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Focus Of Feminine hygiene products

updatetime:2019-06-01 09:17:21

Although the main focus of feminine hygiene manufacturers has always been to attract young “youth” consumers, the recent strategy developed by brand owners seems to be aimed primarily at women of all ages – not only from their teenage years but also throughout their teen years. Until they are pregnant and later. Today, these brands offer products that are not just for menstrual care.

“Brands are looking for growth in the incontinence market, more specifically, the overlap between menstrual products and mild urinary incontinence,” said Jamie Rosenberg, global personal care analyst at Mintel. “Premenopausal women have bladder leaks. The proportion is increasing (obesity is an influencing factor)."

Since the launch of the Always Discreet (mild incontinence product line) in 2014, Procter & Gamble's Always brand has consistently linked women's care to mild urinary incontinence.

“P&G's Always Discreet efforts are most evident, and the brand is trying to meet both needs with a single brand. CVS recently launched a private label product under the Confidence brand to address menstrual and incontinence issues,” Rosenberg added. "Special stages such as pregnancy and menopause are a fairly new growth strategy. Pregnancy is usually the first time a woman experiences a bladder leak. Although this is usually temporary, incontinence products for this group can Establish loyalty at different stages."

According to Rosenberg, major brands are also trying to increase new consumers through new marketing to increase emotional engagement. An example of this is Kimberly-Clark, which opened the “Period Shop” in 2015, a menstrual-related flash shop associated with beauty and spa services, offering nail art and more. More massage experience. He explained: “A slow-growing, highly commoditized category like female care, one way to stimulate growth is to link it to other services and categories that are not everyday necessities.”

An example he quoted came from an organic niche tampon brand called OneSqin, which links hygiene products to skin care products. “Because there are skin changes associated with menstruation, these products are considered complementary. It also shows a way to increase the participation of feminine hygiene products, making them more relevant to beauty products. It is taking advantage of all possible categories from chocolate to yoga (emphasizing comfort and protection)," he explained. Many newer startups are paying attention to this strategy. LOLA offers 100% cotton tampon, pads and sanitary napkins online, as well as the “Cramp Care” collection, which contains essential oil blends and daily supplements to relieve the pain of menstrual cramps. There are a range of sexual health products for women, including condoms, personal lubricants and cleaning wipes.

At the same time, The Honey Pot has started with a family of plant-based women's lotions and has recently expanded its product line to include sanitary napkins, pads and wipes. “We are the first company in the mass market to sell women's lotions, wipes and sanitary napkins on the shelves at the same time,” said Bea Feliu-Espada, founder and CEO of The Honey Pot. “Normally, women's health Supplies companies will choose a route, they can only do menstrual products, or only body care products such as lotions and wipes." The company plans to introduce tampon with 100% non-GM cotton later this year. .

Feliu-Espada founded the company in 2012. “I was suffering from a recurrent bacterial vaginosis (BV) that lasted for eight months, which made me want to get rid of the doctor and taking antibiotics, and hope that the infection will disappear,” she said.

Feliu-Espada and her team worked for two years before launching the Honey Pot product to Volkswagen in February 2014. Honey Pot's first product is an external female lotion that helps maintain pH balance while keeping the private parts clean and inhibits the growth of Candida and bacteria that cause yeast infections and bacterial vaginosis. The brand's women's wipes work perfectly with the lotion to maintain an all-weather pH balance. The wipes are fragrance free and contain essential oils that provide healing, protection and cleansing in a natural way. At the same time, Honey Pot sanitary napkins combine natural plant essential oils with superabsorbent technology to create a care product that prevents itching, relieves cramps and menstrual discomfort, eliminates odors and refreshes.

According to Feliu-Espada, the biggest difference between Honey Pot and other brands is that their product line combines women's daily health with menstrual health. “We have great confidence in our formulations and products,” she said. “We know what factors are needed by women, and our products provide care for women at special times every day and every month.

Growth of organic products

According to Mintel, the proportion of new organic wipes/tampons/pads with organic claims has jumped from 4.3% in 2016 to 9.4% in 2018.

“Individually, the market share of pure natural/organic feminine hygiene products is very low, but in general, there is a good growth in the organic product sector, which is the type of product most likely to hit mainstream brands.” Mintel Rosenberg said.

Organyc's manufacturer, Corman, has long been in the field of natural feminine care. The company in Milan, Italy, launched the first 100% cotton sanitary napkins in 1992, which were sold at Italian pharmacies. The company has a long history of cotton wound care products and has a 70-year history in a range of products including cotton women's care, adult care and baby care.

