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Feminine Hygiene and Sanitary Protection Products - UK - January 2018

“There is a quiet revolution ongoing in the incontinence products segment. The stigma around incontinence appears to be fading, products are advertised on primetime TV, and brands are creating new designs that are more stylish and sophisticated. As the population ages, incontinence products are only going to go even more mainstream, although for brands to benefit further they need to address the growing needs of men as well as women. In feminine hygiene and sanitary protection, brands are becoming much bolder in their marketing approach, with campaigns that are more positive and realistic.”
– Hera Crossan, Research Analyst

This Report looks at the following areas:

  • Always Discreet disrupts the incontinence segment
  • High brand loyalty for sanitary protection has potential to drive environmental change

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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
                  • Sector shows resilient growth
                    • Figure 1: Best- and worst-case forecast of UK value sales of feminine hygiene, sanitary protection and adult incontinence products, 2012-22
                  • Companies and brands
                    • Vagisil and Canesbalance gain share of feminine hygiene market
                      • Figure 2: Retail value sales of feminine hygiene products, by brand, year ending September 2017
                    • Always loses market share for sanitary protection
                      • Figure 3: Retail value sales of sanitary protection products, by brand, year ending September 2017
                    • Tena the market leader in incontinence products
                      • Figure 4: Retail value sales of adult incontinence products, by brand, year ending September 2017
                    • The consumer
                      • Sanitary pads lead in popularity
                        • Figure 5: Sanitary protection product usage, October 2017
                      • Products for normal flow most popular
                        • Figure 6: Sanitary protection usage for menstruation flow types, by age, October 2017
                      • Environmental concerns come to the fore
                        • Figure 7: Behaviours around sanitary protection products, October 2017
                      • Sanitary protection enjoys high brand loyalty
                        • Feminine hygiene usage on the rise
                          • Figure 8: Usage of feminine hygiene products in the last 12 months, October 2017
                        • A need to raise the profile of feminine hygiene
                          • Figure 9: Attitudes towards feminine hygiene products, October 2017
                        • Incontinence experienced by 42%
                          • Figure 10: Incontinence status by frequency, by age, October 2017
                          • Figure 11: Incontinence status, by volume, by gender, October 2017
                        • Incontinence product sales rise but growth remains untapped
                          • Figure 12: Usage of incontinence products, October 2017
                        • Discretion important for incontinence product buyers
                          • Figure 13: Behaviours around incontinence products, October 2017
                        • What we think
                        • Issues and Insights

                          • Always Discreet disrupts the incontinence segment
                            • The facts
                              • The implications
                                • High brand loyalty for sanitary protection has potential to drive environmental change
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Sector shows resilient growth
                                        • Incontinence products drive value growth
                                          • Supermarkets hold the key
                                            • ‘Tampon tax’ affects prices
                                              • Birth rate drop has mixed results for future sales
                                              • Market Size and Forecast

                                                • Sector shows resilient growth
                                                  • Figure 14: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, at current and constant prices, 2012-22
                                                • Growth set to continue
                                                  • Figure 15: Best- and worst-case forecast of UK value sales of feminine hygiene, sanitary protection and adult incontinence products, 2012-22
                                                • Forecast methodology
                                                • Market Segmentation

                                                  • Incontinence products drive growth
                                                    • Figure 16: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, 2015-17
                                                  • Competitive pricing impacts sanitary protection
                                                    • Feminine hygiene value sales slide
                                                    • Channels to Market

                                                      • Supermarkets hold the key
                                                        • Figure 17: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, by outlet type, 2015-17
                                                        • Figure 18: Tweet showing Tesco in-store signage highlighting coverage of tampon tax, September 2017
                                                    • Market Drivers

                                                      • Ageing population boosts incontinence market
                                                        • Figure 19: Trends in the age structure of the UK population, by gender, 2012-22
                                                      • Birth rate drop has mixed results for future sales
                                                        • Figure 20: Trends in number of live births (thousands), and mean age of mothers at the birth of their child, England and Wales, 2010-16
                                                      • Contraception usage may affect sector
                                                        • Figure 21: Contraceptives prescription items dispensed in the community (England), 2010/11-2016/17
                                                      • Obesity growth to affect incontinence
                                                        • Figure 22: Trends in obese body mass index (bmi), England, women only, 1996-2016
                                                      • ‘Tampon tax’ affects prices
                                                        • Financial confidence still lower than pre-referendum
                                                          • Figure 23: Changes in household finances, January 2015-October 2017
                                                      • Companies and Brands – What You Need to Know

                                                        • Vagisil and Canesbalance gain share of feminine hygiene market
                                                          • Always loses market share for sanitary protection…
                                                            • …but Always Discreet gains in incontinence
                                                              • Tena the market leader in incontinence products
                                                                • New launches focus on discretion for incontinence
                                                                  • Feminine hygiene launch activity decreases
                                                                    • P&G leads the way in new launches
                                                                      • Always and Tampax dominate adspend
                                                                        • Empowering campaigns lead trends
                                                                          • Always Discreet benefits from sanitary protection association
                                                                            • Tampax considered effective and trusted
                                                                            • Market Share

