Technavio’s latest global feminine hygiene wash market report highlights the top four emerging trends that are expected to drive the market’s growth through 2020. Technavio defines an emerging trend as something that has potential for significant impact on the market and contributes to its growth or decline.

The top four emerging trends for the global feminine hygiene wash market according to Technavio health and wellness research expert Shweta Chandra are:

Product variety

Manufacturers are currently experimenting with new substances, packaging, and design techniques in an attempt to distinguish their products in a highly competitive market. These experiments have led to growing popularity for feminine hygiene wash with natural ingredients such as milk extract, milk protein, vitamins, and natural herbal extracts. Organic products such as Nature Certified's ‘Natural Feminine Wash’ are also gaining traction among end-users. Nature Certified’s product contains 78% organic and 100% natural extracts. Other products on the market like Natural Intimate Wash by Organyc, claim to use 100% natural active organic vegetable-based ingredients along with lactic acid to stabilize pH levels and alleviate and prevent irritation.

Usage of organic raw material

The side effects of conventional feminine hygiene wash have contributed to the growth of the organic lubricants market. Among feminine wash users, it is found that one out of five are more susceptible to bacterial vaginosis and other infections. Approximately 84% of users are unaware of their exposure to these infections.

“The side effects of commercially available feminine hygiene washes have led manufacturers to research the possibility of adding more natural ingredients. Organic lubricants are mostly free of petrochemicals, parabens, glycerin, and animal products,” said Shweta. “Almost 95% of organic feminine hygiene washes provide a safe and healthy alternative to conventional feminine washes,” she added.

Increased use of organic raw material is likely the direction the market will likely move in the near future as almost all companies are significantly investing in research for reduction of side effects.

Vendor expansion to developing countries

Competition in the global feminine hygiene wash market is slowly increasing because many existing vendors are expanding their business in developing countries. Increased awareness in these countries has created a strong demand for feminine hygiene washes in retail shops and specialties stores. Manufacturers tend to price their product low in price-sensitive countries. The enhanced visibility that e-commerce provides also means that manufacturers have more platforms to promote their product.

Increasing Brand Loyalty

Consumer brand loyalty is a major factor behind the dominance of certain brands in the global feminine hygiene wash market. Established market players have a wide customer base, making it difficult for private-label and new entrants to capture shelf-space for their products. The stability and sense of comfort that a brand offers makes it difficult for customers to switch brands they are satisfied with.

In developing countries, product distribution is still limited in retail stores, thus, e-commerce becomes a convenient and easy option in such cases. Consumers are more accustomed to private-label brands, resulting in strong competition to branded product manufacturers. A rise in the number of private-label brands can influence the market both in a positive and negative manner during the forecast period.

Top vendors covered in this report:

  • CB Fleet
  • Combe
  • Corman
  • CTS Group
  • The Boot Company

Browse Related Reports:

  • Global Oral Hygiene Market 2016-2020
  • Global Menstrual Cup Market 2016-2020
  • Global Sanitary Napkin Market 2016-2020

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Technavio is a leading global technology research and advisory company. The company develops over 2000 pieces of research every year, covering more than 500 technologies across 80 countries. Technavio has about 300 analysts globally who specialize in customized consulting and business research assignments across the latest leading edge technologies.

Technavio analysts employ primary as well as secondary research techniques to ascertain the size and vendor landscape in a range of markets. Analysts obtain information using a combination of bottom-up and top-down approaches, besides using in-house market modeling tools and proprietary databases. They corroborate this data with the data obtained from various market participants and stakeholders across the value chain, including vendors, service providers, distributors, re-sellers, and end-users.

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