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Young women lead movement to reshape feminine hygiene market

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KNOXVILLE, Tenn., April 22, 2019 (GLOBE NEWSWIRE) -- Close to 40 percent of women in the market for feminine hygiene items have switched or are considering switching to nondisposable, reusable products to manage their periods, a new study has found. Young women between 18 - 34 years old are largely driving the movement, citing environmental and health concerns about traditional disposable period products.

Conducted by national sustainability marketing firm Shelton Group, this study is perhaps the first look behind the curtain at the surge of organic and reusable feminine hygiene products popping up on shelves in recent years, from silicone menstrual cups to washable period-proof panties.

These numbers indicate a significant disruption is on the horizon for the global feminine hygiene market, which accounted for $31.23 billion in 2017 and is expected to reach $62.84 billion by 2026. Greater concern for impact on the environment and waste reduction correlated strongly with the decision to change to reusable period products. Yet nearly all women in the study indicated some worry for the fate of the environment, and "plastic waste in landfills" ranked as the top environmental concern about disposable feminine hygiene products among all respondents. This finding of widespread environmental concern should come as a warning sign to brands and manufacturers of all consumer products, as consumers adjust their long-standing purchasing behaviors and loyalties to reconcile with environmental priorities.

Click here to view the full report and its findings.

Shelton Group surveyed a total of 2,012 respondents for this study. The survey sample was stratified to mirror the U.S. population, using quotas for geography, age, gender, education and race; data were weighted slightly to match U.S. population distributions. The study has a +/– 2.2% margin of error.

About Shelton Group
Shelton Group is a national marketing communications firm focused exclusively on sustainability. Shelton conducts proprietary research on consumer sustainability trends and crafts marketing strategies and campaigns that create a market advantage for organizations seeking to build a sustainable, responsible future. Clients include Consumers Energy, Environmental Defense Fund, CertainTeed Insulation, and the Vinyl Institute. To learn more about Shelton Group, head to https://sheltongrp.com/.

Contact: Emily Arrowood
emily@piper-communications.com 202-577-1335

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