In an average four weeks, 22 per cent of Australian women aged 14+ (just over 2.2 million) purchase tampons, slightly up on 12 months ago (21 per cent).
“After dominating the tampon market for so long, Libra has conceded top spot to its rival Carefree, which is now purchased by a slightly higher proportion of Aussie women in an average four weeks. But Carefree will need to be pro-active if it wishes to hold onto its newfound number-one status, as U by Kotex is nipping at its heels,” Norman Morris, industry communications director of Roy Morgan Research said.
“Clearly targeting younger women with its bright, colourful packaging and fun, friendly website — U by Kotex is hitting the bull’s eye with this demographic, — being purchased by more than four in every 10 tampon-buyers aged 18-24 in an average four weeks and just over three in every 10 aged under 18. In contrast, Carefree tends to attract more mature consumers, and is bought by almost 30 per cent of tampon buyers aged 35-49 and 45 per cent of those aged over 50.”
But while the top-line figure may not have changed much, there has been some noticeable movement at brand level. Most strikingly, the proportion of tampon buyers purchasing Libra tampons in an average four weeks has fallen from 31 per cent to 26 per cent yearly.
This puts Libra just behind Carefree, now purchased by 27 per cent of tampon buyers (up from 26 per cent in 2015). U by Kotex is in third place, purchased by 24 per cent of tampon buyers in an average four weeks (up from 22 per cent). Tampax (9 per cent, up from 8 per cent) and Cottons (9 per cent, up from 6 per cent) have also improved in the last 12 months.
The research company has its own profiling tool Helix Personas, which pinpoints the types of consumers most likely to purchase particular brands in the market. The program showed the traits of shoppers who are most likely to purchase Carefree tampons are those who are “affluent, successful and inner-suburban Smart Money.”
“Women in this group have full, busy lives: kids, demanding jobs and an active social circle. They also tend to hold progressive attitudes (and would object to the government’s ‘tampon tax’ out of principle, even though it wouldn’t make a dent in their grocery budget),” Morris explained.
On the other hand, the women consumers (segment referred to as Strugglestreet) who are budgeting their monthly salary income prefers to choose Libra. Strugglestreet pertains to the young single parents who have lower incomes and rely on government benefits. These are those Aussies who constantly worry about the cost of living and healthcare services.