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Feminine Hygiene and Sanitary Protection Products - UK - May 2011

"Convincing women who are menstruating to bulk up their personal product retinues with panty liners and feminine hygiene products is one potential avenue for growth. Catering to the needs of older consumers with sensitivity and products adapted to their changing needs is also a must."

– Bríd Costello, Senior Beauty Analyst

Sanitary protection

Tampons – to include both applicator and non-applicator tampons. Also includes scented tampons and those with other added benefits such as lubricated, eg Tampax and Kotex.

Sanitary towels, including versions with or without wings, and those that also include wipes such as Always Ultra & Freshelle. Includes reusable towels such as Eco-Femme, although this is very niche.

Panty liners such as those that can be used with tampons or throughout the month to protect underwear. Includes Carefree and Kotex.

Feminine hygiene products

Feminine washes, include Femfresh.

Feminine wipes that are pH-balanced and hypoallergenic, such as Vagisil and Femfresh.

Intimate deodorants produced especially for the vaginal area and gynaecologically tested, brands include Vagisil and Femfresh.

Excluded

Ancillary products such as disposal bags and tampon containers, or wallets and belts.

Incontinence products such as Tena Lady.

The term ‘internal’ refers to tampons (whether digital or with an applicator), while ‘external’ refers to towels of any kind, as well as panty liners.

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Table of contents

  1. Introduction

      • Definition
        • Sanitary protection
          • Feminine hygiene products
            • Excluded
              • Abbreviations
              • Executive Summary

                  • The market
                    • Sanpro absorbs credit crunch shock
                      • Figure 1: Best- and worst-case forecast sales of sanitary protection and feminine hygiene, 2005-15
                    • Market factors
                      • Demographics
                        • Figure 2: Trends in the age structure of the UK female population, 2005-15
                      • Deal or no deal
                        • Companies, brands and innovation
                          • Figure 3: Brand shares in UK value sales of sanitary protection and feminine hygiene, 2008-10
                        • P&G – leader of the pack
                          • Innovation wanted – with strings or wings attached
                            • The consumer
                              • Figure 4: Trends in usage of sanitary protection, by type, GB, 2006-10
                              • Figure 5: Usage of sanitary protection, by type, by age, GB, 2010
                            • Product preferences by age
                              • Feminine hygiene purchasing practices
                                • Figure 6: Feminine hygiene purchasing habits, by age, April 2011
                              • What we think
                              • Issues in the Market

                                  • What are the most popular sanpro segments and who is using them?
                                    • How will the UK’s ageing population impact sanpro sales in the future?
                                      • Are women happy with the current sanpro offer available to them?
                                        • What, if any, opportunities remain for growth?
                                        • Future Opportunities

                                            • Many Mes
                                              • Premiumization and Indulgence
                                              • Internal Market Environment

                                                • Key points
                                                  • Environment
                                                    • Figure 7: Attitudes towards environmental concerns, by sanitary protection used, GB, 2010
                                                  • Contraception
                                                    • Figure 8: Use of contraceptives, by type, 2004-08
                                                    • Figure 9: Primary method of contraception, by type, by age, 2009/10
                                                  • Early puberty
                                                    • Passion for fashion
                                                      • Lifestyle
                                                        • Figure 10: Women in employment, 2005-15
                                                    • Broader Market Environment

                                                      • Key points
                                                        • Age to age
                                                          • Figure 11: Trends in the age structure of the UK female population, 2005-15
                                                        • Motherhood and menstruation
                                                          • Figure 12: Number of births, UK, 2005-15
                                                      • Strengths and Weaknesses in the Market

                                                        • Strengths
                                                          • Weaknesses
                                                          • Competitive Context

