16 HA NDBOO
What are consumers looking for
from feminine hygiene products?
SuSie He WSon: The organic and natural
consumer is typically an informed middle-aged shopper with an understanding of
the social and environmental impact their
purchasing power can have. However,
beware of the emerging organic beast—the
Millennial. There were an estimated 38
million women aged 18-34 in 2015, and
more than half of them purchase organic
foods and products because of their preference for something natural and authentic.
They seek and share opinions from their
friends, parents or online experts, read
labels for content and seek out the story
behind a brand.
In the feminine hygiene category,
women are actively seeking organic and
natural products based on their desire to
avoid petrochemicals and synthetics. They
also consider what impact the products
they use have on the environment—with
significant concerns for plastic pollution.
Given the changing consumer profile
from the Baby Boomers to Millennials,
retailers will need to find ways to accommodate this shift. Brands will need to
tell an authentic and principled story to
attract Millennials’ attention and gain
What other challenges are
impacting the category?
The top challenge within the feminine
hygiene industry is the need for product
labels to fully disclose the ingredients and
materials used to make hygiene products in the same way that we expect full
ingredient disclosure for foods and shampoos. It is unthinkable to buy something
you had no idea what it was made from,
so why should women have to tolerate
this unnecessary secrecy with feminine
Why was natracare founded and
what sets it apart?
I created the organic and natural feminine
hygiene category with Natracare back in
1989 as a campaign to call out to women
about undisclosed synthetics, plastics and
chlorine bleaching processes as well as talking loudly about health impacts of dioxin
pollution, endometriosis and TSS, which
we continue to do all these years later.
Natracare is the category captain in the
organic and natural feminine hygiene sector and has been so since its launch into
the North American market decades ago.
We are successful because we are consistent in our dedication to organic, environmental and ethical principles as well
as producing a full range of products that
seek to meet the highest quality and best
performance. We continually innovate
within and on the margins of the category,
setting us apart in a crowded conventional
category, and also within the growing
number of natural brands walking behind
our hard worn trail.
How can retailers capture sales
in the category more effectively?
Retailers need to be brave and give credible
space to organic and natural products to
show commitment to consumer choice.
Organic consumers are not buying on
price, they understand the value for the
money. Highlight organic in the store,
organize events or partner with Millennial
action groups like Turning Green and talk
organic lifestyle online.
How does natracare work to
educate consumers about its
Natracare continues to tell its story, interacting with thought leaders and Millennial
groups through our website, in social
media platforms as well as together with
women’s action groups, student forums
and environmental organizations, challenging conventional brand propositions
and offering a conscious choice that delivers on its promise.
What does the future hold for
natracare and the category?
The organic category is growing and
Natracare is leading the charge from the
front, bringing innovation and fresh category propositions to feminine hygiene and
personal care. n
Interest in organic feminine hygiene products is growing, says SuSie He WSon,
owner, founder and developer of natracare.