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Sanitary Protection Products - UK - May 2012

“The market for sanitary products is an essential item among women, and yet it has struggled to deliver on growth, because unlike other personal care items, this is a category which offers little in the way of indulgence and luxury, with consumers instead focused solely on performance.”

– Michelle Strutton, Senior Consumer Analyst

Some questions answered in this report include:

  • Which sanitary products have highest use?
  • Are there any opportunities for further growth?
  • Could product offerings be more specifically segmented?
  • What role does pricing play in the market?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK best- and worst-case forecast of sanitary protection and feminine hygiene products, 2006-16
            • Market returns to growth
              • Panty liners and towels outperform tampon sales
                • Companies, brands and innovation
                  • New product launches step up a gear
                    • Figure 2: Product launches within UK feminine hygiene and sanitary protection products, % share by company, 2011
                  • Tesco launches Halo
                    • Improving green credentials
                      • Multinational dominance
                        • Figure 3: Manufacturers’ value shares in the UK retail market for sanitary protection and feminine hygiene products, 2011
                      • Own-labels fail to gain ground
                        • The consumer
                          • Essential nature of sanpro products guarantees a firm consumer base
                            • Figure 4: Feminine hygiene products used in the last 12 months, 2007-11
                          • A regular purchase
                            • Attracting new consumers a challenge
                              • Brand preferences outrank the allure of special offers
                                • Panty liners most vulnerable to own-label threat
                                  • Be prepared
                                    • Figure 5: Attitudes towards sanitary protection products, January 2012
                                  • Forearmed is more frugal
                                    • Figure 6: Further attitudes towards feminine hygiene products, January 2012
                                  • What we think
                                  • Issues in the Market

                                      • Which sanpro products have highest use?
                                        • Are there any opportunities for further growth?
                                          • Could product offerings be more specifically segmented?
                                            • What role does pricing play in the market?
                                            • Future Opportunities

                                                • Trend: Agelessness
                                                  • Trend: Guiding Choice
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Figure 7: Attitudes towards environmental concerns, by sanitary protection used, 2011
                                                    • Use of contraception
                                                      • Figure 8: Use of contraceptives, by type, 2004-08
                                                      • Figure 9: Primary method of contraception, by type, by age, 2010-11
                                                    • Lifestyle
                                                      • Figure 10: Women in employment, 2006-16
                                                      • Figure 11: Participation in sports and exercise, by age, 2011
                                                  • Broader Market Environment

                                                    • Key points
                                                      • Figure 12: Trends in the age structure of the UK female population, 2006-16
                                                      • Figure 13: Number of births, UK, 2005-16
                                                  • Strengths and Weaknesses in the Market

                                                    • Strengths
                                                      • Weaknesses
                                                      • Competitive Context

                                                        • Key points
                                                          • The beauty market
                                                            • Figure 14: UK retail value sales of selected personal care categories, 2006-11
                                                            • Figure 15: Trends in usage of selected toiletries, 2007-11
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • New product launches
                                                              • Figure 16: Product launches within UK feminine hygiene and sanitary protection products, 2008-11
                                                              • Figure 17: Product launches within UK feminine hygiene and sanitary protection products, % by launch type, 2008-11
                                                              • Figure 18: Product launches within UK feminine hygiene and sanitary protection products, % by sector, 2008-11
                                                            • Wipe launches
                                                              • Towel and panty liner launches
                                                                • Tampon launches
                                                                  • New product launches by claim
                                                                    • Figure 19: Product launches within UK feminine hygiene and sanitary protection products, % share by claim, 2011
                                                                  • New product launches by company
                                                                    • Figure 20: Product launches within UK feminine hygiene and sanitary protection products, % share by company, 2011
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Figure 21: UK retail value sales of sanitary protection and feminine hygiene products, at current and constant prices, 2006-16
                                                                  • Future outlook
                                                                    • Figure 22: Best- and worst-case forecast UK retail value sales of sanitary protection and feminine hygiene products, 2006-16
                                                                  • Forecast methodology
                                                                  • Market Segmentation

                                                                    • Key points
                                                                      • Figure 23: UK retail value sales of sanitary towels, at current and constant prices, 2006-16
                                                                      • Figure 24: UK retail value sales of tampons, at current and constant prices, 2006-16
                                                                      • Figure 25: UK retail value sales of panty liners, at current and constant prices, 2006-16
                                                                      • Figure 26: UK retail value sales of washes, wipes and intimate deodorants, at current and constant prices, 2006-16
                                                                  • Market Share

