With their creative advertising and youth-focused marketing, Libra tampons have gradually grown their market share to eclipse former market leader Carefree.
In the 12 months to December 2012, 38% of Australian women aged 14+ who bought tampons in an average four-week period purchased Libra, up from 35% in the year to December 2008. Carefree was the second most popular brand at 31%, down from 35% four years ago.
A recent study by Roy Morgan Research shows that while Libra is the most commonly purchased tampon overall, its popularity declines among older women. Among tampon buyers, women aged 14-24 were the most likely to have purchased Libra tampons, with 44% buying them in any given four weeks. In comparison, those aged 35-49 are just as likely to have purchased Carefree tampons (33%) as Libra (33%), and are more likely to have bought supermarket brands (13%) than 14-24 year olds (8%).
Kotex is the third most popular brand among the 14-24 (16%) and 25-34 (12%) age groups, but it loses ground as women get older, with supermarket brands being the third most purchased tampon among women aged over 35.
Source: Roy Morgan Single Source (Australia), January - December 2012, n = 2,031.
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“Five years ago Libra and Carefree both had a similar hold on the tampon market. However, with its fun, youth-focused advertising and brand promotion, Libra has successfully grown its market share over the last five years, while Carefree has declined in popularity.
“Roy Morgan Research data shows that while Libra and Carefree remain the most popular tampon brands among women as they age, the market share of both brands drops as supermarket brands become more popular.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
P: +61 3 9224 5209
Samantha WilsonP: (03) 9629 3268