The Feminine Hygiene Products and Sanitary Protection Market Report 2023 offers comprehensive insights into the intimate hygiene, sanitary protection and incontinence products market, including market size, segmentation, trends, and projections. Our analysis examines consumers’ attitudes towards and usage frequency of incontinence, sanitary protection and intimate hygiene products, launch activity and the impact of the cost of living crisis on the market. Uncover the latest developments in the intimate hygiene and sanitary protection market and respond to changing consumer demands with Mintel’s market research.
Feminine Hygiene Products Market Overview
The intimate hygiene and sanitary protection market is expected to grow in 2023, though not at the same rate as 2022 whereby COVID-recovery fueled growth. The non-discretionary nature of sanitary protection, intimate hygiene or incontinence products means consumers will continue to buy in the same quantity, despite the cost of living crisis.
Nevertheless, consumers will trade down within the category and rely on special offers in a bid to save money, which will lead to a reduction in value, rather than volume, sales. The availability of higher-priced natural brands will continue to drive spend in the sanitary protection market while taboo busting around the menopause will drive the use and purchase of incontinence products.
Sanitary Protection Market Trends & Consumer Behaviours
To help with consumers’ concerns about rising inflation, brands can promote the affordability of BPC products and innovate in own-label or budget lines to meet the consumer’s priorities. Retailers can also advertise price freezes to show their commitment to providing good value.
Though usage will grow, the use of incontinence products will not align with the number of consumers experiencing incontinence. Brands in the incontinence products market can break the stigma around incontinence to help drive usage in the category. They could show the realities of experiencing incontinence in advertising, taking cues from brands in the sanitary protection market, and guide consumers to the best product for them with clear in-store signage.
- Intimate hygiene products market opportunities: 37% of consumers agree that they would be interested in eco-friendlier products from sanitary protection, intimate hygiene and incontinence brands.
- Intimate hygiene products market challenges: 47% of sanitary protection product users agree they would buy lower priced brands if faced with less money.
Intimate Hygiene Products Market Future Opportunities
In the longer term, brands in the incontinence and sanitary protection market can capitalise on consumers’ growing demand for sustainable and ethical products by innovating in natural, organic and biodegradable products and promoting them in store and via social media channels.
There are also more opportunities for intimate hygiene brands to take note of the growth of the sexual health category and expand in an area to make products relevant to a wider consumer base.
Quickly Understand
- The impact of COVID-19 and rising inflation on the intimate hygiene products market and sanitary protection market.
- The performance of brands operating in the feminine hygiene market and sanitary protection market.
- Consumer perceptions of incontinence, sanitary protection and intimate hygiene brands.
- Usage rates of incontinence, sanitary protection and intimate hygiene products.
- Consumers’ plans to deal with financial pressures when buying incontinence, sanitary protection and intimate hygiene products.
- Explores the feminine hygiene products market size and feminine hygiene products market share.
Leading Brands in the Intimate Hygiene Products Market
Always, Tampaz, Bodyform, Lil-Lets, Carefree, Kotex, Femfresh, Canesbalance, Balance Activ, Canestest, TENA, iD, M&S (Marks & Spencer), Boots the Chemist, Yoni, Natracare, Depend, Bodyform, Attends, Alvita, Essity, Morrison’s, Church & Dwight, Walgreen’s Boots Alliance, Wal-Mart, Sainsbury’s, Bodywise, Superdug, &Sisters, Proctor & Gamble, Dr August Wolff Gmbh & Co, Combe International.
Expert Analysis from a Specialist in the BPC Sector
This report, written by Georgia Stafford, a leading analyst in the BPC sector, delivers in-depth commentary and analysis to highlight current trends in the intimate hygiene market and add expert context to the numbers.
The incontinence, sanitary protection and intimate hygiene market grew in 2022, but savvy shopping behaviours including trading down and shopping on special offer impacted growth. There are opportunities to drive future growth by proving the worth of paying more for natural, ethical and expert claims, as well as opening up the conversation around intimate health and hygiene to remove embarrassment brought on by using or buying products.”
