Retailers Add Products
Another company with international presence is Genial Day, which launched in Europe in 2009 and has U.S. headquarters in Orland Park, Ill. Founder and designer Vilmante Markeviciene said the U.S. market is more open to new emerging brands of feminine hygiene products, “but competition is quite substantial, too.” Genial Day makes several products, including pads with an anion strip, which the company said provides benefits through negative ions.
In the United States, Markeviciene said, sustainability and health concerns are the most significant issues. “Retailers have to take that into account when choosing new products,” she said. “I believe they should look for more sustainable, healthy, transparent brands, which will help women to take care of their well-being and comfort during menstruation, also providing the best performance.”
Retailers can benefit by expanding their sets with new products for not only menstruation but postpartum, soothing and cleansing. Atlanta-based The Honey Pot will launch a boric acid and herb vaginal suppository, as well as other herbal products this year. The company’s goal is to have a product in every subcategory in the feminine care aisle. “It’s about rounding out our collection to be able to serve our guests, our consumers that love our products,” said Beatrice Dixon, founder and CEO.
Dixon also said that some retailers are willing to take a chance and add innovative feminine hygiene products to their assortments, while other retailers tend to wait and see how well the products perform at certain chains. “They don’t want to get something that fails,” she said. “They want to focus on the movers.”
The retailers that do carry the Honey Pot’s herbal wipes, cleansers, creams, pads and organic tampons, merchandise the natural items in the same feminine care aisle as other products. “Everything is right next to each other, which is also really great,” Dixon said.
Other legislation that will affect the feminine care category is the removal of the tampon tax, or the sales tax on feminine hygiene products. In recent years, New York, California, Illinois and other states have exempted menstrual products from sales tax, a change that advocates said can make the products more accessible for low-income consumers.
The bigger trend, manufacturers said, is the continuing innovation in the feminine care category. “When I talk to buyers, they believe in five years feminine care will be the next CBD or the next organic, the next trend if you will,” said Damiva’s Sun. “I don’t think we will have to wait long. I’m definitely seeing an acceleration.”