2024
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UK Intimate Hygiene and Sanitary Protection Products Market Report 2024
2024-03-05T18:02:26+00:00
REP5D743FBD_B080_4631_991C_8E320242C569
2195
171233
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Report
en_GB
The category is ready for a refresh: brands can disrupt by reframing incontinence, period and intimate care as part of a personal care routine to tackle stigma. Georgia Stafford,…

UK Intimate Hygiene and Sanitary Protection Products Market Report 2024

£ 2,195 (Excl.Tax)

Report Summary

Stay ahead of the curve and future-proof your business with Mintel’s UK Intimate Hygiene and Sanitary Protection Market Report 2024. Our full report is packed with consumer-led market intelligence, latest feminine hygiene products market research, trends and consumer behaviours affecting your business. Get a 360° view of the feminine hygiene market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • The impact of the rising cost-of-living on the sanitary protection, incontinence and intimate hygiene products market.
  • Consumer usage of intimate hygiene, sanitary protection and incontinence products.
  • Consumer priorities when choosing an intimate hygiene product.
  • The growth of natural and organic products and claims.
  • The impact of stigma-busting efforts in the feminine hygiene products market.

Sanitary Protection Market Overview

The rising cost-of-living crisis’ impact on the intimate hygiene, sanitary protection and incontinence category is noticeable, but not dramatic. Own-label has seen a growth in retail value sales, but the nature of the category means consumers are risk-averse when it comes to trying new products, so place their trust in big brands which they believe make more reliable products than smaller ones.

  • Feminine hygiene products market size: Mintel forecasted that the value of the intimate hygiene products market size will reach £663 million in 2028.

Feminine Hygiene Market Trends, Challenges and Opportunities

Differentiate in a growing eco-sanitary protection market

In 2023, 89% of sanitary protection products NPD carried an eco or ethical claim. As the category becomes more crowded with sustainable and ethical products, brands need to differentiate, especially as eco/ethical brands become easier to find. Brands can highlight the significance of their eco claims on their packaging.

  • Feminine hygiene products market trends: 64% of category buyers would be willing to pay more for products that are better for the environment.

Make incontinence feel like personal care

Big-label brands have used marketing to break the stigma around incontinence. These efforts are paying off as the incontinence products market grew 11.7% in 2023. However, the stigma persists with almost half of category buyers. To welcome new users, brands can make advertising more representative and show incontinence outside of the context of ageing and understand that other health factors can trigger it.

  • Incontinence products market statistics: 46% of incontinence product buyers feel embarrassed about purchasing these products.

Purchase our UK Intimate Hygiene and Sanitary Protection Market Report to receive a five-year forecast, consumer behaviour analysis, and recommendations for market opportunities. Readers of this report may also be interested in our UK Beauty and Personal Care Retailing Market 2024, or our range of Beauty and Personal Care Market Research.

Brands Featured in the Full Report

TENA, Always, Jude, TOTM, &Sisters, Tampax, Lil-lets, Bodyform, Femfresh, Vagisil, Canescool and many more.

Additional Features Included with Your Purchase

  • Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
  • Consumer Confidence Tracker: Our Trackers paint the picture of the economic confidence and major concerns of up to 40 different demographics, tracking changes in attitudes over time.
  • Custom PowerPoints: Incorporate our consumer research data into your own work so you can win over your clients and stakeholders. Select insights from your report to create a custom presentation that is ready to download in minutes.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentations.
  • Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive catalogue of market research reports.

Expert Insights from a BPC Analyst

This report, written by Georgia Stafford, a leading research analyst, delivers in-depth commentary and analysis to highlight trends in the feminine hygiene products market and add expert context to the numbers.

The category is ready for a refresh: brands can disrupt by reframing incontinence, period and intimate care as part of a personal care routine to tackle stigma.

