The sanitary protection (sanpro) and feminine hygiene market is expected to generate sales of £297 million in 2011, an uptick of over 1% year on year. The FMCG category is highly promotional with multi-purchase and discount deals a regular feature of supermarket shelves.

Combined sales of sanitary protection and feminine hygiene products hit £293 million in 2010, flat year on year. Growth of 5% is projected between 2010 and 2015.

The UK's population means that the sanpro category's core target audience totalled 18.6 million women in 2010.

The sanitary protection (sanpro) and feminine hygiene market is expected to generate sales of £297 million in 2011, an uptick of over 1% year on year. The FMCG category is highly promotional with multi-purchase and discount deals a regular feature of supermarket shelves.

Combined sales of sanitary protection and feminine hygiene products hit £293 million in 2010, flat year on year. Growth of 5% is projected between 2010 and 2015.

The UK's population means that the sanpro category's core target audience totalled 18.6 million women in 2010.

Women are accustomed to finding the brands they like at discounted prices in both grocery outlets and drugstore chains. A constant stream of innovation is therefore required to encourage women to pay a premium.

Towels remain the most popular sanpro format. Women aged 35-44 are the highest volume users of tampons. Feminine hygiene products account for only a small proportion of the category's business, drumming up sales of £10 million in 2010.

Age plays a role in women's sanpro choices. Penetration of tampons, for instance, falls off among 45-54s and beyond. Usage of panty liners, however, falls off less dramatically as women age.

Major brands and private-label players dominate lauch activity across both the tampon and towel categories.