Natural Adult/Feminine Care at Target

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Target - Company Analysis

Target's entry into the organic, clean, or natural feminine care category became evident in 2016. To expand its successful business in said category, Target has teamed up with several pioneering brands in the space, including Cora, Seventh Generation, L., The Honey Pot, and Rael, a few of which have recently added adult care or incontinence products to their Target offerings. In 2019, Target launched the Target Clean icon to help consumers, young and old alike, identify products that are organic, clean, or natural.


  • Target appears to have started expanding into organic, clean, or natural feminine care products in 2016. It was mentioned in an article published in May 2018 that because of consumers' growing consciousness about the products they eat or use, Target had broadened its feminine care selection in the preceding two years by partnering with trailblazing brands that offer cleaner and safer alternatives, such as Seventh Generation and L.
  • Seventh Generation, at the time, had been offering organic feminine care products for over 13 years already, and was therefore not new in the organic, clean, or natural feminine care space.
  • Cora and The Honey Pot are the other clean feminine care brands that Target has also partnered with. Target's partnership with Cora began in September 2016 when Cora started offering its organic cotton tampons at over 200 Target locations.
  • Target was chosen by Cora for its proven commitment to partnering with industry trailblazers, especially brands that offer more sustainable alternatives.
  • Target's partnership with The Honey Pot, a company offering all-natural, plant-based feminine care products, began some time before December 2018. The Honey Pot, which incorporates herbs, essential oils, and pharmaceuticals in its products, had to prove that it is capable of mass production before the partnership could take effect.


  • In March 2019, Target launched its Target Clean icon, which helps consumers identify clean products or products that do not contain unwanted ingredients such as sodium laureth sulfate, propyl-parabens, butyl-parabens, and phthalates.
  • According to Christina Hennington, better-for-you products are growing in appeal among Target's guests. With Target Clean, Target hopes to help guests "identify products that meet their needs and save time."
  • In April 2019, Target started offering Rael's organic, clean, or natural period care products, including the company's organic cotton pantyliners, organic cotton pads, and natural foaming feminine wash, at its stores across the country.
  • Rael's pads, which became the best-selling pad on Amazon in just three months, were previously available on and only.
  • Target was chosen by Rael as its first brick-and-mortar retailer partner for its "focus on discovering innovative, emerging brands and helping them grow to become the next-generation of household products." Rael believes Target's mission is aligned with theirs and Target supports them in their goal of advancing healthy feminine care.
  • The preceding insights indicate that Target continues to find partners in the organic, clean, or natural feminine care space. What is new in its strategy is its launch of the Target Clean label. It launched Target Clean to help consumers wade through the growing number of products in the space.


  • In the organic, clean, or natural feminine care segment, Target's partners are Cora, L, Rael, Seventh Generation, Tampax, and The Honey Pot. These six brands are the organic, clean, or natural feminine care brands that Target has identified as part of its Target Clean collection.
  • Among the organic, clean, or natural feminine care products that these brands offer at Target are chlorine-free pads, organic cotton tampons, chlorine-free liners, organic chlorine-free pads, organic cotton liners, organic cotton pads, herbal pads, and organic cotton, fragrance-free wipes.
  • In the organic, clean, or natural adult care segment, which mainly addresses incontinence, Target's partners are Cora and L. These two brands are the organic, clean, or natural adult care brands that Target offers in the category.
  • Among the organic, clean, or natural adult care products that these brands offer at Target are organic cotton liners for bladder leaks, chlorine-free proof liners, and chlorine-free proof pads.


