, March 2013
Figure 87: Next most popular usage of sanitary protection and feminine hygiene products, by demographics, March 2013
Figure 88: Purchase of sanitary protection and feminine hygiene products, March 2013
Figure 89: Most popular purchase of sanitary protection and feminine hygiene products, by demographics, March 2013
Figure 90: Next most popular purchase of sanitary protection and feminine hygiene products, by demographics, March 2013
Figure 91: Repertoire of purchase of sanitary protection and feminine hygiene products, March 2013
Figure 92: Purchase of sanitary protection and feminine hygiene product, by repertoire of purchase of sanitary protection and feminine hygiene products, March 2013
Figure 93: Repertoire of purchase of sanitary protection and feminine hygiene products, by demographics, March 2013
APPENDIX – THE CONSUMER – INTEREST IN NEW PRODUCTS
Figure 94: Interest in new products, March 2013
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS SANITARY PROTECTION, FEMININE HYGIENE AND ADULT INCONTINENCE
Figure 95: Attitudes towards sanitary protection and feminine hygiene products, March 2013
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
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
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
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
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
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
Figure 102: Attitudes towards bladder leakage, March 2013
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
Figure 104: Agreement with the statement ‘It’s more acceptable to talk about menstruation than bladder leakage’, by demographics, March 2013
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
Figure 106: Experience of bladder leakage issues, March 2013
Figure 107: Experience of bladder leakage issues, by demographics, March 2013
Figure 108: Usage of sanitary protection and feminine hygiene products, by experience of bladder leakage issues, March 2013
APPENDIX – CONSUMER TYPOLOGIES
Figure 109: Target groups, March 2013
Figure 110: Target groups, by demographics, March 2013
Figure 111: Usage of sanitary protection and feminine hygiene products, by target groups, March 2013
Figure 112: Purchase of sanitary protection and feminine hygiene product, by target groups, March 2013
Figure 113: Interest in new products, by target groups, March 2013
Figure 114: Attitudes towards sanitary protection and feminine hygiene products, by target groups, March 2013
Figure 115: Attitudes towards bladder leakage, by target groups, March 2013
Figure 116: Experience of bladder leakage issues, by target groups, March 2013