Georgia Stafford
BPC & OTC Analyst
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Overview
- Key issues covered in this Report
- Products covered in this Report
- Excluded
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Executive Summary
- The five-year outlook for intimate hygiene, sanitary protection and adult incontinence products
- Figure 1: Category outlook for intimate hygiene, sanitary protection and adult incontinence products, 2023-27
- The market
- The cost of living crisis’ impact will be limited
- Figure 2: Market size for intimate hygiene, sanitary protection and adult incontinence products, 2017-27
- Promote value beyond price to succeed in the long run
- Companies and brands
- Eco/ethics will help sanitary protection brands secure
- Figure 3: UK retail value sales of sanitary protection products, by brand, 2022
- Intimate hygiene brands can use influencers to reach younger consumers
- Figure 4: UK retail value sales of intimate hygiene products, by brand, 2022
- Incontinence brands need to guide consumers
- Figure 5: UK retail value sales of incontinence products, by brand, 2022
- Innovate in tampons as the sector grows
- Figure 6: New product development in the UK intimate hygiene, sanitary protection and adult incontinence market, by product segment, 2019-22
- The consumer
- Take a holistic view of period care
- Figure 7: Usage of sanitary protection products, 2022
- Innovate in male-specific intimate hygiene products
- Figure 8: Usage of intimate hygiene products, 2022
- Refresh the incontinence space
- Figure 9: Usage of adult incontinence products, 2022
- Ease the purchase process for new buyers
- Figure 10: Purchase of sanitary protection, intimate hygiene and incontinence products, 2022
- Respond to the interest in sustainability
- Figure 11: Interest in sanitary protection, intimate hygiene and incontinence product innovation, 2022
- Keep own-label competitive with brands
- Figure 12: Income squeeze shopping behaviours for sanitary protection, intimate hygiene and incontinence products, 2022
- The five-year outlook for intimate hygiene, sanitary protection and adult incontinence products
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Issues and Insights
- Promote value to minimise the impact of the income squeeze
- Tackle barriers to usage to drive cross-category spend
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Market Size and Performance
- The cost of living crisis’ impact will be limited
- Figure 13: UK retail value sales of intimate hygiene, sanitary protection and adult incontinence products, 2017-22
- Keep the COVID-19 bounce-back momentum
- Changing purchase priorities have contributed to market growth
- The cost of living crisis’ impact will be limited
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Market Forecast
- Support market growth with continued innovation
- Figure 14: Category outlook for intimate hygiene, sanitary protection and adult incontinence products, 2023-27
- Promote value beyond price to succeed in the long-run
- Figure 15: Market forecast for intimate hygiene, sanitary protection and adult incontinence products, 2017-27
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- Figure 16: UK retail value sales of intimate hygiene, sanitary protection and adult incontinence products, 2022-27
- Communicate with new product users
- Keep reusable users engaged to futureproof the market
- Learnings from the last income squeeze
- Forecast methodology
- Support market growth with continued innovation
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Market Segmentation
- Help consumers to experiment with higher priced sanitary protection
- Figure 17: UK retail value sales of intimate hygiene, sanitary protection products and adult incontinence products, by segment, 2021 and 2022
- Refresh the perception of incontinence
- Present feminine hygiene as self-care
- Help consumers to experiment with higher priced sanitary protection
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Channels to Market
- Increase own-label ranges at grocers
- Figure 18: UK retail value sales of intimate hygiene, sanitary protection products and adult incontinence products, by retail channel, 2021 and 2022
- Subscriptions will offer convenience
- Encourage budget buying with own-label expansion
- DTC innovation is driving consumers online
- Increase own-label ranges at grocers
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Market Drivers
- Consumers’ financial wellbeing has fallen from the highs of 2021…
- Figure 19: Household financial wellbeing index, 2016-22
- …and most people are feeling the effects of price rises
- Cater to older consumers
- Figure 20: Trends in the age structure of the UK population by gender, 2016-26
- Design products with teens and tweens in mind
- Fall in contraception use will increase the need for period products
- Figure 21: Females using Sexual and Reproductive Health Services for contraception, by main method of contraception, 2019-22
- Help manage stress
- Figure 22: Factors influencing experience of stress and anxiety, 2022
- Respond to the interest in naturals
- Figure 23: Types of BPC products typically purchased, 2022
- Contribute to breaking the menopause taboo
- Help address risk-factors
- Pharmaceutical developments could threaten incontinence sales
- Consumers’ financial wellbeing has fallen from the highs of 2021…
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Market Share
- Boost the appeal of sanitary pads
- Figure 24: UK retail value sales of sanitary protection products, by brand, 2021 and 2022
- Eco/ethics will help sanitary protection brands secure success
- Intimate hygiene brands can use influencers to reach younger consumers
- Figure 25: UK retail value sales of intimate hygiene products, by brand, 2021 and 2022
- Win by promoting expertise in intimate hygiene
- Incontinence brands need to guide consumers
- Figure 26: UK retail value sales of incontinence products, by brand, 2021 and 2022
- Boost the appeal of sanitary pads
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Launch Activity and Innovation
- Innovate in tampons as the sector grows
- Figure 27: New product development in the UK intimate hygiene, sanitary protection and adult incontinence market, by product segment, 2019-22
- Help consumers trade down with eco private label NPD
