Menstruation is a normal and natural experience. And yet, people are still struggling to raise awareness of the needs it brings. Another area that needs work: ease of access to products. With these concerns in mind, ‘Attached to Hygiene’ takes a closer look at the megatrends driving the menstrual health market. Host Jack Hughes welcomes back Danielle Keiser, Managing Partner of Impact at Madami and Founder of Menstrual Health Hub. Together, they explore the main factors affecting the current culture of menstruation. What new types of reusable products are emerging in the market? How does socioeconomic status keep consumers from getting what they need? How are industry players and period product manufacturers responding to these market shifts? And lastly, what is the future of the menstrual health market?
The Changing Menstrual Health Consumer Trends
In the age of Millennials and Gen Z, the focus is changing from profit to people. Today’s menstrual health consumers want to experience menstruation on their own terms. Many are vocal about their desire for products that are reusable (e.g., menstrual cups or period panties). This is leading to innovations in the market, often created by the consumers themselves who found their needs were not being met. Danielle and Jack discuss the term ‘period poverty’ and why ‘menstrual equity’ is a more fitting depiction. As Danielle states, economic status should not have a negative impact on women who menstruate. At 51% of the population, this group should not be considered a ‘niche market’. Their voices need to be heard in all aspects of menstrual health including disposable hygiene products.
Outline of the Episode
[03:25] The current consumer trends in menstrual health products
[05:40] Cultural shifts are creating new market opportunities
[10:45] Women are crafting products based on their own needs
[15:15] How innovation is driving the market (e.g., period panties)
[21:11] Companies need to address what happens to their products in terms of waste management
[24:56] How consumers are supplementing, mixing, and matching products to suit their needs
[29:06] Why companies should implement a social impact strategy
[32:50] Why ‘menstrual equity’ is a more apt term than ‘period poverty’
[39:25] The misconception surrounding menopause and perimenopause, and meeting the needs of perimenopausal women
[44:10] Different bodies may require different solutions for their menstrual health
[49:43] The goal of making menstruation as little of a problem as possible by putting people before profit
You can also download a copy of the Glossary for the Global Menstrual Movement, mentioned in today’s episode.
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Host: Jack Hughes
Music by Jonathan Boyle
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