2021
9
UK Feminine Hygiene and Sanitary Protection Products Market Report 2021
2021-07-10T04:58:25+01:00
OX1042507
2600
140186
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Report
en_GB
“Value growth in the category came to a halt in 2020. Whilst the incontinence segment has fuelled growth in recent years, this growth was dampened in 2020, impacted by reduced…

UK Feminine Hygiene and Sanitary Protection Products Market Report 2021

 2,600 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Intimate Hygiene and Sanitary Protection market, including the behaviours, preferences and habits of the consumer.

Overall the intimate hygiene and sanitary protection market struggled under the COVID-19 pandemic. With people spending more time at home and away from social circles, irregular users of incontinence products dropped their usage due to their close proximity to their home toilet. Similarly, a drop in sexual activity and lack of socialisation has also caused other intimate hygiene product usage to drop, with the overall market value declining by 5.9% to £23.8 million.

The intimate hygiene market is mainly price-driven, with sales from grocery stores capturing 74% of value sales. However, with the sudden shift to online shopping for many retailers, store-based brands could potentially look into expanding their online offerings and subscription services. The pandemic has also seen a change towards more widely available and comfortable products, especially disposable pads with wings.

While sustainability concerns dropped during the pandemic, as restrictions lift this concern is going to increase thanks to more public awareness of environmental issues. One potential market opportunity could be in increasing availability of and innovating new reusable incontinence underwear, bio-degradable pads, and water soluble packaging.

Read on to discover more details or take a look at all of our UK Health and UK Beauty market research.

Quickly understand

  • The impact of COVID-19 on intimate hygiene, sanitary protection and incontinence products.
  • How the category will fare post-COVID-19.
  • The value of individual segments and brand performance in 2020.
  • Launch activity and innovation in intimate hygiene, sanitary protection and incontinence products.
  • Menstruation/incontinence rates and product usage behaviours.
  • Claims sought in intimate hygiene products and products used.
  • Attitudes towards incontinence products and growth opportunities.

Covered in this report

Sanitary Products: Disposable sanitary pads, panty liners, disposable tampons, reusable sanitary pads, menstrual cups, reusable menstrual underwear, reusable tampons.

Intimate Hygiene Products: Feminine wipes, feminine washes, intimate deodorant, vaginal moisturiser.

Adult Incontinence: Bladder leakage pads, bladder leakage briefs, menstrual flow pads, incontinence pessary.

Contraceptive Items: IU devices, implants, injectable contraceptive, oral contraceptives, progestogen-only, contraceptive patch, cap/diaphragm, vaginal ring, spermicides, emergency hormonal contraception

Brands: Always, Tampax, Bodyform, Lil-Lets, Carefree, Kotex, own-label, Femfresh, Balance Activ, Natracare, Yoni, Canestest, TENA, iD, Depend, Lily, Alvita, Attends.

Expert analysis from a specialist in the field

Written by Emilia Greenslade, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Value growth in the category came to a halt in 2020. Whilst the incontinence segment has fuelled growth in recent years, this growth was dampened in 2020, impacted by reduced product usage amongst rare incontinence sufferers. Usage frequency of intimate hygiene declined too, as it became a lower priority with fewer social occasions and reduced sexual activity. Sanitary protection continued to be impacted by savvy shopping behaviours, as well as a shift to disposable winged pads in 2020 as consumers prioritised comfort. However, there are opportunities to add value to the category, by tapping into sustainability and wellbeing trends, alongside the expansion of premium ranges.