                                                            • Key points
                                                              • Figure 13: Trends in usage of selected toiletries – women, 2009 and 2010
                                                            • The beauty market
                                                              • Figure 14: UK retail value sales of selected beauty and personal care categories, 2005-10
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Sanitary towels and panty liners
                                                                • Figure 15: NPD activity in sanitary towels and panty liners, % share by brand, January 2010-March 2011
                                                                • Figure 16: NPD activity in sanitary towels and panty liners, % by product claim, January 2010-March 2011
                                                              • Sanitary towel launches
                                                                • Panty liner launches
                                                                  • Tampons
                                                                    • Figure 17: NPD activity in tampons, % share by brand, January 2010-March 2011
                                                                    • Figure 18: NPD activity in tampons, % by claim, January 2010-March 2011
                                                                  • Tampon launches
                                                                    • Feminine hygiene
                                                                      • Private label
                                                                        • Figure 19: Pad and tampon launches, private label vs, branded, 2006-10
                                                                    • Market Value and Forecast

                                                                      • Key points
                                                                        • Figure 20: UK retail value sales of sanitary protection and feminine hygiene products, at current and constant prices, 2005-15
                                                                      • Forecast
                                                                        • Figure 21: Best- and worst-case forecast sales of sanitary protection and feminine hygiene products, 2005-15
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Sanitary towels
                                                                          • Figure 22: UK retail value sales of sanitary towels, at current and constant prices, 2005-15
                                                                          • Figure 23: Best- and worst-case forecast value sales of sanitary towels, 2005-15
                                                                        • Tampons
                                                                          • Figure 24: UK retail value sales of tampons, at current and constant prices, 2005-15
                                                                          • Figure 25: Best- and worst-case forecast sales of tampons, 2005-15
                                                                        • Panty liners
                                                                          • Figure 26: UK retail value sales of panty liners, at current and constant prices, 2005-15
                                                                          • Figure 27: Best- and worst-case forecast sales of panty liners, 2005-15
                                                                        • Feminine hygiene
                                                                          • Figure 28: UK retail value sales of washes, wipes and intimate deodorants, at current and constant prices, 2005-15
                                                                          • Figure 29: Best- and worst-case forecast sales of washes, wipes and intimate deodorants, 2005-15
                                                                      • Market Share

                                                                        • Key points
                                                                          • Company shares
                                                                            • Figure 30: UK – sanitary protection and feminine hygiene: company and brand market share, by value, 2008-10
                                                                          • Brand shares
                                                                          • Companies and Products

                                                                            • Procter & Gamble
                                                                              • Background
                                                                                • Product range and innovation
                                                                                    • Figure 31: Products launched by P&G in the female hygiene market in the UK, August 2009-February 2011
                                                                                  • Marketing and advertising
                                                                                    • SCA Hygiene
                                                                                      • Background
                                                                                        • Product range and innovation
                                                                                            • Figure 32: Products launched by SCA Hygiene in the feminine hygiene market in the UK, July 2009-February 2011
                                                                                          • Marketing and advertising
                                                                                            • Lil-lets
                                                                                              • Background
                                                                                                • Product range and innovation
                                                                                                  • Figure 33: Products launched by Lil-lets in the feminine hygiene market in the UK, July 2009-February 2011
                                                                                                • Marketing and advertising
                                                                                                  • Kimberly-Clark
                                                                                                    • Background
                                                                                                      • Product range and innovation
                                                                                                        • Marketing and advertising
                                                                                                          • Johnson & Johnson
                                                                                                            • Background
                                                                                                              • Product range and innovation
                                                                                                                • Figure 34: Products launched by J&J in the feminine hygiene market in the UK, July 2009-February 2011
                                                                                                              • Bayer
                                                                                                                • Church & Dwight
                                                                                                                  • Combe International
                                                                                                                    • GlaxoSmithKline
                                                                                                                      • Alliance Boots
                                                                                                                          • Figure 35: Products launched by Boots in the feminine hygiene market in the UK, July 2009-February 2011
                                                                                                                      • Brand Communication and Promotion

                                                                                                                        • Key points
                                                                                                                          • Annual adspend
                                                                                                                            • Figure 36: Topline adspend in the sanpro and feminine hygiene market, 2007-10
                                                                                                                          • Spend by media type
                                                                                                                            • Figure 37: Adspend in the feminine hygiene market, % share by media type, 2007-10
                                                                                                                          • Spend by company
                                                                                                                            • Figure 38: Adspend in the feminine hygiene market, % share by company, 2010
                                                                                                                        • Channels to Market

