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Feminine Hygiene and Sanitary Protection Products - UK - March 2016

“The feminine hygiene and sanitary protection category has grown slowly and steadily in recent years, driven by the feminine hygiene and incontinence sectors. The category has seen a rise in recorded advertising expenditure, with recent campaigns focusing on empowerment as a theme, whilst NPD has also been increased, contributing to overall growth of the market.”
– Roshida Khanom, Senior Personal Care Analyst

This report discusses the following key topics:

  • Breaking down taboos
  • The shopping experience can be optimised
  • Empowering campaigns have dominated in 2015

The category is likely to continue to enjoy growth in the future, buoyed by an ageing population in greater need of incontinence products. This is in addition to a number of advertising campaigns on the theme of female empowerment, and the growing acceptability of conversations around women’s issues and menstruation.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
        • Sanitary protection (“Sanpro”)
          • Feminine hygiene products (“Fem hygiene”)
            • Adult incontinence
              • Excluded
              • Executive Summary

                  • Slow and steady growth
                    • Figure 1: Best- and worst-case forecast of UK value sales of sanitary protection, feminine hygiene and adult incontinence products, 2010-20
                  • The baby boom comes to an end
                    • Recorded advertising spend sees a rise
                      • Figure 2: Recorded above-the-line, online display and direct mail total advertising expenditure on sanitary protection, feminine hygiene and adult incontinence products, by category, 2013-15
                    • Some women may be using alternatives to standard sanitary protection
                      • Figure 3: Usage of sanitary protection products, October 2015
                    • Sanitary products are used for incontinence
                      • Figure 4: Attitudes towards adult incontinence products, October 2015
                    • Shopping can be easier
                      • Figure 5: Attitudes towards feminine hygiene products, October 2015
                    • What we think
                    • Issues and Insights

                      • Breaking down taboos
                        • The facts
                          • The implications
                            • The shopping experience can be optimised
                              • The facts
                                • The implications
                                  • Empowering campaigns have dominated in 2015
                                    • The facts
                                      • The implications
                                      • The Market – What You Need to Know

                                        • Slow growth in value
                                          • Adult incontinence and feminine hygiene are strong performers
                                            • Boots and drugstores enjoy strong sales
                                              • Driving teen loyalty could grow the market
                                                • End of the baby boom
                                                • Market Size and Forecast

                                                  • Slow but steady growth
                                                    • Figure 6: UK retail value sales of sanitary protection, feminine hygiene and adult incontinence products, at current and constant prices, 2010-20
                                                  • Continued growth in value
                                                    • Figure 7: Best- and worst-case forecast of UK value sales of sanitary protection, feminine hygiene and adult incontinence products, 2010-20
                                                • Segment Performance

                                                  • Adult incontinence and feminine hygiene show strong growth
                                                    • Figure 8: UK retail value sales of sanitary protection, feminine hygiene and adult incontinence products, 2014-15
                                                  • Sanitary protection declines in value
                                                  • Channels to Market

                                                    • Special offers drive multiple grocers
                                                        • Figure 9: UK retail value sales of sanitary protection, feminine hygiene and adult incontinence products, by outlet type, 2014-15
                                                      • Encouraging experimentation
                                                      • Market Drivers

                                                        • Driving loyalty in tweens to grow the market
                                                          • Figure 10: Trends in the age structure of the UK female population, 2010-20
                                                        • Baby boom comes to an end
                                                          • Figure 11: Number of live births in England and Wales, 1994-2014
                                                        • Rise in the use of long-acting contraceptives
                                                          • Figure 12: Women using sexual and reproductive health services, by main method of contraception, 2005-14
                                                        • Exercise is important
                                                          • Figure 13: What women think is important for staying healthy, August 2015
                                                        • A question of ethics
                                                          • Figure 14: Attitudes towards corporate ethics, May 2015
                                                        • Challenging taboos
                                                        • Key Players – What You Need to Know

                                                          • Usage translates to trust
                                                            • Rise in advertising spend
                                                              • Driving empowerment
                                                                • Brand extensions and discretion key themes in 2014 and 2015
                                                                  • Always declines in value sales whilst Bodyform performs well
                                                                  • Brand Research

                                                                    • Brand map
                                                                      • Figure 15: Attitudes towards and usage of selected brands, November 2015
                                                                    • Key brand metrics
                                                                      • Figure 16: Key metrics for selected brands, November 2015
                                                                    • Brand attitudes: Always and Bodyform perform closely on a number of metrics
                                                                      • Figure 17: Attitudes, by brand, November 2015
                                                                    • Brand personality: Tena still considered tired and boring
                                                                      • Figure 18: Brand personality – Macro image, November 2015
                                                                    • Mooncup is cutting-edge
                                                                      • Figure 19: Brand personality – Micro image, November 2015
                                                                    • Brand analysis
                                                                      • Always has broad appeal
                                                                        • Figure 20: User profile of Always, November 2015
                                                                      • Femfresh is engaging and accessible
                                                                        • Figure 21: User profile of Femfresh, November 2015
                                                                      • Vagisil associated with health and wellbeing
                                                                        • Figure 22: User profile of Vagisil, November 2015
                                                                      • Bodyform has higher usage in older women
                                                                        • Figure 23: User profile of Bodyform, November 2015
                                                                      • Tena is strongly differentiated
                                                                        • Figure 24: User profile of Tena, November 2015
                                                                      • Mooncup has low ratings for performance attributes
                                                                        • Figure 25: User profile of Mooncup, November 2015
                                                                    • Brand Communication and Promotion

