Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

UK Feminine Hygiene and Sanitary Protection Products market report

Everything you need to make the right decisions

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

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

This Report includes internal and external products for sanitary protection and feminine hygiene needs, including the following products:

  • Feminine hygiene products, including douches, wipes, vaginal treatments, and other feminine hygiene products (such as deodorants or vaginal anti-itch products)
  • Sanitary pads, including napkins and liners/shields (Note: throughout this Report, the terms sanitary napkin and pad will be used interchangeably)
  • Tampons/menstrual cups, including plastic applicator, cardboard applicator, nonapplicator tampons, and menstrual cups
  • Menstrual cups comprise a very small portion of the tampon/ menstrual cups segment, thus a reliable total market estimate just for menstrual cups is not viable

Excluded:

  • Personal lubricants (see Contraceptives and Sexual Health – US, August 2017)
  • Contraceptive products (see Contraceptives and Sexual Health – US, August 2017)
  • OTC (over-the-counter) and prescription medications, vitamins, and supplements, including products specifically for symptoms related to PMS (premenstrual syndrome) or menopause. (See Mintel’s OTC Pain Management – US – June 2017, which covers OTC feminine pain relievers.)

What you need to know

The feminine care market is moving further towards a competitive imbalance, with P&G becoming more dominant and private label encroaching on the position of smaller players. A rapidly aging consumer base makes growth a challenge; but there are opportunities. Natural products, improving consumer brand involvement, and durable sanitary protection suggest new paths for innovation in a cost-constrained market.

Expert analysis from a specialist in the field

Written by Jamie Rosenberg, a leading analyst in the Personal Care sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The feminine care market is moving further towards a competitive imbalance, with P&G becoming more dominant and private label encroaching on the position of smaller players. A rapidly aging consumer base makes growth a challenge; but there are opportunities. Natural products, improving consumer brand involvement, and durable sanitary protection suggest new paths for innovation in a cost-constrained market. Jamie Rosenberg
Global Personal Care Analyst

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • The market needs to reinvent itself for an aging society
            • Figure 1: Total US retail sales and forecast of feminine hygiene and sanitary protection products, by segment, at current prices, 2012-22
          • Managing bladder leakage will become crucial for feminine care brands
            • Figure 2: Menstruation status, December 2017
          • Private label is innovating and growing share
            • Figure 3: Multi-Outlet sales of private label brands, by segment, rolling 52 weeks 2016 and 2017
          • The opportunities
            • Increase emotional engagement with feminine care brands
              • Figure 4: Feminine care innovation, December 2017
            • Prepare for a new era of natural products
              • Feminine hygiene products can create solutions for older consumers
                • Figure 5: Feminine hygiene product use, by age, December 2017
              • What it means
              • The Market – What You Need to Know

                • The feminine care category will remain sluggish
                  • Menopause has a growing influence
                    • Pregnant women are an under-tapped market opportunity
                    • Market Size and Forecast

                      • The market will remain sluggish
                        • Figure 6: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at current prices, 2012-22
                        • Figure 7: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at current prices, 2012-22
                    • Market Breakdown

                      • Tampon sales are declining
                        • Figure 8: Total US retail sales and forecast of feminine hygiene and sanitary protection products, by segment, at current prices, 2012-22
                    • Market Perspective

                      • Menopause has a growing influence
                        • Figure 9: Menstruation status, December 2017
                      • Birth control choice can reduce per capita category spend
                        • Figure 10: Women’s usage of birth control pills and IUD’s, May 2017
                    • Market Factors

                      • Pregnant women are under-tapped market opportunity
                        • Figure 11: Female population by age, 2013-23
                      • White women will become less relevant for market growth
                        • Figure 12: Women by race and Hispanic origin, 2013-23
                    • Key Players – What You Need to Know

                      • P&G is the big gainer, while Prestige is poised for future growth
                        • Leading brands dominate and drive innovation
                          • Private label is innovating, and in some cases leading
                            • Natural/organic sanitary protection products are growing
                              • Tampon segment struggles to stay relevant
                                • Midsized sanitary protection brands with traditional products are in a tough spot
                                  • Sales of douches are declining
                                    • Natural will mainstream and evolve
                                    • Company and Brand Sales of Feminine Hygiene and Sanitary Protection Products

                                      • P&G is the big gainer, while Prestige is poised for future growth
                                        • Figure 13: Multi-Outlet sales of feminine hygiene and sanitary products, by leading companies, rolling 52 weeks 2016 and 2017
                                    • What’s Working?

                                      • Always brand dominates and continues to innovate
                                          • Figure 14: Multi-Outlet market share of sanitary napkins, by leading brands, rolling 52 weeks 2016 and 2017
                                        • Private label is innovating, and in some cases leading
                                          • Figure 15: Multi-Outlet sales of private label brands, by segment, rolling 52 weeks 2016 and 2017
                                          • Figure 16: US private label pads and liners making thinness claims, 2013 -17
                                        • Natural and organic protection products are growing
                                          • Figure 17: Purchase of feminine care products with natural/organic material/ingredients, December 2017
                                          • Figure 18: Multi-Outlet sales of select natural sanitary protection products, rolling 52 weeks 2016 and 2017
                                      • What’s Struggling?

                                        • Tampon segment struggles to stay relevant
                                          • Figure 19: Multi-Outlet sales of tampons and menstrual cups, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                        • Midsized sanitary protection brands with traditional products are in a tough spot
                                          • Sales of douches are declining
                                            • Figure 20: Multi-Outlet sales of douches, rolling 52 weeks 2016 and 2017
                                        • What’s Next?