                                                                              • Femfresh sales growth stalls in feminine hygiene segment
                                                                                • Figure 24: Retail value sales of feminine hygiene products, by brand, years ending September, 2015-17
                                                                              • Bodyform sees sustained growth in sanitary protection
                                                                                • Figure 25: Retail value sales of sanitary protection products, by brand, years ending September, 2015-17
                                                                              • Tena remains clear market leader for incontinence products
                                                                                • Figure 26: Retail value sales of adult incontinence products, by brand, years ending September, 2015-17
                                                                            • Launch Activity and Innovation

                                                                              • Incontinence products dominate NPD activity
                                                                                • Figure 27: New product development in the UK feminine hygiene, sanitary protection and adult incontinence market, by product segment, January 2014-November 2017
                                                                                • Figure 28: Examples of discreet and fitted product launches in the adult incontinence protection market, 2017
                                                                                • Figure 29: New product development in the UK feminine hygiene, sanitary protection and adult incontinence market, by launch type, 2016
                                                                              • P&G leads in launch activity
                                                                                • Figure 30: New product development in the UK feminine hygiene, sanitary protection and adult incontinence products market, by ultimate company, January 2016-November 2017
                                                                                • Figure 31: New package designs of Tena Men ranges, December 2017
                                                                              • Adult incontinence products
                                                                                • Own-label products follow discreet trend
                                                                                  • Figure 32: New product development in the UK adult incontinence market, branded versus own-label, January 2014-November 2016
                                                                                  • Figure 33: Examples of own-label product launches in the adult incontinence protection market, 2016-17
                                                                                • Odour neutralising claims key
                                                                                  • Figure 34: Top five claims in the UK adult incontinence protection market, 2016
                                                                                • Feminine hygiene
                                                                                  • Launch activity slows
                                                                                    • Figure 35: Examples of new product launches in the feminine hygiene market, 2016-17
                                                                                  • Wilko moves into intimate deodorants
                                                                                    • Figure 36: New product development in the UK female hygiene market, branded versus own-label, January 2014-November 2017
                                                                                    • Figure 37: Examples of own-label product launches in the feminine hygiene market, 2016-17
                                                                                  • New varieties gain momentum
                                                                                    • Figure 38: Examples of new varieties/range extensions in the feminine hygiene market, 2016
                                                                                  • Brands emphasise being gentle on skin
                                                                                    • Figure 39: Top five claims in the UK feminine hygiene market, 2016
                                                                                  • Sanitary protection products
                                                                                    • NPD in sanitary protection focuses on packaging design
                                                                                      • Figure 40: Examples of new product launches in the sanitary protection market, 2016-17
                                                                                    • Own-label packaging catches up with market leaders
                                                                                      • Figure 41: New product development in the UK sanitary protection market, branded versus own-label, January 2014-November 2017
                                                                                      • Figure 42: Examples of own-label product launches in the female sanitary protection market, 2016-17
                                                                                    • Always and Kotex try new approaches
                                                                                      • Figure 43: Examples of new packaging launches in the sanitary protection market, 2016-17
                                                                                    • Environmental claims key
                                                                                      • Figure 44: Top five claims in the UK sanitary protection market, 2016
                                                                                      • Figure 45: Examples of ‘natural’ product launches in the sanitary protection market, 2017
                                                                                  • Advertising and Marketing Activity

                                                                                    • Advertising spend sees a rise
                                                                                      • Figure 46: Total above-the line, online display and direct mail advertising expenditure on sanitary protection, feminine hygiene and adult incontinence products, by category, January 2014-November 2017
                                                                                    • P&G dominates adspend
                                                                                      • Figure 47: Recorded above-the-line, online display and direct mail total advertising expenditure on feminine hygiene, sanitary protection and incontinence products, by leading companies (based on 2017), January 2014-November 2017
                                                                                    • TV still the focus
                                                                                      • Figure 48: Recorded above-the-line, online display and direct mail total advertising expenditure on the feminine hygiene, sanitary protection and adult incontinence market, by media type, January 2014-November 2017
                                                                                      • Figure 49: Always Discreet TV commercial, December 2017
                                                                                    • Empowering campaigns around menstruation grow
                                                                                      • Figure 50: Always: #LikeAGirl – Keep Going campaign, August 2017
                                                                                      • Figure 51: Bodyform #BloodNormal campaign, October 2017
                                                                                      • Figure 52: U by Kotex FITNESS tampon campaign, October 2017
                                                                                    • Nielsen Ad Intel coverage
                                                                                    • Brand Research

