In the UK, 44% of women who experience period pain say where they are in their menstrual cycle impacts the severity of any health issues they have, underscoring the need for products and services that address cycle-specific health concerns. This can include innovation in menstrual care, broader wellbeing categories and personalised healthcare solutions, with this type of NPD likely to help brands better meet their audience’s needs through more targeted offerings.
Sanitary protection sales declined in 2024, as reusable options led consumers to buy fewer tampons or leave the category altogether, posing a threat to the women’s hygiene category. Disposable sanitary towels remain popular for their convenience, ideal for days when washing reusables isn’t an option, as well as pantyliners to help manage spotting and irregular bleeding.
Exciting prospects for the women’s health landscape are driven by innovative brands like Oura and Clue advancing women’s health through technology, closing the gender health data gap, and providing women with personalised tools to better understand their bodies. With wearable tech and tracking apps, women can make informed health decisions at every stage of life. This is an opportunity for brands to build trust and create solutions that empower women and enhance their quality of life.
A health epidemic, as women remain underserved and overlooked, presents opportunities for brands and retailers to step in.
Shiyan Zering, Beauty and Personal Care Analyst
For the purposes of this Report, Mintel has used the following to define women’s hygiene.
Sanitary protection products
Intimate hygiene products
Excluded
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