                                                                                                                          • Key points
                                                                                                                            • Figure 39: UK retail value sales of feminine hygiene and sanitary protection products, by outlet type, 2008-10
                                                                                                                        • The Consumer – Usage and Frequency

                                                                                                                          • Key points
                                                                                                                            • Usage trends
                                                                                                                              • Figure 40: Trends in usage of sanitary protection, by type, GB, 2006-10
                                                                                                                            • Age preferences
                                                                                                                              • Figure 41: Usage of sanitary protection, by type, by age, GB, 2010
                                                                                                                            • Towels
                                                                                                                              • Figure 42: Trends in types of towels used, GB, 2009 and 2010
                                                                                                                              • Figure 43: Trends in frequency of using towels per month, GB, 2006-10
                                                                                                                            • Tampons
                                                                                                                              • Figure 44: Trends in types of tampons used, by absorbency, GB, 2007-10
                                                                                                                              • Figure 45: Trends in applicator type of tampons used, GB, 2009 and 2010
                                                                                                                              • Figure 46: Trends in frequency of using tampons per month, GB, 2006-10
                                                                                                                            • Panty liners
                                                                                                                              • Figure 47: Trends in frequency of using panty liners per month, GB, 2006-10
                                                                                                                              • Figure 48: Trends in types of panty liners used, GB, 2006-10
                                                                                                                          • The Consumer – Teen Usage

                                                                                                                            • Key points
                                                                                                                              • Format preferences
                                                                                                                                • Figure 49: Teen trends in usage of feminine hygiene products, GB, 2009 and 2010
                                                                                                                              • Monthly usage of towels
                                                                                                                                • Figure 50: Number of sanitary towels products used per month – teens, by age, GB, 2010
                                                                                                                              • Monthly usage of tampons
                                                                                                                                • Figure 51: Types of tampons used most often – teens, by absorbency, GB, 2010
                                                                                                                                • Figure 52: Number of tampons used monthly – teens, GB, 2010
                                                                                                                              • Monthly usage of panty liners
                                                                                                                                • Figure 53: Number of panty liners used monthly – teens, GB, 2010
                                                                                                                            • The Consumer – Attitudes Towards Buying Sanpro

                                                                                                                              • Key points
                                                                                                                                  • Figure 54: Feminine hygiene purchasing habits, April 2011
                                                                                                                                • Sanitary protection
                                                                                                                                  • Feminine hygiene
                                                                                                                                    • How women shop for sanpro
                                                                                                                                      • Figure 55: Attitudes towards feminine hygiene purchasing, April 2011
                                                                                                                                  • The Consumer – Health Concerns and Usage

                                                                                                                                    • Key points
                                                                                                                                      • Health fear
                                                                                                                                          • Figure 56: Attitudes towards health aspects of tampons, by most popular feminine hygiene products used, April 2011
                                                                                                                                        • Red faced
                                                                                                                                            • Figure 57: Embarrassment about feminine hygiene shopping, April 2011
                                                                                                                                          • You’ve got (fe)mail
                                                                                                                                              • Figure 58: Potential for mail order sanpro service, April 2011
                                                                                                                                            • Scents and sensitivity
                                                                                                                                                • Figure 59: Fragranced products, April 2011
                                                                                                                                              • Own-label vs. brands
                                                                                                                                                  • Figure 60: Own-label sanpro, April 2011
                                                                                                                                                • Performance anxiety
                                                                                                                                                    • Figure 61: Performance satisfaction, April 2011
                                                                                                                                                  • Protecting the environment from sanpro
                                                                                                                                                      • Figure 62: Environmental impact, April 2011
                                                                                                                                                  • The Consumer – Target Groups

                                                                                                                                                    • Key point
                                                                                                                                                        • Figure 63: Marketing targets for feminine hygiene products, April 2011
                                                                                                                                                      • Bulk Buyers (16%)
                                                                                                                                                        • Who are they?
                                                                                                                                                          • Bargain Hunters (16%)
                                                                                                                                                            • Who are they?
                                                                                                                                                              • Ever Readies (27%)
                                                                                                                                                                • Who are they?
                                                                                                                                                                  • Out of the game (41%)
                                                                                                                                                                    • Who are they?
                                                                                                                                                                    • Appendix

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

                                                                                                                                                                                • Figure 64: Agreement with lifestyle statements on personal care, by gender and age, GB, 2010
                                                                                                                                                                            • Appendix – Brand Communication and Promotion

                                                                                                                                                                                • Figure 65: Adspend in the feminine hygiene market, by media type, 2007-10
                                                                                                                                                                            • Appendix – Who’s Innovating?

