No market is safe from demands for sustainability — even those accustomed to a
dependably loyal consumer base. That’s the key warning to consumer goods brands
arising from a new study finding environmental and health concerns are driving
women to change how they manage their monthly periods.
As new
research
from sustainability marketing firm Shelton Group found, approximately 40
percent of women have either switched or are considering switching from
traditional, disposable pads and tampons to non-disposable, reusable feminine
hygiene products.
Yoni is one of a growing number of new brands offering organic cotton tampons and pads, free of the toxic ingredients found in conventional products | Image credit: Yoni
The study is perhaps the first look behind the curtain at the
surge of organic and reusable feminine hygiene products popping up on shelves in
recent years, from silicone menstrual cups to washable, period-proof panties. It
found that:
Young women between 18-34 years old are largely driving the movement, citing
environmental and health concerns about traditional, disposable period products.
That’s a key demographic, and perceptive brands should take note. If established
brands such as Procter & Gamble’s Tampax don’t get their own reusable
options onto the shelf, more and more consumers are willing to abandon their
brand loyalties in favor of new brands responsive to environmental concerns.
And sustainability awareness is only growing more important to consumers of
all ages. Nearly all women in the study indicated some level of worry for the
fate of the environment. Tellingly, “plastic waste in landfills” ranked as the
top environmental concern about disposable feminine hygiene products among all
respondents, regardless of if they’ve switched to reusables. The study found
that greater concern for impact on the environment and waste reduction
correlated strongly with the decision to change to reusable period products.
The global feminine hygiene market accounted for $31.23 billion in 2017 and is
expected to reach $62.84 billion by 2026. To stay relevant in this booming
sector, investment in developing products responsive to these changing consumer
demands is not only smart, it’s imperative.
The good news is that the time to act is now. Sustainability awareness —
especially around the impacts of single-use products and packaging — is
trending, and companies are winning public praise for jumping in the arena and
working to create more responsible products and non-disposable options. It’s not
only a warning sign to manufacturers of disposable products, but a neon-light
flashing “opportunity.”
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Suzanne Shelton is CEO of Shelton Group, the nation’s leading marketing communications firm entirely focused in the sustainability and energy efficiency sectors.
Published May 6, 2019 8am EDT / 5am PDT / 1pm BST / 2pm CEST