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Description

Description

Covered in this report

The feminine hygiene, sanitary protection and incontinence category grew by 1.6% to £490 million in 2019, propped up by strong growth stemming from the incontinence segment, whilst sanitary protection continued its decline. The incontinence segment is benefiting from the ageing population as well as an increase in stigma-tackling campaigns which are giving rise to greater usage and spend. The feminine hygiene category has further bolstered growth, with NPD in beauty-related feminine hygiene revamping the category and re-igniting interest.

“The feminine hygiene and sanitary protection category has been steadily growing in recent years, bolstered by strong sales in the incontinence sector and a beauty revamp of the feminine hygiene sector. The sanitary protection sector, however, is dampening growth; signalling that brands must do more to respond to growing environmental concerns. Indeed women show increased usage of reusable options in 2019, highlighting a behavioural shift in the category.”

- Emilia Greenslade, Junior Research Analyst

This report will look at the following areas:

  • The eco trend is growing
  • Feminine hygiene sees stronger link to beauty
  • Stigma is the biggest threat for incontinence brands

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Feminine hygiene products
          • Adult incontinence
            • Excluded
            • Executive Summary

                • The market
                  • Market value increases in 2019
                    • Figure 1: Best- and worst-case forecast of UK value sales of feminine hygiene, sanitary protection and adult incontinence products, 2014-24
                  • Companies and brands
                    • P&G brands lead sanitary protection sales
                      • Figure 2: Retail value sales of sanitary protection products, by brand, December 2019
                    • Femfresh accounts for half of feminine hygiene sales
                      • Figure 3: Retail value sales of feminine hygiene products, by brand, December 2019
                    • Tena dominates incontinence market
                      • Figure 4: Retail value sales of adult incontinence products, by brand, December 2019
                    • The consumer
                      • Menstruation status remains unchanged
                        • Figure 5: Menstruation status in the last 12 months, by age, 2017-19
                      • Use of eco-friendly sanitary protection is on the rise
                        • Figure 6: Usage of sanitary protection products in the last 12 months, 2018 and 2019
                      • Price is key in purchasing sanitary protection
                        • Figure 7: Behaviours related to purchase of sanitary protection products in the last 12 months, November 2019
                      • Feminine hygiene usage remains unchanged
                        • Figure 8: Usage of feminine hygiene products in the last 12 months, 2018 and 2019
                      • Target menstrual cycles and menopause in feminine hygiene
                        • Figure 9: Reasons for using feminine hygiene products, November 2019
                      • Make feminine hygiene a normal part of bath/shower routines
                        • Figure 10: Usage occasions of feminine hygiene products, November 2019
                      • Women are most likely to experience incontinence
                        • Figure 11: Frequency of experiencing incontinence, 2018 and 2019
                      • Normalise incontinence products
                        • Figure 12: Usage of adult incontinence products, 2018 and 2019
                      • Stigma stops men shopping in-store
                        • Figure 13: Places of purchase of adult incontinence products, by gender, November 2019
                      • What we think
                      • Issues and Insights

                        • The eco trend is growing
                          • The facts
                            • The implications
                              • Feminine hygiene sees stronger link to beauty
                                • The facts
                                  • The implications
                                    • Stigma is the biggest threat for incontinence brands
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Incontinence drives total market value up
                                            • Eco and safety concerns drive fall in sanitary protection
                                              • Convenience of supermarkets appeals
                                                • Ageing population to lead to rise in incontinence
                                                  • Tackling the stigma
                                                    • Environmenstrual action is required for future growth
                                                    • Market Size and Forecast

                                                      • Market value strengthens
                                                        • Figure 14: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, at current and constant prices, 2014-24
                                                      • Gradual growth ahead
                                                        • Figure 15: Best- and worst-case forecast of UK value sales of feminine hygiene, sanitary protection and adult incontinence products, 2014-24
                                                      • Forecast methodology
                                                      • Market Segmentation

                                                        • Environmental and safety concerns impact sanitary protection
                                                          • Figure 16: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, 2018 and 2019
                                                        • Tackling stigma with incontinence boosts segment
                                                          • Brands benefit from interest in beauty-related feminine hygiene
                                                          • Channels to Market

                                                            • Convenience of supermarkets appeals
                                                              • Figure 17: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, by outlet type, 2018 and 2019
                                                            • Drugstores benefit from feminine hygiene sales
                                                              • Chemists’ expertise and advice attract customers
                                                                • Stigma drives sales online
                                                                • Market Drivers

