by Holly Ockelmann, merchandising analyst, part of Monthly Retailer Category Tips

The total feminine care category has experienced slow-to-flat growth over the last several years, but 2020 was an exception due to the pandemic. Sales have accelerated versus prior years due to consumers stocking up.

  • Manufacturers are introducing innovative and organic products that meet varying absorbency and coverage protection needs. They are also developing unique marketing and promotion strategies to attract a larger consumer base. If you carry natural products or want to create a point of differentiation from your competitors, make sure to draw attention to these products within their departments. Use signs, bag stuffers, social media or other channels of promotion to increase awareness. Group of women
  • Did you know that more than half of those who menstruate complain of leaks at night and have to wake up regularly to change their pad? Others use something extra to sleep on or wear two or more pads. The latest innovation in protection is disposable underwear and wider coverage pads to prevent leaks including Always® ZZZ Overnight Pads and Always ZZZ Disposable Overnight Period Underwear. Review the demographics of your shoppers and sales reports to determine if you need to expand your assortment of these protective products to meet your customers’ needs.
  • An increasing segment of the feminine care market includes those who use feminine care products for light bladder leaks and are still menstruating. One by Poise® has introduced liners and pads uniquely designed with dual protection to meet both period and light bladder leak needs. Because this is an innovation in the category, and many incontinence sufferers already use feminine care products, using shelf signs in the department alerts these customers to this new solution. Add a sign in your incontinence department to let shoppers know about this innovation found in the feminine care department.