FEMININE HYGIENE AND SANITARY PROTECTION PRODUCTS - UK - JANUARY 2018

FEMININE HYGIENE AND SANITARY PROTECTION PRODUCTS - UK - JANUARY 2018

Jan 2018 Mintel Personal CareN/A Price :
$ 2694

There is a quiet revolution ongoing in the incontinence products segment. The stigma around incontinence appears to be fading, products are advertised on primetime TV, and brands are creating new designs that are more stylish and sophisticated. As the population ages, incontinence products are only going to go even more mainstream, although for brands to benefit further they need to address the growing needs of men as well as women. In feminine hygiene and sanitary protection, brands are becoming much bolder in their marketing approach, with campaigns that are more positive and realistic

Table of Contents

OVERVIEW
What you need to know
Products covered in this Report
Feminine hygiene products
Adult incontinence
Excluded
EXECUTIVE SUMMARY
The market
Sector shows resilient growth
Figure 1: Best- and worst-case forecast of UK value sales of feminine hygiene, sanitary protection and adult incontinence products, 2012-22
Companies and brands
Vagisil and Canesbalance gain share of feminine hygiene market
Figure 2: Retail value sales of feminine hygiene products, by brand, year ending September 2017
Always loses market share for sanitary protection
Figure 3: Retail value sales of sanitary protection products, by brand, year ending September 2017
Tena the market leader in incontinence products
Figure 4: Retail value sales of adult incontinence products, by brand, year ending September 2017
The consumer
Sanitary pads lead in popularity
Figure 5: Sanitary protection product usage, October 2017
Products for normal flow most popular
Figure 6: Sanitary protection usage for menstruation flow types, by age, October 2017
Environmental concerns come to the fore
Figure 7: Behaviours around sanitary protection products, October 2017
Sanitary protection enjoys high brand loyalty
Feminine hygiene usage on the rise
Figure 8: Usage of feminine hygiene products in the last 12 months, October 2017
A need to raise the profile of feminine hygiene
Figure 9: Attitudes towards feminine hygiene products, October 2017
Incontinence experienced by 42%
Figure 10: Incontinence status by frequency, by age, October 2017
Figure 11: Incontinence status, by volume, by gender, October 2017
Incontinence product sales rise but growth remains untapped
Figure 12: Usage of incontinence products, October 2017
Discretion important for incontinence product buyers
Figure 13: Behaviours around incontinence products, October 2017
What we think
ISSUES AND INSIGHTS
Always Discreet disrupts the incontinence segment
The facts
The implications
High brand loyalty for sanitary protection has potential to drive environmental change
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Sector shows resilient growth
Incontinence products drive value growth
Supermarkets hold the key
‘Tampon tax’ affects prices
Birth rate drop has mixed results for future sales
MARKET SIZE AND FORECAST
Sector shows resilient growth
Figure 14: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, at current and constant prices, 2012-22
Growth set to continue
Figure 15: Best- and worst-case forecast of UK value sales of feminine hygiene, sanitary protection and adult incontinence products, 2012-22
Forecast methodology
MARKET SEGMENTATION
Incontinence products drive growth
Figure 16: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, 2015-17
Competitive pricing impacts sanitary protection
Feminine hygiene value sales slide
CHANNELS TO MARKET
Supermarkets hold the key
Figure 17: UK retail value sales of feminine hygiene, sanitary protection and adult incontinence products, by outlet type, 2015-17
Figure 18: Tweet showing Tesco in-store signage highlighting coverage of tampon tax, September 2017
MARKET DRIVERS
Ageing population boosts incontinence market
Figure 19: Trends in the age structure of the UK population, by gender, 2012-22
Birth rate drop has mixed results for future sales
Figure 20: Trends in number of live births (thousands), and mean age of mothers at the birth of their child, England and Wales, 2010-16
Contraception usage may affect sector
Figure 21: Contraceptives prescription items dispensed in the community (England), 2010/11-2016/17
Obesity growth to affect incontinence
Figure 22: Trends in obese body mass index (bmi), England, women only, 1996-2016
‘Tampon tax’ affects prices
Financial confidence still lower than pre-referendum
Figure 23: Changes in household finances, January 2015-October 2017