                                                                    • Key points
                                                                      • Figure 27: Company shares in UK retail value sales of sanitary protection and feminine hygiene, 2011
                                                                  • Companies and Products

                                                                    • Procter & Gamble
                                                                        • Figure 28: Financial performance of Procter & Gamble (Health care), 2010 and 2011
                                                                        • Figure 29: New product launches by P&G in the UK female hygiene market, March 2011-January 2012
                                                                      • SCA Hygiene
                                                                          • Figure 30: Financial performance of SCA Hygiene, 2009 and 2010
                                                                          • Figure 31: New product launches by SCA Hygiene in the UK female hygiene market, March 2011-January 2012
                                                                        • Lil-Lets
                                                                            • Figure 32: Financial performance of Lil-Lets, 2009 and 2010
                                                                            • Figure 33: New product launches by Lil-Lets in the UK female hygiene market, March 2011-January 2012
                                                                          • Kimberly-Clark
                                                                              • Figure 34: Financial performance of Kimberly-Clark, 2009 and 2010
                                                                            • Johnson & Johnson
                                                                              • Figure 35: Financial performance of Johnson & Johnson, 2009 and 2010
                                                                            • Bayer
                                                                                • Figure 36: Financial performance of Bayer Group, 2010 and 2011
                                                                                • Figure 37: Financial performance of Bayer Group (HealthCare Segment), 2010 and 2011
                                                                              • Church & Dwight
                                                                                  • Figure 38: Financial performance of Church & Dwight, 2009 and 2010
                                                                                  • Figure 39: New product launches by Church & Dwight in the UK female hygiene market, March 2011-January 2012
                                                                                • Combe International
                                                                                    • Figure 40: Financial performance of Combe International, 2009 and 2010
                                                                                  • GlaxoSmithKline
                                                                                      • Figure 41: Financial performance of GlaxoSmithKline, 2010 and 2011
                                                                                    • Alliance Boots
                                                                                        • Figure 42: Financial performance of Boots UK Limited, 2010 and 2011
                                                                                        • Figure 43: New product launches by Alliance Boots in the UK female hygiene market, March 2011-January 2012
                                                                                    • Brand Research

                                                                                      • Brand map
                                                                                          • Figure 44: Attitudes towards and usage of brands in the sanitary protection sector, March 2012
                                                                                        • Correspondence analysis
                                                                                          • Brand attitudes
                                                                                            • Figure 45: Attitudes by sanitary protection brand, March 2012
                                                                                          • Brand personality
                                                                                            • Figure 46: Sanitary protection brand personality – macro image, March 2012
                                                                                            • Figure 47: Sanitary protection brand personality – micro image, March 2012
                                                                                          • Brand experience
                                                                                            • Figure 48: Sanitary protection brand usage, March 2012
                                                                                            • Figure 49: Satisfaction with various sanitary protection brands, March 2011
                                                                                            • Figure 50: Consideration of sanitary protection brands, March 2012
                                                                                            • Figure 51: Consumer perceptions of current sanitary protection brand performance, March 2012
                                                                                            • Figure 52: Sanitary protection brand recommendation – Net Promoter Score, March 2012
                                                                                          • Brand index
                                                                                            • Figure 53: Sanitary protection brand index, March 2012
                                                                                            • Figure 54: Sanitary protection brand index vs. recommendation, March 2012
                                                                                          • Target group analysis
                                                                                            • Figure 55: Target groups, March 2012
                                                                                            • Figure 56: Sanitary protection brand usage, by target groups, March 2012
                                                                                          • Group One – Conformists
                                                                                            • Group Two – Simply the Best
                                                                                              • Group Three – Shelf Stalkers
                                                                                                • Group Four – Habitual Shoppers
                                                                                                  • Group Five – Individualists
                                                                                                  • Brand Communication and Promotion

                                                                                                    • Key points
                                                                                                      • Annual adspend
                                                                                                        • Figure 57: Main monitored media advertising spend on feminine hygiene and sanitary protection products, 2007-11
                                                                                                      • Spend by media type
                                                                                                        • Figure 58: Main monitored media advertising spend on feminine hygiene and sanitary protection products, % share by media type, 2007-11
                                                                                                      • Spend by company
                                                                                                        • Figure 59: Main monitored media advertising spend on feminine hygiene and sanitary protection products, by company, 2011
                                                                                                    • Channels to Market

