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Feminine Hygiene and Sanitary Protection Products - UK - July 2014

“Value sales in the sanitary protection, feminine hygiene and adult incontinence market are relatively protected due to the necessity of the products included. However, there is an opportunity for brands in each segment to now seek further growth by offering new products that address many of the concerns women have with certain types of products. These include tampons being difficult to use or a health risk, and adult incontinence pads being too bulky.”
– Jack Duckett, Personal Care Analyst

This report looks at the following areas:

  • Increasing tampon usage amongst younger women
  • Making adult incontinence products more appealing

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Table of contents

  1. Introduction

      • Products covered in this report
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast UK retail value sales of sanitary protection, feminine hygiene and adult incontinence products, 2009-19
            • Market drivers
              • Companies, brands and innovation
                • Figure 2: New product launches in the feminine hygiene, sanitary protection and adult incontinence market, by sub-category, January 2010-May 2014
              • Sanitary towels/pads are the most commonly used product
                • Figure 3: Usage and interest in sanitary protection, feminine hygiene and adult incontinence products, June 2014
              • Opportunity for sanitary protection brands to further shift into adult incontinence market
                • Figure 4: Barriers against using incontinence products, June 2014
              • Brand loyalty high
                • Figure 5: Buying decisions, June 2014
              • Younger women seek multipacks
                • Figure 6: Interest in products and services for sanitary protection, June 2014
              • What we think
              • Issues and Insights

                  • Increasing tampon usage amongst younger women
                    • The facts
                      • The implications
                        • Making adult incontinence products more appealing
                          • The facts
                            • The implications
                            • Trend Application

                                • Trend: Life – An Informal Affair
                                  • Trend: Secret, Secret
                                    • Futures trend: Old Gold
                                    • Market Drivers

                                      • Key points
                                        • Population changes
                                          • Figure 7: Trends in the age structure of the UK female population, 2009-19
                                        • Increase in ageing population to benefit adult incontinence market
                                          • Elevated birth rate presents opportunities for post-pregnancy products
                                            • Figure 8: Number of births in the UK, 2000-20
                                          • Increase in use of oral contraceptives and LARCs could impact the sanitary protection market
                                            • Figure 9: Use of contraceptives, by type, 2004/05-2012/13
                                          • The impact of obesity on menstruation and incontinence
                                            • Figure 10: Finished admission episodes with a primary diagnosis of obesity in England, by gender, 2000/01-2011/12
                                        • Who’s Innovating?

                                          • Key points
                                            • Increase in product launches in 2013
                                              • Figure 11: New product launches in the feminine hygiene, sanitary protection and adult incontinence market, by sub-category, 2010-14
                                            • Increase in new innovation in 2013
                                              • Figure 12: Product launches within the feminine hygiene, sanitary protection and adult incontinence market, by launch type, 2010-14
                                              • Figure 13: Examples of maternity sanitary protection launches, 2013
                                              • Figure 14: Examples of repackaged product launches in the sanitary protection segment, 2013
                                            • Own-label vs branded product launch activity
                                              • Figure 15: New product launches in the feminine hygiene, sanitary protection and adult incontinence market, branded vs own-label, 2013
                                              • Figure 16: Examples of own-label non-applicator tampon launches, 2013
                                              • Figure 17: Examples of own-label applicator tampon launches, 2013
                                            • Procter & Gamble leads category NPD through 2013
                                              • Figure 18: Product launch activity in the feminine hygiene, sanitary protection and adult incontinence market, by top 10 companies in 2013, January 2010-May 2014
                                              • Figure 19: Examples of product launches by P&G, 2013
                                            • Sanitary pad manufacturers focus on odour-neutralising
                                              • Figure 20: Product launches within UK sanitary pads segment, by top 10 claims, 2013
                                              • Figure 21: Examples of sanitary protection launches carrying “odour-neutralising’ claims, 2013
                                            • Opportunity to make ease-of-use claims more obvious for tampons
                                              • Figure 22: Product launches within UK tampons segment, by top claims, 2013
                                              • Figure 23: Examples of tampon launches carrying “ease of use” claims, 2013
                                          • Market Size and Forecast