                                                                  • Ageing population means more incontinence sufferers
                                                                    • Figure 18: Trends in the age structure of the UK population, by gender, 2014-24
                                                                  • Target teens with trend-led NPD
                                                                    • Figure 19: Lil-Lets Teen Starter Pack, 2018
                                                                  • Oral contraception is falling
                                                                    • Figure 20: Contraceptive prescription items dispensed in the community (England), 2016-18
                                                                  • Rising obesity may affect menstruation and incontinence
                                                                    • Figure 21: Trends in BMI, England, 1995-2018
                                                                  • Fewer pregnancies to impact category
                                                                    • Figure 22: Total fertility rate, England and Wales, 2008-18
                                                                  • Tackling the stigma
                                                                    • Taking environmenstrual action
                                                                      • Explore sustainability in incontinence segment
                                                                      • Companies and Brands – What You Need to Know

                                                                        • P&G brands lead sanitary protection sales
                                                                          • Tena dominates incontinence market
                                                                            • NPD rises, focus shifts back to sanitary protection
                                                                              • Feminine hygiene turns to beauty
                                                                                • Total advertising spend declines
                                                                                  • Bodyform launches taboo-tackling ‘Viva La Vulva’
                                                                                    • Always Discreet is a highly trusted brand
                                                                                    • Market Share

                                                                                      • P&G brands dominate the sanitary protection category
                                                                                        • Figure 23: Retail value sales of sanitary protection products, by brand, years ending December 2018 and 2019
                                                                                      • Tampax loses out to smaller brands
                                                                                        • Lil-Lets and Yoni benefit from organic launches
                                                                                          • Carefree’s youthful image is unappealing to older women
                                                                                            • Femfresh leads in feminine hygiene segment
                                                                                              • Figure 24: Retail value sales of feminine hygiene, by brand, years ending December 2018 and 2019
                                                                                            • Widening focus on vaginal health benefits medical feminine hygiene
                                                                                              • Others sees sales rise from beauty positioning
                                                                                                • Tena captures majority of incontinence market
                                                                                                  • Figure 25: Retail value sales of incontinence products, by brand, years ending December 2018 and 2019
                                                                                                • Always Discreet spies opportunities in incontinence segment
                                                                                                  • Competition rises from own-label brands
                                                                                                  • Launch Activity and Innovation

                                                                                                    • Sanitary pads regain focus
                                                                                                      • Figure 26: New product development in the UK feminine hygiene, sanitary protection and adult incontinence market, by product segment, 2016-19
                                                                                                      • Figure 27: Examples of NPD in organic sanitary towels, panty liners and tampons, 2019
                                                                                                    • Feminine hygiene incorporates natural ingredients
                                                                                                      • Figure 28: Vagisan intimate wash lotion, 2019
                                                                                                      • Figure 29: New product development in the UK feminine hygiene, sanitary protection and adult incontinence market, by launch type, 2016-19
                                                                                                    • Feminine hygiene blurs the lines
                                                                                                      • Figure 30: OrganiCup OrganiWash intimate wash for body and menstrual cup, 2019
                                                                                                    • Tapping into menopausal beauty trends
                                                                                                      • Figure 31: Examples of new products in feminine hygiene designed for the menopause, 2019
                                                                                                    • Fun packaging will engage teens
                                                                                                      • Figure 32: Flo regular and super organic cotton tampons, 2019
                                                                                                    • NPD in sanitary protection sees addition of mega pack claims
                                                                                                      • Figure 33: Examples of sanitary protection products relaunch and new packaging launches with larger size pack claims, 2019
                                                                                                    • P&G sees rise in organics
                                                                                                      • Figure 34: Tampax Compak Pearl new packaging, 2019
                                                                                                      • Figure 35: New product development in the UK feminine hygiene, sanitary protection and adult incontinence products market, by ultimate company, 2019
                                                                                                    • Essity-owned Bodyform targets sensitive skin
                                                                                                      • Figure 36: Examples of Essity Bodyform PureSensitive new product launches, 2019
                                                                                                    • Tena NPD brings luxury to incontinence underwear
                                                                                                      • Figure 37: Essity Tena relaunch and range extension, 2019
                                                                                                    • Private label appeals to the price-conscious consumer
                                                                                                      • Tesco focuses NPD on maternity
                                                                                                        • Figure 38: Examples of Tesco NPD in sanitary protection, 2019
                                                                                                      • Own-label taps into eco trends
                                                                                                        • Figure 39: Aldi Lunex tampons with biodegradable applicator, 2019
                                                                                                      • Boots targets men with post-urination dribble
                                                                                                        • Figure 40: Boots Staydry Light Men Shields, 2019
                                                                                                      • Sustainability is a hot topic in sanitary protection
                                                                                                        • Figure 41: Fastest-growing claims in the UK sanitary protection market, 2018-19
                                                                                                        • Figure 42: Examples of relaunches and repackaging featuring sustainability certifications, 2019
                                                                                                      • Charitable giving is gaining traction
                                                                                                        • Figure 43: Examples of NPD in sanitary protection with sustainability claims, 2019
                                                                                                      • Feminine hygiene’s growing link to beauty
                                                                                                        • Figure 44: Vagisil pH Balance Intimate Wash, 2019
                                                                                                        • Figure 45: Fastest-growing claims in the UK feminine hygiene market, 2018-19
                                                                                                      • Biodegradable claims can re-ignite interest in feminine hygiene wipes
                                                                                                        • Figure 46: Examples of NPD in feminine hygiene wipes, 2019
                                                                                                      • Incontinence brands lack sustainability edge
                                                                                                        • Figure 47: Fastest-growing claims in the UK incontinence market, 2018-19
                                                                                                        • Figure 48: Natracare Day & Light pads for a sensitive bladder, 2019
                                                                                                      • Risk of leak and odour remain prominent incontinence issues
                                                                                                        • Figure 49: Incontinence product examples featuring absorption and odour control claims, 2019
                                                                                                    • Advertising and Marketing Activity

