Menstrual health is undergoing a revolution thanks to a combination of political, financial and social action. After years of being sidelined due to stigma, 2024 is shaping up to be the year of the period.

We’ve rounded up the eight trends we believe will shift the dial this year.

1. Workplace menstruation policies

In recent years, workplaces have started acknowledging the significance of menstrual health, making strides toward creating inclusive environments. While some organisations are leading the way, there is still a considerable opportunity for accelerated progress in implementing comprehensive workplace menstruation policies.

A 2023 CIPD survey of over 2,000 women found that 69% have experienced a negative impact at work while menstruating. This rises to 81% in those with a diagnosed menstrual condition.

Legislated menstrual health leave is in place in a number of countries including Japan, Taiwan, Indonesia, South Korea, Spain and, most recently, Fribourg in western Switzerland. However, the complexities surrounding these policies, in comparison to traditional sick leave, pose challenges for both employers and employees. The British government unveiling the Women's Health Strategy is a noteworthy step, signaling a commitment to addressing menstrual and gynecological conditions through research and improved care.

Pacific Media Network's groundbreaking move in 2022 to provide 12 days of leave annually for menstrual or menopause-related reasons to E tū union members set a precedent in corporate menstrual health support. This proactive approach acknowledges the diverse needs of its workforce and sets the stage for other companies to follow suit.

Forward-thinking organisations are beginning to recognise the importance of accommodating menstrual health through progressive policies.

In late 2023, NHS Scotland, the country's largest employer with a predominantly female workforce, launched a comprehensive menopause and menstrual health workplace policy. This initiative provides affected individuals with access to essential accommodations such as washroom facilities, flexible breaks and working hours, period products, and the ability to take pain medication. 

Measures like these not only support the physical and emotional well-being of employees but also contribute to a more inclusive and understanding workplace culture.

Navigating the complexities of legislated menstrual health leave and fostering a workplace culture that prioritises inclusivity will be crucial in ensuring accelerated progress in workplace menstruation policies in 2024.

The Period Place is committed to collaborating with organisations in the development of inclusive menstrual health policies and we invite you to get in touch with us to explore how to create a workplace environment that prioritises menstrual wellbeing. 

2. The rise of Femtech

Female technology (Femtech) is emerging as a transformative force in women's health and well-being. Spearheaded by women for women, Femtech is at the forefront of empowering individuals to take charge of their health, particularly in areas such as menstrual wellbeing and reproductive health. 

Historically overlooked and underinvested, this sector is now experiencing rapid growth as increased awareness and investment contribute to the flourishing of digital health apps and innovative solutions. The Femtech market has a projected compound annual growth rate (CAGR) of 19.9% from 2023 to 2030. While period tracking apps dominated the market with a 64.5% share in 2022, the fertility and ovulation management segment is anticipated to gain significant industry share in the coming years.

The rise of digital health apps has created a huge shift in how women access and manage their healthcare. Apps like Flo, launched in 2015, exemplify this. Originally reaching one million installs within a year and ten million monthly users within two years, Flo has now been downloaded by over 300 million users in 22 languages. 

According to this Forbes article, there was an increase in Femtech during COVID-19 pandemic. With the healthcare system overwhelmed, digital health products became indispensable not only to the treatment of Covid-19 but also to addressing other healthcare needs. Another driver is the trend toward healthcare consumerisation, particularly among Millennials and Gen-Z, who have high digital expectations. Prominent investments and startup ventures associated with well-known personalities have also directed attention to women's healthcare. For instance, in January 2023, Actress Naomi Watts partnered with biotech company Amyris to launch Stripes, a beauty and wellness brand for menopause health. Gwyneth Paltrow, Gabrielle Union and Serena Williams are also notable femtech investors. 

In Aotearoa, several promising Femtech startups are leading the charge in transforming women's health.

JunoFem, born out of university-led research, addresses urinary incontinence affecting one in three women through its innovative pelvic floor training system. Combining an intra-vaginal medical device with a mobile app and strength training program, JunoFem has received certifications in Australia, New Zealand, and the UK, with regulatory approval underway in the US.

Meanwhile, Femmi, founded by Esther Keown and Lydia O’Donnell, is an app designed specifically for women who run, offering a training approach centered around female physiology and sex hormones. Both founders, former elite female athletes, experienced the pressure to train like men, leading to health issues and lost menstrual cycles. Femmi empowers users to align their training with their menstrual cycle, challenging the stigma around periods and highlighting their significance as indicators of health for women.

The Period Place encourages exploration of the transformative possibilities Femtech brings. Discover innovative apps, invest in promising startups, or explore partnerships to contribute to the inclusive and empowering future of women's health. Contact us to start the conversation and shape the next era of healthcare.

