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Sanitary Protection and Feminine Hygiene Products - UK - May 2013

“With an ageing population, the market could cater better for women who are leaving the sanitary protection market but entering the adult incontinence market. Closing the gap between pre- and post-menopause could come in the form of product ranges targeted to specific needs of this time in a woman’s life. On the other end, the younger demographics, who are influenced by recommendations, offer opportunities to catch women as they enter the market, and drive brand loyalties.”

– Roshida Khanom, OTC and Personal Care Analyst

Some questions answered in this report include:

  • How will the ageing population impact this market?
  • How can the feminine hygiene market be expanded?
  • What are the opportunities with the younger demographics entering the market?
  • How is own-label performing in this category?

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Table of contents

  1. Introduction

      • Definitions
        • Sanitary protection
          • Feminine hygiene products
            • Adult Incontinence
              • Excluded
                • Methodology
                  • Consumer research
                    • Abbreviations
                    • Executive Summary

                        • The market
                          • Figure 1: Best- and worst-case forecast UK retail value sales of sanitary protection and feminine hygiene products, 2007-17
                        • Market factors
                          • Companies, brands and innovation
                            • Figure 2: Product launches within UK feminine hygiene and sanitary protection products, by top five claims, 2008-12
                            • Figure 3: UK – sanitary protection and feminine hygiene: company market share, by value, year ending 26 January 2013
                          • The consumer
                            • Figure 4: Usage and purchase of sanitary protection and feminine hygiene products in the last three months, March 2013
                            • Figure 5: Attitudes towards sanitary protection and feminine hygiene, March 2013
                            • Figure 6: Attitudes towards bladder leakage, March 2013
                          • What we think
                          • Issues in the Market

                              • How will the ageing population impact this market?
                                • How can the feminine hygiene market be expanded?
                                  • What are the opportunities with the younger demographics entering the market?
                                    • How is own-label performing in this category?
                                    • Trend Application

                                      • Trend: Extend my brand
                                        • Trend: Guiding Choice
                                          • Futures Trend: Generation Next
                                          • Market Environment

                                            • Key points
                                              • Oral contraceptives are the most popular method
                                                • Figure 7: Use of contraceptives, by type, 2004/05-2011/12
                                                • Figure 8: Primary method of contraception, by age, 2011/12
                                              • Ageing population and higher birth rate could affect the incontinence market
                                                • Figure 9: Trends in the age structure of the UK female population, 2006-16
                                                • Figure 10: Number of births in the UK, 2005-20
                                            • Who’s Innovating?

                                              • Key points
                                                • Lag in launch activity in 2012
                                                  • Figure 11: Growth index of new product launches within UK feminine hygiene, sanitary protection and adult incontinence category, 2008-12
                                                • Little new innovation in 2012
                                                  • Figure 12: Product launches within UK feminine hygiene and sanitary protection products, by launch type, 2008-12
                                                  • Figure 13: Relaunches in the sanitary protection and feminine hygiene category, 2012
                                                  • Figure 14: Relaunch in adult incontinence, 2012
                                                • Sanitary pads make up the majority of launches in 2012
                                                  • Figure 15: Product launches within UK feminine hygiene and sanitary products, by sector, 2008-12
                                                • The environment is a growing focus
                                                  • Figure 16: Product launches within UK feminine hygiene and sanitary protection products, by top five claims, 2008-12
                                                  • Figure 17: Natural product launched in 2013
                                                • Reassuring claims needed in feminine hygiene
                                                  • Own-labels consolidate brands with relaunches in 2012
                                                    • Figure 18: Product launches within UK feminine hygiene and sanitary protection products, by company,
                                                    • Figure 19: P&G launches in the sanitary protection and feminine hygiene category, 2012 and 2013
                                                  • Own-label launches increase with wider product ranges on offer
                                                    • Figure 20: Growth index of branded vs own-label feminine hygiene and sanitary protection products, 2008-12
                                                    • Figure 21: Different priced brands amongst own-label ranges, 2012
                                                • Market Size and Forecast