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Vagisil and Canesbalance gain share of feminine hygiene market
Always loses market share for sanitary protection…
…but Always Discreet gains in incontinence
Tena the market leader in incontinence products
New launches focus on discretion for incontinence
Feminine hygiene launch activity decreases
P&G leads the way in new launches
Always and Tampax dominate adspend
Empowering campaigns lead trends
Always Discreet benefits from sanitary protection association
Tampax considered effective and trusted
MARKET SHARE
Femfresh sales growth stalls in feminine hygiene segment
Figure 24: Retail value sales of feminine hygiene products, by brand, years ending September, 2015-17
Bodyform sees sustained growth in sanitary protection
Figure 25: Retail value sales of sanitary protection products, by brand, years ending September, 2015-17
Tena remains clear market leader for incontinence products
Figure 26: Retail value sales of adult incontinence products, by brand, years ending September, 2015-17
LAUNCH ACTIVITY AND INNOVATION
Incontinence products dominate NPD activity
Figure 27: New product development in the UK feminine hygiene, sanitary protection and adult incontinence market, by product segment, January 2014-November 2017
Figure 28: Examples of discreet and fitted product launches in the adult incontinence protection market, 2017
Figure 29: New product development in the UK feminine hygiene, sanitary protection and adult incontinence market, by launch type, 2016
P&G leads in launch activity
Figure 30: New product development in the UK feminine hygiene, sanitary protection and adult incontinence products market, by ultimate company, January 2016-November 2017
Figure 31: New package designs of Tena Men ranges, December 2017
Adult incontinence products
Own-label products follow discreet trend
Figure 32: New product development in the UK adult incontinence market, branded versus own-label, January 2014-November 2016
Figure 33: Examples of own-label product launches in the adult incontinence protection market, 2016-17
Odour neutralising claims key
Figure 34: Top five claims in the UK adult incontinence protection market, 2016
Feminine hygiene
Launch activity slows
Figure 35: Examples of new product launches in the feminine hygiene market, 2016-17
Wilko moves into intimate deodorants
Figure 36: New product development in the UK female hygiene market, branded versus own-label, January 2014-November 2017
Figure 37: Examples of own-label product launches in the feminine hygiene market, 2016-17
New varieties gain momentum
Figure 38: Examples of new varieties/range extensions in the feminine hygiene market, 2016
Brands emphasise being gentle on skin
Figure 39: Top five claims in the UK feminine hygiene market, 2016
Sanitary protection products
NPD in sanitary protection focuses on packaging design
Figure 40: Examples of new product launches in the sanitary protection market, 2016-17
Own-label packaging catches up with market leaders
Figure 41: New product development in the UK sanitary protection market, branded versus own-label, January 2014-November 2017
Figure 42: Examples of own-label product launches in the female sanitary protection market, 2016-17
Always and Kotex try new approaches
Figure 43: Examples of new packaging launches in the sanitary protection market, 2016-17
Environmental claims key
Figure 44: Top five claims in the UK sanitary protection market, 2016
Figure 45: Examples of ‘natural’ product launches in the sanitary protection market, 2017
ADVERTISING AND MARKETING ACTIVITY
Advertising spend sees a rise
Figure 46: Total above-the line, online display and direct mail advertising expenditure on sanitary protection, feminine hygiene and adult incontinence products, by category, January 2014-November 2017
P&G dominates adspend
Figure 47: Recorded above-the-line, online display and direct mail total advertising expenditure on feminine hygiene, sanitary protection and incontinence products, by leading companies (based on 2017), January 2014-November 2017
TV still the focus
Figure 48: Recorded above-the-line, online display and direct mail total advertising expenditure on the feminine hygiene, sanitary protection and adult incontinence market, by media type, January 2014-November 2017
Figure 49: Always Discreet TV commercial, December 2017
Empowering campaigns around menstruation grow
Figure 50: Always: #LikeAGirl – Keep Going campaign, August 2017
Figure 51: Bodyform #BloodNormal campaign, October 2017
Figure 52: U by Kotex FITNESS tampon campaign, October 2017
