The role innovation has had in the feminine care category in recent years cannot be overstated. The emergence of new brands, designs and even product formats has upended the market, giving menstruators more choices than ever. From menstrual cups, reusable pads and liners and new brands for traditional product formats, the shelves of the fem care aisles bear little resemblance to years past.

Where once the aisle was absent of innovation, stagnant in terms of new formats and alternative raw materials, today’s fem care market is ripe with innovation with products showcasing a shift toward plant-based wellness thanks to the inclusion of cotton, hemp and even seaweed as raw materials, Euromonitor’s Caro Bush tells associate editor Tara Olivo in this month’s look at the Period Care Market on page 30. In fact, even the nomenclature has changed in the market. Representing today’s more diverse consumer base, many marketers have chosen to use terms like period care or menstrual products in place of feminine hygiene.

The factors driving change in period care are many. Menstruators are demanding more options to handle their monthly periods and the lessening of stigmas surrounding menstruation have made their demands heard louder than ever. Products encapsulating a full wellness profile are not uncommon in the market and neither are innovations surrounding a more eco-friendly message.

In fact, many of the market’s innovations center around a greener design, not just for the health of the planet but also the wellness of the user. From a seaweed-based tampon to plastic-free pads based on materials like hemp, cotton and other plant-based materials, the absence of plastic means less impact on the environment and more natural functionality for the consumer.

As the period care aisle becomes more crowded with innovation, one does wonder, how many new products and innovations can one market handle? Or is the customer willing to continue to try new products as they roll out?

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Karen McIntyre
Editor
[email protected]