- Figure 28: New product development in the UK intimate hygiene, sanitary protection and adult incontinence market, by launch type 2019-22
- Figure 29: Examples of sanitary protection products carrying recycled or recyclable packaging, 2022
- Deliver convenience to win over on-the-go users
- Figure 30: Examples of new intimate hygiene products, 2022
- Build trust in own label with advanced technology claims
- Figure 31: Example of an own-label incontinence product, 2022
- Sanitary Protection
- Drive trust by benchmarking products against competitors
- Figure 32: New product development in the sanitary protection category, by brand, 2022
- Allay safety concerns with professional approval
- Figure 33: New product development in the sanitary protection category, by top 10 product claims (based on 2022), 2021-22
- Figure 34: Example of a sanitary protection product carrying dermatologically tested claims, 2022
- Intimate hygiene
- Combine fragrance and sensitive skin claims
- Figure 35: New product development in the intimate hygiene category, by ultimate company, 2022
- Figure 36: Examples of intimate hygiene products by Combe, 2022
- Keep meeting demand for natural claims
- Figure 37: New product development in the intimate hygiene category, by top 10 product claims (based on 2022), 2021-22
- Figure 38: Example of an intimate hygiene product carry natural claims, 2022
- Incontinence
- Propose value
- Figure 39: New product development in the incontinence category, by ultimate company, 2022
- Address barriers to usage with innovation
- Figure 40: New product development in the incontinence category, by top 10 product claims (based on 2022), by claim, 2021-22
- Figure 41: Examples of male specific incontinence products, 2022
- Innovate in tampons as the sector grows
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Advertising and Marketing Activity
- Explore digital advertising to reach new consumers
- Figure 42: Recorded above-the-line, online display and direct mail advertising expenditure on sanitary protection, intimate hygiene and adult incontinence products, by media type, 2019-22
- Promote the freedom incontinence products provide
- Figure 43: Recorded above-the-line, online display and direct mail advertising expenditure on sanitary protection, intimate hygiene and adult incontinence products, by advertiser, 2022
- Take an inclusive and honest approach to boost brand appeal
- Stand out in a market where adverts don’t
- Figure 44: Recorded above-the-line, online display and direct mail advertising expenditure on sanitary protection, intimate hygiene and adult incontinence products, by category, 2019-22
- Invest in intimate hygiene to drive usage
- Nielsen Ad Intel coverage
- Explore digital advertising to reach new consumers
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Brand Research
- Brand map
- Figure 45: Attitudes towards and usage of selected brands, 2022
- Key brand metrics
- Figure 46: Key metrics for selected brands, 2022
- Brand attitudes: consumers are willing to pay more for TOTM
- Figure 47: Attitudes, by brand, 2022
- Brand personality: LIDL Siempre ranks highly for accessibility
- Figure 48: Brand personality – Macro image, 2022
- Vagisil enjoys an expert reputation
- Figure 49: Brand personality – Micro image, 2022
- Brand analysis
- TOTM
- Woo Woo
- TENA Men
- Vagisil
- Depend
- LIDL Siempre
- Brand map
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Menstruation Status and Usage of Sanitary Protection Products
- Take a holistic view of period care
- Figure 50: Menstruation status, 2022
- Increase the value proposition of reusables
- Figure 51: Usage of sanitary protection products, 2021-22
- Keep reusable users engaged
- Take a holistic view of period care
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Usage of Intimate Hygiene Products
- Innovate in male-specific intimate hygiene products
- Figure 52: Usage of intimate hygiene products, 2022
- Consider premiumising products to boost spend
- Take note of the growth in the sexual health category
- Innovate in male-specific intimate hygiene products
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Experience of Incontinence and Use of Incontinence Products
- Refresh the incontinence space
- Figure 53: Experience of incontinence, 2021-22
- Build a community to help remove stigmas
- Figure 54: Usage of adult incontinence products, 2021-22
- Tackle disposal issues
- Make incontinence products easier to find
- Refresh the incontinence space
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Purchase of Sanitary Protection, Intimate Hygiene and Incontinence Products
- Ease the purchase process for new buyers
- Figure 55: Purchase of sanitary protection, intimate hygiene and incontinence products, 2022
- Ease the purchase process for new buyers
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Interest in Sanitary Protection, Intimate Hygiene and Incontinence Product Innovation
- Respond to the interest in sustainability
- Figure 56: Interest in sanitary protection, intimate hygiene and incontinence product innovation, 2022
- Continue breaking taboos and opening up conversations
- Prove a commitment to value
- Improve accessibility with in-store support
- Figure 57: Interest in sanitary protection, intimate hygiene and incontinence product innovation, by purchase of these products, 2022
- Bring men into the category
- Respond to the interest in sustainability
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Income Squeeze Shopping Behaviours
- Keep own-label competitive with brands
- Figure 58: Income squeeze shopping behaviours for sanitary protection, intimate hygiene and incontinence products, 2022
- Bigger pack sizes will propose value
- Fill the gap in intimate hygiene and incontinence subscription services
- Take the moral lead
- Follow the lead of soap, bath and shower brands
- Keep own-label competitive with brands
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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Appendix – Market Size and Forecast
- Market forecast and prediction intervals
- Figure 59: Market forecast for intimate hygiene, sanitary protection and adult incontinence products, 2017-27
- Market drivers and assumptions
- Forecast methodology
- Market forecast and prediction intervals
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