Georgia Stafford

Georgia Stafford
Beauty & Personal Care Analyst

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

    • Opportunities for the intimate hygiene, sanitary protection and incontinence products market
    • Market dynamics and outlook
    • What consumers want and why
    • Graph 1: usage of sanitary protection products, 2022-23
    • Graph 2: interest in intimate hygiene product claims, 2023
    • Graph 3: triggers of incontinence, 2023
    • Graph 4: attitudes towards intimate hygiene, sanitary protection and incontinence products, 2023
    • Innovation and marketing
  2. Market Dynamics

    • Market size
    • Graph 5: retail value sales of intimate hygiene, sanitary protection and incontinence products, 2017-23
    • Market forecast
    • Market segmentation
    • Market share
    • Channels to market
    • Macro-economic factors
    • Graph 6: index of financial confidence in the next year, 2016-23
  3. What Consumers Want and Why

    • Menstruation rates and usage of sanitary protection products
    • Graph 7: menstruation rates, 2022-23
    • Graph 8: usage of sanitary protection products, 2022-23
    • Usage of intimate hygiene products
    • Graph 9: usage of intimate hygiene products, 2022-23
    • Graph 10: female usage of intimate hygiene products, 2023
    • Interest in intimate hygiene product claims
    • Graph 11: interest in intimate hygiene product claims, 2023
    • Experience of and triggers of urinary incontinence
    • Graph 12: NET experience of incontinence, 2023
    • Graph 13: experience of incontinence, 2023
    • Graph 14: usage of incontinence products, by frequency of incontinence experience, 2023
    • Graph 15: triggers of incontinence, 2023
    • Usage of urinary incontinence products
    • Graph 16: NET usage of incontinence products, 2023
    • Graph 17: usage of incontinence products
    • Purchase of sanitary protection, intimate hygiene and urinary incontinence products
    • Graph 18: purchase of sanitary protection, intimate hygiene and urinary incontinence products, 2023
    • Graph 19: agreement that buying these (intimate hygiene, sanitary protection and incontinence) products is embarassing, by product type bought, 2023
    • Graph 20: channels used to purchase sanitary protection, intimate hygiene and incontinence products, 2023
    • Graph 21: interest in using subscription services to buy intimate hygiene, incontinence and sanitary protection products, by purchase method used, 2023
    • Attitudes towards sanitary protection, intimate hygiene and urinary incontinence products
    • Graph 22: attitudes towards intimate hygiene, sanitary protection and incontinence products, 2023
    • Graph 23: attitudes towards intimate hygiene, sanitary protection and incontinence products, 2023
    • Graph 24: agreement that supplements can help support intimate health/hygiene and usage of VMS products in the last 12 months, 2023
    • Graph 25: attitudes towards intimate hygiene, sanitary protection and incontinence products, 2023
    • Graph 26: agreement with the statement “I feel comfortable talking about intimate health/hygiene with my friends/family”, by generation, 2023
  4. Innovation And Marketing Trends

    • Launch activity and innovation
    • Graph 27: launch activity in the sanitary protection, incontinence and intimate hygiene categories, 2020-23
    • Graph 28: launch activity in the sanitary protection category, by sub-category, 2020-23
    • Graph 29: launch activity in the sanitary protection category, by ultimate company, 2023
    • Graph 30: launch activity in the sanitary protection category, by top 10 claims (based on 2023), 2022-23
    • Graph 31: launch activity in the intimate hygiene category, by ultimate company, 2023
    • Graph 32: launch activity in the intimate hygiene category, top 10 claims (based on 2023), 2022-23
    • Graph 33: launch activity in the incontinence category, by ultimate company, 2023
    • Graph 34: launch activity in the incontinence category, by top 10 claims (based on 2023), 2022-23
    • Advertising and marketing activity
    • Graph 35: recorded above-the-line, online display and direct mail advertising expenditure on sanitary protection, intimate hygiene and adult incontinence products, by category, 2020-23
    • Graph 36: recorded above-the-line, online display and direct mail advertising expenditure on adult incontinence products, by brand, 2023
    • Graph 37: recorded above-the-line, online display and direct mail advertising expenditure on sanitary protection products, by brand, 2022
    • Graph 38: recorded above-the-line, online display and direct mail advertising expenditure on intimate hygiene products, by brand, 2023
  5. Brand Research

    • Graph 39: key metrics for select sanitary protection, intimate hygiene and incontinence brands, 2023
    • Graph 40: attitudes towards brands operating in the intimate hygiene and sanitary protection category, 2023
  6. Appendix

    • Supplementary data
    • Market forecast data and methodology
    • Report scope and definitions
    • Methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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