As women’s value perception evolves alongside growing health and equality awareness, the expectation for menstrual care brands and products is shifting towards a more lifestyle-centric, holistic wellness positioning, leading to growing innovations and brand narratives emphasising health, comfort, authenticity, circularity and holistic care. This briefing explores key value drivers in menstrual care, as well as opportunities and challenges facing businesses.
This report comes in PPT.
The slim/thin/ultra-thin towel continues to outperform other disposable menstrual product formats as it demonstrates high efficacy and adaptability to women’s life occasions from workouts to overnight sleep, with the underwear-style, despite its higher price, gaining appeal.
Consumers’ growing digital sophistication and desire for brand engagement have accelerated menstrual care companies’ loyalty strategy by drumming up inclusive social campaigns and leveraging real-time and predictive capabilities to bring consumers into the fold and then use subscription services, paid memberships or one-stop ecosystems to deepen the bond.
As consumers take a more simplified yet deliberately conscious approach to consumption and self-care, companies are increasingly focused on harnessing the power of tangible benefits in menstrual care product development and brand communications, with functionality, safety and comfort being the key drivers.
Growing consumer demand for health, transparency and purposeful living will continue driving menstrual care’s accelerated shift towards clean positioning, as demonstrated in plant-based, clinically-tested ingredient sourcing, increased adoption of clean claims such as “Natural” and “Organic”, plastics reduction in packaging and further exploration of product biodegradability.
The growing recognition of wellness as a broader concept encompassing skin, body and mind has informed a holistic transition manifested mainly in insurgent brands’ expansion into adjacent women’s need states from skin to sexual health across life stages as well as their increased exploration of menstrual care products as women’s health screening and treatment agents.
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See All of Our DefinitionsIf you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!