Table of Contents
Executive Summary
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- Slow and steady growth
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- Figure 1: Best- and worst-case forecast of UK value sales of sanitary protection, feminine hygiene and adult incontinence products, 2010-20
- The baby boom comes to an end
- Recorded advertising spend sees a rise
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- Figure 2: Recorded above-the-line, online display and direct mail total advertising expenditure on sanitary protection, feminine hygiene and adult incontinence products, by category, 2013-15
- Some women may be using alternatives to standard sanitary protection
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- Figure 3: Usage of sanitary protection products, October 2015
- Sanitary products are used for incontinence
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- Figure 4: Attitudes towards adult incontinence products, October 2015
- Shopping can be easier
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- Figure 5: Attitudes towards feminine hygiene products, October 2015
- What we think
Issues and Insights
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- Breaking down taboos
- The facts
- The implications
- The shopping experience can be optimised
- The facts
- The implications
- Empowering campaigns have dominated in 2015
- The facts
- The implications
The Market – What You Need to Know
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- Slow growth in value
- Adult incontinence and feminine hygiene are strong performers
- Boots and drugstores enjoy strong sales
- Driving teen loyalty could grow the market
- End of the baby boom
Market Size and Forecast
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- Slow but steady growth
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- Figure 6: UK retail value sales of sanitary protection, feminine hygiene and adult incontinence products, at current and constant prices, 2010-20
- Continued growth in value
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- Figure 7: Best- and worst-case forecast of UK value sales of sanitary protection, feminine hygiene and adult incontinence products, 2010-20
Segment Performance
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- Adult incontinence and feminine hygiene show strong growth
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- Figure 8: UK retail value sales of sanitary protection, feminine hygiene and adult incontinence products, 2014-15
- Sanitary protection declines in value
Channels to Market
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- Special offers drive multiple grocers
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- Figure 9: UK retail value sales of sanitary protection, feminine hygiene and adult incontinence products, by outlet type, 2014-15
- Encouraging experimentation
Market Drivers
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- Driving loyalty in tweens to grow the market
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- Figure 10: Trends in the age structure of the UK female population, 2010-20
- Baby boom comes to an end
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- Figure 11: Number of live births in England and Wales, 1994-2014
- Rise in the use of long-acting contraceptives
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- Figure 12: Women using sexual and reproductive health services, by main method of contraception, 2005-14
- Exercise is important
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- Figure 13: What women think is important for staying healthy, August 2015
- A question of ethics
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- Figure 14: Attitudes towards corporate ethics, May 2015
- Challenging taboos
Key Players – What You Need to Know
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- Usage translates to trust
- Rise in advertising spend
- Driving empowerment
- Brand extensions and discretion key themes in 2014 and 2015
- Always declines in value sales whilst Bodyform performs well
Brand Research
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- Brand map
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- Figure 15: Attitudes towards and usage of selected brands, November 2015
- Key brand metrics
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- Figure 16: Key metrics for selected brands, November 2015
- Brand attitudes: Always and Bodyform perform closely on a number of metrics
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- Figure 17: Attitudes, by brand, November 2015
- Brand personality: Tena still considered tired and boring
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- Figure 18: Brand personality – Macro image, November 2015
- Mooncup is cutting-edge
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- Figure 19: Brand personality – Micro image, November 2015
- Brand analysis
- Always has broad appeal
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- Figure 20: User profile of Always, November 2015
- Femfresh is engaging and accessible
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- Figure 21: User profile of Femfresh, November 2015
- Vagisil associated with health and wellbeing
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- Figure 22: User profile of Vagisil, November 2015
- Bodyform has higher usage in older women
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- Figure 23: User profile of Bodyform, November 2015
- Tena is strongly differentiated
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- Figure 24: User profile of Tena, November 2015
- Mooncup has low ratings for performance attributes
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- Figure 25: User profile of Mooncup, November 2015
Brand Communication and Promotion
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- Advertising spend sees a rise
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- Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on sanitary protection, feminine hygiene and adult incontinence products, by category, 2013-15
- TV remains focus
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- Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on sanitary protection, feminine hygiene and adult incontinence products, by category, 2013-15
- Empowering campaigns
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- Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure on sanitary protection, feminine hygiene and adult incontinence products, by top spending brands and others, 2015
- Pushing the boundaries
- Coverage/methodology clarification
Launch Activity and Innovation
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- Feminine hygiene becomes a focus area
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- Figure 29: New product development in the sanitary protection, feminine hygiene and adult incontinence category, by sub-category, 2013-15
- Figure 30: New launches in the feminine hygiene category, 2015
- P&G and SCA focus on discretion
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- Figure 31: New product development in the sanitary protection, feminine hygiene and adult incontinence category, by ultimate companies in 2015, 2014-15
- Natracare sees launch activity in 2015
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- Figure 32: New launches from Bodywise under the Natracare brand, 2015
- Skin claims remain prominent
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- Figure 33: Leading claims in the sanitary protection, feminine hygiene and adult incontinence category, by top ten for 2015, 2014-15
Market Share
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- Always declines in value sales
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- Figure 34: Brand shares in sanitary protection and adult incontinence products, years ending Oct, 2014 and 2015
- Femfresh shows strong performance
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- Figure 35: Brand shares in feminine hygiene products, years ending Oct, 2014 and 2015
The Consumer – What You Need to Know
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- Menstruation declines with age whilst incontinence rises
- Feminine hygiene usage is higher during menstruation or incontinence
- Incontinence sufferers use panty liners
- The shopping experience can be optimised
Menstrual and Adult Incontinence Status
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- Less than half of women menstruate monthly
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- Figure 36: Menstrual status, October 2015
- One in five women experience urine issues
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- Figure 37: Experience of bladder issues in the past 12 months, October 2015
- Rise in bladder issues with age
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- Figure 38: Experience of bladder issues in the past 12 months, by age, October 2015
- Pregnancy could be causing occasional bladder leakage
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- Figure 39: Frequency of incontinence – “Occasionally”, by gender, October 2016
- Frequent incontinence high in older women
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- Figure 40: Frequency of incontinence, October 2015
- Rare and occasional light incontinence
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- Figure 41: Amount and frequency of incontinence, October 2015
Usage of Feminine Hygiene and Sanitary Protection Products
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- Women may be using alternative sanitary protection products
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- Figure 42: Usage of sanitary protection products, October 2015
- Feminine hygiene usage is high in incontinence sufferers
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- Figure 43: Usage of feminine hygiene products, October 2015
- One in five women who suffer from incontinence use incontinence products
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- Figure 44: Usage of adult incontinence products, October 2015
- Panty liners are used for a range of issues
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- Figure 45: Usage occasions of sanitary protection products, October 2015
Attitudes towards Adult Incontinence
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- Sanitary pads are good enough
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- Figure 46: Attitudes towards adult incontinence, October 2015
- Shopping experience can be optimised
Attitudes towards Feminine Hygiene Products
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- Repositioning feminine hygiene in-store
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- Figure 47: Attitudes towards feminine hygiene products, October 2015
- Tackling embarrassment
- Regular products are good enough
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Fan chart forecast
- Brand research
- Brand map
- Correspondence analysis
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