                                                                      • Advertising spend sees a rise
                                                                        • Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on sanitary protection, feminine hygiene and adult incontinence products, by category, 2013-15
                                                                      • TV remains focus
                                                                        • Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on sanitary protection, feminine hygiene and adult incontinence products, by category, 2013-15
                                                                      • Empowering campaigns
                                                                        • Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure on sanitary protection, feminine hygiene and adult incontinence products, by top spending brands and others, 2015
                                                                      • Pushing the boundaries
                                                                        • Coverage/methodology clarification
                                                                        • Launch Activity and Innovation

                                                                          • Feminine hygiene becomes a focus area
                                                                            • Figure 29: New product development in the sanitary protection, feminine hygiene and adult incontinence category, by sub-category, 2013-15
                                                                            • Figure 30: New launches in the feminine hygiene category, 2015
                                                                          • P&G and SCA focus on discretion
                                                                            • Figure 31: New product development in the sanitary protection, feminine hygiene and adult incontinence category, by ultimate companies in 2015, 2014-15
                                                                          • Natracare sees launch activity in 2015
                                                                            • Figure 32: New launches from Bodywise under the Natracare brand, 2015
                                                                          • Skin claims remain prominent
                                                                            • Figure 33: Leading claims in the sanitary protection, feminine hygiene and adult incontinence category, by top ten for 2015, 2014-15
                                                                        • Market Share

                                                                          • Always declines in value sales
                                                                            • Figure 34: Brand shares in sanitary protection and adult incontinence products, years ending Oct, 2014 and 2015
                                                                          • Femfresh shows strong performance
                                                                            • Figure 35: Brand shares in feminine hygiene products, years ending Oct, 2014 and 2015
                                                                        • The Consumer – What You Need to Know

                                                                          • Menstruation declines with age whilst incontinence rises
                                                                            • Feminine hygiene usage is higher during menstruation or incontinence
                                                                              • Incontinence sufferers use panty liners
                                                                                • The shopping experience can be optimised
                                                                                • Menstrual and Adult Incontinence Status

                                                                                  • Less than half of women menstruate monthly
                                                                                    • Figure 36: Menstrual status, October 2015
                                                                                  • One in five women experience urine issues
                                                                                    • Figure 37: Experience of bladder issues in the past 12 months, October 2015
                                                                                  • Rise in bladder issues with age
                                                                                    • Figure 38: Experience of bladder issues in the past 12 months, by age, October 2015
                                                                                  • Pregnancy could be causing occasional bladder leakage
                                                                                    • Figure 39: Frequency of incontinence – “Occasionally”, by gender, October 2016
                                                                                  • Frequent incontinence high in older women
                                                                                    • Figure 40: Frequency of incontinence, October 2015
                                                                                  • Rare and occasional light incontinence
                                                                                    • Figure 41: Amount and frequency of incontinence, October 2015
                                                                                • Usage of Feminine Hygiene and Sanitary Protection Products

                                                                                  • Women may be using alternative sanitary protection products
                                                                                    • Figure 42: Usage of sanitary protection products, October 2015
                                                                                  • Feminine hygiene usage is high in incontinence sufferers
                                                                                    • Figure 43: Usage of feminine hygiene products, October 2015
                                                                                  • One in five women who suffer from incontinence use incontinence products
                                                                                    • Figure 44: Usage of adult incontinence products, October 2015
                                                                                  • Panty liners are used for a range of issues
                                                                                    • Figure 45: Usage occasions of sanitary protection products, October 2015
                                                                                • Attitudes towards Adult Incontinence

                                                                                  • Sanitary pads are good enough
                                                                                    • Figure 46: Attitudes towards adult incontinence, October 2015
                                                                                  • Shopping experience can be optimised
                                                                                  • Attitudes towards Feminine Hygiene Products

                                                                                    • Repositioning feminine hygiene in-store
                                                                                      • Figure 47: Attitudes towards feminine hygiene products, October 2015
                                                                                    • Tackling embarrassment
                                                                                      • Regular products are good enough
                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                        • Data sources
                                                                                          • Abbreviations
                                                                                            • Fan chart forecast
                                                                                              • Brand research
                                                                                                • Brand map
                                                                                                  • Correspondence analysis

                                                                                                  Companies Covered

                                                                                                  • Procter & Gamble Company (The)

                                                                                                  Feminine Hygiene and Sanitary Protection Products - UK - March 2016

                                                                                                  £1,995.00 (Excl.Tax)