Almost 6 in 10 (55%) women purchase feminine hygiene products once a month or more often with almost 1 in 5 (18%) buying at least once every 2-3 weeks. This research, conducted on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of adult women aged 18+, sought to understand purchase behaviour in this category and which aspects are most important to female consumers when purchasing feminine hygiene products.
Supermarkets are the most likely purchase point for females when they are buying feminine hygiene products once a month or more often, with just over 8 in 10 (81%) purchasing through this channel. This purchase incidence is primarily driven by purchases in Tesco (41%). Apart from supermarkets, Boots is a significant player in this category, with just over 3 in 10 (31%) of those who purchase feminine hygiene products at least monthly, purchasing in Boots.
For some 1 in 10 (10%) females who purchase feminine hygiene products from a supermarket, this is a year-on-year increase in their previous purchase levels from supermarkets. However, there is a similar proportion (9%) who claim they have reduced their purchase levels in supermarkets. Of those who have increased their purchase in supermarkets, price plays a significant role, with half (50%) of those who have increased purchase in supermarkets doing so because feminine hygiene products are cheaper there. A third (33%) claim there is usually good offers available in supermarkets, with a similar proportion citing the convenience to purchase while in the supermarket as a factor in their increased purchase (32%).
In terms of overall importance when purchasing feminine hygiene products, there are two aspects which are deemed of primary importance to buyers. The suitability of the product for buyers needs is key, with almost 8 in 10 (78%), deeming this to be important with a similar proportion (74%) citing the quality of the product as important. More so than we have seen in other hygiene categories, there appears to be quite a high level of brand loyalty in this category, with almost half (48%) claiming to be loyal to the brand they buy most often, with just 16% claiming not to be loyal.
For further information and more in-depth analysis on consumer behaviour when it comes to feminine hygiene and other personal care products, please contact Robbie Clarke at Empathy Research.
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