3. Transition to reusable menstruation products

Menstruators are increasingly opting for reusable menstrual products, such as pads made from materials like cotton, bamboo, hemp, and banana fibers, menstrual cups crafted from rubber, latex, silicone, and thermoplastic isomers, and period underwear.

This shift has led to a dynamic period care market, where there's a growing demand for reusable options alongside traditional disposables. The global period underwear market, valued at $103.87 million in 2022, is projected to experience a Compound Annual Growth Rate (CAGR) of 17.4% from 2023 to 2030. This surge in popularity can be attributed to innovations in design, comfort, and absorption, with post-menopausal individuals also  increasingly turning to period underwear to manage bladder leakage and incontinence.

The distribution model is also evolving, with consumers increasingly favoring online purchases over traditional retail. According to a report by Grand View Research, the online distribution channel is expected to experience the fastest growth due to its wider distribution network and greater product availability.

The Period Place estimates that managing a period requires either two packets of disposable period products per month or four-to-five pairs of period underwear or one menstrual cup/disc. While sustainable options offer significant environmental benefits, it's crucial to recognise and respect individual choices in menstrual products. Factors such as comfort, accessibility, and personal preferences influence the decision to opt for disposable products.

If your organisation is interested in learning more about sustainable period options or wanting to connect with the menstrual health ecosystem in Aotearoa, connect with us to see how you can make a positive impact on menstrual health and the environment.

4. Product revolution

In the ever-evolving landscape of menstrual care, innovations continue to redefine the market, ushering in a new era of products designed to enhance comfort, performance, and overall user experience. Traditional offerings have focused on adhesive strips, wings, increased absorbency, and breathability.

However, a wave of disruptors is entering the scene, backed by technological advancements and a market poised for exponential growth.

The Women Hygiene Care Product Market, forecasted to expand at a CAGR of 7.2%, is projected to reach US$76 billion by 2030, opening new frontiers for innovation and investment. In November 2023, Vuokkoset, a Finnish menstrual product producer, made waves by launching the world's first tampon for men. This groundbreaking move, coinciding with International Men's Day and Transgender Awareness Week, challenges traditional norms and emphasises inclusivity in the realm of menstrual care. Meanwhile, UK-based gynecological health startup Daye has redefined menstrual care with the introduction of the world’s first CBD tampon. Widely embraced by over 60,000 menstruators in the UK, this innovative product goes beyond conventional approaches, aiming to address period pain and promote holistic menstrual wellbeing..

According to a Persistence Market Research report, the integration of technology into women's hygiene products is a notable trend. Smart menstrual cups and tampons equipped with sensors and Bluetooth connectivity provide real-time data on menstrual flow, making it easier to manage periods efficiently. These devices can sync with mobile apps to provide personalised insights and reminders.

Groundbreaking products not only challenge societal norms but also empower individuals to embrace a more personalised and holistic approach to their menstrual wellbeing. With the market forecasted to expand significantly, we anticipate further disruptions and advancements that will shape the future of menstrual care.

As the menstrual care landscape undergoes a revolutionary transformation, we invite product manufacturers and retailers to be at the forefront of innovation. Embrace the wave of disruptors and explore opportunities to stock and support groundbreaking products that redefine menstrual care. Whether you are a manufacturer pushing the boundaries of technology or a retailer seeking innovative offerings, The Period Place would love to have a kōrero. Let's collaborate to bring these transformative products to a wider audience, challenge societal norms, and empower individuals to adopt a more personalised and holistic approach to menstrual wellbeing.

5. Periods don’t stop for emergencies

Climate change, geopolitical conflict, natural disasters and other emergencies can leave menstruators struggling to manage their period. Within the last four years The Period Place has pivoted to ensure the needs of menstruators in Aotearoa were met during the COVID-19 pandemic and then the extreme flooding events in January 2023, which impacted communities around the motu. 

In our current world, disruption is a given and that means building menstrual health resilience into emergency planning. Safe, private, hygienic toilet facilities, access to clean water and products are fundamental to menstrual health,and emergency response plans need to take this into account. 

A significant portion of the heavy lifting has been done by international agencies. For example,  the 2022 Toolkit for Integrating Menstrual Hygiene Management into Humanitarian Response provides streamlined guidance to support organisations and agencies looking to rapidly integrate menstrual health management into existing programming across sectors. 

As Aotearoa’s public health sector looks to embed lessons learnt from the pandemic and extreme weather events, we see a strong opportunity to include menstrual health planning into response frameworks. 

The Period Place has actively responded to challenges like the COVID-19 pandemic and extreme weather events, ensuring that menstruators' needs are met during crises. We regularly advocate for organisations, policymakers, and community leaders in Aotearoa to recognise the importance of safe and hygienic menstrual care.