In 2009, Corman launched the Organyc brand of women's care products, both internal and external structures using 100% certified organic cotton. “Corman was the first company to launch a full line of organic cotton women's care products,” said Corman marketing manager Paola Stevan. “We later found that nearly 67% of women used traditional sanitary napkins to express skin sensitivities. When exposed to the concept of feminine care products made from 100% organic cotton, the vast majority of women expressed great interest."

The return to the organic feminine hygiene market is clear. According to data cited by Corman, organic and natural cotton products are driving their growth in a highly competitive market. In the United States, sales of women's care products were flat, with sales falling 1.6% in the past 24 weeks. “Retailers are looking for growth drivers,” Stevan said. “As for Organyc, the third-largest chain of pharmacies tested Organyc in 490 stores, and they found that 90% of the sales of Organyc women's care products had a chain reaction. Because it attracts new users, the original users will buy more.” According to this, the chain has expanded the Corman brand nationwide and added a 100% cotton private label series.

“We are not a niche brand, we have become the mainstream in the natural world,” Stevan said. Organyc's products include a range of organic cotton sanitary napkins, pads and tampons, as well as baby wipes, sanitary wipes for private use, nursing pads and more. The brand recently launched a 100% certified organic cotton tampon with an innovative compact tube made from more than 95% sugar cane (bioplastic). Stevan explains that this innovative catheter is very important. “Consumers want to choose between traditional plastic catheters and paper tube tampon. With our bio-based plastic catheter tampon, consumers can choose a better product form without negative impact on the environment. And will not lose any protection or product performance."

Procter & Gamble has also recently entered the natural care market, introducing Always Pure and Clean sanitary napkins as well as Tampax Pure and Clean tampon, which are made with simple ingredients that are free of chlorine bleach and dyes.

Svetlana Uduslivaia, head of Home&Tech Americas at Euromonitor International, said the focus of the feminine hygiene market seems to be shifting to healthier product positioning, especially in tampon. “Now this trend seems to be more obvious, even if mainstream brands are moving in this direction.”

She added that some mainstream brands are exploring this healthier trend, claiming that their products do not contain any special ingredients. “For big brands like Always, because of economies of scale, they have the opportunity to offer more competitive prices than niche brands selling natural and organic products, which is the main way manufacturers attract new consumers.” Uduslivaia explain.

A global survey by Euromonitor found that in developing markets such as China, consumers have a very clear preference for products with more natural positioning, especially considering the relevant findings in women's care products. Negative reports of quality and composition. “China is a good market for such products, but for other developing countries, natural and organic products are not necessarily the main development direction, because in low-income markets, the focus is more on Combine better quality with affordable prices."

New product

Procter & Gamble has not only entered the "natural" product field, but also recently launched the first menstrual cup product. According to Procter & Gamble, the Tampa Cup menstrual cup is designed to provide comfort and protection.

Although the menstrual cup has been around for decades, more women are considering it as part of their daily lives, but Procter & Gamble says many people still feel that the current choices do not meet their needs for protection and comfort. Designed with SoftCurve, the Tampax Cup stays in place while reducing bladder pressure; its width and length are selected based on scientific data; it is made from reusable 100% medical grade silicone, free of dyes, perfume, BPA Or latex, providing up to 12 hours of protection.

According to Mintel's survey, 5% of women have used a reusable hygiene product, such as a menstrual cup or menstrual pants. “However, in the 25-34 year old female population, this proportion has increased to 14%, which is three times that of the general population,” Rosenberg pointed out.

In terms of new products, Essity (formerly SCA) has also expanded its range of feminine hygiene products. According to Pilar Diaz Gonzalez, global brand director for Essity's women's care business, the company introduced a non-catheter ultra-thin tampon in France, which is easier to insert and remove, offering an attractive single package that is popular with women.

On a global scale, sanitary napkins are still the preferred product solution for women, and Essity has also introduced the “GoodNight Extra Large” ultra-thin sanitary napkins to provide extra protection for night sleep. It also uses a new soft, breathable finish to upgrade the day's ultra-thin sanitary napkins, giving women a fresh feel.

Gonzalez said that in many countries, Essity continues to expand its business in the fast-growing daily private care sector. In Malaysia, Essity recently launched the V-Care collection, which includes lotions, pads and wipes under the Libresse brand; before this, its Saba and Nosotras V-Care products were also successful in Latin America.