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Feminine Hygiene and Sanitary Protection Products - UK - July 2009

  • The feminine hygiene product market is worth an estimated £298 million in 2009, following sluggish growth of 11% between 2004 and 2009. This is mainly due to a growing older female demographic and increased efficency and absorbency in products which has made a need for fewer products. There is, however, scope to grow sales by targeting pregnant women (sanitary protection market loses over £990,000 annually, due to a growth in pregnancies) with panty liners, intimate wipes, washes and deodorants tailored to their needs.

  • Despite the UK’s ageing population, the proportion of women using sanitary protection products in the last 12 months grew from 17 million women in 2004 to 18 million in 2008. The growing consumer base will help protect the £298 million market from the heavy price promotions threatening to erode market value and bringing down average per capita spend.

  • The growth in the older end of the age spectrum means opportunities for the industry to target these consumers with age-related problem-specific products, such as innovating in wipes that could help cool after or during a hot flush, or smaller packs of sanitary protection products.
  • Women have become accustomed to high levels of absorbency as a basic element of feminine hygiene, and as a result, they are increasingly responding to premium features such as style and lifestyle choice in their purchasing. Expectations in standards of hygiene continue to escalate, allowing manufacturers ample opportunity to add a premium on added hygiene features.
  • The use of tampon declines less than towels between the ages of 25-34 and 35-44. This suggests that this is the age when women switch to tampons instead of towels. And, as tampons typically retail at between 9p and 17p per item; whilst towels tend to be cheaper, at between 4p and 15p per towel - encouraging women to switch to tampons sooner could help grow this market.
  • Almost three in ten sanitary protection users (28%) are price-conscious; buying when they see products on special offer (ie stockpiling), buying whatever is on special offer or switching brands in order to save money. There is scope here for manufacturers to promote brand loyalty and create excitement around a brand, by offering women a year’s supply of sanitary protection if they collect on-pack tokens. Or perhaps attach free gifts to products to help promote the brand, such as a sample of an indulgent bubble bath for example.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Sanitary protection
          • Feminine hygiene products
          • Future Opportunities

            • No Health Secrets
              • Brand Co-operation
              • Market in Brief

                • Sales flat lining in 2009
                  • Discounting dictates market movement
                    • Between innovation and imitation
                    • Internal Market Environment

                      • Key points
                        • Women’s lifestyles
                          • Impact of fashion
                            • Impact of health and ecology
                              • Figure 1: Attitudes towards environmental concerns, by sanitary protection used, 2008
                            • Contraception and contra flow
                              • Figure 2: Use of contraceptives, 2004-07
                              • Figure 3: Primary method of contraception, by type, by age, 2007/08
                          • Broader Market Environment

                            • Key points
                              • Help the aged
                                • Figure 4: Structure of the UK female population, by age, 2004-14
                              • Impact of immigration
                                • Figure 5: Total international migration time series, 1991-2007
                              • Secular on segments
                                • The gap year in menstruation
                                  • Figure 6: Child population and birth statistics, UK, 2004-14
                                • Impact of the recession
                                  • Figure 7: UK attitudes towards self-treats and shopping, 2004-08
                              • Competitive Context

                                • Key points
                                  • The comforts of convenience
                                    • Absorbent hygiene under scrutiny
                                      • On waste
                                        • On health
                                          • The cost of alternatives
                                            • The menstrual cup
                                              • Menstrual sponges
                                                • Reusable pads/towels
                                                  • On the upside
                                                  • Strengths and Weaknesses in the Market

                                                    • Strengths
                                                      • Weaknesses
                                                      • Who’s Innovating

                                                        • Key points
                                                          • The market in context
                                                            • Figure 8: Indexed growth of the UK feminine hygiene and sanitary protection products market, by category, 2004-08
                                                          • Leading innovators
                                                            • Figure 9: Leading innovators in the UK feminine hygiene products market, by category, 2006-09
                                                          • Product positioning
                                                            • Figure 10: Product positioning trends, the UK feminine hygiene products market, 2006-09
                                                          • Confidence
                                                            • Added benefits taking inspiration from health and beauty
                                                              • Environmental concern
                                                                • Own-label in decline
                                                                  • Figure 11: Own-label versus branded product launches, feminine hygiene and sanitary protection products, 2004-09
                                                              • Market Value and Forecast

