The Feminine Hygiene Products Market

The continuous introduction of new feminine care products and brands continues to redefine this hygiene category. Within the last decade a number of new direct-to-consumer (DTC) brands have launched online and have eventually become omnichannel, showing up on the shelves of Target, CVS, Walgreens and other retailers. At the same time, major brands that have been in the femcare business since the category’s origin have been launching new products that cater to different desires among consumers such as sustainability, ingredient transparency and alternative formats.

“It’s been a really interesting couple of years in the feminine hygiene category,” says Liying Qian, research analyst for Euromonitor International.

Looking at new disposable individual feminine care products, Euromonitor is seeing new formats for specific occasions like postpartum, overnight protection, as well as more clean, sustainable ingredient-oriented products, using fibers like organic cotton.

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