Carefree overtakes Libra as Australia’s top tampon brand

“After dominating the tampon market for so long, Libra has conceded top spot to its rival Carefree, which is now purchased by a slightly higher proportion of Aussie women in an average four weeks. But Carefree will need to be pro-active if it wishes to hold onto its newfound number-one status, as U by Kotex is nipping at its heels.

“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, being purchased by 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. In contrast, Carefree tends to attract more mature consumers, and is bought by almost 30% of tampon buyers aged 35-49 and 45% of those aged over 50.

“Roy Morgan’s profiling tool Helix Personas can assist brands wishing to achieve greater cut-through in this competitive market by providing detailed insights into the location, demographics, lifestyle, attitudes, behaviours and values of their existing and potential customers, thereby allowing for more strategic, tailored branding and marketing.

“For example, one of the key Helix Personas most likely to buy Carefree tampons is the affluent, successful and inner-suburban Smart Money. Women in this group have full, busy lives: kids, demanding jobs and an active social circle. They also tend to hold progressive attitudes (and would object to the government’s ‘tampon tax’ out of principle, even though it wouldn’t make a dent in their grocery budget).

“In contrast, women who buy Libra tampons are more likely to belong to the cash-strapped segment known as Strugglestreet. Frequently young, single parents earning low incomes (or existing on government benefits), Strugglestreet are constantly worried about the cost of living and healthcare services, with every week being a battle to make ends meet.

“Given all the movement at a brand level in the last 12 months, it seems an ideal time to make the most of the uncertainty and seize a greater share of the market – and Helix Personas is an ideal starting point.”