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 Amazon.com and GetRael.com 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.
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.