                                            • Key points
                                              • Retail sales
                                                • Figure 24: Retail value sales of sanitary protection, feminine hygiene and adult incontinence products, at current and constant prices, 2009-19
                                              • Steady growth expected to 2019
                                                • Figure 25: Best- and worst-case forecast UK retail value sales of sanitary protection, feminine hygiene and adult incontinence products, 2009-19
                                              • Forecast methodology
                                              • Segment Performance

                                                • Key points
                                                  • Sanitary protection segment continues to dominate
                                                    • Figure 26: UK value sales of sanitary protection, feminine hygiene and adult incontinence products, by sector, years ending April 2013 and April 2014
                                                • Market Share

                                                  • Key points
                                                    • P&G brands dominate sanitary protection market
                                                      • Figure 27: UK – sanitary protection: company market share, by value, years ending January 2013 and January 2014
                                                    • Brands grow share further in feminine hygiene segment
                                                      • Figure 28: UK – feminine hygiene: company market share, by value, years ending January 2013 and January 2014
                                                    • SCA Hygiene dominates adult incontinence market
                                                      • Figure 29: UK – adult incontinence: company market share, by value, years ending January 2013 and January 2014
                                                  • Companies and Products

                                                    • Procter & Gamble
                                                        • Figure 30: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2012 and 2013
                                                        • Figure 31: Examples of new product launches by Procter & Gamble in the sanitary protection, feminine hygiene and adult incontinence products market, March 2013-May 2014
                                                      • Marketing and advertising
                                                        • SCA Hygiene
                                                            • Figure 32: SCA Hygiene Products UK Limited financial performance, 2011 and 2012
                                                            • Figure 33: Examples of new product launches by SCA Hygiene UK in the sanitary protection, feminine hygiene and adult incontinence products market, March 2013-May 2014
                                                          • Lil-Lets
                                                              • Figure 34: Lil-Lets UK Ltd financial performance, 2011 and 2012
                                                              • Figure 35: Examples of new product launches by Lil-Lets in the sanitary protection, feminine hygiene and adult incontinence products market, March 2013-May 2014
                                                            • Church & Dwight
                                                                • Figure 36: Church & Dwight (UK) Limited financial performance, 2011 and 2012
                                                                • Figure 37: Examples of new product launches by Church & Dwight in the sanitary protection, feminine hygiene and adult incontinence products market, March 2013-May 2014
                                                              • Combe International
                                                                • Figure 38: Combe International Ltd financial performance, 2011 and 2012
                                                            • Brand Research

                                                              • Brand map
                                                                  • Figure 39: Attitudes towards and usage of brands in the feminine hygiene, sanitary protection and adult incontinence market, January 2014
                                                                • Correspondence analysis
                                                                  • Brand attitudes
                                                                    • Figure 40: Attitudes, by feminine hygiene, sanitary protection or adult incontinence brand, January 2014
                                                                  • Brand personality
                                                                    • Figure 41: feminine hygiene, sanitary protection and adult incontinence brand personality – macro image, January 2014
                                                                    • Figure 42: Feminine hygiene brand personality – micro image, January 2014
                                                                  • Brand experience
                                                                    • Figure 43: Feminine hygiene, sanitary protection and adult incontinence brand usage, January 2014
                                                                    • Figure 44: Satisfaction with various feminine hygiene brands, January 2014
                                                                    • Figure 45: Consideration of feminine hygiene, sanitary protection and adult incontinence brands, January 2014
                                                                    • Figure 46: Consumer perceptions of current feminine hygiene, sanitary protection and adult incontinence brand performance, January 2014
                                                                  • Brand recommendation
                                                                    • Figure 47: Recommendation of various feminine hygiene, sanitary protection and adult incontinence brands, January 2014
                                                                • Brand Communication and Promotion

                                                                  • Key points
                                                                    • Total adspend rises in 2013
                                                                      • Figure 48: Main media advertising spend on feminine hygiene, sanitary protection and incontinence products, January 2010-May 2014
                                                                    • Press marketing highest for sanitary towels/liners
                                                                      • Figure 49: Main monitored media advertising spend on feminine hygiene, sanitary protection and incontinence products, by media type and product category minor, 2013
                                                                    • P&G dominates advertising expenditure
                                                                      • Figure 50: Top five advertisers in the feminine hygiene, sanitary protection and incontinence products, by adspend, January 2010-May 2014
                                                                      • Figure 51: Top five brands, by adspend in the feminine hygiene, sanitary protection and incontinence products market, 2013
                                                                    • HelloFlo goes viral
                                                                    • Channels to Market