                                                                                                                                                                                • Figure 66: Products launched in the feminine hygiene market, by claims category, January 2008-February 2011
                                                                                                                                                                                • Figure 67: Products launched in the feminine hygiene market, private label vs. branded, January 2008-February 2011
                                                                                                                                                                                • Figure 68: Products launched in the feminine hygiene market, by launch type, January 2008-February 2011
                                                                                                                                                                            • Appendix – The Consumer – Usage and Frequency

                                                                                                                                                                                • Figure 69: Usage of sanitary protection, by demographics, GB, 2010
                                                                                                                                                                                • Figure 70: Frequency of use of towels per month, by demographics, GB, 2010
                                                                                                                                                                                • Figure 71: Frequency of use of tampons per month, by demographics, GB, 2010
                                                                                                                                                                                • Figure 72: Frequency of use of panty liners per month, by demographics, GB, 2010
                                                                                                                                                                            • Appendix – The Consumer – Teen Usage

                                                                                                                                                                                • Figure 73: Usage of sanitary towels – teens, by demographics, GB, 2010
                                                                                                                                                                                • Figure 74: Types of sanitary towels products used most often – teens, GB, 2010
                                                                                                                                                                                • Figure 75: Usage of tampons – teens, by demographics, GB, 2010
                                                                                                                                                                                • Figure 76: Usage of panty liners – teens, by demographics, GB, 2010
                                                                                                                                                                                • Figure 77: Types of sanitary towels products used most often – teens, by demographics, GB, 2010
                                                                                                                                                                                • Figure 78: Monthly usage of sanitary towels products – teens, by demographics, GB, 2010
                                                                                                                                                                                • Figure 79: Types of tampons products used most often – teens, GB, 2010
                                                                                                                                                                            • Appendix – The Consumer – Attitudes towards Buying Sanpro

                                                                                                                                                                                • Figure 80: Most popular feminine hygiene purchasing habits, by demographics, April 2011
                                                                                                                                                                                • Figure 81: Next most popular feminine hygiene purchasing habits, by demographics, April 2011
                                                                                                                                                                                • Figure 82: Most popular attitudes towards feminine hygiene purchasing, by demographics, April 2011
                                                                                                                                                                                • Figure 83: Next most popular attitudes towards feminine hygiene purchasing, by demographics, April 2011
                                                                                                                                                                                • Figure 84: Other attitudes towards feminine hygiene purchasing, by demographics, April 2011
                                                                                                                                                                                • Figure 85: Attitudes to feminine hygiene purchasing by most popular feminine hygiene purchasing habits, April 2011
                                                                                                                                                                                • Figure 86: Attitudes to feminine hygiene purchasing by next most popular feminine hygiene purchasing habits, April 2011
                                                                                                                                                                            • Appendix – The Consumer – Health Concerns and Usage

