Menstrual, vaginal care brands address age, ingredient demands
The erstwhile feminine care category is changing — and not just because of the plethora of new products focused on natural and “free-from” demands. Leading companies now are eschewing the euphemistic moniker and being straightforward about their products geared toward menstrual and vaginal health.
“Currently, the category is following the wave of female empowerment, open conversations and shamelessly embracing bodies,” said Keech Combe Shetty, CEO of Vagisil maker Combe. “It is far easier to have an open conversation about vaginal health and what women and teens are looking for in their vaginal health products than it ever was before.”
As consumers embrace the clinical terms for the category, they also are asking more of their period care and vaginal health products. As with every other category, free-from products and offerings that are transparent about their ingredients are driving growth and fueling the launch of new brands.
Tried-and-true period care products continue to dominate the market. IRI data for the 52 weeks ended Dec. 27, shows that sanitary napkins/tampons were a $2.8 billion industry with sales that rose by 0.8%. Yet unit sales for the 52 weeks show the products slipping, with 4.6% fewer units sold in the period than in the prior year — including 5.3% fewer sanitary napkins and liners, and 3.1% fewer tampons.
These numbers come even as companies launch organic offerings — Procter & Gamble now makes Tampax Pure, a line of 100% organic cotton tampons, and Always Pure Cotton; Edgewell Personal Care also has gone organic with OB organic tampons and free-from with Carefree Breathe pantiliners; and, a newer company, This is L. has gained ground on the storied brands with its all-organic selection.
Yet, as reusability becomes a big factor in consumer decisions in all other categories, menstrual care is no exception. “We are seeing more and more innovation in the category of reusable period care,” said Carinne Chambers-Saini, co-founder of DivaCup, a leading maker of menstrual cups.
The Ontario, Canada-based company was named an industry disruptor in 2016 by consulting firm Ernst & Young — a distinction that was 14 years in the making at the time. Started by Chambers-Sani and her mother Francine in 2002, DivaCup was designed to respond to the needs the founders identified for effective and sustainable period care products.
“We knew the DivaCup was a financially and environmentally friendly solution to period care,” Chambers-Saini said. “Instead of responding to an industry, we responded to our own needs as women, and to the needs we know other people who menstruate have around the world.”
Now, menstrual cups are a large and growing part of the menstrual care segment. Market and consumer data company Statista’s research from November noted that in 2018, menstrual cups had a global market size of $1.2 billion, with expectations suggesting it will reach $1.9 billion by 2026.
As menstrual care products have gone, so too has the vaginal health segment. With plant-based brands like The Honey Pot making waves with natural and free-from offerings that respond to consumer demand, established brands have innovated as well. Vagisil launched its Scentsitive Scents line, which features formulations designed for sensitive skin that are free of dyes, parabens and MIT preservatives.
The line includes washes, dry washes and wipes in such scents as peach blossom and white jasmine. Combe Shetty said that organizing various products around scents has the potential to build basket size through product layering. “We found through our research that many consumers like to layer products that carry the same scents, such as using Peach Blossom Dry Wash after using the same scent intimate wash,” she said. “This year, we continued to expand our offerings of Scentsitive Scent washes in a new fragrance map territory of ‘fresh green’ with cucumber magnolia.”
Targeting Demographics
While many menstrual and vaginal care products are broadly suited to most consumer needs, companies in the categories increasingly have been segmenting their shoppers and releasing products meant to respond to age-specific needs.
For example, First Quality Products recently jumped into the period care market with its Incognito by Prevail line of pads that are targeted at new mothers and women in their 30s and 40s who have begun to experience bladder leaks. The 3-in-1 pads are designed to offer protection for menstrual leakage, bladder leakage and daily discharge. The line includes Ultra-Thin Pads, the daily-wear Liner and the Maternity Pad for postpartum and overnight use.
“Our goal was to combine the best core innovation to provide multi-fluid protection, while maximizing discretion through ultimate odor protection and comfort,” said Stephanie Bodle, Prevail brand manager, in a press release when the products launched.
While DivaCup has long had two versions of its flagship product based on age-related needs — the Model 1 is for those age 19 to 30 years old with medium flow and Model 2 is for those age 30 years old and older, and/or those with heavy flow — the company now is targeting younger consumers to help support them early on. “The DivaCup Model 0 is our newest DivaCup created for teens to offer a better first period experience,” Chambers-Saini said.
CVS Pharmacy stores now have a teen section into which Vagisil launched its OMV! by Vagisil brand, which was designed for teens by teens, according to Combe Shetty. “Young girls deserve products that are specially designed to directly address their wants and needs that also help support and celebrate their experiences as they go through puberty,” she said.
This year, Combe plans to round out the OMV! line with two new scents — berry bliss and juicy watermelon — as well as a new Dry Wash in a vanilla clementine scent. The Dry Wash is designed to offer the ability to cleanse on the go without water, providing a product for when a shower might be needed but is not possible.
The potential buying power of younger consumers, particularly in the vaginal health space, is bringing one well-known CPG company into the segment via the acquisition of an upstart brand. RB in late January announced that it would be acquiring Queen V, a vaginal health brand that made its debut on Walmart shelves in 2018. The company’s bright packaging is designed to stand out on the shelf, and the brand’s products include such standard vaginal health offerings as cleansing bars, wipes and deodorizing spray, as well as more innovative and even playful offerings, including a pH-balanced bubble bath dubbed “pop the bubbly” and an itch spray called “itch don’t kill my vibe.”
So where is menstrual and vaginal care heading? Diva’s Chambers-Saini said that reusability will continue to be a big driver.
“More companies are developing menstrual cups, reusable underwear and even technology, such as apps for period care,” she said. “I hope to see mass retail offerings in the category of menstrual care grow, offering more than DivaCups, tampons and pads, and grow to include reusable pads, reusable underwear, and more complimentary and sustainable period care products.
Period underwear could prove to be the next big force in the space. A November 2020 report from 360 Research Report pegged the size of the global menstrual underwear market at $79 million, with expectations for it to grow to $370 million by 2024, with a compound annual growth rate of 29.4%.
Whatever the next big trend is, Combe Shetty said that it is up to retailers and suppliers to help consumers understand what the best products to use are, citing a recent Mintel study that found only 21% of consumers said they know a lot about safe products to use in/around the vagina.
“Expanding education around the category is one way to lift any remaining stigmas,” she said. “Consumers want to know what is in their products and understand what products are best for their body, and this is where the category could use more growth.” dsn