Emilia Greenslade
Research Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
    • Sanitary protection products
    • Intimate hygiene products
    • Adult incontinence products
    • Excluded
  2. Executive Summary

    • Impact of COVID-19 on intimate hygiene and sanitary protection
      • Figure 1: Short, medium and long-term impact of COVID-19 on intimate hygiene, sanitary protection and incontinence products, 13 February 2021
    • The market
    • COVID-19 created new challenges
      • Figure 2: UK retail value sales forecast of intimate hygiene, sanitary protection and adult incontinence products, 2015-25 (prepared on 1 February 2021)
    • Online gained importance in 2020
    • Companies and brands
    • Product availability and eco/organic claims drive growth
      • Figure 3: UK retail value sales of sanitary protection products, by brand, year ending November 2020
    • Fun Femfresh appeals for at-home use
      • Figure 4: UK retail value sales of intimate hygiene, by brand, year ending November 2020
    • Reusable incontinence underwear could be an area for exploration
      • Figure 5: UK retail value sales of incontinence products, by brand, year ending November 2020
    • The consumer
    • The proportion of menstruating 45-50s declines
      • Figure 6: Menstruation status in the last 12 months, by age, October 2018, November 2019 and October 2020
    • Sustainability trend on pause for at-home comfort
      • Figure 7: Usage of sanitary protection products in the last 12 months, October 2020
    • Improve the online experience to cater for new shoppers
      • Figure 8: Behaviours relating to the purchase of sanitary protection products, October 2020
    • Position intimate hygiene for wellness to encourage usage
      • Figure 9: Usage of intimate hygiene products in the last 12 months, October 2020
    • Skin health will be a focus in intimate hygiene
      • Figure 10: Most important claims sought when selecting intimate hygiene products, October 2020
    • Incontinence rates show little change in 2020
      • Figure 11: Frequency of experiencing incontinence in the last 12 months, October 2018, November 2019 and October 2020
    • Usage of specialised incontinence products declines
      • Figure 12: Usage of adult incontinence products in the last 12 months, October 2020
    • Brands can better serve male incontinence sufferers
      • Figure 13: Attitudes towards adult incontinence products, October 2020
  3. Issues and Insights

    • Wellness positioning could aid intimate hygiene sales amidst COVID-19
    • Tackle the usage barriers around eco/ethical sanitary protection
    • Diversify the range of incontinence products
  4. The Market – Key Takeaways

    • COVID-19 relaxed usage behaviours, impacting spend
    • Store-based retailers face rising competition
    • Future-proof sanitary protection by strengthening youth appeal
  5. Market Size and Forecast

    • COVID-19 impacts usage behaviours
      • Figure 14: Short, medium and long-term impact of COVID-19 on intimate hygiene, sanitary protection and incontinence products, 13 February 2021
    • Category growth stagnates as a result of relaxed habits
      • Figure 15: UK retail value sales of intimate hygiene, sanitary protection and adult incontinence products, 2015-25 (prepared on 1 February 2021)
    • 2021 outlook will imitate 2020, but the future looks positive
      • Figure 16: UK retail value sales forecast of intimate hygiene, sanitary protection and adult incontinence products, 2015-25 (prepared on 1 February 2021)
    • Market drivers and assumptions
      • Figure 17: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 21 January 2021)
    • Savvy shopping behaviours are ingrained
      • Figure 18: UK retail value sales of intimate hygiene, sanitary protection and incontinence products, 2014-20
    • Forecast methodology
  6. Market Segmentation

    • Comfort becomes a priority in sanitary protection
      • Figure 19: UK retail value sales of intimate hygiene, sanitary protection and adult incontinence products, by segment, 2019 and 2020
    • Shifting perceptions benefit the incontinence segment
    • Intimate hygiene is less of a priority amidst COVID-19
  7. Channels to Market

    • Multiple grocers benefit from being a one-stop shop
      • Figure 20: UK retail value sales of intimate hygiene, sanitary protection and adult incontinence products, by retail channel, 2019 and 2020
    • Discounters entice the cost-conscious
    • Personalised and sustainable services could drive drugstore footfall
    • Online improvements will resonate now more than ever
  8. Market Drivers