                                                                                                      • Key points
                                                                                                        • Figure 60: UK retail value sales of feminine hygiene and sanitary protection products, by outlet type, 2009-11
                                                                                                    • The Consumer – Usage and Frequency

                                                                                                      • Key points
                                                                                                        • Towels dominate product usage
                                                                                                          • Figure 61: Usage of feminine hygiene products in the last 12 months, 2007-11
                                                                                                          • Figure 62: Feminine hygiene products used in the last 12 months, 2007-11
                                                                                                        • Light use characterises towel and tampon markets
                                                                                                          • Figure 63: Frequency of using towels each month, 2007-11
                                                                                                          • Figure 64: Frequency of using tampons each month, 2007-11
                                                                                                        • Panty liners buck frequency and age trends
                                                                                                          • Figure 65: Frequency of using panty liners each month, 2007-11
                                                                                                        • Consumers just want normal
                                                                                                          • Figure 66: Type of towels used most often, 2007-11
                                                                                                          • Figure 67: Type of tampons used most often, 2007-11
                                                                                                          • Figure 68: Varieties of tampons used most often, 2008-11
                                                                                                          • Figure 69: Types of panty liners used most often, 2007-11
                                                                                                      • The Consumer – Attitudes towards Buying Sanpro

                                                                                                        • Key points
                                                                                                          • Anatomy shaping the market
                                                                                                            • Figure 70: Sanitary protection and feminine hygiene product usage, January 2012
                                                                                                          • Is freshness surplus to requirement?
                                                                                                            • Chemists have greatest youth appeal to tampon buyers
                                                                                                                • Figure 71: Sanitary protection and feminine hygiene shopping habits, by sanitary protection and feminine hygiene product usage, January 2012
                                                                                                              • Sanitary towels more price-led
                                                                                                                  • Figure 72: Sanitary protection and feminine hygiene shopping habits, by most popular sanitary protection and feminine hygiene product usage, January 2012
                                                                                                                • Brand loyalty more pronounced among hygiene buyers
                                                                                                                  • Figure 73: Sanitary protection and feminine hygiene shopping habits, by next most popular sanitary protection and feminine hygiene product usage, January 2012
                                                                                                                • Panty liners most vulnerable to own-label and value alternatives
                                                                                                                    • Figure 74: Sanitary protection and feminine hygiene shopping habits, by sanitary protection and feminine hygiene product usage, January 2012
                                                                                                                  • Hygiene breeds a small but loyal base
                                                                                                                    • Figure 75: Sanitary protection and feminine hygiene shopping habits, by sanitary protection and feminine hygiene product usage, January 2012
                                                                                                                • The Consumer – Attitudes towards Using Sanitary Protection Products

                                                                                                                  • Key points
                                                                                                                    • Sanitary stockpiling
                                                                                                                      • Figure 76: Attitudes towards sanitary protection products, by most popular sanitary protection and feminine hygiene product usage, January 2012
                                                                                                                      • Figure 77: Attitudes towards sanitary protection products, by next most popular sanitary protection and feminine hygiene product usage, January 2012
                                                                                                                    • Forearmed is more frugal
                                                                                                                      • Young women are the most brand loyal
                                                                                                                        • Price scrutiny more pronounced among towel users
                                                                                                                          • Bulk-buy more suited to non-portables
                                                                                                                            • Panty liners break age and usage barriers
                                                                                                                              • Figure 78: Attitudes towards feminine hygiene products, by most popular sanitary protection and feminine hygiene product usage, January 2012
                                                                                                                            • Brand-loyal youths affected most by menstrual pain
                                                                                                                              • Large margin of error
                                                                                                                                • Own-label – a growing threat?
                                                                                                                                  • The impact of negative health implications
                                                                                                                                    • Still a taboo
                                                                                                                                        • Figure 79: Attitudes towards feminine hygiene products, by next most popular sanitary protection and feminine hygiene product usage, January 2012
                                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                                        • Figure 80: Attitudes towards environmental concerns, by demographics, 2011
                                                                                                                                        • Figure 81: Greenscape clusters, by demographics, 2011
                                                                                                                                        • Figure 82: Agreement with selected lifestyle statements, by demographics, 2011
                                                                                                                                    • Appendix – Competitive Context