                                                                • Key points
                                                                  • Flagging youth base, flagging sales
                                                                    • Figure 12: Sales of feminine hygiene products, by volume, 2004-14
                                                                    • Figure 13: Value sales of UK feminine hygiene market, 2004-14
                                                                  • Driving up market values
                                                                    • Designs on growth
                                                                      • Beyond commodity
                                                                        • Promotional pressure and bulk buying
                                                                          • Conscience and convenience
                                                                            • The future
                                                                              • Factors used in the forecast
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Segment by category
                                                                                    • Figure 14: Retail sales of sanitary protection and feminine care, by category, 2004-14
                                                                                    • Figure 15: Retail sales of sanitary protection and feminine care, by category, 2006-09
                                                                                  • Sanitary towels
                                                                                    • Multiple choice
                                                                                      • Extra protection
                                                                                        • Focus on fresh
                                                                                          • New innovation – new irritation
                                                                                            • Liners
                                                                                              • Wipes, washes and deodorants
                                                                                              • Market Share

                                                                                                • Key points
                                                                                                  • Brand loyalty and brand leaders
                                                                                                    • Figure 16: Manufacturers’ branded share, feminine hygiene products market, 2007-09
                                                                                                  • The Procter & Gamble stronghold
                                                                                                    • Head-to-head
                                                                                                      • Loyalty at the latter end
                                                                                                        • Chipping away at brand loyalty
                                                                                                          • Leaders of discretion
                                                                                                          • Companies and Products

                                                                                                              • Figure 17: Brand map of the UK’s sanitary protection and feminine hygiene market, 2009
                                                                                                            • Sanitary protection
                                                                                                              • Procter & Gamble
                                                                                                                • SCA Hygiene
                                                                                                                  • Lil-lets UK
                                                                                                                    • Kimberly-Clark
                                                                                                                      • Johnson & Johnson
                                                                                                                        • Own-label
                                                                                                                          • Others
                                                                                                                            • Natracare
                                                                                                                              • Naty
                                                                                                                                • Cottons
                                                                                                                                  • Moxie
                                                                                                                                    • Feminine hygiene
                                                                                                                                      • Church & Dwight
                                                                                                                                        • Combe International
                                                                                                                                          • GlaxoSmithKline
                                                                                                                                            • Bayer
                                                                                                                                            • Brand Communication and Promotion

                                                                                                                                              • Key points
                                                                                                                                                • Adspend slides
                                                                                                                                                  • Figure 18: Main monitored media advertising spend on sanitary protection and feminine hygiene products, by quarter, 2005-09
                                                                                                                                                • Monthly market shows seasonal spend
                                                                                                                                                  • Leading advertisers
                                                                                                                                                    • Figure 19: Main monitored media advertising spend on sanitary protection and feminine hygiene products, by company, January-June 2009
                                                                                                                                                • Channels to Market

                                                                                                                                                  • Key points
                                                                                                                                                    • The pull of price promotions
                                                                                                                                                      • Figure 20: Retail distribution, feminine hygiene products, 2007-09
                                                                                                                                                    • Boots still holds some advantages
                                                                                                                                                      • Attraction of leisure spend
                                                                                                                                                      • The Consumer – Usage

                                                                                                                                                        • Key points
                                                                                                                                                          • Trends in use of sanitary protection products
                                                                                                                                                            • Figure 21: Trends in usage of sanitary protection, 2004-08
                                                                                                                                                          • Towels are the preferred choice
                                                                                                                                                            • Teen use of sanitary protection products
                                                                                                                                                              • Figure 22: Teen trends in usage of feminine hygiene products, 2004-08
                                                                                                                                                            • Tampon use driven by fashion?
                                                                                                                                                              • Usage habits stick
                                                                                                                                                                • Detailed breakdown of products used
                                                                                                                                                                    • Figure 23: Feminine hygiene products used, by sanitary protection and feminine hygiene users, March 2009
                                                                                                                                                                  • Confidence is central to product choice
                                                                                                                                                                    • Pure and simple
                                                                                                                                                                      • Convenience and lifestyle see women switch products
                                                                                                                                                                        • Figure 24: Feminine hygiene products used, by sanitary protection and feminine hygiene users, March 2009
                                                                                                                                                                      • Little crossover between feminine hygiene and sanitary protection
                                                                                                                                                                        • Figure 25: Overlap between use of sanitary protection and feminine hygiene products amongst all users, March 2009
                                                                                                                                                                        • Figure 26: Use of sanitary protection and feminine hygiene products amongst all users, by age, March 2009
                                                                                                                                                                    • The Consumer – Attitudes towards Buying

                                                                                                                                                                      • Key points
                                                                                                                                                                          • Figure 27: Attitudes towards buying feminine hygiene products, March 2009
                                                                                                                                                                        • A sense of purpose
                                                                                                                                                                          • Monthly budget
                                                                                                                                                                            • Supermarkets the preferred place of purchase
                                                                                                                                                                              • Figure 28: Place of purchse for sanitary protection and feminine hygiene products, March 2009
                                                                                                                                                                          • Attitudes Towards Performance and Disposal

