Summary of our market study

The French feminine hygiene market is valued at 450 million euros, while the global market is worth over 26 billion.

The French menstrual sanitary protection market caters for around 15.5 million women aged between 13 and 50.

Products in this market are classified as tampons (with or without applicator), sanitary pads, menstrual cups, menstrual panties and menstrual sponges, with medium flow being the most commonly used.

Despite a tradition of single-use disposable products, there is a growing trend towards the use of reusable menstrual products. This trend has led to the emergence of new brands and biodegradable menstrual products.

Players in the French menstrual sanitary protection market

Procter & Gamble is a dominant force with its flagship Always and Tampax brands.
Johnson & Johnson is another major player with its o.b. brand.
SCA's Bodyform brand is not as widespread in France
Diva International - The rise of ecological consumerism has paved the way for companies like Diva International and its DivaCup.
THINX Inc. pushes the trend for reusable protection even further with its range of menstrual panties.
Natural Intimacy is one of the main players to focus on menstrual sponges.

the sanitary protection market - France

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Number of pages : ~ 40 pages
Format : Digital and PDF versions
Last update : 11/10/2022

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Summary and extracts

1 Market overview

1.1 Definition and scope of the study

Menstrual sanitary protection refers to all the solutions used by menstruating people to protect their clothes and their skin by collecting menstrual bleeding.
They are differentiated by their types but also by their size: light flow, medium flow, abundant flow and very abundant flow (also called "night format"). The size most used among the regulated population of France is the medium flow: it is the flow considered as normal.The hygienic protections are divided into four main categories:

Tampons (with or without applicators)
The sanitary towels
Menstrual cups
Menstrual panties
Menstrual sponges

The demand of the market is very wide in France since the regulated people are approximately 15,5 million (mainly women from 13 to 50 years). Traditionally, sanitary protection is designed to be single-use and therefore disposable after the first use. However, the trend of reusable for ecological motivations takes more and more importance in France and in the world, and the market sees the birth of many new brands in this segment. We are also seeing more and more eco-responsible brands in terms of biodegradable components.

2 Analysis of the demand

3 Market structure

4 Analysis of the offer

5 Regulation

6 Positioning of the actors

6.1 Segmentation du marché

Dans Ma Culotte
Monoprix
Franprix (Groupe Casino)
Casino Groupe
Fempo
Smoon
Moodz
Sisters Republic
So'Cup
Aglaé Lingerie
Réjeanne
Elia Lingerie
Lily Basic
Modibodi
Lidl France
Carrefour Groupe
Naturalia
Pharmactiv (OCP Group)
Alphega Pharmacie
Procter & Gamble
Johnson & Johnson
SC Johnson & Sons
Louve
MÏU
Blinx Underwear
Yoppie
Dreamtim Blooming Rocks
Petites Culottées
Wuka Wear

List of charts presented in this market study

Le marché mondial de l'hygiène féminine
Segmentation du marché de l'hygiène féminine
Évolution du chiffre d'affaires de l'hygiène intime
Part de marché dans les protections féminines écologiques
Évolution du nombre de femmes âgées entre 15 et 50 ans
Répartition des femmes françaises par classe d'âge
Qualiferiez-vous ces marques de...?
Pour chacun des produits d'hygiène suivants, vous arrive-t-il ou vous est-il arrivé de renoncer à en acheter par manque d'argent ?
Évolution du chiffre d'affaires de la production d'articles papiers à usage sanitaire ou domestique
France's favourite honey brands
Les marques d'hygiène intime préférées des Français
Les marques d'hygiène intime préférées des Français selon l'âge

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Latest news

Casino CEO Philippe Palazzi takes over Monoprix and Naturalia - 24/09/2024

Monoprix sales: 4.3 billion euros.
Total number of Monoprix stores: 861, including 338 integrated.
Total number of Naturalia stores: 232, including 170 integrated and 62 franchised.
Share of Monoprix sales in the new Casino: 50% of the total (4.3 billion euros out of 9 billion euros at December 31, 2023).

Procter & Gamble: Optimism - 15/05/2024

- **Procter & Gamble worldwide sales for fiscal year 2022-2023**: $82 billion, up 2%.
- A quarter of French people use electric toothbrushes, compared with 45% of Germans and 60% of Scandinavians.
- Growth in the incontinence protection market: A niche that's growing by 5-10% a year.
- **Investment in France**: 65 million euros to modernize and expand production capacity at the Amiens and Blois sites, with a total of around 500 million euros over seven years.

Carrefour has switched to the more dynamic franchising model - 21/02/2024

- Carrefour has passed the tipping point towards a model based increasingly on franchising.
- By 2023, half of its sales in France will come from franchised or leased stores.
- As part of this strategy, Carrefour has added 653 neighbourhood stores by the end of 2023.
- In 2023, Carrefour recorded sales of €94.13 billion, up 10.4% on the previous year.
- Carrefour-branded products now account for 36% of food sales, up from 33% in 2022.
- Carrefour's e-commerce sales volume rose by 26% to 5.3 billion euros (+16% in France).
- Carrefour plans to acquire 60 Cora hypermarkets and 115 Match supermarkets for a hefty billion euros in 2024.

Casino: Intermarché and Auchan win the bid - 18/12/2023

Casino: Intermarché, which had joined forces with Auchan to buy the 320 stores, finally won the bid.
The value of the transaction would be close to 1.6 billion euros, or 37% of the sales taken over (3.6 billion euros).
A social issue
In addition to the takeover of dozens of supermarkets and hypermarkets, Carrefour PROPOSED to take over 7,000 convenience stores under the Petit Casino, Vival and other banners. This possibility was rejected by Casino and its receivers
Intermarché has opened up its internal rules for independent groups to franchising, to accommodate the 60 Casino franchisees.
Intermarché and Auchan will share the 313 outlets sold in roughly equal parts, with Auchan taking over almost all of the 42 hypermarkets.
Monoprix and Franprix will remain under Groupe Casino control

80 Carrefour hypermarkets operated under franchise or leasing agreements - 14/11/2023

On October 20, Carrefour announced its intention to switch 37 stores (comprising 15 hypermarkets and 21 supermarkets) to lease management.
Since 2018, 80 hypermarkets have left integrated status, representing around a third of all hypermarkets.
Around 75% of supermarkets (784 out of 1038) are currently leased or franchised.

Petits Culottés short-circuits supermarkets with baby diapers - 14/11/2023

Les Petits Culottés was created in 2019 in Paris. 12 employees.
In four years, the company has managed to win over around 80,000 parents.
The company's products are 15% cheaper than the competition thanks to online sales.
The company has its diapers manufactured by BB Distribe in Laval-sur-Vologne, Vosges.
Infant milk is purchased from a group of independent breeders in the Vendée region.
Present in some 50 maternity wards and in partnership with approximately 6,000 pharmacies.
The SME achieves sales of 42 million euros without raising capital.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Dans Ma Culotte

Monoprix

Franprix (Groupe Casino)

Casino Groupe

Fempo

Smoon

Moodz

Sisters Republic

So'Cup

Aglaé Lingerie

Réjeanne

Elia Lingerie

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the sanitary protection market | France

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