                                                                                                                                        • Figure 83: Usage of selected toiletries, by demographics, 2011
                                                                                                                                        • Figure 84: Usage of selected toiletries, by demographics, 2011
                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                        • Figure 85: Best- and worst-case forecast sales of sanitary protection and feminine hygiene products, 2009-16
                                                                                                                                    • Appendix – Brand Research

                                                                                                                                        • Figure 86: Brand usage, March 2012
                                                                                                                                        • Figure 87: Brand commitment, March 2012
                                                                                                                                        • Figure 88: Brand momentum, March 2012
                                                                                                                                        • Figure 89: Brand diversity, March 2012
                                                                                                                                        • Figure 90: Brand satisfaction, March 2012
                                                                                                                                        • Figure 91: Brand recommendation, March 2012
                                                                                                                                        • Figure 92: Brand attitude, March 2012
                                                                                                                                        • Figure 93: Brand image – macro image, March 2012
                                                                                                                                        • Figure 94: Brand image – micro image, March 2012
                                                                                                                                        • Figure 95: Profile of target groups by demographic, March 2012
                                                                                                                                        • Figure 96: Psychographic segmentation by target groups, March 2012
                                                                                                                                        • Figure 97: Brand usage by target group, March 2012
                                                                                                                                      • Brand index
                                                                                                                                        • Figure 98: Brand index, March 2012
                                                                                                                                    • Appendix – The Consumer – Usage and Frequency

                                                                                                                                        • Figure 99: Usage of feminine hygiene products in the last 12 months, by demographics, 2011
                                                                                                                                        • Figure 100: Feminine hygiene products used in the last 12 months, by demographics, 2011
                                                                                                                                        • Figure 101: Frequency of using towels each month, by demographics, 2011
                                                                                                                                        • Figure 102: Frequency of using tampons each month, by demographics, 2011
                                                                                                                                        • Figure 103: Frequency of using panty liners each month, by demographics, 2011
                                                                                                                                    • Appendix – Consumer Attitudes towards Buying Sanitary Protection

                                                                                                                                        • Figure 104: Most popular sanitary protection and feminine hygiene product usage, by demographics, January 2012
                                                                                                                                        • Figure 105: Next most popular sanitary protection and feminine hygiene product usage, by demographics, January 2012
                                                                                                                                        • Figure 106: Tampon shopping habits, by demographics, January 2012
                                                                                                                                        • Figure 107: Sanitary towels shopping habits, by demographics, January 2012
                                                                                                                                        • Figure 108: Sanitary towels shopping habits, by demographics, January 2012
                                                                                                                                        • Figure 109: Panty liner buying habits, by demographics, January 2012
                                                                                                                                    • Appendix – Consumer Attitudes towards Use of Sanitary Protection

                                                                                                                                        • Figure 110: Most popular attitudes towards sanitary protection products, by demographics, January 2012
                                                                                                                                        • Figure 111: Next most popular attitudes towards sanitary protection products, by demographics, January 2012
                                                                                                                                        • Figure 112: Most popular attitudes towards feminine hygiene products, by demographics, January 2012
                                                                                                                                        • Figure 113: Next most popular attitudes towards feminine hygiene products, by demographics, January 2012
                                                                                                                                        • Figure 114: Other attitudes towards feminine hygiene products, by demographics, January 2012

                                                                                                                                    Companies Covered

                                                                                                                                    • Alliance Boots
                                                                                                                                    • Alliance Boots UK Retail
                                                                                                                                    • Bayer AG
                                                                                                                                    • Carter-Wallace
                                                                                                                                    • Church & Dwight UK Ltd
                                                                                                                                    • Combe International Limited
                                                                                                                                    • Electra Partners Europe
                                                                                                                                    • Facebook, Inc.
                                                                                                                                    • GlaxoSmithKline Plc
                                                                                                                                    • Heat Magazine
                                                                                                                                    • Johnson & Johnson
                                                                                                                                    • Johnson & Johnson Ltd
                                                                                                                                    • Kimberly-Clark (UK)
                                                                                                                                    • Prestige Brands Holdings, Inc.
                                                                                                                                    • Procter & Gamble UK & Ireland
                                                                                                                                    • Reckitt Benckiser (UK)
                                                                                                                                    • SCA Hygiene Products UK Ltd
                                                                                                                                    • Svenska Cellulosa Aktiebolaget SCA (publ)

                                                                                                                                    Sanitary Protection Products - UK - May 2012

                                                                                                                                    £1,995.00 (Excl.Tax)