Category
Lifestyle
Assisted Choices
Trend cluster
Category
Niche
Hygiene
Menstrual products evolve to be more personalized and innovative than ever before.
4.6
Trend score
Trend
What is the Niche Hygiene trend?
Niche Hygiene: As consumers become more discerning about the products they purchase, especially when it comes to their health, even well-established products are taking on more personalized formats. This is being reflected in the menstrual category in particular, with iterations of these products coming out with a focus on their environmental impact, health implications and design to appease today's modern consumer.
Trend themes
Themes within the Niche Hygiene trend
Three behaviours holding the trend together01
Eco-friendly menstrual products
As consumers grow more conscious of the environment, they seek menstrual products that reduce waste or are made from sustainable materials.
02
Hybrid menstrual products
New products that combine the best aspects of traditional menstrual products are gaining in popularity, offering greater comfort, convenience and safety.
03
Toxin-free menstrual products
Growing concerns about potentially harmful chemicals in personal care products have led to more consumers seeking options that are free of harmful toxins.
Industry implications
What the Niche Hygiene trend means for industry
Where the trend changes the playbookFor
Feminine hygiene
Companies that create innovative menstrual products encompassing the trends of eco-friendliness, hybrid products, and toxin-free options can take advantage of the growing demand for more personalized and responsibly-made menstrual options.
For
Sustainability
The menstrual industry can take advantage of consumer demand for sustainable products by offering a range of options that reduce waste or are made from organic and sustainable materials.
For
Consumer health
Companies focused on consumer health can explore partnerships or investments in menstrual product companies that focus on reducing toxins, improving comfort and convenience, and making the menstrual process more personalized for each consumer.
Workshop question
What is your brand doing to keep up with the changing, heightened demands of today's consumer?
Trend signals
Trend signals for Niche Hygiene
Trend score 4.6 out of 10, from popularity 75%, activity 55%, freshness 8%.
Popularity75%
Activity55%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Niche Hygiene trend
5 featured examples from Mar 20 to Mar 21, 2018CategoryLifestyle
Toxin-Free Menstrual Sponges
Beppy is a Tampon-Like Product Made from a Soft Sponge Material
Disruptive innovation opportunities in the feminine hygiene industry to create more natural and comfortable alternatives, like Beppy's menstrual sponges.
CategoryLifestyle
Hybrid Menstrual Products
Callaly's Tampliner Combines Tampon and Panyliner Products in One Design
Brands can innovate by developing more convenient and health-focused menstrual care solutions.
CategoryLifestyle
Flexible Menstrual Discs
FLEX is a Menstrual Product That's Made to Move with the Wearer
FLEX taps into the women's health and personal care industry by offering a new option for menstrual product users.
CategoryLifestyle
Budget-Friendly Reusable Menstrual Products
GladRags Offers Eco-Conscious Alternatives to Pads
The menstrual product industry has room for innovative brands to enter the market with eco-friendly, customizable options.
CategoryLifestyle
Sustainable Fabric Sanitary Pads
Blushing Bluebird's Reusable Pads and Liners Reduce Waste
The feminine hygiene industry has an opportunity to provide more eco-friendly and sustainable options as consumers become more aware of waste and toxic ingredients in personal car…