6. Inclusive men-struation

As the stigma around menstruation lessens and conversations become more inclusive, there is room to educate and involve men in meaningful discussion.

Lack of education, gender stereotypes and societal structures have historically reinforced menstruation as a women’s issue, which has contributed to misconceptions and discomfort on the subject.

A US survey of college-aged men showed that while 67% felt menstrual education was essential for themselves, the majority didn’t have formal education and instead relied on family members and friends as learning tools. A different study of US males showed that 78% thought it was important to educate boys about menstruation, however only 41% of men could correctly identify what menstruation is . When asked to describe what having a period would feel like, 40% said they would feel physical pain and 36% said that a period would have no effect on them. 

Educating and involving men in conversations about menstruation has the potential to promote respectful relationships and supportive family dynamics, enhances workplace inclusivity and empowers men as allies in advocating for period equity as a collective responsibility. 

The Period Place is committed to breaking down barriers and fostering understanding. If you're interested in learning more about menstruation or if you're an organisation looking to facilitate meaningful discussions, we're here for you. Reach out to The Period Place to explore how we can educate, promote respectful relationships, and work together towards period equity. 

Note: The language used in this section is gendered and, where possible, we acknowledge and address menstruation in a non-gendered manner.

7. The Menopause revolution

Not so long ago, “the change” was shrouded in mystery, however Gen X women are recontextualizing menopause and are no longer suffering in silence as their mothers did. According to a recent article on NewBeauty, they are leading the rewriting of the menopause experience, powered with a new sense of agency to define for themselves what menopause is or can be. The same article also highlights that by 2025, there will be an estimated 1.1 billion post-menopausal women in the world.

Unsurprisingly, the menopause market, estimated at US$16.93 billion in 2023, is expected to grow at a compound annual growth rate (CAGR) of 5.37 % from 2024 to 2030. Of this, dietary supplements is the fastest growing segment while pharmaceutical products are also poised for lucrative growth.

It also appears that while waiting for the market to recognise their need, women have taken matters into their own hands. According to a recent survey conducted by Harvard Health Women’s Health Watch,  nearly 80% of midlife women use cannabis to ease certain symptoms, such as mood issues and trouble sleeping. The study also found that perimenopausal women, who report significantly worse menopause symptoms (particularly depression), represent the greatest percentage of users.

Alongside this, there is increasing awareness of the impact menopause has on the workforce. According to The Fawcett Society, one in 10 women who worked during the menopause have left a job due to their symptoms, with 26% taking time off work as a result, of which 22% took more than one month off or more.

In 2022, Balance - a menopause support app - estimated that lack of menopause awareness and support by companies was costing the UK £10 billion.

The research focused on the financial impact of women leaving the workforce due to the menopause and the associated costs of rehiring and retraining staff as a result. 

As individuals, healthcare professionals, and society recognise the significance of menopause in the lives of women, this feels like a pivotal moment for reshaping the narrative around this natural and transformative phase of life.

8. Interconnected hormonal systems: brain, gut, and beyond

New research is shedding light on the intricate connections between hormonal systems and the influence these have on the brain, gut and vagina. This increased understanding offers a holistic perspective on menstrual health.

Recent studies suggest that the gut-brain axis operates differently in males and females, affecting the composition of gut bacteria. These differences can influence various bodily systems, including the immune and hormonal systems, and may contribute to the susceptibility to different disorders. There is also growing evidence that fluctuations of estrogen, testosterone and progesterone influence gut bacteria which can impact mood, especially anxiety and depression, as seen in conditions like premenstrual syndrome (PMS)  and premenstrual dysphoric disorder (PMDD).

Researchers from the Mayo Clinic and Wellesley College have found that the gut and vaginal microbiome are connected in a wide range of disorders and disease states affecting women across their lifespan, including polycystic ovary syndrome, unexplained infertility, obesity and endometrial cancer.

Meanwhile, Japanese researchers have investigated how menstruation affects school adjustment, performance, and mood in high-school females with early neurodevelopmental disorders, such as autism spectrum disorder (ASD) and attention-deficit/hyperactivity disorder (ADHD). They found that women with intellectual or developmental disabilities are more likely to have menstrual abnormalities, PMS symptoms, and PMDD. 

Increased understanding of the factors influencing menstrual health opens doors to prioritise holistic wellbeing and develop effective support systems for management. As we continue to unravel the complexities of hormonal interactions in the brain, gut, and vagina, it becomes increasingly important to advocate for comprehensive care and support.

The menstrual health landscape is undergoing a transformative journey in 2024, characterised by a convergence of progressive policies, technological advancements, and a broader understanding of interconnected systems. As we embrace these trends, the collective goal is to foster an environment where menstrual health is not just acknowledged but actively prioritised for the hauora of menstruators.