Category
Lifestyle
Assisted Choices
Trend cluster
Category
Menstrual
Subscription
Menstrual subscriptions go further than offering feminine hygiene products.
4.1
Trend score
Trend
What is the Menstrual Subscription trend?
Menstrual Subscription: Subscriptions for feminine hygiene are offering more than the standard products themselves, and are choosing to also include informative, empowering, and complementary items to aid women and girls as they experience their periods. This shift is highly reactive in nature, as it follows the female-led activism focused on reducing shame and stigma around menstruation, and, bigger than that, a push for more importance being placed on women's health.
Trend themes
Themes within the Menstrual Subscription trend
Three behaviours holding the trend together01
Destigmatizing Menstruation
The trend of destigmatizing menstruation has led to subscriptions including informative and empowering items to help women experience their periods without shame.
02
Personalized Menstrual Care
The trend of personalized menstrual care has led to subscriptions providing introductory kits, AI predictions, and hormone-balancing baked goods based on a customer's individual cycle.
03
Eco-Friendly Menstrual Care
The trend of eco-friendly menstrual care has led to subscriptions offering organic and sustainable products, with a portion of the cost going towards initiatives that address period poverty.
Industry implications
What the Menstrual Subscription trend means for industry
Where the trend changes the playbookFor
Health and Wellness
Business professionals in the health and wellness industry can capitalize on personalized menstrual care and hormone-balancing baked goods trends to provide unique menstrual care options for customers.
For
E-Commerce
Business professionals in the e-commerce industry can take advantage of the eco-friendly menstrual care trend by offering organic and sustainable menstrual products through subscription services.
For
Marketing
Business professionals in the marketing industry can leverage the destigmatizing menstruation trend to create advertising campaigns that help to normalize the discussion around periods and menstrual care.
Workshop question
Think about where consumers are dissatisfied, passionately so, within your brand's area of expertise. How can your brand accommodate rather than exclude these demographics?
Trend signals
Trend signals for Menstrual Subscription
Trend score 4.1 out of 10, from popularity 63%, activity 50%, freshness 8%.
Popularity63%
Activity50%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Menstrual Subscription trend
5 featured examples from Oct 29, 2016 to Aug 2, 2018CategoryBusiness
AI Feminine Care Services
Freda Uses AI Predictions to Send Its Eco-Friendly Subscriptions
Opportunities to integrate AI predictions to enhance customer experience.
CategoryLifestyle
Shameless Menstruation Campaigns
'Easy' Takes the Embarrassment Out of Menstrual Hygiene Products
The feminine hygiene products industry could benefit from creating products and campaigns that eliminate shame and promote openness about menstruation.
CategoryLifestyle
Organic Menstrual Subscription Boxes
Athena Club Makes High-Quality and Affordable Products
Disruptive innovation opportunity: Introducing organic menstrual subscription boxes to cater to the growing demand for sustainable and convenient period products.
CategoryLifestyle
Hormone-Balancing Bakeries
Moon Cycle Bakery Crafts Treats to Support Menstruating Women
Food delivery services can explore the potential of offering cycle-based deliveries to cater to the needs of menstruating women.
CategoryLifestyle
Introductory Menstruation Kits
LOLA's First-Time Kit Includes Organic Starter Period Products
Personal care industry can tap into the demand for organic menstruation products and comprehensive first-time period kits.