    • Financial confidence dips in light of COVID-19
      • Figure 21: Trends in current financial situation compared with a year ago, January 2020 and January 2021
    • Scrapping the ‘tampon tax’ could encourage trading up behaviours
    • Ageing population to drive incontinence rates
      • Figure 22: Trends in the age structure of the UK population, by gender, 2015-25
    • Competition in sanitary protection for 10-19s will intensify
    • Declining birth rate could impact menstruation rates
      • Figure 23: Trends in number of live births (thousands) and mean age of mothers at birth of their child, England and Wales, 2009-19
    • Fall in contraception use presents brand partnership opportunities
      • Figure 24: Contraceptive prescription items dispensed in the community (England), 2017-19
    • Healthy lifestyles present opportunities for activewear reusable ranges
      • Figure 25: Adults’ body mass index (BMI), 1995-2019
    • Sustainability remains important despite COVID-19 disruption
      • Figure 26: Change in eco-friendly BPC purchasing, November 2019
    • The natural/organic trend gains momentum
      • Figure 27: Changes in natural and organic BPC purchasing, November 2019
  9. Companies and Brands – Key Takeaways

    • Sanitary protection turns attention to eco/organic NPD
    • Intimate hygiene focuses on intimate wellbeing
    • Taboo-tackling efforts in incontinence segment continue to trend
  10. Market Share

    • Accessible and organic sanitary protection outperforms
      • Figure 28: UK retail value sales of sanitary protection products, by brand, years ending November 2019 and November 2020
    • Femfresh’s fun positioning appeals to at-home usage
      • Figure 29: Retail value sales of intimate hygiene, by brand, years ending November 2019 and November 2020
    • TENA faces competition from Always Discreet and own-label brands
      • Figure 30: Retail value sales of incontinence products, by brand, years ending November 2019 and November 2020
  11. Launch Activity and Innovation

    • Eco/organic sanitary protection takes the spotlight
      • Figure 31: New product development in the UK intimate hygiene, sanitary protection and adult incontinence market, by product segment, 2017-20
      • Figure 32: Examples of NPD in sanitary protection products, 2020
      • Figure 33: Bodyform washable period pants, 2021
    • Innovate in men’s incontinence ranges
      • Figure 34: New product development in the UK intimate hygiene, sanitary protection and adult incontinence market, by launch type, 2017-20
      • Figure 35: TENA Men, Super Absorbent Protector, 2020
    • Encourage experimentation with product samples
      • Figure 36: Products launched in the sanitary protection segment with promotional claims, 2020
    • P&G innovates in naturalness, sustainability and discretion
      • Figure 37: New product development in the UK intimate hygiene, sanitary protection and adult incontinence products market, by ultimate company, 2020
      • Figure 38: Tampax Compak Pearl Super Tampons, 2020
    • Essity redesigns Bodyform highlighting skincare claims
      • Figure 39: Bodyform Dailies PureSensitive Hypoallergenic Intimate Wash Gel, 2020
    • Lil-Lets targets specific demographics
      • Figure 40: Examples of Lil-Lets products launched in the intimate hygiene and incontinence products market, 2020
    • Own-label moves away from its basic image
      • Figure 41: New product development in the UK intimate hygiene, sanitary protection and adult incontinence market, by branded and own-label, 2017-20
      • Figure 42: Examples of own-label NPD in the sanitary protection, intimate hygiene and incontinence products market, 2020
    • Innovate in sustainable packaging for sanitary protection
      • Figure 43: Top 10 claims in the sanitary protection market, based on 2020, 2019 and 2020
      • Figure 44: Daye water-soluble tampon wrappers, 2020
    • Shift to a gender-inclusive approach in NPD
      • Figure 45: Superdrug Luna Organic Cotton Sanitary Towels, 2020
    • Innovate for the skin microbiome in intimate hygiene
      • Figure 46: Top 10 claims in the intimate hygiene market, based on 2020, 2019 and 2020
      • Figure 47: FrezyDerm Intim Vaginal Douche Monodose, 2020
    • Borrow ingredients from skincare
      • Figure 48: Examples of intimate hygiene products launched with skincare ingredients, 2020
    • Use NPD to tap into wellness trend
      • Figure 49: Womanology Intimate Cleansing Oil No.01, 2020
    • Explore green alternatives in intimate hygiene
      • Figure 50: Examples of intimate hygiene products launched with eco/ethical positioning, 2020
    • NPD in incontinence can borrow trends from sanitary protection
      • Figure 51: Top 10 claims in the incontinence products market, based on 2020, 2019 and 2020
      • Figure 52: Yoni Stay High & Dry Organic Cotton Extra Pads, 2020
  12. Advertising and Marketing Activity

