Executive Summary

Mar 2019
PROSPECTS
Sanitary protection is expected to decline

Sanitary protection is expected to decline in current value terms over the forecast period. This will partly be due to more women choosing to use contraceptive pills and implants, which reduce their need for sanitary protection products.

Lower absorbency products expected to grow, and tampons expected to decline

The use of contraceptive pills has grown in the UK, becoming the first choice for many young women for contraceptive protection. The use of implants and other long-term contraceptive methods has also continuously risen over the years.

The focus on sustainability gains importance

Awareness and concern over single-use plastics are growing in the UK; this has a strong impact on brand image and plays a role in decision-making when selecting specific products. This is leading reusable products to grow in the market, steering customers away from sanitary protection products.

COMPETITIVE LANDSCAPE
Procter & Gamble maintains its lead, followed by Essity

Procter & Gamble continued to lead sanitary protection in the UK in value terms in 2018, with its brands Tampax and Always, which both led their respective categories. The company benefits from the range of products it offers and the brand loyalty achieved.

The leading brands become involved in educational programmes and partnerships

Always, Bodyform and Lil-lets are some of the leading brands in sanitary protection getting involved in educational programmes for young girls, as part of an effort to help girls navigate the changes that come with menstruation and reduce the stigma attached to the topic. Efforts have also been made to reach more women in the attempt to fight period poverty, with Lil-Lets forming a partnership with premier league football club Everton and its charity in the community to help inform and help more women in this situation.

Private label gains importance in sanitary protection

Brands continued to lead sanitary protection in 2018, as trust is a very important aspect when selecting a product. However, private label has been growing and is expected to continue to do so.

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Sanitary Protection in the United Kingdom

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in United Kingdom with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sanitary Protection industry in United Kingdom, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in United Kingdom market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sanitary Protection in United Kingdom?
  • What are the major brands in United Kingdom?
  • What are the key new product launches in the sanitary protection market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Sanitary Protection in the United Kingdom - Category analysis

HEADLINES

PROSPECTS

Sanitary protection is expected to decline
Lower absorbency products expected to grow, and tampons expected to decline
The focus on sustainability gains importance

COMPETITIVE LANDSCAPE

Procter & Gamble maintains its lead, followed by Essity
The leading brands become involved in educational programmes and partnerships
Private label gains importance in sanitary protection

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in the United Kingdom - Industry Overview

EXECUTIVE SUMMARY

Retail tissue and hygiene records value growth in 2018
Rising unit prices push consumers towards private label
Kimberly-Clark and Essity close in on Procter & Gamble
Discounters continues to gain retail value share in tissue and hygiene
Retail tissue and hygiene is expected to continue to grow in the forecast period

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources