Amber Chourasia, a lead analyst from Technavio, specializing in research on health and wellness sector, says, “A key reason for the shift in operational bases could be attributed to a fast increase in disposable income of women in the region, allowing them to spend on hygiene essentials such as feminine hygiene products that are, in most cases, expensive.”
Awareness initiatives may trigger consumption of hygiene products like feminine hygiene wash products. But this would only happen when manufacturers address the negative aspects of these products by introducing more natural and organic products that can limit side-effects if not eliminate them completely. Additionally, there is a possibility that international players in the market may shift their operational presence into APAC that provides access to a large population with unmet hygiene needs.
The top three emerging trends driving the global feminine hygiene products market according to Technavio research analysts are:
Rapid growth of e-commerce
The growing popularity of e-commerce is making it easier for customers to browse and purchase from a wide range of feminine hygiene products available online. This makes the shopping experience easier, and also allows manufacturers to improve brand visibility and brand retention.
“The ability to market and sell these products online opens up new avenues for vendors to expand their business in terms of product availability and accessibility. The rapid penetration of the internet will enable vendors to offer a broad range of feminine hygiene products and create a wide customer base for their products,” according to Amber.
Product novelty encouraging adoption
A rapidly changing world with busy lifestyles is providing an opportunity for manufacturers to develop hygiene products that match the changing needs of women. For instance, the availability of organic pads has helped to counter the negative perception about these products.
Bluetooth-enabled menstrual cup is generating a lot of buzz among users in the market and is likely to boost the confidence levels of women, who can then keep a track of blood flow during their menstrual cycle. The Bluetooth-enabled menstrual cups enable users to keep track of menstruation start and estimated end dates. These menstrual cups can be synchronized with iPhones and Android as well as with smart wearable devices, making them easier to handle, especially among tech-savvy women.
Growing popularity of organic products
There is a growing trend of people wanting to shift toward using organic products. Female consumers in developed countries, like the U.S. and the U.K., have shown a preference for feminine hygiene products with natural ingredients because of their perceived health benefits and higher standards of quality.
For example, pantyliners designed with natural raw materials are having a positive impact on the market owing to the notion that bleaching agents and chemicals used in manufacturing of pantyliners can cause cervical cancer.