                                                                                                      • Total advertising spend declines
                                                                                                        • Figure 50: Recorded above-the-line, online display and direct mail advertising expenditure on feminine hygiene, sanitary protection and adult incontinence products, by media type, 2016-19
                                                                                                      • Bodyform’s TV ad ‘Viva La Vulva’ tackles taboos
                                                                                                        • Figure 51: Bodyform Viva La Vulva campaign, 2019
                                                                                                      • Sanitary protection brands scale back advertising spend
                                                                                                        • Figure 52: Recorded above-the-line, online display and direct mail advertising expenditure on sanitary protection, feminine hygiene and adult incontinence products, by category. 2016-19
                                                                                                      • Femfresh encourages daily use of feminine hygiene
                                                                                                        • Feminine hygiene looks to break the stigma too
                                                                                                          • P&G’s Always Discreet breaks the silence on female incontinence
                                                                                                            • Figure 53: Recorded above-the-line, online display and direct mail total advertising on feminine hygiene, sanitary protection and incontinence products, by leading companies (by 2019), 2017-19
                                                                                                          • Tena promotes self-confidence for incontinence sufferers
                                                                                                            • Lack of brands speaking out on men’s incontinence
                                                                                                              • Nielsen Ad Intel coverage
                                                                                                              • Brand Research

                                                                                                                  • Brand map
                                                                                                                    • Figure 54: Attitudes towards and usage of selected brands, January 2020
                                                                                                                  • Key brand metrics
                                                                                                                    • Figure 55: Key metrics for selected brands, January 2020
                                                                                                                  • Brand attitudes: Always and Tampax have high trust
                                                                                                                    • Figure 56: Attitudes, by brand, January 2020
                                                                                                                  • Brand personality: Replens is seen as the most fun
                                                                                                                    • Figure 57: Brand personality – macro image, January 2020
                                                                                                                  • Depend perceived as basic
                                                                                                                    • Figure 58: Brand personality – micro image, January 2020
                                                                                                                  • Brand analysis
                                                                                                                    • Always Discreet is the most trusted brand
                                                                                                                      • Figure 59: User profile of Always Discreet, January 2020
                                                                                                                    • Tampax has highest brand awareness
                                                                                                                      • Figure 60: User profile of Tampax, January 2020
                                                                                                                    • Replens perceived as a health and wellbeing brand
                                                                                                                      • Figure 61: User profile of Replens, January 2020
                                                                                                                    • Natracare benefits from natural perception
                                                                                                                      • Figure 62: User profile of Natracare, January 2020
                                                                                                                    • Consumer awareness of Depend is low
                                                                                                                      • Figure 63: User profile of Depend, January 2020
                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                    • Eco-friendly sanitary protection is on the rise
                                                                                                                      • Price is key in purchasing sanitary protection
                                                                                                                        • Feminine hygiene attracts greater spend
                                                                                                                          • Target menstrual cycles and menopause in feminine hygiene
                                                                                                                            • Women are most likely to experience incontinence
                                                                                                                              • Stigma stops men shopping in-store
                                                                                                                              • Menstruation Status

