How can sanitary towel brands break through from the inner volume？ Hushubao, Sophie, Goodbye Payne and other brands are looking for new directions.

Sanitary napkins are essential daily necessities for women. According to the data of Prospective Industry Research Institute, the market size of feminine hygiene products is 98.71 billion yuan in 2020, and the compound annual growth rate from 2016 to 2020 is only 4.9%, far lower than 10.7% in 2011-2015. Market penetration is saturated, consumption growth slows down, and unit price increase becomes the main driving force. At the same time, the industry competition pattern is relatively scattered, and the market share of the top ten brands is only 41.4%, which still has much room for improvement compared with developed countries. In this industry, traditional sanitary towel brands are facing the dilemma of involution, and it is difficult to make new commercial breakthroughs. Only technological innovation can bring differentiation and competitiveness, and let consumers have better choices and experiences.

Many brands are trying to break through the involution of sanitary towel industry with technological innovation. For example:

1. Hushubao liquid sanitary towel belongs to material innovation. The traditional sanitary towel is cotton pulp structure, which mainly relies on wood pulp mixed with polymer SAP as the absorption core to ensure water absorption, while the liquid sanitary towel is developed from FlexFoam material, which is liquefied by pure water from Lake Ontario and nano-molecular polymer through emulsification technology. Compared with the traditional sanitary napkin, it feels close to the body and needs to be replaced frequently by a large number of people.

2, Sophie hot warm sanitary napkins have Japanese warm belly black technology — The heating chip can promote blood circulation, warm the lower abdomen during menstruation and drive away the cold.

3. Goodbye Payne pioneered a gas sanitary towel, which contains a kind of hydrogen and oxygen gas slow-release particles, which can produce a large amount of hydrogen and oxygen when used, dredge menstrual blood stasis and relieve abdominal pain caused by primary dysmenorrhea during menstruation. This technology was developed by Goodbye Payne Company in cooperation with Academy of Sciences, with independent intellectual property rights.

4, Shu San degradable sanitary towel is made of loose vertical flushing material, which can be smoothly degraded into water and carbon dioxide after the toilet is flushed, and will not block the sewer. And can be degraded into water and carbon dioxide in the sewer, which is not only convenient for users to discard, but also realizes zero environmental burden.

The sanitary napkin market is undergoing a transformation from homogeneous products to diversified scientific and technological products. Although the market share of traditional sanitary napkins is still very large, the rise of new technology sanitary napkins has also made the market more active and diversified. In the future, consumers’ demands and requirements for sanitary napkins will be higher and higher, and innovation and differentiation will become the competitive factors in the sanitary napkin market. This has also prompted brands to invest a lot of energy and money to develop new technologies and applications to get rid of the cycle of involution. I hope this wave of scientific and technological innovation can inject new vitality into the sanitary napkin industry and let consumers use better products.

Disclaimer: The market is risky, so you should be careful when choosing! This article is for reference only, not as a basis for trading.

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