Alternatives to disposable menstrual hygiene products prioritize sanitation
Trend - While single-use pads and tampons are convenient, more consumers are opting for reusable alternatives for cost and environmental reasons. These products require extra care to be safe and effective, so brands are incorporating sanitization features and add-ons that ensure correct use and optimal health.
Insight - Consumers who are affected by period poverty, or those who are trying menstrual care habits/products that are unfamiliar to them, want brands to address the learning curve that comes with these products. Additionally, the push for eco products combined with pandemic-prompted changes in hygiene habits have influenced purchase decisions in this space--creating opportunity for brands to build customer loyalty by addressing all these concerns in one product or collection.
Insight - Consumers who are affected by period poverty, or those who are trying menstrual care habits/products that are unfamiliar to them, want brands to address the learning curve that comes with these products. Additionally, the push for eco products combined with pandemic-prompted changes in hygiene habits have influenced purchase decisions in this space--creating opportunity for brands to build customer loyalty by addressing all these concerns in one product or collection.
Workshop Question - How could your brand bridge knowledge gaps with its product features or branding?
Trend Themes
1. Reusable Menstrual Products - Consumers are opting for reusable alternatives to disposable menstrual hygiene products.
2. Sanitization Features - Brands are incorporating sanitization features and add-ons that ensure correct use and optimal health.
3. Connected Menstruation - Connected menstruation products help women collect pertinent insights related to their reproductive health.
Industry Implications
1. Personal Care - Players in the personal care space can explore eco-friendly and reusable menstrual products that incorporate sanitization features.
2. Healthcare - Healthcare professionals can explore the use of connected menstruation products to capture data related to reproductive health thereby offering tailored diagnosis to patients.
3. Travel - Travel industry professionals can target women who are constantly on the go and offer portable menstrual cup wash kits.
