Monday, June 1st, 2015

Almost 4.2 million Australian women aged 14-54 (65%) paid GST in the last four weeks when indulging in the luxury of buying tampons, sanitary pads or panty liners, consumer data from Roy Morgan Research shows.

In an average four weeks during 2014, around 3.2 million women aged 14-54 bought sanitary pads (50%), 2.1 million bought tampons (33%) and 1.6 million bought panty liners (24%). Around 1 in 10 women in this age group bought all three feminine products in an average month.

Although there is little difference between the states in the total proportions of 14-54 year-old women who bought any of these products in the last four weeks (ranging from 66% in Victoria and NSW/ACT to 64% in South Australia and 62% in Western Australia, Tasmania and Queensland), there are some differences between which type is more common.   

Tampons are most widely bought in Tasmania (38%), but women there are less inclined than in other states to buy pads (46%) or liners (20%). Victoria has the highest rate of pad-purchasing, with 52% of women buying them in an average four weeks. 

Proportion of Australian Women 14-54 who purchased in last four weeks:

Source: Roy Morgan Single Source (Australia), January 2014 –December 2014, n=4,455 women aged 14-54.

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

"The debate over whether tampons, pads and panty liners should be exempted from GST has reignited. Women aged 14 to 54 make up around a third of the country—and around two-thirds of them buy (and pay tax on) one or more of these products at least once in an average four weeks.

“And on top of the 4.2 million women 14-54 regularly buying these products, another 1.2 million Australians (14+) also do so in an average four weeks—a group including older women and, yes, around 570,000 men (presumably buying for someone else). In fact, perhaps that would be a more effective campaign headline: Over Half a Million Men Unfairly Taxed Each Month.”


Contact Profile

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.
Shaun Ellis
P: 03 9224 5332


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