After several years as the most popular tampon brand in Australia, Libra has been overtaken by Carefree, the latest findings from Roy Morgan Research reveal, while U by Kotex is also making its presence felt.
In an average four weeks, 22 per cent of women in Australia aged 14+ (just over 2.2 million) buy tampons, slightly up on 12 months ago. But while the top-line figure may not have changed much, some noticeable movement has taken place at brand level. Most strikingly, the proportion of tampon buyers choosing Libra tampons in an average four weeks has fallen from 31 per cent to 26 per cent year-on-year.
This puts Libra just behind Carefree, now bought by 27 per cent of tampon buyers (up from 26 per cent in 2015). U by Kotex is in third place, bought by 24 per cent of tampon buyers in an average four weeks (up from 22 per cent).
Roy Morgan Research Industry Communications Director Norman Morris says more than four in every 10 tampon buyers aged 18-24 in an average four weeks, and just over three in every 10 aged under 18, purchase U by Kotex.
“Clearly, targeting younger women with its bright, colourful packaging and fun, friendly website, U by Kotex is hitting the bull’s eye with this demographic,” he said.
Tampax (nine per cent, up from eight per cent) and Cottons (nine per cent, up from six per cent) have also improved in the past 12 months.