With a resurgence of in-person activities post-COVID-19, and the destigmatisation of menstrual care continuing, menstrual care players have explored wider opportunities to connect with consumers beyond the traditional purchase path. B2B partnerships are becoming increasingly important, as both legislation and consumer expectations catalyse increased adoption by organisations.
As consumers increasingly take an all-encompassing approach to their wellbeing, they seek brands that provide product ecosystems that cater for a variety of needs within a health vertical. In menstrual care, this may take a variety of forms, including pain management and menopausal support.
While the menstrual care industry faces headwinds in the forecast period, including the popularisation of reusable options and the rise of oral birth control use, adjacent opportunities exists in the growing adult incontinence market. Adult incontinence is set to experience healthy value and volume growth over the forecast period, driven by the ageing of the population in the US, and improving consumer education on incontinence management.
With absorbency being a key purchase consideration for consumers, many menstrual care advertisements aim to show efficacy through demonstration of product use. However, with bodily fluid being considered “graphic” content by some media companies, and therefore restricted from commercial-run, period blood has long been replaced with water and non-red liquids in marketing efforts.
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Understand the latest market trends and future growth opportunities for the Menstrual Care industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines menstrual care and intimate wipes, please select Menstrual Care Including Intimate Wipes.See All of Our Definitions
This report originates from Passport, our Menstrual Care research and analysis database.
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