Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast UK retail value sales of sanitary protection, feminine hygiene and adult incontinence products, 2009-19
- Market drivers
- Companies, brands and innovation
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- Figure 2: New product launches in the feminine hygiene, sanitary protection and adult incontinence market, by sub-category, January 2010-May 2014
- Sanitary towels/pads are the most commonly used product
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- Figure 3: Usage and interest in sanitary protection, feminine hygiene and adult incontinence products, June 2014
- Opportunity for sanitary protection brands to further shift into adult incontinence market
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- Figure 4: Barriers against using incontinence products, June 2014
- Brand loyalty high
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- Figure 5: Buying decisions, June 2014
- Younger women seek multipacks
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- Figure 6: Interest in products and services for sanitary protection, June 2014
- What we think
Issues and Insights
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- Increasing tampon usage amongst younger women
- The facts
- The implications
- Making adult incontinence products more appealing
- The facts
- The implications
Trend Application
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- Trend: Life – An Informal Affair
- Trend: Secret, Secret
- Futures trend: Old Gold
Market Drivers
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- Key points
- Population changes
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- Figure 7: Trends in the age structure of the UK female population, 2009-19
- Increase in ageing population to benefit adult incontinence market
- Elevated birth rate presents opportunities for post-pregnancy products
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- Figure 8: Number of births in the UK, 2000-20
- Increase in use of oral contraceptives and LARCs could impact the sanitary protection market
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- Figure 9: Use of contraceptives, by type, 2004/05-2012/13
- The impact of obesity on menstruation and incontinence
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- Figure 10: Finished admission episodes with a primary diagnosis of obesity in England, by gender, 2000/01-2011/12
Who’s Innovating?
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- Key points
- Increase in product launches in 2013
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- Figure 11: New product launches in the feminine hygiene, sanitary protection and adult incontinence market, by sub-category, 2010-14
- Increase in new innovation in 2013
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- Figure 12: Product launches within the feminine hygiene, sanitary protection and adult incontinence market, by launch type, 2010-14
- Figure 13: Examples of maternity sanitary protection launches, 2013
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- Figure 14: Examples of repackaged product launches in the sanitary protection segment, 2013
- Own-label vs branded product launch activity
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- Figure 15: New product launches in the feminine hygiene, sanitary protection and adult incontinence market, branded vs own-label, 2013
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- Figure 16: Examples of own-label non-applicator tampon launches, 2013
- Figure 17: Examples of own-label applicator tampon launches, 2013
- Procter & Gamble leads category NPD through 2013
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- Figure 18: Product launch activity in the feminine hygiene, sanitary protection and adult incontinence market, by top 10 companies in 2013, January 2010-May 2014
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- Figure 19: Examples of product launches by P&G, 2013
- Sanitary pad manufacturers focus on odour-neutralising
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- Figure 20: Product launches within UK sanitary pads segment, by top 10 claims, 2013
- Figure 21: Examples of sanitary protection launches carrying “odour-neutralising’ claims, 2013
- Opportunity to make ease-of-use claims more obvious for tampons
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- Figure 22: Product launches within UK tampons segment, by top claims, 2013
- Figure 23: Examples of tampon launches carrying “ease of use” claims, 2013
Market Size and Forecast
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- Key points
- Retail sales
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- Figure 24: Retail value sales of sanitary protection, feminine hygiene and adult incontinence products, at current and constant prices, 2009-19
- Steady growth expected to 2019
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- Figure 25: Best- and worst-case forecast UK retail value sales of sanitary protection, feminine hygiene and adult incontinence products, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Sanitary protection segment continues to dominate
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- Figure 26: UK value sales of sanitary protection, feminine hygiene and adult incontinence products, by sector, years ending April 2013 and April 2014
Market Share
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- Key points
- P&G brands dominate sanitary protection market
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- Figure 27: UK – sanitary protection: company market share, by value, years ending January 2013 and January 2014
- Brands grow share further in feminine hygiene segment
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- Figure 28: UK – feminine hygiene: company market share, by value, years ending January 2013 and January 2014
- SCA Hygiene dominates adult incontinence market
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- Figure 29: UK – adult incontinence: company market share, by value, years ending January 2013 and January 2014
Companies and Products
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- Procter & Gamble
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- Figure 30: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2012 and 2013
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- Figure 31: Examples of new product launches by Procter & Gamble in the sanitary protection, feminine hygiene and adult incontinence products market, March 2013-May 2014