                                                                                                                                • Menstruation status remains unchanged
                                                                                                                                  • Figure 64: Menstruation status in the last 12 months, by age, 2017-19
                                                                                                                              • Usage of Sanitary Protection Products

                                                                                                                                • Organic tampons tap into safety concerns
                                                                                                                                  • Figure 65: Usage of sanitary protection products in the last 12 months, 2018 and 2019
                                                                                                                                • Eco trends give rise to use of reusable alternatives
                                                                                                                                  • Figure 66: Usage of reusable sanitary protection products, by all and 25-34 year olds, November 2019
                                                                                                                                • Organic is convenient and can be eco-friendly
                                                                                                                                  • Pre-menopause offers opportunities for panty liners and pads
                                                                                                                                    • Figure 67: Cottons pre-menopause pads with wings, 2019
                                                                                                                                    • Figure 68: Usage of panty liners, by age, November 2019
                                                                                                                                  • Offer multipacks of panty liners and tampons
                                                                                                                                    • Bring on-trend CBD into sanitary protection
                                                                                                                                    • Behaviours around Buying Sanitary Protection Products

                                                                                                                                      • Price drives purchase
                                                                                                                                        • Figure 69: Behaviours related to purchase of sanitary protection products in the last 12 months, November 2019
                                                                                                                                      • Highlight a value-for-money positioning
                                                                                                                                        • Mixed BPC subscription boxes could appeal
                                                                                                                                        • Usage of Feminine Hygiene Products

                                                                                                                                          • Feminine hygiene sees increased spend
                                                                                                                                            • Figure 70: Usage of feminine hygiene products in the last 12 months, 2018 and 2019
                                                                                                                                          • Eco trends may impact feminine wipes
                                                                                                                                            • Feminine hygiene can tap into wellbeing trends
                                                                                                                                            • Reasons for Using Feminine Hygiene Products

                                                                                                                                              • Masking odour is important
                                                                                                                                                • Figure 71: Reasons for using feminine hygiene products, November 2019
                                                                                                                                              • Target menstrual cycle stages and menopause
                                                                                                                                                • Natural positioning perceived as safer
                                                                                                                                                  • Appeal to skin sensitivity
                                                                                                                                                  • Usage Occasions of Feminine Hygiene Products

                                                                                                                                                    • Incorporate feminine hygiene into shower/bath routines
                                                                                                                                                      • Figure 72: Usage occasions of feminine hygiene products, November 2019
                                                                                                                                                    • Design products for on the go
                                                                                                                                                      • Products with a specialised focus can stand out
                                                                                                                                                      • Adult Incontinence Status

                                                                                                                                                        • Experience of incontinence remains unchanged
                                                                                                                                                          • Figure 73: Frequency of experiencing incontinence, 2018 and 2019
                                                                                                                                                        • Women are most likely to experience incontinence
                                                                                                                                                          • Figure 74: Frequency of experiencing incontinence, by gender, November 2019
                                                                                                                                                        • Target women post-pregnancy
                                                                                                                                                          • Target men experiencing post-urination dribble
                                                                                                                                                          • Usage of Adult Incontinence Products

                                                                                                                                                            • Usage of incontinence products jumps
                                                                                                                                                              • Figure 75: Usage of adult incontinence products, 2018 and 2019
                                                                                                                                                            • Tap into eco-friendly trends
                                                                                                                                                              • Normalise incontinence products
                                                                                                                                                                • Figure 76: Usage of adult incontinence, by gender, November 2019
                                                                                                                                                              • Men show interest in small discreet pads
                                                                                                                                                              • Places of Purchase of Adult Incontinence Products

                                                                                                                                                                • Supermarkets are preferred channel
                                                                                                                                                                  • Figure 77: Places of purchase of adult incontinence products, November 2019
                                                                                                                                                                • In-store trumps online for women
                                                                                                                                                                  • Figure 78: Places of purchase of adult incontinence products, by gender, November 2019
                                                                                                                                                                • Embarrassment prevents men shopping in-store
                                                                                                                                                                  • Figure 79: Places of purchase of adult incontinence products, online vs in-store, by gender, November 2019
                                                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                  • Abbreviations
                                                                                                                                                                    • Consumer research methodology
                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                        • Figure 80: Best- and worst-case forecast of UK value sales of sanitary protection products, 2014-24
                                                                                                                                                                        • Figure 81: Best- and worst-case forecast of UK value sales of feminine hygiene products, 2014-24
                                                                                                                                                                        • Figure 82: Best- and worst-case forecast of UK value sales of incontinence products, 2014-24
                                                                                                                                                                      • Forecast methodology

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