Not Your Mother’s Feminine Hygiene Market

For years—or decades really—there was little or no new product development in feminine hygiene. Pads did get thinner and more absorbent and adopted added features like wings. Tampons had some developments too, like braided strings and new applicator styles. But, for the most part, menstruators had few choices in the consumer aisle.

That has changed dramatically in recent years thanks to the development of new technologies, the emergence of new companies and, not least importantly, the lifting of social stigmas around menstruation, creating a dynamic marketplace.

While the feminine hygiene aisle continues to be dominated by pads, liners and tampons, newer product formats like period panties, menstrual cups and discs are outpacing overall category growth, meaning they will continue to represent a larger part of the category going forward. Recognizing this potential, major hygiene manufacturers like Kimberly-Clark and Essity have made sizable acquisitions in reusable hygiene upstarts, giving these fledgling brands more marketing power and research and development gusto.

These new product formats—some of which use nonwovens and some that do not—have been the subject of much conversation among feminine hygiene market professionals and most agree they are a strong addition to the industry. Not only do they give the consumer more choice, they also attract general attention to the category, attracting entrepreneurial companies that are bringing new perspective to feminine hygiene. Whether it is a tampon that “fits better,” or a pad that can decompose more quickly than an apple, these products are revolutionizing a once stale category and improving the live of consumers.


Karen McIntyre
Editor
kmcintyre@rodmanmedia.com