                                                  • Key points
                                                    • A market of growth and decline historically
                                                      • Figure 22: Retail value sales of sanitary protection, feminine hygiene products and adult incontinence, at current and constant prices, 2007-17
                                                    • Strong growth predicted ahead
                                                      • Figure 23: Best- and worst-case forecast UK retail value sales of sanitary protection and feminine hygiene products, 2007-17
                                                    • Forecast methodology
                                                    • Segment Performance

                                                      • Key points
                                                        • Adult incontinence market is growing
                                                          • Figure 24: UK value sales of sanitary protection and feminine hygiene, by sector, years ending 28 January 2012 and 26 January 2013
                                                        • Greater focus on intimate beauty
                                                        • Market Share

                                                          • Key points
                                                            • Procter & Gamble takes almost half the market share
                                                              • Figure 25: UK – sanitary protection and feminine hygiene: company market share, by value, year ending 26 January 2013
                                                            • Procter & Gamble dominates sanitary protection market
                                                              • Figure 26: UK – sanitary protection: company market share, by value, year ending 26 January 2013
                                                            • Strong growth across all brands in feminine hygiene
                                                              • Figure 27: UK – feminine hygiene: company market share, by value, 2012 and 2013
                                                            • TENA is the market leader in adult incontinence
                                                              • Figure 28: UK – adult incontinence: company market share, by value, year ending 26 January 2013
                                                          • Companies and Products

                                                            • Procter & Gamble
                                                              • Background and structure
                                                                • Strategy and performance
                                                                  • Figure 29: Financial performance of Procter & Gamble, 2011 and 2012
                                                                • Product range and innovation
                                                                    • Figure 30: Key product launches by P&G in the female hygiene market in the UK, January 2012-February 2013
                                                                    • Figure 31: Products launched by P&G in the female hygiene market in the UK, January 2012-February 2013
                                                                  • Marketing and advertising
                                                                    • SCA Hygiene
                                                                      • Background and structure
                                                                        • Strategy and performance
                                                                          • Figure 32: Financial performance of SCA Hygiene Products UK Ltd., 2010 and 2011
                                                                        • Product range and innovation
                                                                            • Figure 33: Key new product launches by SCA Hygiene in the female hygiene market in the UK, January 2012-February 2013
                                                                            • Figure 34: Products launched by SCA Hygiene in the female hygiene market in the UK, January 2012-February 2013
                                                                          • Marketing and advertising
                                                                            • Lil-Lets
                                                                              • Background and structure
                                                                                • Strategy and performance
                                                                                  • Figure 35: Financial performance of Lil-Lets UK Ltd., 2010 and 2011
                                                                                • Product range and innovation
                                                                                  • Figure 36: Key new product launches by Lil-Lets in the female hygiene market in the UK, December 2011-February 2013
                                                                                  • Figure 37: Products launched by Lil-Lets UK Ltd. in the female hygiene market in the UK, January 2012-February 2013
                                                                                • Marketing and advertising
                                                                                  • Church & Dwight
                                                                                    • Background and structure
                                                                                      • Strategy and performance
                                                                                        • Figure 38: Financial performance of Church & Dwight UK Ltd., 2010 and 2011
                                                                                      • Product range and innovation
                                                                                        • Marketing and advertising
                                                                                          • Combe International
                                                                                            • Background and structure
                                                                                              • Strategy and performance
                                                                                                • Figure 39: Financial performance of Combe International Ltd., 2010 and 2011
                                                                                              • Product range and innovation
                                                                                                • Halo Protect
                                                                                                  • Background and structure
                                                                                                    • Product range and innovation
                                                                                                      • Figure 40: Key new product launches by Halo Protect in the female hygiene market in the UK, January 2012 -February 2013
                                                                                                      • Figure 41: Products launched by Halo Protect in the female hygiene market in the UK, January 2012-February 2013
                                                                                                    • Marketing and advertising
                                                                                                    • Brand Communication and Promotion

