Monday, January 5th, 2015

In the six months to September 2014, 21% of Australian women bought tampons in any given four-week period. Libra is the most popular brand by far, being purchased by 31% of tampon-buyers in an average four weeks, well ahead of Carefree and U by Kotex.  

Recent findings by Roy Morgan Research show that while Libra tops the list, there are some differences in brand preference by age. U by Kotex is slightly more popular among tampon-buyers aged under 25, with 35% buying the brand in any given four weeks compared to 34% who buy Libra.

Carefree is the second-most purchased brand among women who buy tampons (particularly those aged between 50 and 64), but trails behind U by Kotex among under-25s. Marketed squarely at young teenage girls, U by Kotex is clearly resonating with the younger market. Nearly a quarter of women who bought tampons in an average four weeks chose Kotex.

In contrast, women aged 35-49 and 50-64 are more likely to buy supermarket-brand tampons than Kotex.

Top 4 best-selling tampons among Australian women


Source: Roy Morgan Single Source (Australia), April 2014 – September 2014 (n=715).

Angela Smith, Group Account Director, Roy Morgan Research, says:

“Libra’s dominance of the tampon market is well established, but among the other brands, some interesting trends emerge. While a woman’s choice of tampon appears to be heavily influenced by her age, the latest Roy Morgan data reveals that the brand she buys may also be coloured by subtle differences in attitudes and habits.


“For example, women who buy supermarket brand tampons are far more likely than the average Australian woman to agree with the statement ‘I buy more store’s-own products than well-known brands’. In contrast, women who buy Moxie are more likely than other tampon buyers to agree that ‘I will buy a product because of the label’ and ‘I try to buy Australian-made products as often as possible.’


“A niche Aussie brand bringing a touch of pizzazz to this most unglamorous of FMCG categories, Moxie currently accounts for just 6% of total tampon buyers in an average four weeks, but is one to watch.


“Moxie buyers tend to be extroverts who wear clothes that will get them noticed, identify as intellectual, place a high value on freedom and regularly attend their church or place of worship.


“Let’s face it: tampons are a boring necessity for many women, but this doesn’t mean brands can’t differentiate themselves and target specific kinds of shoppers. But to do this requires the kind of in-depth insights into Australian consumers that only Roy Morgan data can provide…”

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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.
Samantha Wilson
P: (03) 9224 5268


feminine products, women, fmcg, libra, carefree, kotex, moxie




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