Lil-lets UK
The UK feminine hygiene market is currently worth in excess of £260 million. This is made up of a range of products, including tampons, sanitary pads and pantyliners.
Tampons account for around £94 million of the business in the UK each year (approximately 35% of the total market), including both applicator and non-applicator tampons.
Lil-lets in the UK leads the market in non applicator tampons with a share in excess of 80% and currently holds a 23% share of the total tampon market.
Sanitary pads and pantyliners account for 48% and 17% respectively of the overall UK feminine hygiene market, with an annual combined value of over £170 million. Lil-lets has extended its product portfolio into this area and offers a range of products.
Lil-lets is still the only UK brand to offer the full choice of protection to its customers, with tampon products from one droplet to five droplet absorption and in addition a full choice of protection from sanitary pads and pantyliners.
Data source IRI
Lil-lets (SA) Pty.
The South African feminine hygiene market is worth in excess of R900 million and is growing at 12% per annum. Whilst the market has the same broad structure as the UK market, the proportion each sector contributes varies; sanitary pads are by far the largest component with 66% of the market; tampons account for 22%, whilst pantyliners contribute 12%.
Lil-lets in South Africa is the market-leading tampon and pantyliner brand with an 80% share and 39% share respectively. The recent launch into the sanitary pads sector has stimulated market growth with Lil-lets share approaching 20% of the market since launch in 2006.
Lil-lets' position as the lifestyle brand of choice for the burgeoning middle-class has ensured the continued and sustained growth of Lil-lets in the South African market.
Data source Nielsen