                                                                                                      • Key points
                                                                                                        • Advertising spend has fluctuated
                                                                                                          • Figure 42: Main monitored media advertising spend on feminine hygiene and sanitary protection products, by advertiser, 2008-12
                                                                                                        • TV takes the biggest spend
                                                                                                          • Figure 43: Main monitored media advertising spend on feminine hygiene and sanitary protection products, by media type, 2008-12
                                                                                                        • Portrayal of ‘real women’
                                                                                                          • Figure 44: Main monitored media advertising spend on feminine hygiene and sanitary protection products, by advertiser, 2012
                                                                                                      • Brand Research

                                                                                                        • Brand map
                                                                                                            • Figure 45: Attitudes towards and usage of brands in the sanitary protection and feminine hygiene sector, February 2013
                                                                                                          • Correspondence analysis
                                                                                                            • Brand attitudes
                                                                                                              • Figure 46: Attitudes, by sanitary protection and feminine hygiene brand, February 2013
                                                                                                            • Brand personality
                                                                                                              • Figure 47: Sanitary protection and feminine hygiene brand personality – macro image, February 2013
                                                                                                              • Figure 48: Sanitary protection and feminine hygiene brand personality – micro image, February 2013
                                                                                                            • Brand experience
                                                                                                              • Figure 49: Sanitary protection and feminine hygiene brand usage, February 2013
                                                                                                              • Figure 50: Satisfaction with various sanitary protection and feminine hygiene brands, February 2013
                                                                                                              • Figure 51: Consideration of sanitary protection and feminine hygiene brands, February 2013
                                                                                                              • Figure 52: Consumer perceptions of current sanitary protection and feminine hygiene brand performance, February 2013
                                                                                                              • Figure 53: Sanitary protection and feminine hygiene brand recommendation – Net Promoter Score, February 2013
                                                                                                            • Brand index
                                                                                                              • Figure 54: Sanitary protection and feminine hygiene brand index, February 2013
                                                                                                              • Figure 55: Sanitary protection and feminine hygiene brand index vs recommendation, February 2013
                                                                                                            • Target group analysis
                                                                                                              • Figure 56: Target groups, February 2013
                                                                                                              • Figure 57: Sanitary protection and feminine hygiene brand usage, by target groups, February 2013
                                                                                                            • Group One – Conformists
                                                                                                              • Group Two – Simply the Best
                                                                                                                • Group Three – Shelf Stalkers
                                                                                                                  • Group Four – Habitual Shoppers
                                                                                                                    • Group Five – Individualists
                                                                                                                    • Channels to Market

                                                                                                                      • Key points
                                                                                                                        • Grocers take the majority of market share
                                                                                                                          • Figure 58: UK retail value sales of feminine hygiene and sanitary protection products, by outlet type, 2011 and 2012
                                                                                                                      • The Consumer – Usage of Sanitary Protection and Feminine Hygiene Products

                                                                                                                        • Key points
                                                                                                                          • Sanitary pads are the most popular product form
                                                                                                                            • Figure 59: Usage and purchase of sanitary protection and feminine hygiene products in the last three months, March 2013
                                                                                                                          • Opportunities for older women
                                                                                                                            • Feminine hygiene not considered essential
                                                                                                                            • The Consumer – Interest in New Products

                                                                                                                              • Key points
                                                                                                                                • Ingredients are the biggest concern
                                                                                                                                  • Figure 60: Interest in product claims/innovations among women who buy sanitary protection/feminine hygiene products, March 2013
                                                                                                                                • Convenience in an essential market
                                                                                                                                • The Consumer – Attitudes Towards Sanitary Protection, Feminine Hygiene and Adult Incontinence

                                                                                                                                  • Key points
                                                                                                                                    • Women like to try different sanitary protection and feminine hygiene products
                                                                                                                                      • Figure 61: Attitudes towards sanitary protection and feminine hygiene, March 2013
                                                                                                                                    • Reassurances required
                                                                                                                                      • Adult incontinence still embarrassing
                                                                                                                                        • Figure 62: Attitudes towards bladder leakage, March 2013
                                                                                                                                      • Experience of bladder leakage
                                                                                                                                        • Figure 63: Experience of bladder leakage issues, March 2013
                                                                                                                                    • Consumer Typologies