                                                                                                                                                                                • Figure 87: Attitudes towards feminine hygiene products, by demographics, April 2011
                                                                                                                                                                                • Figure 88: Attitudes towards health aspects, by demographics, April 2011
                                                                                                                                                                                • Figure 89: Embarrassment about feminine hygiene shopping, by demographics, April 2011
                                                                                                                                                                                • Figure 90: Potential retail channels, by demographics, April 2011
                                                                                                                                                                                • Figure 91: Likes and dislikes, by demographics, April 2011
                                                                                                                                                                                • Figure 92: Own-label versus brands, by demographics, April 2011
                                                                                                                                                                                • Figure 93: Performance satisfaction, by demographics, April 2011
                                                                                                                                                                                • Figure 94: Environmental attitudes, by demographics, April 2011
                                                                                                                                                                                • Figure 95: Likes and dislikes, by most popular feminine hygiene purchasing habits, April 2011
                                                                                                                                                                                • Figure 96: Likes and dislikes, by next most popular feminine hygiene purchasing habits, April 2011
                                                                                                                                                                                • Figure 97: Attitudes to health aspects, by most popular feminine hygiene purchasing habits, April 2011
                                                                                                                                                                                • Figure 98: Attitudes to health aspects, by next most popular feminine hygiene purchasing habits, April 2011
                                                                                                                                                                                • Figure 99: Potential retail channels, by most popular feminine hygiene purchasing habits, April 2011
                                                                                                                                                                                • Figure 100: Potential retail channels, by next most popular feminine hygiene purchasing habits, April 2011
                                                                                                                                                                                • Figure 101: Likes and dislikes, by most popular feminine hygiene purchasing habits, April 2011
                                                                                                                                                                                • Figure 102: Likes and dislikes, by next most popular feminine hygiene purchasing habits, April 2011
                                                                                                                                                                                • Figure 103: Own label versus brands, by most popular feminine hygiene purchasing habits, April 2011
                                                                                                                                                                                • Figure 104: Own label versus brands, by next most popular feminine hygiene purchasing habits, April 2011
                                                                                                                                                                                • Figure 105: Performance satisfaction, by most popular feminine hygiene purchasing habits, April 2011
                                                                                                                                                                                • Figure 106: Performance satisfaction, by next most popular feminine hygiene purchasing habits, April 2011
                                                                                                                                                                                • Figure 107: Environmental attitudes, by most popular feminine hygiene purchasing habits, April 2011
                                                                                                                                                                            • Appendix – The Consumer – Target Groups

                                                                                                                                                                                • Figure 109: Feminine hygiene purchasing habits, by target groups, April 2011
                                                                                                                                                                                • Figure 110: Attitudes towards feminine hygiene purchasing, by target groups, April 2011
                                                                                                                                                                                • Figure 111: Attitudes towards health aspects, by target groups, April 2011
                                                                                                                                                                                • Figure 112: Embarrassment about feminine hygiene shopping, by target groups, April 2011
                                                                                                                                                                                • Figure 113: Potential retail channels, by target groups, April 2011
                                                                                                                                                                                • Figure 114: Likes and dislikes, by target groups, April 2011
                                                                                                                                                                                • Figure 115: Own-label versus brands, by target groups, April 2011
                                                                                                                                                                                • Figure 116: Performance satisfaction, by target groups, April 2011
                                                                                                                                                                                • Figure 117: Environmental attitudes, by target groups, April 2011
                                                                                                                                                                                • Figure 118: Target groups, by demographics, April 2011
                                                                                                                                                                                • Figure 119: Repertoire of feminine hygiene purchasing habits, by demographics, April 2011
                                                                                                                                                                                • Figure 120: Repertoire of feminine hygiene purchasing habits, April 2011

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • Alliance Boots
                                                                                                                                                                            • Ann Summers Ltd
                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                            • Bayer AG
                                                                                                                                                                            • Church & Dwight UK Ltd
                                                                                                                                                                            • Combe International Limited
                                                                                                                                                                            • Dendron Ltd
                                                                                                                                                                            • Electra Partners Europe
                                                                                                                                                                            • Figleaves Global Trading Ltd
                                                                                                                                                                            • GlaxoSmithKline Plc
                                                                                                                                                                            • J. Sainsbury
                                                                                                                                                                            • Johnson & Johnson Ltd
                                                                                                                                                                            • Kantar Media
                                                                                                                                                                            • Kimberly-Clark (UK)
                                                                                                                                                                            • Kimberly-Clark Corporation
                                                                                                                                                                            • McNeil Healthcare (UK) Limited
                                                                                                                                                                            • Mothercare Plc
                                                                                                                                                                            • Procter & Gamble UK & Ireland
                                                                                                                                                                            • Wm Morrison Supermarkets

                                                                                                                                                                            Feminine Hygiene and Sanitary Protection Products - UK - May 2011

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