                                          • Natural will mainstream and evolve
                                            • Marketing is shifting from reducing stigma to instilling pride
                                              • Menstrual cups are finding a loyal audience.
                                                  • Figure 21: Multi-Outlet sales of menstrual cups, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                              • The Consumer – What You Need to Know

                                                • Menopause and menstrual suppression reduce usage
                                                  • Durable sanitary protection remains niche, but will grow
                                                    • Feminine hygiene products need to target older women
                                                      • Feminine hygiene products are becoming more controversial
                                                        • Natural materials will break the innovation slump
                                                          • There is a cultural fragrance divide
                                                            • Target new and expectant moms
                                                              • Odor control remains an unmet need
                                                              • Feminine Care Product Usage

                                                                • Menopause and menstrual suppression reduce usage
                                                                  • Figure 22: Feminine care product use, December 2017
                                                                • Life stage dictates product usage
                                                                  • Figure 23: Disposable sanitary protection product use, by age, December 2017
                                                                • Durable sanitary protection remains niche, but will grow
                                                                  • Figure 24: Reusable sanitary protection product use, by age, December 2017
                                                                • An opportunity to increase older consumers’ interest in feminine hygiene
                                                                  • Figure 25: Feminine hygiene product use, by age, December 2017
                                                                • Feminine hygiene products are becoming more controversial
                                                                  • Figure 26: Feminine hygiene product use, by race and Hispanic origin, December 2017
                                                              • Important Factors when Choosing Sanitary Protection Products

                                                                • Absorbency, price, and fit are top purchase drivers
                                                                  • Figure 27: Important factors when choosing sanitary protection products, December 2017
                                                                • Natural materials will break the innovation slump
                                                                  • Figure 28: Important factors when choosing sanitary protection products, by age, December 2017
                                                                • There is a cultural fragrance divide
                                                                  • Figure 29: Select important factors when choosing sanitary protection products, by race and Hispanic origin, December 2017
                                                              • Shopping Behaviors

                                                                • Price and habit are top purchase drivers
                                                                  • Figure 30: Shopping behaviors, by panty liners, menstrual pads, tampons and feminine hygiene products, December 2017
                                                                • Target new and expectant moms
                                                                    • Figure 31: Online and in-store purchasing behaviors for any feminine care products, by age and parental status, December 2017
                                                                  • Store brands are closing the gap
                                                                    • Figure 32: Name brand and store purchasing behaviors for any feminine hygiene products, by race and Hispanic origin and household income, December 2017
                                                                  • Innovate around the belief that natural means safe
                                                                    • Figure 33: Purchasing any feminine hygiene products with natural/organic materials, by age, December 2017
                                                                  • Low-income shoppers may not be finding discounts
                                                                    • Figure 34: discount purchasing behaviors for any feminine hygiene products, by household income, December 2017
                                                                • Attitudes toward Feminine Care Products

                                                                  • Consumers fear leaks, but brands can be clearer about leakage protection
                                                                    • Figure 35: attitudes toward feminine care products, December 2017
                                                                  • Younger consumers see social media as a vehicle for brand outreach
                                                                    • Figure 36: Feminine care brand outreach on social media, by Millennial generation, December 2017
                                                                  • Focus on safe feminine hygiene for Black consumers
                                                                    • Figure 37: Feminine hygiene products can be bad for body’s natural balance, by Millennial generation and race and Hispanic origin, December 2017
                                                                • Feminine Care Innovation

                                                                  • Odor control remains an unmet need
                                                                    • There is interest in pain relief, but many hurdles for brands
                                                                      • Figure 38: Feminine care innovation, December 2017
                                                                      • Figure 39: Usage and interest in feminine care innovation, by age, December 2017
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Sales data
                                                                        • Fan chart forecast
                                                                          • Consumer survey data
                                                                            • Abbreviations and terms
                                                                              • Abbreviations
                                                                              • Appendix – The Market

                                                                                  • Figure 40: Total US retail sales and forecast of feminine hygiene and sanitary protection products, at inflation-adjusted prices, 2012-22
                                                                                  • Figure 41: Total US retail sales and forecast of feminine hygiene and sanitary protection products, by segment, at current prices, 2012-22
                                                                                  • Figure 42: Total US retail sales of feminine hygiene and sanitary protection products, by segment, at current prices, 2015 and 2017
                                                                                  • Figure 43: Total US retail sales and forecast of feminine hygiene products, at current prices, 2012-22
                                                                                  • Figure 44: Total US retail sales and forecast of sanitary napkins and liners, at current prices, 2012-22
                                                                                  • Figure 45: Total US retail sales and forecast of tampons/menstrual cups, at current prices, 2012-22
                                                                                  • Figure 46: Total US retail sales of feminine hygiene and sanitary protection products, by channel, at current prices, 2012-2017
                                                                                  • Figure 47: Total US retail sales of feminine hygiene and sanitary protection products, by channel, at current prices, 2015 and 2017
                                                                              • Appendix – Key Players

                                                                                  • Figure 48: Multi-outlet sales of feminine hygiene products, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                  • Figure 49: Multi-Outlet sales of sanitary napkins, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                  • Figure 50: Multi-Outlet sales of tampons and menstrual cups, by leading companies and brands, rolling 52 weeks 2016 and 2017