- Marketing and advertising
- SCA Hygiene
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- Figure 32: SCA Hygiene Products UK Limited financial performance, 2011 and 2012
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- Figure 33: Examples of new product launches by SCA Hygiene UK in the sanitary protection, feminine hygiene and adult incontinence products market, March 2013-May 2014
- Lil-Lets
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- Figure 34: Lil-Lets UK Ltd financial performance, 2011 and 2012
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- Figure 35: Examples of new product launches by Lil-Lets in the sanitary protection, feminine hygiene and adult incontinence products market, March 2013-May 2014
- Church & Dwight
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- Figure 36: Church & Dwight (UK) Limited financial performance, 2011 and 2012
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- Figure 37: Examples of new product launches by Church & Dwight in the sanitary protection, feminine hygiene and adult incontinence products market, March 2013-May 2014
- Combe International
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- Figure 38: Combe International Ltd financial performance, 2011 and 2012
Brand Research
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- Brand map
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- Figure 39: Attitudes towards and usage of brands in the feminine hygiene, sanitary protection and adult incontinence market, January 2014
- Correspondence analysis
- Brand attitudes
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- Figure 40: Attitudes, by feminine hygiene, sanitary protection or adult incontinence brand, January 2014
- Brand personality
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- Figure 41: feminine hygiene, sanitary protection and adult incontinence brand personality – macro image, January 2014
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- Figure 42: Feminine hygiene brand personality – micro image, January 2014
- Brand experience
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- Figure 43: Feminine hygiene, sanitary protection and adult incontinence brand usage, January 2014
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- Figure 44: Satisfaction with various feminine hygiene brands, January 2014
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- Figure 45: Consideration of feminine hygiene, sanitary protection and adult incontinence brands, January 2014
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- Figure 46: Consumer perceptions of current feminine hygiene, sanitary protection and adult incontinence brand performance, January 2014
- Brand recommendation
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- Figure 47: Recommendation of various feminine hygiene, sanitary protection and adult incontinence brands, January 2014
Brand Communication and Promotion
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- Key points
- Total adspend rises in 2013
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- Figure 48: Main media advertising spend on feminine hygiene, sanitary protection and incontinence products, January 2010-May 2014
- Press marketing highest for sanitary towels/liners
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- Figure 49: Main monitored media advertising spend on feminine hygiene, sanitary protection and incontinence products, by media type and product category minor, 2013
- P&G dominates advertising expenditure
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- Figure 50: Top five advertisers in the feminine hygiene, sanitary protection and incontinence products, by adspend, January 2010-May 2014
- Figure 51: Top five brands, by adspend in the feminine hygiene, sanitary protection and incontinence products market, 2013
- HelloFlo goes viral
Channels to Market
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- Key points
- Grocers see slowdown in value sales as promotions cut earnings
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- Figure 52: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, by outlet type, 2012-14
The Consumer – Usage and Interest in Products
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- Key points
- Over two in five women currently menstruating regularly
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- Figure 53: Women who are currently menstruating or experiencing bladder leakage, June 2014
- Sanitary towels/pads are the most commonly used product
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- Figure 54: Usage and interest in sanitary protection, feminine hygiene and adult incontinence products, June 2014
- Larger households more likely to use sanitary pads
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- Figure 55: Use of tampons (applicator and non-applicator) and sanitary pads/towels (day and night), by household size, June 2014
- Used by three in five
- Feminine hygiene shows further growth potential
- Opportunity for post-pregnancy incontinence products
The Consumer – Barriers against Product Usage
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- Key points
- Discomfort a factor for nearly half of non-tampon users
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- Figure 56: Barriers against using tampons, June 2014
- Health issues a concern for nearly three in five
- Bulky pads put women off incontinence products
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- Figure 57: Barriers against using incontinence products, June 2014
- Opportunity for sanitary protection brands to further shift into adult incontinence market
The Consumer – Reasons for Buying
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- Key points
- Brand loyalty high
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- Figure 58: Buying decisions, June 2014
- Stocking up can present storage issues
- Embarrassment still a concern when buying incontinence products
- Environmentally-friendly practices influence less than one in 10
The Consumer – Interest in Products and Services for Sanitary Protection
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- Key points
- Younger women seek multipacks
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- Figure 59: Interest in products and services for sanitary protection, June 2014
- Over a quarter interested in biodegradable sanitary protection
- Products suitable for sensitive skin or allergies sought by a quarter
- Bolstering the in-store experience
Appendix – Who’s Innovating?