  • Target's history as it relates to the organic, clean, or natural product care space dates back to April 2014 when the company launched its "Made to Matter — Handpicked by Target" collection. The collection brought together 16 pioneering brands in the organic, natural, and sustainable product space, and featured products from various categories.
  • Seventh Generation, which is currently one of Target's partners in the organic, clean, or natural feminine care category, was one of these 16 brands. What Seventh Generation offered then was a chlorine-free cotton baby diaper.
  • There were updates to the Made to Matter collection in 2015 and 2016, but Target's foray into feminine care only became clear in 2016. There was news in 2016 of Target's partnership with Cora.
  • The strategy apparently proved effective for Target because since 2016, Target has never stopped adding partners in the organic, clean, or natural feminine care space. Since 2016, it has only increased its number of partners in the space. Its other partners in the space now include Seventh Generation, L., The Honey Pot, Rael, and Tampax.
  • Target's decision to offer organic, clean, or natural feminine care products at its stores appears to have been especially smart, as based on an article, L products had been flying off Target's shelves since they were offered.
  • The target audience of organic, clean, or natural feminine care products appears to be consumers who are "smart, sophisticated, and savvy." According to Cora, it chose Target as its retail partner because Target has a lot of "smart, sophisticated, and savvy" consumers who are likely to buy organic, clean, or natural products.
  • The emerging market for organic, clean, or natural incontinence products expands beyond seniors to younger women such as those in their thirties. It appears these incontinence products are additional products that these feminine care brands have introduced. Cora, for example, launched its incontinence products only in 2019.
  • These incontinence products were launched in recognition of the fact that younger women experience incontinence too.

Research Strategy

In understanding what Target has been doing in the organic, clean, or natural feminine and adult care market, we consulted a variety of sources. We started with the news and media coverage of Target's actions in the space and Target's own press releases and disclosures. We checked Target's offerings as well to determine the brands in the space that Target has partnered with. These brands' respective partnerships with Target were then researched individually for additional information. Since Target's historical actions are of interest as well, we expanded our research to include older sources. There is very limited information on the organic, clean, or natural adult care category, as it is a relatively new category compared to the organic, clean, or natural feminine care category.
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Adult & Feminine Care Market

The adult and feminine care industry is responding to new pressures from its customer base and from regulatory bodies, but is also expanding out into new markets. Customers are more focused on the health and wellness risks of their personal products, and are buying products from brands that advertise themselves as friendly to the body. Consumers, governments, and stores have pushed for greater transparency in labeling. Consumers are also concerned about what the products they buy are doing to the environment, fueling the growth of the sustainable sector of the adult and feminine care market. The adult diaper market is experiencing a boom, as baby boomers age and companies expand into marketing to those consumers who would once have been embarrassed to wear their products.

Increased Concerns about Health and Wellness

  • Globally, millennials compose about 31.5% of the population, and they consistently take their personal health and wellness into account when making purchasing decisions. This results in an increased focus on safe materials and on safety against dangerous bacteria.
  • These voices have been heard by the government. In Congress, the Robin Danielson Feminine Hygiene Product Safety Act would create a research program looking into the health of the ingredients in menstrual care products.
  • Hillary Duff launched the Veeda line of feminine care items with Naturalena Brands, featuring natural cotton products and "cotton feminine wipes with vitamin E".
  • Queen V is a feminine wellness brand launched in May 2018. They focus on natural, body-friendly ingredients, and have an exclusive contract with Walmart.
  • Proctor and Gamble acquired This is L, a natural feminine care brand, to "meet growing consumer demands for period products in the naturals segment".

Increased Focus on Labeling and Transparency

  • American consumers have had an increased focus on transparency in labeling.
  • Since the beginning of 2019, New Jersey, New York, Pennsylvania and Virginia have all introduced bills that would require manufacturers of feminine hygiene products to list some or all of the ingredients in their products on the label.
  • On a national scale, the Menstrual Products Right to Know Act would "treat certain menstrual products as misbranded if their labeling does not list each ingredient or component of the product".
  • Big box stores like Target and Walmart have also begun to require increased disclosure of ingredients.

Increased Focus on Organic and Sustainable Products

  • Nearly 40 percent of 18-to-34-year-old women are now or may soon be using reusable products for their periods, according to Shelton Group. Jasmin Rosil, buyer for the Turnip Truck, says that this is a "huge movement".
  • According to Nielsen, in 2018, sustainable products made up 22 percent of the overall market, with that segment having grown three percentage points between 2014 and 2017.
  • In response, numerous organic and sustainable feminine care products have hit the market in recent years; Pricie Hannah says that the number of new products is "mind-boggling".
  • Kimberly-Clark spent $25 million in 2018 on the Thinx brand, a line of low-cost eco-friendly period-proof underwear.
  • Organic Initiative is a New Zealand feminine care brand that came to the US in 2019, with a launch that hit 12,000 US stores and a focus on organic products made from natural materials.
  • This April, well-known tampon brand o.b. launched "o.b. organic", featuring "responsibly sourced, 100% certified organic cotton tampons from tip to string".

