by Tara Kaifesh, category analyst, and Kelly Zygowski, category analyst, part of Monthly Retailer Category Tips
Women’s health is a hot topic in the industry and in general. Paying attention to the latest research, findings, and products available to meet the needs of your shoppers is important to building loyalty and offering support.
In our recent article, “Crafting a women’s health mix that builds loyalty,” for Chain Drug Review, feminine care category analyst, Tara Kaifesh spoke about the number of items in HRG’s master product library in the Reusable Feminine Protection product type continuing to grow. In 2025, 354 SKUs, and in
2026 through the end of February, 228 SKUs have been added, encompassing multiple sizes and styles of period underwear.
At the same time, Tara said, “Manufacturers are sharing that they see the feminine protection subcategory overall remaining relatively flat. That means retailers will need to pivot and think of ways to get shoppers back into the feminine care aisle.” A subcategory that can help drive customers to the department is feminine intimate care. Tara said, “There have been a number of feminine intimate care products launched — washes, wipes, and vaginal moisturizers — and a few that will launch in the near future. As always, new items can be one of the strongest drivers of sales. One of the most cost-effective ways to get the word out is to use your social media channels to let customers know when new products have been added to your assortment. Take the extra time to describe the benefits of the product in a relatable way to help illustrate the solution the item is designed to provide.”
There were three (one available in two different quantities) new feminine care and family planning items that made HRG’s Future 50 list for Drug Store News of products our analysts project will have staying power.
| UPC | Description | Manufacturer | Category | Product Type |
| 02260080005 | First Response Multi Check Quick & Simple Pregnancy Test 3ct | Church & Dwight | Family Planning | Pregnancy & Ovulation/ Fertility Tests & Supplies |
| 03077210631 | Always Pocket FlexFoam Pad 10ct Heavy Size 2 with Wings | Procter & Gamble | Feminine Care | Feminine Protection |
| 03077210629 | Always Pocket FlexFoam Pad 20ct Heavy Size 2 with Wings | Procter & Gamble | Feminine Care | Feminine Protection |
| 01150906075 | Vagisil Probiotic Mousse Wash Menopause Support 6oz | Combe | Feminine Care | Feminine Intimate Care |
Newly launched products are known to drive traffic and sales; consider your customer demographics to decide if adding these items to your department assortment would meet shopper needs.
There are “Ideas for Cross-Selling Merchandise” infographics for both feminine care and family planning. Use these recommendations, developed by our analysts, to build your shoppers’ baskets with strategically placed items that will prompt impulse sales within your feminine care and family planning departments. If you have room in either department, select the proposed products to include in the sections and drive additional sales.