LONDON--(BUSINESS WIRE)--Technavio’s latest report on the global menstrual cup market 2016-2020 provides an analysis on the most important trends expected to impact the market outlook through 2020. Technavio defines an emerging trend as a factor that has the potential to significantly impact the market and contribute to its growth or decline.
Technavio’s analysts specializing in research on men’s health and women’s health have identified and analysed the top three emerging trends in the global menstrual cup market from 2016-2020. They are as follows:
Increasing awareness of available options during menstruation
As per Technavio’s report, competition in the menstrual cup market is slowly increasing because of many existing vendors that are continually expanding their business in developing countries. Increasing awareness of the different options available in the market among consumers has created a demand for menstrual cups in retail shops and specialties stores. Many awareness programs or campaigns have been conducted by menstrual health management awareness programs in rural and urban educational institutes, women’s communities, and housing societies.
Abhay Sinha, Technavio’s lead research analyst states, “Manufacturers are keeping the price of their products low to make them more affordable in price-sensitive countries. Also, with the emergence of e-commerce, manufacturers today have another platform that give the culturally sensitive customer the privacy to buy products online.”
In some conservative societies, the acceptance level of internal application sanitary protections, such as tampons and menstrual cups remains limited, thereby instigating companies to increase their product visibility through value proposition. For instance, The Shecup is tested by USP (United States Pharmacopeia) rules and more women are using the Shecup in India. In 2012-13, it was distributed in 60 villages in Jehanabad district in Bihar as a part of a research project funded by the Bill and Melinda Gates Foundation by two American universities.
Bluetooth-enabled smart menstrual cups
Technavio’s latest study reports the emergence of bluetooth-enabled menstrual cup, which has merged technology with comfort and convenience. The cup is equipped to keep a track of the duration of a menstrual cycle, color changes, body temperature, any health issues, as well as the start of menstruation with estimated end dates.
“Bluetooth-enabled smart menstrual cups can be synchronized with both Android and iOS-based phones and smart wearable devices. Women with busy lifestyles might find these cups beneficial as these provide pre-alert detailed information that can alert the user about the volume of content in the cup,” explains Abhay Sinha, Technavio’s lead research analyst.
Although this product is still not prevalent in many countries, it is available in a few retail shops in the US and the UK. Technavio’s analyst expects the bluetooth-enabled menstrual cup to continue to gain attention in the coming years.
Increase in marketing and promotional campaigns
The third trending factor, as reported by Technavio’s market study, is the increase in marketing and promotional campaigns by companies to generate awareness. Greater awareness about such options has led to a nascent demand for menstrual cups in retail shops and online stores. Blogs, online communities, and social videos are often the chosen medium to create such awareness. As developing countries like China have a high penetration rate for social media, vendors are making increased efforts to develop a unique proposition for the promotion of their products and achieve high market shares.
Promoting such products that draw attention to intimate body parts requires a completely different approach for marketing. Technavio’s lead research analyst, Abhay Sinha, further adds, “Social media is one of the most successful mediums to increase brand visibility and awareness. This is well-illustrated from the fact that Mooncup, which is currently the market leader in the UK, has increased its customer base and sells the majority of menstrual cups annually through online channels.”
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