    • TV advertising dominates, digital lags behind
      • Figure 53: Recorded above-the-line, online display and direct mail advertising expenditure on intimate hygiene, sanitary protection and incontinence products, by media type, 2017-20
      • Figure 54: Intimate hygiene brand WooWoo’s Instagram account, 2020
    • Brands take a caring approach amidst COVID-19
    • Incontinence advertising breaks the stigma with ‘well-ageing’
      • Figure 55: Recorded above-the-line, online display and direct mail advertising expenditure on intimate hygiene, sanitary protection and incontinence products, by category, 2017-20
    • Sanitary protection advertising gets ethical…
      • Figure 56: Hey Girls UNsanitary protection campaign, 2020
    • …and challenges the period taboos
      • Figure 57: Bodyform Womb Stories campaign, 2020
    • Take a wellness focus in intimate hygiene communications
      • Figure 58: Femfresh self-care Instagram post, 2020
    • P&G highlights comfort and efficacy across brands
      • Figure 59: Recorded above-the-line, online display and direct mail total advertising on intimate hygiene, sanitary protection and incontinence products, by leading companies (by 2020), 2019 and 2020
    • Vagisil encourages consumers to take early action
    • Nielsen Ad Intel coverage
  13. Brand Research

    • Brand map
      • Figure 60: Attitudes towards and usage of selected brands, December 2020
    • Key brand metrics
      • Figure 61: Key metrics for selected brands, December 2020
    • Brand attitudes: Mooncup is considered worth paying more for
      • Figure 62: Attitudes, by brand, December 2020
    • Brand personality: Mainstream and own-label brands benefit from accessibility
      • Figure 63: Brand personality – Macro image, December 2020
    • Bodyform is seen as effective, whilst TENA is expert
      • Figure 64: Brand personality – Micro image, December 2020
    • Brand analysis
    • Bodyform is a well-trusted and effective brand
      • Figure 65: User profile of Bodyform, December 2020
    • TENA is considered expert
      • Figure 66: User profile of Tena, December 2020
    • Mooncup’s innovative, ethical image boosts differentiation
      • Figure 67: User profile of Mooncup, December 2020
    • Boots Staydry seen to offer good value
      • Figure 68: User profile of Boots Staydry, December 2020
    • Lil-Lets can build awareness of organic/eco ranges
      • Figure 69: User profile of Lil-Lets, December 2020
  14. The Consumer – Key Takeaways

    • Convenience drives sanitary protection purchase amidst lockdowns
    • Emotional wellbeing positioning could see intimate hygiene rebound
    • Extend the men’s product offering
  15. Impact of COVID-19 on Intimate Hygiene, Sanitary Protection and Incontinence Products

    • Stay-at-home measures impact usage frequency and format choice
      • Figure 70: Reasons for doing fewer BPC activities since the COVID-19 outbreak, 23 April-7 May 2020
    • Respond to the heightened demand for value
      • Figure 71: Change in spend on BPC and healthcare products compared to before the COVID-19 outbreak, less spend on BPC and healthcare products, by age, 8-13 January 2021
    • Cater to new online buying habits
      • Figure 72: Change in buying behaviours since the start of the COVID-19 outbreak, 8-16 December 2020-8-13 January 2021
    • Leverage online to promote holistic wellness
      • Figure 73: Change in priorities since the outbreak of COVID-19, 4-12 February 2021
    • Highlight hygiene claims in response to demand
      • Figure 74: Change in frequency of washing/bathing in the last six months, October 2020
    • Skin health is a growing interest
      • Figure 75: Behaviours related to using soap, bath and shower products in the last six months, by age, October 2020
    • Ethical purchasing could benefit smaller brands
  16. Menstruation Status