                                                                                                                                      • Key points
                                                                                                                                          • Figure 64: Consumer typologies, sanitary protection and feminine hygiene, March 2013
                                                                                                                                        • Concerned about chemicals (41% or the equivalent of 10 million women)
                                                                                                                                          • Who are they?
                                                                                                                                            • Embarrassed worriers (34% or the equivalent of 9 million women)
                                                                                                                                              • Who are they?
                                                                                                                                                • Advice seekers (25% or the equivalent of 6.6 million women)
                                                                                                                                                  • Who are they?
                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                      • Figure 65: Retail value sales in the sanitary protection sector, at current and constant prices, 2007-17
                                                                                                                                                      • Figure 66: Retail value sales in the feminine hygiene sector, at current and constant prices, 2007-17
                                                                                                                                                      • Figure 67: Retail value sales in the adult incontinence sector, at current and constant prices, 2007-17
                                                                                                                                                  • Appendix – Market Share

                                                                                                                                                      • Figure 68: UK – sanitary protection, feminine hygiene and adult incontinence: company market share, by value, years ending 28 January 2012 and 26 January 2013
                                                                                                                                                      • Figure 69: UK – sanitary protection: company market share, by value, years ending 28 January 2012 and 26 January 2013
                                                                                                                                                      • Figure 70: UK – feminine hygiene: company market share, by value, years ending 28 January 2012 and 26 January 2013
                                                                                                                                                      • Figure 71: UK – adult incontinence: company market share, by value, years ending 28 January 2012 and 26 January 2013
                                                                                                                                                  • Appendix – Brand Research

                                                                                                                                                      • Figure 72: Brand usage, February 2013
                                                                                                                                                      • Figure 73: Brand commitment, February 2013
                                                                                                                                                      • Figure 74: Brand momentum, February 2013
                                                                                                                                                      • Figure 75: Brand diversity, February 2013
                                                                                                                                                      • Figure 76: Brand satisfaction, February 2013
                                                                                                                                                      • Figure 77: Brand recommendation, February 2013
                                                                                                                                                      • Figure 78: Brand attitude, February 2013
                                                                                                                                                      • Figure 79: Brand image – macro image, February 2013
                                                                                                                                                      • Figure 80: Brand image – micro image, February 2013
                                                                                                                                                      • Figure 81: Profile of target groups, by demographics, February 2013
                                                                                                                                                      • Figure 82: Psychographic segmentation, by target groups, February 2013
                                                                                                                                                      • Figure 83: Brand usage, by target groups, February 2013
                                                                                                                                                    • Brand index
                                                                                                                                                      • Figure 84: Brand index, February 2013
                                                                                                                                                  • Appendix – The Consumer – Usage of Sanitary Protection and Feminine Hygiene Products

                                                                                                                                                      • Figure 85: Usage of sanitary protection and feminine hygiene products, March 2013
                                                                                                                                                      • Figure 86: Most popular usage of sanitary protection and feminine hygiene products, by demographics, March 2013
                                                                                                                                                      • Figure 87: Next most popular usage of sanitary protection and feminine hygiene products, by demographics, March 2013
                                                                                                                                                      • Figure 88: Purchase of sanitary protection and feminine hygiene products, March 2013
                                                                                                                                                      • Figure 89: Most popular purchase of sanitary protection and feminine hygiene products, by demographics, March 2013
                                                                                                                                                      • Figure 90: Next most popular purchase of sanitary protection and feminine hygiene products, by demographics, March 2013
                                                                                                                                                      • Figure 91: Repertoire of purchase of sanitary protection and feminine hygiene products, March 2013
                                                                                                                                                      • Figure 92: Purchase of sanitary protection and feminine hygiene product, by repertoire of purchase of sanitary protection and feminine hygiene products, March 2013
                                                                                                                                                      • Figure 93: Repertoire of purchase of sanitary protection and feminine hygiene products, by demographics, March 2013
                                                                                                                                                  • Appendix – The Consumer – Interest in New Products

                                                                                                                                                      • Figure 94: Interest in new products, March 2013
                                                                                                                                                  • Appendix – The Consumer – Attitudes Towards Sanitary Protection, Feminine Hygiene and Adult Incontinence

