Table of Contents

Introduction

During the past decade, we’ve seen quite the revolution when it comes to feminine hygiene products. Women no longer see their periods as something shameful, embarrassing or hidden, some even post pictures of their stains on Instagram. Along with this newfound pride, came a booming market and plenty of retail opportunities. In the US alone, there are at least 18 subscription services that deliver your monthly stash to your door. Some boxes come with luxury items and special treats, others are cost-effective. Some focus on sustainability and humanitarian efforts, others on a wealth of choice. There are even boxes that are solely focused on the teen market.

The market might be quite saturated in the States, but some countries, like Norway, haven’t tapped into this booming trend at all. That’s where monthlee.no comes in.

We’re a subscription service that allows women to choose top quality organic feminine hygiene products (and possibly a few other treats), and have it delivered straight to their door. We've done some research to find out what exactly women in Norway would find valuable and convenient. Here are the findings:

Research Goals

• Gain a deeper understanding of the feminine hygiene market.
• Talk to real women about their current preferences.
• Find out what exactly the modern Norwegian woman wants: Does she care about beautiful packaging and treats? Is sustainability and waste management her main concern? Or does she base her choices on cost and convenience? Did Covid have an impact on the way she shops?
• Understand how to talk to this market. The “period voice” has become quite liberal and feminist. Does this appeal to most women here or would they like a more neutral approach?
• How much would women be willing to pay for a subscription service?

Research Methods

• Secondary research - gain general insights into the feminine hygiene market
• Competitive analysis - take a look at what similar companies are offering
• Conversation mining - investigate what women are saying on online channels