    • Menstruation rates remain the same
      • Figure 76: Menstruation status in the last 12 months, October 2018, November 2019 and October 2020
  17. Usage of Sanitary Protection Products

    • Availability and comfort underpin usage
      • Figure 77: Usage of sanitary protection products in the last 12 months, November 2019 and October 2020
    • Disposable tampons and pads build their eco appeal
      • Figure 78: DAME reusable applicator for tampons, 2019
    • Reusables need to surmount the cost barrier…
      • Figure 79: Usage of sanitary protection products in the last 12 months, by age, October 2020
    • …and address safety concerns
    • Offer a holistic approach to managing menstrual health
      • Figure 80: Ohne Holy Cramp and Yours, Hormonally CBD oils, 2019
  18. Behaviours around Buying Sanitary Protection Products

    • Online can tap into convenience and personalisation demands
      • Figure 81: Behaviours relating to the purchase of sanitary protection products, October 2020
      • Figure 82: Callaly sanitary protection product subscription service with letterbox packaging
      • Figure 83: Behaviours relating to the purchase of sanitary protection products, by age, October 2020
    • Education on natural and organic could boost demand
    • Build value by promoting an ethical stance
      • Figure 84: Behaviours relating to the purchase of sanitary protection products, by age, October 2020
  19. Usage of Intimate Hygiene Products

    • Usage frequency of intimate hygiene declines
      • Figure 85: Usage of intimate hygiene products in the last 12 months, November 2019 and October 2020
    • Position intimate hygiene in line with wellness trends
    • Use personalisation to engage
    • Branch into men’s and unisex intimate hygiene
  20. Claims Sought for Intimate Hygiene Products

    • Educate consumers on the benefits of synthetic ingredients
      • Figure 86: Most important claims sought when selecting intimate hygiene products, October 2020
    • Scents options extend brand reach
      • Figure 87: TURF Analysis – Claims sought when selecting intimate hygiene products, October 2020
    • Balance empowerment with discretion
    • Attractive and sustainable packaging offer a point of difference
      • Figure 88: Baylis & Harding Elements White Tea & Neroli Luxury Hand Wash, 2020
    • Microbiome-related claims allay skin health concerns
    • Professional collaborations provide credibility
  21. Adult Incontinence Status

    • Experience of incontinence shows little change
      • Figure 89: Frequency of experiencing incontinence in the last 12 months, October 2018, November 2019 and October 2020
    • A preventative focus will appeal
    • Target new mums with eco-friendly products
      • Figure 90: Frequency of experiencing incontinence in the last 12 months, by gender, October 2020
  22. Usage of Adult Incontinence Products

    • Rare incontinence sufferers cut back on product usage
      • Figure 91: Usage of adult incontinence products in the last 12 months, October 2018, November 2019 and October 2020
    • Encourage women to use specialised incontinence
      • Figure 92: Women’s usage of selected adult incontinence products in the last 12 months, November 2019 and October 2020
    • Men stick with full protection of briefs
      • Figure 93: Men’s usage of selected adult incontinence products in the last 12 months, November 2019 and October 2020
    • Reusable underwear options appeal to green demands
  23. Attitudes towards Adult Incontinence Products

    • Overall opinion of incontinence products is favourable
      • Figure 94: Attitudes towards adult incontinence products, October 2020
    • More could be done to improve the male experience
      • Figure 95: Agreement with attitudinal statements towards adult incontinence products, by gender, October 2020
    • Make incontinence stylish to drive value
      • Figure 96: Attn:Grace Instagram account
    • The use of active ingredients could tackle discomfort
  24. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
    • TURF – Methodology
      • Figure 97: Table – TURF Analysis – Intimate hygiene product claims sought, October 2020
  25. Appendix – Market Size and Forecast

    • Sanitary protection forecast
      • Figure 98: UK value sales forecast of sanitary protection products, 2015-25
    • Intimate hygiene forecast
      • Figure 99: UK value sales forecast of intimate hygiene products, 2015-25
    • Incontinence products forecast
      • Figure 100: UK value sales forecast of incontinence products, 2015-25

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