Growth of the Adult Diaper Market

  • According to Euromonitor, the adult diaper market has doubled in the last decade.
  • Essity and Kimberly-Clark think that's still only half of the consumers who need these products, because the other half is too embarrassed to buy them.
  • Grand View Research, Inc. states that the market will reach $28.65 billion by 2025.
  • Kimberly-Clark is introducing more discreet versions of their Depends products, in hopes of making them less embarrassing and more socially acceptable.
  • Willow is a direct-to-consumer brand of incontinence underwear that was launched in 2017, focused on discreetness, comfort, and feeling like a normal part of life.
  • NorthShore Care Supply launched a new, friendlier, "uplifting" version of their SupremeLite absorbent briefs, aiming to make those with heavy incontinence feel less anxious and depressed about it.

Research Strategy

Your research team examined reports from within the adult and feminine care industry, including BAHP and Nonwovens, on the changes they were facing and the ways the industry was responding to them. We then looked for repeated mentions of these trends in articles outside the industry, responses to these issues from the US government, and high-profile launches from major players in the industry of products that would address these challenges.
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Adult & Feminine Care Market - New Players

Five new players in the all-natural/clean adult and feminine care product line market include LOLA, Callaly, Rael, Wuka, and Flex. LOLA focuses on organic feminine care products such as tampons. Conversely, Wuka focuses on reusable period pants.


  • LOLA was launched in 2015 by Jordana Kier and Alex Friedman. It is a subscription service that delivers adult feminine care products, such as tampons, lubricants, and condoms.
  • LOLA focused on disrupting the industry by challenging dominant industry players such as Playtex and Tampax with a product that is 100% organic.
  • In June 2018, the company closed its Series B funding with $24 million.
  • LOLA’s liners, pads, and tampons are made from organic cotton as opposed to synthetic fibers, which are mostly used by mainstream brands. In addition, the products do not have any dyes or fragrances.
  • The company’s offerings appeal to young millennial women who do not like chemicals in their products and those who prefer organic because of the environmental benefits.


  • Founded in 2018, Callaly is a company that produces organic period products.
  • Callaly is disrupting the market through innovation by combining panty liners and tampons, therefore, eliminating the need of purchasing two separate products. The products have a medical-grade breathable membrane that ensures one’s finger is clean during insertion. The liners are made from 95% biodegradable materials.
  • Callaly was awarded at INDA’s annual Hygienix conference. In addition, the company received a £1 million loan courtesy of Innovate UK. The company had revenue of $2 billion.
  • Callaly’s customers are millennial-minded women.


  • Rael was founded in 2017. The company produces organic period products, such as pads and tampons.
  • Rael is disrupting the market by providing organic products as an alternative to mainstream tampons.
  • Rael had its Series A funding in 2018 where it raised $17.5 million. Since its launch, the company has grown its product portfolio and included biodegradable cardboard applicator tampons and feminine hygiene products. The company launched on Amazon where it became the go-to organic pad seller.
  • The company targets women who prefer organic products.


  • Flex was launched in 2016 by its CEO and Founder, Lauren Schulte Wang. The company sells alternative period products, such as the Flex Disc and Flex Cup.
  • Flex is disrupting the industry by providing a cleaner alternative to organic tampons. Menstrual discs can hold more liquid than tampons, can stay up to 12 hours, are hypoallergenic, and can be used during swimming or sex.


  • Wuka was founded in 2017. The company sells reusable underwear known as Wuka Period Pants.
  • The company is disrupting the industry by providing an environmental-friendly and clean alternative to tampons and pads. The underwear is made of MicroModal fabric, which is carbon neutral and uses less fossil fuel than organic cotton and enables the pants to absorb a lot blood, which could require four tampons. The company helps to save the environment since many tampons end up in landfills while Wuka is reusable.
  • Wuka raised its capital solely on Kickstarter. As it stands, the company is growing 130% year-on-year and has an 80% gross margin.
  • Wuka’s target customers include both teenage girls and adult women.