                                                                                                                                                      • Figure 95: Attitudes towards sanitary protection and feminine hygiene products, March 2013
                                                                                                                                                      • Figure 96: Agreement with the statements ‘I find shopping for sanitary protection/feminine hygiene products embarrassing’ and ‘Periods should not be discussed in public’, by demographics, March 2013
                                                                                                                                                      • Figure 97: Agreement with the statements ‘Packaging for sanitary protection products is not discreet enough’ and ‘I am influenced by recommendations from friends/family’, by demographics, March 2013
                                                                                                                                                      • Figure 98: Agreement with the statements ‘Trial and error is the best way to find out what works best’ and ‘I would like to get more advice on sanitary protection/feminine hygiene products’, by demographics, March 2013
                                                                                                                                                      • Figure 99: Agreement with the statements ‘I worry about the potential risks from using tampons’ and ‘I worry about the potential irritation from using feminine washes/wipes/deodorants’, by demographics, March 2013
                                                                                                                                                      • Figure 100: Agreement with the statements ‘Feminine washes/wipes/deodorants are unnecessary’ and ‘I don’t care about which brand of sanitary product I use’, by demographics, March 2013
                                                                                                                                                      • Figure 101: Agreement with the statement ‘I don’t pay attention to product claims for sanitary protection products ’, by demographics, March 2013
                                                                                                                                                    • Attitudes towards bladder leakage
                                                                                                                                                      • Figure 102: Attitudes towards bladder leakage, March 2013
                                                                                                                                                      • Figure 103: Agreement with the statements ‘It’s embarrassing to suffer from bladder leakage’ and ‘Bladder leakage is a sign of ageing’, by demographics, March 2013
                                                                                                                                                      • Figure 104: Agreement with the statement ‘It’s more acceptable to talk about menstruation than bladder leakage’, by demographics, March 2013
                                                                                                                                                      • Figure 105: Experience of bladder leakage issues, by agreement with the statements ‘It’s embarrassing to suffer from bladder leakage’ and ‘Bladder leakage is a sign of ageing’, March 2013
                                                                                                                                                    • Experience of bladder leakage issues
                                                                                                                                                      • Figure 106: Experience of bladder leakage issues, March 2013
                                                                                                                                                      • Figure 107: Experience of bladder leakage issues, by demographics, March 2013
                                                                                                                                                      • Figure 108: Usage of sanitary protection and feminine hygiene products, by experience of bladder leakage issues, March 2013
                                                                                                                                                  • Appendix – Consumer Typologies

                                                                                                                                                      • Figure 109: Target groups, March 2013
                                                                                                                                                      • Figure 110: Target groups, by demographics, March 2013
                                                                                                                                                      • Figure 111: Usage of sanitary protection and feminine hygiene products, by target groups, March 2013
                                                                                                                                                      • Figure 112: Purchase of sanitary protection and feminine hygiene product, by target groups, March 2013
                                                                                                                                                      • Figure 113: Interest in new products, by target groups, March 2013
                                                                                                                                                      • Figure 114: Attitudes towards sanitary protection and feminine hygiene products, by target groups, March 2013
                                                                                                                                                      • Figure 115: Attitudes towards bladder leakage, by target groups, March 2013
                                                                                                                                                      • Figure 116: Experience of bladder leakage issues, by target groups, March 2013

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Alliance Boots
                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                  • Carter-Wallace
                                                                                                                                                  • Channel 4
                                                                                                                                                  • Church & Dwight UK Ltd
                                                                                                                                                  • Combe International Limited
                                                                                                                                                  • Electra Partners Europe
                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                  • J. Sainsbury
                                                                                                                                                  • Kimberly-Clark (UK)
                                                                                                                                                  • Procter & Gamble UK & Ireland
                                                                                                                                                  • SCA Hygiene Products UK Ltd
                                                                                                                                                  • Svenska Cellulosa Aktiebolaget SCA (publ)
                                                                                                                                                  • Tesco (UK)

                                                                                                                                                  Sanitary Protection and Feminine Hygiene Products - UK - May 2013

                                                                                                                                                  £1,995.00 (Excl.Tax)