Gone are the days when period care only referred to sanitary napkins. Today, the Period Care segment has evolved and includes everything from sanitary napkins, tampons, to menstrual cups and everything in between.

“With more menstruators taking control of their own health, there has been an increase in demand for better quality products, as well as more affordable options. This has opened up opportunity for brands like us to create a positive impact on women's health and well-being,” said Devidutta Dash, Founder, and CEO, Lemme Be, an inclusive period care brand.

According to a report, the global period care industry generated $34.7 billion in 2021 and is anticipated to reach $51.9 billion by 2031, witnessing a CAGR of 4.2 percent from 2022 to 2031. Similarly, the Indian period care industry is witnessing tremendous growth owing to the rise in consumer awareness and increase in disposable income. All this has led to a surge in the need for period care products, which in turn is driving the growth of the global period care market.

Moreover, online sale channels have added to the consumer reach, increasing revenue, and presenting new opportunities. Owing to the same, numerous period care brands have entered the market, such as Lemme Be, Pee Safe, Sirona Hygiene, Mild Cares, among others. 

The Ever-growing Market

India is currently in its nascent stage, the industry has just begun to tap into innovative products such as solutions for period pain, user-friendly period trackers, and sustainable options such as menstrual cups, and more.

With the goal to disrupt the FemTech space, Sirona started with innovative and modern products and then moved towards building an entire ecosystem for feminine hygiene care. It recently launched India’s first Period Tracker on WhatsApp. 

Similarly, Mild Cares recognized the importance of this market and aimed to make a positive impact. The brand was uniquely positioned to focus on providing sustainable and eco-friendly period care products that were not only affordable but also of high quality. 

Options Unlimited

In an attempt to be the one-stop-solution for everything FemTech, these brands have been inventing and re-inventing their product portfolios to cater to every need of a menstruator. Mild Cares, for example, has a product portfolio that includes a range of high-quality and eco-friendly products that includes Menstrual Cup, Intimate Wash, Stand & Pee, Cramp Relief Roll-on, Stretch Mark Removal Cream, and Toilet Seat Cover. 

“As we continue to grow, we are planning to expand our product portfolio to include newer categories such as Maa Care, Pregnancy Care, PCOS/PMS Care, Women Wellness, and Intimate Care, enabling us to provide a more comprehensive range of products that cater to the specific needs of women in different stages of life,” commented Sandeep Vyas, Co-Founder, Mild Cares.

Sirona’s success began with PeeBuddy – India's first portable, disposable, stand-and-pee device for women, launched to counter the issue of unhygienic public toilets. Next, it launched a range of problem-solving products for vulva owners, including India’s first menstrual cup, 100% Herbal Period Pain Patches, Natural Rash Cream and more.

Lemme Be has a varied range of products, which are available in different sizes. The pads, tampons, and pantyliners are made of GOTS-approved 100 percent organically-certified cotton, oxo-biodegradable, super skinny with perforated top covers, and without any chemical, bleach, or fragrance that is harmful to the intimate areas. The menstrual cup and disc are unique in their way, both made of medical-grade silicone and reusable for up to 3 to 5 years.

“Along with individual products, we have curated period kits that can be chosen as per everyday period requirements. We have special subscription plans for the convenience of our customers for those who don’t want to shop every month. These subscribed products are automatically delivered every month to your doorstep,” added Dash.

Increasing Consumer Demand

“The woman of today is financially independent, has access to information, and is better aware of her needs, which empowers her to take a stand and decide for herself. Previously, we knew women to be conditioned to adjust according to what was available,” stated Deep Bajaj, Co-Founder of Sirona Hygiene.

As an up-and-coming brand, Mild Cares has been observing the consumer demands of women's hygiene products closely, and thus has developed its products keeping in mind the needs and preferences of modern women who are looking for more sustainable and eco-friendly solutions. The brand has witnessed a significant increase in the demand for its Menstrual Cup, Intimate Wash, and Cramp Relief Roll-On products.

Lemme Be’s Z Cup has been a top performer for the brand, having an angular body with a protruding belly to ensure a snug fit for holding up to 25ml without any risks of leaks and stains for 8 to 12 hours. Created to offer young menstruators high-quality and affordable period care products, the brand has curated the Z range -- Z disc, Z cup, and Z drip, and plans to further build this range dedicated to the young audience of Gen Z.

Technology and FemTech

Over the years, the hygiene industry has witnessed several technological innovations. From the introduction of menstrual cups to the development of biodegradable sanitary pads, technology has played a crucial role in providing sustainable and eco-friendly solutions to women's hygiene issues. Moreover, there has been a growing trend of using AI and machine learning to develop smart products that can detect and prevent infections, making hygiene more efficient and effective.

With the aim to create an ecosystem of feminine care and hygiene, Sirona has been using technology, launching India’s first Period Tracker on WhatsApp, which can be used to track periods, conceive, and avoid pregnancy. The App further offers e-commerce, educational content, community engagement, and an in-built period tracker, aiming to be the one-stop-shop for all intimate and menstrual needs as well as create education, awareness, and utility, and make menstrual hygiene accessible on the go. 

Lemme Be is primarily working on sustainable, organic, and biodegradable products, as the brand believes in taking care of mother nature and customers by providing products that are environmentally friendly, sustainable, and reusable, ensuring comfortable menstruation for the users.

Adding to the same, Mild Cares founder stated, “One of our technological innovations is the use of biodegradable materials in our products, which not only reduces waste but also ensures the products are safe for the environment. We have also introduced IoT-based products that help women track their menstrual cycle and predict their periods, providing convenience and making their lives easier.”

Future of Period Care

Committed to provide innovative and sustainable solutions for women's hygiene needs, Mild Cares plans to expand its product portfolio and cater to the specific needs of women in different stages of life, thus becoming a one-stop solution for all their intimate hygiene needs.

While 5 years from now Lemme Be plans to expand internationally and tap newer markets. It aims to challenge the current market leaders for traditional menstrual products along with establishing the brand as a leader for alternative period cares with a company turnover of more than Rs 100 crores.

Sirona Hygiene, on the other hand, is working towards providing a complete eco-system of period and intimate care, which includes products that solve problems, services that add value, content that educates, and a community that provides companionship without the fear of judgment. 

“We have already introduced 10+ India-first products that solve common feminine hygiene problems. We hope to impact 1 lakh underprivileged menstruators in the next 5 years by offering them free cups and training on how to use them with our 'Lakhon Khwaishein' project,” asserted Bajaj.

Over the last few decades, all industries related to women have changed. Now, with brands like Sirona, Lemme Be, and Mild Cares, it is time for the feminine hygiene category to have a revolution of its own -- through tech, products and content.