NONFOODS
Health, Beauty and Wellness
No Longer Left Behind GROUNDBRE AKING NE W PRODUCTS IN KE Y CATEGORIES ARE STRIVING TO MEE T EMERGING CONSUMER NEEDS. By Barbara Sax nnovation is the fuel that drives HBW categories. New and improved products bring consumers down the aisle and through checkout with higher-priced products. Even with limited shelf space, smart retailers are finding ways to expand their selection in categories that are experiencing the most product transformation. For instance, feminine care, a once stagnant category, has seen tremendous innovation over the past few years as consumers migrate to more natural, organic and eco-friendly products. All-cotton items are gaining share, and the absence of dyes and chemicals is a driving force in the category. Helen Robinson, co-founder of Torrance, Calif.-based Organic Initiative, says that consumers are “more and more savvy about what they are putting in the most sensitive part of their body.” Organic Initiative’s 100% certified-organic cotton tampons, pads and panty liners have no toxic chemicals, chlorine bleach, fragrances or pesticides. Sensing opportunity in the natural segment, Cincinnati-based Procter & Gamble snapped up L., a line of tampons, pads, liners and wipes made with organic cotton, in 2019. The brand is currently one of the fastest-growing brands in the category. Rael, another line of products made with 100% organic cotton and packaged in sustainable material, includes reusable organic cotton pads and underwear in its portfolio.
Period care and wellness brand Cora took cues from beauty care brands when it recently redesigned its products to make them more shoppable.
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Key Takeaways Feminine care, a once stagnant category, has seen tremendous innovation over the past few years as consumers migrate to more natural, organic and eco-friendly products, including reusable items. Inventive new items are also driving the men’s grooming and oral care categories. Yet more innovation is on the horizon in the health, beauty and wellness space, such as a new hand care segment that addresses cleaning and nurturing.
Sustainable Period Products
Reusable products are becoming a more viable alternative as sustainability becomes a bigger concern for consumers. These products are likely to experience greater trial as consumers find workarounds during the tampon shortage that has been plaguing retailers. The New York-based Thinx brand recently launched an affordable collection of reusable period underwear, Thinx For All, now in 558 Walmart stores, and Cora, a leading period care and wellness company, says that its reusable products are growing 75%