From Part 02
  • "The brand launched in New Zealand in October 2015 and is in nearly every store in the country. Last year, Oi incorporated its U.S. headquarters in California and arrived in some U.S. stores. This year, the brand is expected to hit 12,000 stores in the U.S. market. In fact, last month the company announced it would be available in most Walmarts across the country."
  • "But manufacturers like market leaders Essity (ESSITYa.ST) and Kimberly-Clark Corp (KMB.N) reckon only half of the more than 400 million adults likely to be affected by weak bladders, are buying the right products, because they are too embarrassed."
  • "One user group that has heavily influenced the feminine care market’s direction is millennials, which comprise around 31% of the total global population and are entering their prime purchasing years. This group of key buyers is guided by their selective purchasing patterns and takes health and wellness into consideration on every purchase they make."
  • "The American consumer wants information to make better informed choices on products they are purchasing – especially when it comes to those used on our bodies or come into contact with children. When we think about the absorbent hygiene industry, this desire from consumers translates into having more transparency regarding the materials or chemicals used to manufacture a certain product."
  • "Gen Z will comprise 32 percent of the global population of 7.7 billion in 2019, nudging ahead of millenials, who will account for a 31.5 percent share, based on Bloomberg analysis of United Nations data, and using 2000/2001 as the generational split."
  • "“Our mission is to really destigmatize the word vagina,” asserts Lauren Steinberg, founder of feminine wellness brand Queen V. “We’re trying to make [feminine hygiene care] a more open discussion, make it a little less taboo.”"
  • " “The number of new companies and new products is kind of mind boggling,” says Pricie Hannah, principal of absorbent products consultancy Price Hannah Inc. “I think that it helps that these companies can get attention through the internet. You don’t have to come up with a huge promotional budget to get noticed.”"
  • "Customer Jasmin Rosil said, "There is a huge movement for positive period conversation." Rosil is a buyer for the Turnip Truck, and she feels strongly that organic tampons are better."
  • " Just this week o.b., known for its non-applicator tampons, joined the organic feminine care market with the launch of o.b. organic, an all-new product line of responsibly sourced, 100% certified organic cotton tampons from tip to string. For the first time, this new line from o.b. is also available with or without a Tru-Comfort plant-based applicator—the only o.b. tampons to offer an applicator—made from renewable sources."
  • "According to Nielsen, in its 2018 report on the sustainable consumer, sales of products with sustainable attributes made up 22% of the total store, with organic, sustainable and clean attributes driving the majority of the sustainable segment’s growth. Also according to Nielsen, sustainability’s share between 2014 and 2017 grew nearly three percentage points, while conventional products’ share of sales dropped by almost four percentage points."
  • "To amend the Federal Food, Drug, and Cosmetic Act to treat certain menstrual products as misbranded if their labeling does not list each ingredient or component of the product, and for other purposes."
  • "To amend the Public Health Service Act to establish a program of research regarding the risks posed by the presence of dioxin, synthetic fibers, chemical fragrances, and other components of feminine hygiene products."
  • "The partnership includes two brands — Happy Little Camper natural cotton diapers, flushable wipes, and natural cotton wipes; and Veeda, a feminine care line featuring 100-percent natural cotton tampons, pads and liners with cotton cover sheets and cotton feminine wipes with vitamin E. "
  • "P&G announced today its acquisition of This Is L., owner of L. products, to meet growing consumer demands for period products in the naturals segment. Its portfolio primarily includes beautifully designed, high quality tampons, pads, liners and wipes made with organic cotton. "
  • "The global adult diaper market size is poised to reach USD 28.65 billion by 2025, progressing at a CAGR of 12.7% from 2019 to 2025, according to a study conducted by Grand View Research, Inc. "
  • ""If we can provide a product that seems more like regular underwear, we can help normalize the situation and chip away at the stigma," he says."