                                                                                        • Brand map
                                                                                          • Figure 53: Attitudes towards and usage of selected brands, November 2017
                                                                                        • Key brand metrics
                                                                                          • Figure 54: Key metrics for selected brands, November 2017
                                                                                        • Brand attitudes: Tampax leads the way
                                                                                          • Figure 55: Attitudes, by brand, November 2017
                                                                                        • Brand personality: Depend suffers image problem
                                                                                          • Figure 56: Brand personality – Macro image, November 2017
                                                                                        • Canesfresh seen as expert
                                                                                          • Figure 57: Brand personality – Micro image, November 2017
                                                                                        • Brand analysis
                                                                                          • Canesfresh a recommended expert
                                                                                            • Figure 58: User profile of Canesfresh, November 2017
                                                                                          • Always Discreet benefits from sanitary protection association
                                                                                            • Figure 59: User profile of Always Discreet, November 2017
                                                                                          • Tampax considered effective and trusted
                                                                                            • Figure 60: User profile of Tampax, November 2017
                                                                                          • Carefree struggles to gain users
                                                                                            • Figure 61: User profile of Carefree, November 2017
                                                                                          • Depend in need of image refresh
                                                                                            • Figure 62: User profile of Depend, November 2017
                                                                                        • The Consumer – What You Need to Know

                                                                                          • Sanitary pads lead in popularity
                                                                                            • Disposable sanitary protection most sought
                                                                                              • Environmental concerns come to the fore
                                                                                                • Sanitary protection enjoys high brand loyalty
                                                                                                  • Feminine hygiene usage on the rise
                                                                                                    • A need to raise the profile of feminine hygiene
                                                                                                      • Incontinence experienced by 42%
                                                                                                        • Discretion important for incontinence product buyers
                                                                                                        • Menstruation Status

                                                                                                          • 83% of women of menstruating age had periods in last year
                                                                                                            • Figure 63: Menstruation status in the last 12 months, by age, October 2017
                                                                                                        • Usage of Sanitary Protection Products

                                                                                                          • Sanitary pads more popular than tampons
                                                                                                            • Figure 64: Sanitary protection product usage, October 2017
                                                                                                          • Disposable products dominate
                                                                                                            • Normal flow products most popular
                                                                                                              • Figure 65: Sanitary protection usage for menstruation flow types, by age, October 2017
                                                                                                          • Behaviours around Sanitary Protection Products

                                                                                                            • Individually wrapped products may raise environmental concerns
                                                                                                              • Figure 66: Behaviours around sanitary protection products, October 2017
                                                                                                            • The potential of reusable protection
                                                                                                              • 67% stick to the same brand
                                                                                                              • Usage of Feminine Hygiene Products

                                                                                                                • Panty liners an all rounder
                                                                                                                  • Figure 67: Usage of feminine hygiene products in the last 12 months, October 2017
                                                                                                                • Feminine hygiene usage increases
                                                                                                                  • Figure 68: Usage of feminine hygiene products in the last 12 months, October 2015 and October 2017
                                                                                                              • Attitudes towards Feminine Hygiene Products

                                                                                                                • Discretion still the key
                                                                                                                  • Figure 69: Attitudes towards feminine hygiene products, October 2017
                                                                                                                • Raising the profile of feminine hygiene amongst younger women
                                                                                                                • Incontinence Status by Frequency and Volume

                                                                                                                  • Incontinence becoming an everyday issue
                                                                                                                    • Figure 70: Incontinence status by frequency, by age, October 2017
                                                                                                                  • Dedicated products losing out to panty liners
                                                                                                                    • Figure 71: Incontinence status, by volume, by gender, October 2017
                                                                                                                  • Incontinence drives stress
                                                                                                                    • Figure 72: Stress levels caused by incontinence, October 2017
                                                                                                                • Incontinence Product Usage

                                                                                                                  • Sales rise but growth remains untapped
                                                                                                                    • Figure 73: Usage of incontinence products, October 2017
                                                                                                                  • Sanitary protection dampens potential for incontinence products
                                                                                                                  • Behaviours around Incontinence Products

                                                                                                                    • Women prefer discreet products
                                                                                                                      • Figure 74: Behaviours around incontinence products, October 2017
                                                                                                                    • More innovation for men needed
                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                        • Abbreviations
                                                                                                                          • Consumer research methodology
                                                                                                                            • Forecast methodology
                                                                                                                            • Appendix – Companies and Brands

                                                                                                                                • Figure 75: New product development in the UK feminine hygiene market, by launch type, January 2014-November 2017
                                                                                                                                • Figure 76: New product development in the UK sanitary protection market, by launch type, January 2014-November 2017
                                                                                                                                • Figure 77: New product development in the UK adult incontinence market, by launch type, January 2014-November 2017
                                                                                                                                • Figure 78: Recorded above-the-line, online display and direct mail total advertising expenditure on feminine hygiene market, by media type, January 2014-November 2017
                                                                                                                                • Figure 79: Recorded above-the-line, online display and direct mail total advertising expenditure on sanitary protection market, by media type, January 2014-November 2017
                                                                                                                                • Figure 80: Recorded above-the-line, online display and direct mail total advertising expenditure on adult incontinence market, by media type, January 2014-November 2017

                                                                                                                            Feminine Hygiene and Sanitary Protection Products - UK - January 2018

                                                                                                                            US $2,693.85 (Excl.Tax)