Feminine Hygiene and Sanitary Protection Products - UK - March 2016


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Mintel

$ 2835

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The feminine hygiene and sanitary protection category has grown slowly and steadily in recent years, driven by the feminine hygiene and incontinence sectors. The category has seen a rise in recorded advertising expenditure, with recent campaigns focusing on empowerment as a theme, whilst NPD has also been increased, contributing to overall growth of the market.

Table of Content

Overview

What you need to know
Products covered in this report
Sanitary protection (“Sanpro”)
Feminine hygiene products (“Fem hygiene”)
Adult incontinence
Excluded

Executive Summary

Slow and steady growth
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
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
Figure 3: Usage of sanitary protection products, October 2015
Sanitary products are used for incontinence
Figure 4: Attitudes towards adult incontinence products, October 2015
Shopping can be easier
Figure 5: Attitudes towards feminine hygiene products, October 2015
What we think

Issues and Insights

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

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

Slow but steady growth
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
Figure 7: Best- and worst-case forecast of UK value sales of sanitary protection, feminine hygiene and adult incontinence products, 2010-20

Segment Performance

Adult incontinence and feminine hygiene show strong growth
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

Special offers drive multiple grocers
Figure 9: UK retail value sales of sanitary protection, feminine hygiene and adult incontinence products, by outlet type, 2014-15
Encouraging experimentation

Market Drivers

Driving loyalty in tweens to grow the market
Figure 10: Trends in the age structure of the UK female population, 2010-20
Baby boom comes to an end
Figure 11: Number of live births in England and Wales, 1994-2014
Rise in the use of long-acting contraceptives
Figure 12: Women using sexual and reproductive health services, by main method of contraception, 2005-14
Exercise is important
Figure 13: What women think is important for staying healthy, August 2015
A question of ethics
Figure 14: Attitudes towards corporate ethics, May 2015
Challenging taboos

Key Players – What You Need to Know

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

Brand map
Figure 15: Attitudes towards and usage of selected brands, November 2015
Key brand metrics
Figure 16: Key metrics for selected brands, November 2015
Brand attitudes: Always and Bodyform perform closely on a number of metrics
Figure 17: Attitudes, by brand, November 2015
Brand personality: Tena still considered tired and boring
Figure 18: Brand personality – Macro image, November 2015
Mooncup is cutting-edge
Figure 19: Brand personality – Micro image, November 2015
Brand analysis
Always has broad appeal
Figure 20: User profile of Always, November 2015
Femfresh is engaging and accessible
Figure 21: User profile of Femfresh, November 2015
Vagisil associated with health and wellbeing
Figure 22: User profile of Vagisil, November 2015
Bodyform has higher usage in older women
Figure 23: User profile of Bodyform, November 2015
Tena is strongly differentiated
Figure 24: User profile of Tena, November 2015
Mooncup has low ratings for performance attributes
Figure 25: User profile of Mooncup, November 2015

Brand Communication and Promotion

Advertising spend sees a rise
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
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
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

Feminine hygiene becomes a focus area
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
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
Figure 32: New launches from Bodywise under the Natracare brand, 2015
Skin claims remain prominent
Figure 33: Leading claims in the sanitary protection, feminine hygiene and adult incontinence category, by top ten for 2015, 2014-15

Market Share

Always declines in value sales
Figure 34: Brand shares in sanitary protection and adult incontinence products, years ending Oct, 2014 and 2015
Femfresh shows strong performance
Figure 35: Brand shares in feminine hygiene products, years ending Oct, 2014 and 2015

The Consumer – What You Need to Know

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

Less than half of women menstruate monthly
Figure 36: Menstrual status, October 2015
One in five women experience urine issues
Figure 37: Experience of bladder issues in the past 12 months, October 2015
Rise in bladder issues with age
Figure 38: Experience of bladder issues in the past 12 months, by age, October 2015
Pregnancy could be causing occasional bladder leakage
Figure 39: Frequency of incontinence – “Occasionally”, by gender, October 2016
Frequent incontinence high in older women
Figure 40: Frequency of incontinence, October 2015
Rare and occasional light incontinence
Figure 41: Amount and frequency of incontinence, October 2015

Usage of Feminine Hygiene and Sanitary Protection Products

Women may be using alternative sanitary protection products
Figure 42: Usage of sanitary protection products, October 2015
Feminine hygiene usage is high in incontinence sufferers
Figure 43: Usage of feminine hygiene products, October 2015
One in five women who suffer from incontinence use incontinence products
Figure 44: Usage of adult incontinence products, October 2015
Panty liners are used for a range of issues
Figure 45: Usage occasions of sanitary protection products, October 2015

Attitudes towards Adult Incontinence

Sanitary pads are good enough
Figure 46: Attitudes towards adult incontinence, October 2015
Shopping experience can be optimised

Attitudes towards Feminine Hygiene Products

Repositioning feminine hygiene in-store
Figure 47: Attitudes towards feminine hygiene products, October 2015
Tackling embarrassment
Regular products are good enough

Appendix – Data Sources, Abbreviations and Supporting Information

Data sources
Abbreviations
Fan chart forecast
Brand research
Brand map
Correspondence analysis 

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