More sustainable offerings, product subscriptions, and engagement through social media will be essential to appeal to tomorrow's feminine hygiene shoppers.
3 in 4 European girls ages 10-17 say they are very interested in
feminine hygiene products that are made from natural or
sustainable materials, significantly higher than the overall market.
Half of European girls ages 10-17 say they would be interested in
a subscription service that delivers feminine hygiene products to
their door once per month, a Millennial characteristic.
A third of European girls ages 10-17 say they follow feminine
hygiene brands on social media, again higher than the overall
market. Using social media as a tool to educate. entertain, and
build a relationship with young women is essential for any
established brand or new entrants.
Women see cotton as better suited than manmade fibers in meeting their
primary feminine hygiene needs of performance and comfort.
Most women are willing to switch brands and/or pay a slightly higher price
to purchase cotton feminine hygiene products.
The majority of women say they are willing to switch brands to purchase
cotton feminine hygiene products if they knew those products were more
comfortable, hypoallergenic, and sustainable.
The majority of women say they prefer their feminine hygiene
products to be made from cotton.