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