                                                                      • Key points
                                                                        • Grocers see slowdown in value sales as promotions cut earnings
                                                                          • Figure 52: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, by outlet type, 2012-14
                                                                      • The Consumer – Usage and Interest in Products

                                                                        • Key points
                                                                          • Over two in five women currently menstruating regularly
                                                                            • Figure 53: Women who are currently menstruating or experiencing bladder leakage, June 2014
                                                                          • Sanitary towels/pads are the most commonly used product
                                                                            • Figure 54: Usage and interest in sanitary protection, feminine hygiene and adult incontinence products, June 2014
                                                                          • Larger households more likely to use sanitary pads
                                                                            • Figure 55: Use of tampons (applicator and non-applicator) and sanitary pads/towels (day and night), by household size, June 2014
                                                                          • Used by three in five
                                                                            • Feminine hygiene shows further growth potential
                                                                              • Opportunity for post-pregnancy incontinence products
                                                                              • The Consumer – Barriers against Product Usage

                                                                                • Key points
                                                                                  • Discomfort a factor for nearly half of non-tampon users
                                                                                    • Figure 56: Barriers against using tampons, June 2014
                                                                                  • Health issues a concern for nearly three in five
                                                                                    • Bulky pads put women off incontinence products
                                                                                      • Figure 57: Barriers against using incontinence products, June 2014
                                                                                    • Opportunity for sanitary protection brands to further shift into adult incontinence market
                                                                                    • The Consumer – Reasons for Buying

                                                                                      • Key points
                                                                                        • Brand loyalty high
                                                                                          • Figure 58: Buying decisions, June 2014
                                                                                        • Stocking up can present storage issues
                                                                                          • Embarrassment still a concern when buying incontinence products
                                                                                            • Environmentally-friendly practices influence less than one in 10
                                                                                            • The Consumer – Interest in Products and Services for Sanitary Protection

                                                                                              • Key points
                                                                                                • Younger women seek multipacks
                                                                                                  • Figure 59: Interest in products and services for sanitary protection, June 2014
                                                                                                • Over a quarter interested in biodegradable sanitary protection
                                                                                                  • Products suitable for sensitive skin or allergies sought by a quarter
                                                                                                    • Bolstering the in-store experience
                                                                                                    • Appendix – Who’s Innovating?

                                                                                                        • Figure 60: Own-label vs branded product launches in the feminine hygiene, sanitary protection and adult incontinence market, January 2010-May 2014
                                                                                                        • Figure 61: Applicator vs non-applicator tampons launches, by own-label vs branded, 2013
                                                                                                    • Appendix – Market Size and Forecast

                                                                                                        • Figure 62: Best- and worst-case forecast UK retail value sales of sanitary protection products, 2009-19
                                                                                                        • Figure 63: Best- and worst-case forecast UK retail value sales of feminine hygiene products, 2009-19
                                                                                                        • Figure 64: Best- and worst-case forecast UK retail value sales of adult incontinence products, 2009-19
                                                                                                    • Appendix – Market Share

                                                                                                        • Figure 65: UK – sanitary protection: brand market share, by value, years ending January 2013 and January 2014
                                                                                                        • Figure 66: UK – feminine hygiene: brand market share, by value, years ending January 2013 and January 2014
                                                                                                        • Figure 67: UK – adult incontinence: brand market share, by value, years ending January 2013 and January 2014
                                                                                                    • Appendix – Brand Communication and Promotion

                                                                                                        • Figure 68: Total adspend in feminine hygiene, sanitary protection and adult incontinence market, Jan-May 2013 vs Jan-May 2014
                                                                                                        • Figure 69: Advertising expenditure by product type, Jan 2010-May 2014
                                                                                                        • Figure 70: Advertisers expenditure in the feminine hygiene, sanitary protection and adult incontinence market, by media type, Jan 2010-May 2014
                                                                                                        • Figure 71: Top advertisers in the feminine hygiene, sanitary protection and adult incontinence markets, Jan 2010-May 2014
                                                                                                        • Figure 72: Top brands by adspend in the feminine hygiene, sanitary protection and adult incontinence markets, Jan 2010-May 2014
                                                                                                        • Figure 73: Break down of advertising expenditure by Always brand (P&G), 2013
                                                                                                    • Appendix – Brand Research

                                                                                                        • Figure 74: Brand usage, January 2014
                                                                                                        • Figure 75: Brand commitment, January 2014
                                                                                                        • Figure 76: Brand momentum, January 2014
                                                                                                        • Figure 77: Brand diversity, January 2014
                                                                                                        • Figure 78: Brand satisfaction, January 2014
                                                                                                        • Figure 79: Brand recommendation, January 2014
                                                                                                        • Figure 80: Brand attitude, January 2014
                                                                                                        • Figure 81: Brand image – macro image, January 2014
                                                                                                        • Figure 82: Brand image – micro image, January 2014
                                                                                                    • Appendix – The Consumer – Usage and Interest in Products

                                                                                                        • Figure 83: Women who are currently menstruating or experiencing bladder leakage, June 2014
                                                                                                        • Figure 84: Women who are currently menstruating or experiencing bladder leakage, by demographics, June 2014
                                                                                                        • Figure 85: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products, March 2014
                                                                                                        • Figure 86: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Tampon usage, by demographics, June 2014
                                                                                                        • Figure 87: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Pad usage, by demographics, June 2014
                                                                                                        • Figure 88: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Feminine hygiene usage, by demographics, June 2014
                                                                                                        • Figure 89: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Applicator tampon usage, by demographics, June 2014
                                                                                                        • Figure 90: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Non-applicator tampon usage, by demographics, June 2014
                                                                                                        • Figure 91: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Day sanitary pads/towel usage, by demographics, June 2014
                                                                                                        • Figure 92: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Night sanitary pad/towel usage, by demographics, June 2014
                                                                                                        • Figure 93: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Menstrual cup usage, by demographics, June 2014
                                                                                                        • Figure 94: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Pantyliner usage, by demographics, June 2014
                                                                                                        • Figure 95: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Feminine wipe usage, by demographics, June 2014
                                                                                                        • Figure 96: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Intimate deodorant usage, by demographics, June 2014
                                                                                                        • Figure 97: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Feminine wash usage, by demographics, June 2014
                                                                                                        • Figure 98: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products, by products bought, March 2014
                                                                                                    • Appendix – The Consumer – Barriers against Product Usage

                                                                                                        • Figure 99: Barriers against using tampons, June 2014
                                                                                                        • Figure 100: Barriers against using bladder leakage products, June 2014
                                                                                                    • Appendix – The Consumer – Reasons for Buying

                                                                                                        • Figure 101: Products bought, June 2014
                                                                                                        • Figure 102: Products bought, by demographics, June 2014
                                                                                                        • Figure 103: Sanitary protection and bladder leakage products buying habits, June 2014
                                                                                                        • Figure 104: Next most popular sanitary protection and bladder leakage products buying habits, by demographics, June 2014
                                                                                                    • Appendix – The Consumer – Interest in Products and Services for Sanitary Protection

                                                                                                        • Figure 105: Interest in products and services for sanitary protection, March 2014
                                                                                                        • Figure 106: Most popular interest in products and services for sanitary protection, by demographics, June 2014
                                                                                                        • Figure 107: Next most popular interest in products and services for sanitary protection, by demographics, June 2014

                                                                                                    Companies Covered

                                                                                                    • Carter-Wallace
                                                                                                    • Church & Dwight UK Ltd
                                                                                                    • Combe Incorporated
                                                                                                    • Combe International Limited
                                                                                                    • Facebook, Inc.
                                                                                                    • Premier Foods plc
                                                                                                    • Procter & Gamble Company (The)
                                                                                                    • Procter & Gamble UK & Ireland
                                                                                                    • SCA Hygiene Products UK Ltd
                                                                                                    • Svenska Cellulosa Aktiebolaget SCA (publ)

                                                                                                    Feminine Hygiene and Sanitary Protection Products - UK - July 2014

                                                                                                    £1,995.00 (Excl.Tax)