Value sales in the sanitary protection, feminine hygiene and adult incontinence market are estimated to grow 3.1% in 2014, reaching £430 million (2013: £417 million). Sales in recent years have been largely driven by the strong performance of the adult incontinence segment, which itself has benefited from the ageing population and growing awareness of adult incontinence.
Brands continue to dominate sales across the three segments, largely due to the high level of marketing output they command and the high level of innovation their products offer. In 2013/14, brands continued to use marketing to target the embarrassment surrounding the issues concerned across the sector.
This report looks at the core issues affecting the UK sanitary protection, feminine hygiene and adult incontinence market: consumer usage habits; barriers against certain types of products; buying considerations; and interest in future products and services.
Mintel also takes a view on the future of the market and what trends offer indicators for growth.
Products covered in this report
Sanitary protection
Tampons, including both applicator and non-applicator tampons. Also includes scented tampons and those with other added benefits, such as lubricated.
Sanitary towels, including versions with or without wings, and those that also include wipes such as Always Silk Collection + Wipe. Includes reusable towels such as Eco Femme, although this is very niche.
Pantyliners are also included, as they can be used with tampons or throughout the month to protect underwear.
Feminine hygiene products
Throughout the report, ‘feminine hygiene products’ refers to feminine washes and wipes that are pH-balanced and hypoallergenic. It also includes intimate deodorants produced especially for the vaginal area which have been gynaecologically tested.
Adult incontinence
Incontinence products, including briefs and pads. With regards to market sizing and segment performance, the total adult incontinence market is covered within the scope of this report (including products for men and women). However, for the purposes of the sampling, only women were surveyed for this report.
Excluded
Ancillary products such as disposal bags and tampon containers, or wallets and belts.
Men’s usage and attitudes towards adult incontinence.
The term ‘internal’ refers to tampons (whether digital or applicator), while ‘external’ refers to towels of any kind (including sanitary and incontinence), as well as pantyliners.
Value figures throughout this report are at retail sales value (RSV) unless otherwise stated. Market sizes at constant 2014 prices are calculated using Mintel’s Chemist Goods deflator.
Crown copyright material is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.
