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Research Outline
Prepared for Nirvana F. | Delivered November 27, 2019
Natural Adult/Feminine Care at Target
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Goals
To learn about Target’s clean/all-natural care items in the adult and feminine care space. These items are chemical-free, 100% cotton, sustainable, or in some other way “clean.”
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Early Findings
The global organic and natural tampon market was worth
$595.5 million
in 2017. It is expected to double by 2026.
Major
players
in the organic/natural feminine care market include the Honest Company, GladRags, Bella Flor, NatraCare, LunaPads, Seventh Generation, and Maxim Hygiene, among others.
Target
Rael’s
is one of the newer feminine product lines introduced at target in 2019. The company sells organic cotton pads, organic cotton pantyliners and natural foaming feminine wash which are now available at 1,850 Target stores nationwide as well as Target.com.
In March 2019, the new ‘
Clean’ Target icon
started showing up on its website to identify products without harmful chemicals. In April 2019, the symbol launched in stores.
P&G
In February 2019, P&G acquired
This Is L.
, a natural feminine care brand. By
May 2019
, P&G announced the launch of its organic tampons and pads (Tampa Pure and Always Pure).
Kimberly-Clark
While a media-wide chemical-free perspective is not played up by Kimberly-Clark, the company is listed as a
major player
in the global organic/natural feminine care market. The company also promotes its social responsibility efforts with its partnered program to help girls in need have menstruation products and expand the conversation around
menstruation equity
.
One of the things Kimberly-Clark tried in 2015 was ‘the
Period Shop
’, a pop-up shop that linked feminine care to beauty and spa services. This was the company’s efforts to try to gain new customers and move a sluggish sector.
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
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