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- Figure 60: Own-label vs branded product launches in the feminine hygiene, sanitary protection and adult incontinence market, January 2010-May 2014
- Figure 61: Applicator vs non-applicator tampons launches, by own-label vs branded, 2013
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Appendix – Market Size and Forecast
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- Figure 62: Best- and worst-case forecast UK retail value sales of sanitary protection products, 2009-19
- Figure 63: Best- and worst-case forecast UK retail value sales of feminine hygiene products, 2009-19
- Figure 64: Best- and worst-case forecast UK retail value sales of adult incontinence products, 2009-19
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Appendix – Market Share
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- Figure 65: UK – sanitary protection: brand market share, by value, years ending January 2013 and January 2014
- Figure 66: UK – feminine hygiene: brand market share, by value, years ending January 2013 and January 2014
- Figure 67: UK – adult incontinence: brand market share, by value, years ending January 2013 and January 2014
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Appendix – Brand Communication and Promotion
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- Figure 68: Total adspend in feminine hygiene, sanitary protection and adult incontinence market, Jan-May 2013 vs Jan-May 2014
- Figure 69: Advertising expenditure by product type, Jan 2010-May 2014
- Figure 70: Advertisers expenditure in the feminine hygiene, sanitary protection and adult incontinence market, by media type, Jan 2010-May 2014
- Figure 71: Top advertisers in the feminine hygiene, sanitary protection and adult incontinence markets, Jan 2010-May 2014
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- Figure 72: Top brands by adspend in the feminine hygiene, sanitary protection and adult incontinence markets, Jan 2010-May 2014
- Figure 73: Break down of advertising expenditure by Always brand (P&G), 2013
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Appendix – Brand Research
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- Figure 74: Brand usage, January 2014
- Figure 75: Brand commitment, January 2014
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- Figure 76: Brand momentum, January 2014
- Figure 77: Brand diversity, January 2014
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- Figure 78: Brand satisfaction, January 2014
- Figure 79: Brand recommendation, January 2014
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- Figure 80: Brand attitude, January 2014
- Figure 81: Brand image – macro image, January 2014
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- Figure 82: Brand image – micro image, January 2014
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Appendix – The Consumer – Usage and Interest in Products
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- Figure 83: Women who are currently menstruating or experiencing bladder leakage, June 2014
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- Figure 84: Women who are currently menstruating or experiencing bladder leakage, by demographics, June 2014
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- Figure 85: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products, March 2014
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- Figure 86: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Tampon usage, by demographics, June 2014
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- Figure 87: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Pad usage, by demographics, June 2014
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- Figure 88: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Feminine hygiene usage, by demographics, June 2014
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- Figure 89: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Applicator tampon usage, by demographics, June 2014
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- Figure 90: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Non-applicator tampon usage, by demographics, June 2014
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- Figure 91: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Day sanitary pads/towel usage, by demographics, June 2014
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- Figure 92: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Night sanitary pad/towel usage, by demographics, June 2014
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- Figure 93: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Menstrual cup usage, by demographics, June 2014
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- Figure 94: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Pantyliner usage, by demographics, June 2014
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- Figure 95: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Feminine wipe usage, by demographics, June 2014
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- Figure 96: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Intimate deodorant usage, by demographics, June 2014
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- Figure 97: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products – Feminine wash usage, by demographics, June 2014
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- Figure 98: Usage and interest in feminine hygiene, sanitary protection and bladder leakage products, by products bought, March 2014
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Appendix – The Consumer – Barriers against Product Usage
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- Figure 99: Barriers against using tampons, June 2014
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- Figure 100: Barriers against using bladder leakage products, June 2014
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Appendix – The Consumer – Reasons for Buying
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- Figure 101: Products bought, June 2014
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- Figure 102: Products bought, by demographics, June 2014
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- Figure 103: Sanitary protection and bladder leakage products buying habits, June 2014
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- Figure 104: Next most popular sanitary protection and bladder leakage products buying habits, by demographics, June 2014
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Appendix – The Consumer – Interest in Products and Services for Sanitary Protection
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- Figure 105: Interest in products and services for sanitary protection, March 2014
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- Figure 106: Most popular interest in products and services for sanitary protection, by demographics, June 2014
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- Figure 107: Next most popular interest in products and services for sanitary protection, by demographics, June 2014
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