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 53: Attitudes towards and usage of selected brands, November 2017
Key brand metrics
Figure 54: Key metrics for selected brands, November 2017
Brand attitudes: Tampax leads the way
Figure 55: Attitudes, by brand, November 2017
Brand personality: Depend suffers image problem
Figure 56: Brand personality – Macro image, November 2017
Canesfresh seen as expert
Figure 57: Brand personality – Micro image, November 2017
Brand analysis
Canesfresh a recommended expert
Figure 58: User profile of Canesfresh, November 2017
Always Discreet benefits from sanitary protection association
Figure 59: User profile of Always Discreet, November 2017
Tampax considered effective and trusted
Figure 60: User profile of Tampax, November 2017
Carefree struggles to gain users
Figure 61: User profile of Carefree, November 2017
Depend in need of image refresh
Figure 62: User profile of Depend, November 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
Sanitary pads lead in popularity
Disposable sanitary protection most sought
Environmental concerns come to the fore
Sanitary protection enjoys high brand loyalty
Feminine hygiene usage on the rise
A need to raise the profile of feminine hygiene
Incontinence experienced by 42%
Discretion important for incontinence product buyers
MENSTRUATION STATUS
83% of women of menstruating age had periods in last year
Figure 63: Menstruation status in the last 12 months, by age, October 2017
USAGE OF SANITARY PROTECTION PRODUCTS
Sanitary pads more popular than tampons
Figure 64: Sanitary protection product usage, October 2017
Disposable products dominate
Normal flow products most popular
Figure 65: Sanitary protection usage for menstruation flow types, by age, October 2017
BEHAVIOURS AROUND SANITARY PROTECTION PRODUCTS
Individually wrapped products may raise environmental concerns
Figure 66: Behaviours around sanitary protection products, October 2017
The potential of reusable protection
67% stick to the same brand
USAGE OF FEMININE HYGIENE PRODUCTS
Panty liners an all rounder
Figure 67: Usage of feminine hygiene products in the last 12 months, October 2017
Feminine hygiene usage increases
Figure 68: Usage of feminine hygiene products in the last 12 months, October 2015 and October 2017
ATTITUDES TOWARDS FEMININE HYGIENE PRODUCTS
Discretion still the key
Figure 69: Attitudes towards feminine hygiene products, October 2017
Raising the profile of feminine hygiene amongst younger women
INCONTINENCE STATUS BY FREQUENCY AND VOLUME
Incontinence becoming an everyday issue
Figure 70: Incontinence status by frequency, by age, October 2017
Dedicated products losing out to panty liners
Figure 71: Incontinence status, by volume, by gender, October 2017
Incontinence drives stress
Figure 72: Stress levels caused by incontinence, October 2017
INCONTINENCE PRODUCT USAGE
Sales rise but growth remains untapped
Figure 73: Usage of incontinence products, October 2017
Sanitary protection dampens potential for incontinence products
BEHAVIOURS AROUND INCONTINENCE PRODUCTS
Women prefer discreet products
Figure 74: Behaviours around incontinence products, October 2017
More innovation for men needed
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology
APPENDIX – COMPANIES AND BRANDS
Figure 75: New product development in the UK feminine hygiene market, by launch type, January 2014-November 2017
Figure 76: New product development in the UK sanitary protection market, by launch type, January 2014-November 2017
Figure 77: New product development in the UK adult incontinence market, by launch type, January 2014-November 2017
Figure 78: Recorded above-the-line, online display and direct mail total advertising expenditure on feminine hygiene market, by media type, January 2014-November 2017
Figure 79: Recorded above-the-line, online display and direct mail total advertising expenditure on sanitary protection market, by media type, January 2014-November 2017
Figure 80: Recorded above-the-line, online display and direct mail total advertising expenditure on adult incontinence market, by media type, January 2014-November 2017

Ask for discount before buying this report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Country :
  • Your Requirement
  • Security Code *
* denotes fields which must be completed

Buy This Report


Select License Type :

$ 2694
$ 2694

Do you wish to check sample of this report?

Have Query?


Research Assistance

For Enquiries, Call :

+1-800-998-4852US Toll Free

Email : sales@marketresearchhub.com

Back To Top