The Changing Perception Of Health

The health, hygiene and beauty aisle has experienced significant change and growth over the years. As the perception of what is healthy has become synonymous with transparency, sustainability, and ethical practices, products have evolved to cater to these consumer values and ideas.

One segment that has undergone a tremendous amount of change regarding the diversity of products it has available and the attitude with which it is regarded is menstrual products. Traditional items such as disposable tampons, pads, and liners are still the leader of the category for the longevity, trust, and comfort cultivated for customers with these products.

However, the growing push for sustainability and eco-friendliness has driven the growth of sustainabilityconscious options such as menstrual cups and underwear.

While menstrual cups and underwear are reusable and can be crafted with eco-friendly material, disposable options have also opted to cater to the growing consumer desire towards environmentalism using certified organic cotton and marketing when its products are chlorinebleach and fragrance-free.

In conjunction with the broader range of menstrual products available in supermarkets, the advertising of menstrual products has also changed, evolving from the use of blue dye in advertisements to represent the absorption capabilities of products to some brands opting to use real menstrual blood.

This drive for authenticity and transparency on a social level as well as an environmental level has given the great potential to destigmatise the conversation of menstruation. This is particularly important regarding accessibility to menstrual products across New Zealand. Environmentalism and consumer concern for health have led brands to change the format of hygiene products to maintain a competitive edge, creating deodorant pastes and balms that are both eco-friendly and without parabens to hair removal products packaged in sugarcane plastic.

Significant challenges in the sector revolve around consumers branching out from the tried and true products to trying eco-friendly alternatives. However, with consumers becoming more knowledgeable and paying close attention to product labels for how brands cater to their environmental, social, and health needs, the health, hygiene, and beauty sector will continue to undergo innovation and change, with a broader range of alternatives to traditional products becoming more readily available. n