Although growth in the disposable sanitary protection market is slowing, the share of organic/natural offerings is increasing. This report analyses the trends driving growth in this sector of the market, including increased health concerns, and the movement towards sustainable lifestyles. The report also outlines the key benefits of these products, as well as the barriers to usage and their impact on traditional disposables.
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Several trends have contributed to the increased consumer interest innatural/organic sanitary protection products. As consumers become more aware ofpotentially harmful chemicals – both to their bodies and the environment, theysearch for non-toxic and more sustainable alternatives. As conversations aroundmenstruation become less taboo and more common, consumers have becomeincreasingly aware of these options.
Social media has helped drive the conversation and awareness of small premiumorganic brands. These smaller brands also are able to leverage social media andcompany blogs to educate consumers about product usage, eliminating the fear oftrying a new product and fitting their brand into a certain lifestyle.
The benefits that drive consumers to purchase premium organic products typicallyrevolve around the health and sustainability aspects. However, cost is a majorbarrier, as organic products come at a higher unit price on average, which adds upover time.
The higher price point is a significant limitation for further growth in thenatural/organic sector, especially in developing markets where many consumersare not even able to afford the cheaper traditional disposable products.
Premium organic sanitary protection products have grown at a rate outpacing therest of the market, which is seeing growth decline. However, this is still a verysmall sector of the feminine care market. These products are nowhere near themarket share of the major players, though they are likely to continue chipping awayat these players’ shares, as many women continue to make the shift tonatural/organic.