“A real injustice”: Feminine hygiene product sales fall as prices soar in France

09 Oct 2023 --- The current socio-economic environment in France is forcing consumers to reduce their personal hygiene product purchases, such as tampons and laundry detergents. As a result of financial struggle during a continued inflationary period, consumers are turning away from FMCG-produced products, which have hiked in prices.

“As in other FMCG market segments, consumers are making trade-offs: Downscaling and reducing volumes. The market share of private labels has increased by 2.7 points in the space of a year in the category of care products category (28% of purchases by value),” Isabelle Senand, director of studies at the Fédération du Commerce et de la distribution (Federation of Commerce and Distribution), tells Personal Care Insights.

“Purchases of personal care products contracted by 5.5% in volume terms over the first eight months of the year (-5.7% for home care products, -6.9% for personal care products). In value terms, these purchases rose by 4.3%. By comparison, the overall FMCG market contracted by 2% in volume over this period but grew by 10.1% in value.”

Higher pricing on consumer products
The spotlight is on large companies such as Unilever and Procter & Gamble (P&G), whose prices have increased for these personal care products. We reached out to Unilever, but they declined to provide comment.

The personal care product provider predicts an “underlying sales growth for the full year to be above 5%, ahead of its multi-year range, with underlying price growth continuing to moderate through the year.”

Personal care product sales, such as laundry, take a dip in France.Meanwhile, P&G reported FY2023 net sales of US$82 billion, an increase of 2% versus the prior year. Between April and June, organic sales increased 7%, mainly due to a 9% increase from higher pricing.

Consumers are turning to private label alternatives since larger companies mainly drive these price increases. The sales volume for private label personal care products is rising while those for big brands are declining.

Economic impact on women
The consumer shift from commercial to private label alternatives “could create a new battleground for retailers, politicians and consumer goods makers,” warns Reuters.

“There is practically no awareness campaign on the subject in France. Yet this subject is important and causes much suffering among precarious people, especially young women and mothers of families who generally prefer to give up these products to buy what is necessary for their children. This is a real injustice,” Fabienne Messic, a co-leader at Ligue des droits de l'homme (Human Rights League), tells us.

“In France, hygiene product prices for women’s menstruation have increased by 10%. Overall, the economic impact is significant for women throughout their lives. These products should be tax-free and price-regulated to ensure that all women have access to them.”

“These products should be free of charge and covered by social security for minors. Women receiving minimum social benefits should be entitled to free treatment,” Messic continues.French citizens purchase less feminine hygiene products due to price increases.

Lower class bears the brunt
Furthermore, Senand explains that a survey (IFOP for Dons Solidaires) carried out this year found that “34% of French people consider that the current economic climate is forcing them to limit their consumption of hygiene products (for budgetary reasons).”

She proposes that 73% of French citizens in a lower-income bracket would attribute their limit on consumption of personal care products to cost.

In August, Carrefour CEO Alexandre Bompard warned French citizens that high prices are forcing consumers to make massive cuts to spending on essential goods. These “essential goods” include personal hygiene products and are now being witnessed nationwide.

“Inflation has several causes, including the crisis in energy prices (oil, gas and electricity) and the rise in packaging prices over the past months. Products made from cellulose, the price of which continues to soar (due to shortages and environmental standards), have also seen their prices rise sharply in recent months. All these increases are ultimately passed on downstream in consumer prices,” Senand concludes.

By Sabine Waldeck