                                                                                                                                                                            • Key points
                                                                                                                                                                                • Figure 29: Women’s attitudes towards sanitary protection and feminine hygiene products, March 2009
                                                                                                                                                                              • Loyalty born out of trust
                                                                                                                                                                                • Product disposal
                                                                                                                                                                                  • Figure 30: Women’s attitudes towards feminine hygiene products, March 2009
                                                                                                                                                                                • Consumer typologies
                                                                                                                                                                                  • Figure 31: Target groups for sanitary protection and feminine hygiene products, March 2009
                                                                                                                                                                                • Practical Choosers (38%)
                                                                                                                                                                                  • Who are they?
                                                                                                                                                                                    • Brand Motivated (24%)
                                                                                                                                                                                      • Who are they?
                                                                                                                                                                                        • Non-users/apathetic (38%)
                                                                                                                                                                                          • Who are they?
                                                                                                                                                                                          • Appendix

                                                                                                                                                                                            • Consumer research
                                                                                                                                                                                              • ACORN
                                                                                                                                                                                                • Advertising data
                                                                                                                                                                                                  • Abbreviations
                                                                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                                                                      • Figure 32: Total international migration time series, 1991-2007
                                                                                                                                                                                                      • Figure 33: UK trends in employment status of women of working age, December 2006-February 2009
                                                                                                                                                                                                  • Appendix – The Consumer – Usage

                                                                                                                                                                                                    • Women aged 15+
                                                                                                                                                                                                      • Figure 34: Usage of sanitary protection products, by age, socio-economic group, region, lifestage and region, 2008
                                                                                                                                                                                                    • Teens
                                                                                                                                                                                                      • Figure 35: Teen usage of sanitary products, by socio-economic group and region, 2008
                                                                                                                                                                                                    • Products used
                                                                                                                                                                                                      • Figure 36: Use of sanitary protection and feminine hygiene, by demographics, March 2009
                                                                                                                                                                                                      • Figure 37: Dual users of towels and tampons, by age, socio-economic group, marital status and presence of children, March 2009
                                                                                                                                                                                                      • Figure 38: Types of feminine hygiene products used most often, 2008
                                                                                                                                                                                                  • Appendix – Attitudes Towards Buying

                                                                                                                                                                                                      • Figure 39: Attitudes towards purchase of sanitary protection and feminine hygiene, by demographics, March 2009
                                                                                                                                                                                                  • Appendix – Attitudes Towards Performance and Disposal

                                                                                                                                                                                                      • Figure 40: Attitudes towards performance and disposal of sanitary protection, by demographics, March 2009
                                                                                                                                                                                                    • Consumer groups
                                                                                                                                                                                                      • Figure 41: Feminine hygiene products used, by target groups, March 2009
                                                                                                                                                                                                      • Figure 42: Buying feminine hygiene products, by target groups, March 2009
                                                                                                                                                                                                      • Figure 43: Attitudes towards feminine hygiene products, by target groups, March 2009
                                                                                                                                                                                                      • Figure 44: Target groups, by age, socio-economic group, region and ACORN category, March 2009

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • Accantia Health and Beauty Ltd
                                                                                                                                                                                                  • Alldays Plc
                                                                                                                                                                                                  • Alliance Boots
                                                                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                                                                  • Avon Cosmetics Ltd
                                                                                                                                                                                                  • British Market Research Bureau (BMRB)
                                                                                                                                                                                                  • CACI Limited
                                                                                                                                                                                                  • Church & Dwight UK Ltd
                                                                                                                                                                                                  • Co-operative Group
                                                                                                                                                                                                  • Combe International Limited
                                                                                                                                                                                                  • Daily Express
                                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                                  • GlaxoSmithKline Plc
                                                                                                                                                                                                  • Google UK
                                                                                                                                                                                                  • J. Sainsbury
                                                                                                                                                                                                  • Johnson & Johnson Ltd
                                                                                                                                                                                                  • Kimberly-Clark (UK)
                                                                                                                                                                                                  • MySpace.com
                                                                                                                                                                                                  • Office for National Statistics
                                                                                                                                                                                                  • Oriflame Cosmetics (UK & Ireland)
                                                                                                                                                                                                  • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                                  • Procter & Gamble UK & Ireland
                                                                                                                                                                                                  • Superdrug Stores Plc
                                                                                                                                                                                                  • Tesco Plc
                                                                                                                                                                                                  • The Sun
                                                                                                                                                                                                  • Twitter, Inc.
                                                                                                                                                                                                  • Waitrose

                                                                                                                                                                                                  Feminine Hygiene and Sanitary Protection Products - UK - July 2009

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