Globally, there are various players operating in the menstrual cups market. The American and European regions are the major hubs for key industry participants, generating maximum market share which has turned these regions into well-developed markets. These companies have expanded their presence through online distribution in various other developing regions as well. The online distribution channel has been playing an important part in the menstrual cups market. Additionally, various manufacturers distribute their products through their online portal that makes the company more accessible to consumers. According to the customers’ review and various other factors such as brand awareness, geographical presence, distribution network, and price, some of the leading brands are Diva Cup, MoonCup, Lunette Cup, Lena Cup, Anigan Eva Cup, Ruby Cup, and others.
The above table displays the brand wise ranking for the menstrual cups market based on consumer awareness. Diva cup manufactured by Diva International is at the top of the table. With its wide range of online distribution in countries such as the U.S., Canada, U.K., Australia, the brand is well known, and one of the most popular brands in menstrual cups market globally. Moreover, the company has a wide presence in about 20 countries including Spain, Mexico, Belgium, Chile, Italy, Germany, France, Switzerland and various others. This presence and brand popularity across the globe makes Diva International the leading market player. MoonCup accounted for the second position for the menstrual cups brand wise ranking. MoonCup manufactured by a U.K. based company Mooncup Ltd. is one of the well-known brands in the market. The brand has a strong presence in the local market and is spreading its presence through strong online distribution like Amazon and various others. Through various distribution channels, the company makes its product available to more than 50 countries across the globe.
Moreover, since 2010 the company in collaboration with St Luke’s an advertising agency, is conducting campaigns for the awareness of menstrual cups that is further enhancing its brand value. Lunette Cup accounted for the 3rd position a brand manufactured by a Finland based company LUNETTE. Lunette Cup is the brand that would be a huge competition for Diva cup and MoonCup, majorly due to the availability of various colors and low price. Further, with its strong distribution channel in regions such as North America, Europe, Asia Pacific, and Africa the brand is steadily gaining popularity in the market. Lena Cup is one of the upcoming brands in the North American region. The brand is manufactured by the U.S. based company LENA. The company has a strong grip on the local market through its physical stores in cities such as California, New York, North Carolina, and Oregon. Furthermore, the company is expanding its brand image through online distribution channels in various countries as well. Ruby Cup a well-known brand manufactured by a Spain based company Ruby Life Ltd. accounted for the fifth position for the menstrual cups market.
The company has a wide physical presence all across the globe in regions such as South America, Europe, Africa, and Asia Pacific. The physical stores of the company increase the brand popularity all around the world.
Bargaining Power of Suppliers
The suppliers in the global menstrual cups market are the developers and manufacturers of menstrual cups. Suppliers increase competition within an industry by threatening to raise prices or reduce the quality of goods and services. Currently, there is less number of suppliers in the market due to low product awareness among the consumers, and there is no distinct differentiation among the products available in the market. As a result, it has low switching cost. Additionally, substitute’s options for this market is also high. Thus, bargaining power of suppliers is low-to-medium.
Bargaining Power of Buyers
The bargaining power of the buyers is medium-to-high in the global menstruation cups market due to the presence of a huge number of substitutes against this market, less number of menstrual cup suppliers, the low distinction among menstrual cup options in the market. Additionally, buyers are more in number than the suppliers, which leads to low switching cost of buyers.
Threat of New Entrants
The threat of new entrants is high in the global menstruation cups market due to the potential developing market. This market has a huge potential of growth during its forecast period owing to its selective advantages over traditional sanitary napkins or tampons as tampons and pads are reported to cause vaginal dryness, and toxic shock syndrome and menstrual cups are known to overcome these side effects. Additionally, menstrual cups provide the user the freedom to swim, run and perform normal daily activities with zero fear of leakage. Moreover, currently there are very few suppliers in comparison to buyers, and selectivity options are also very less, which will attract new market entrants to try their luck in this market bit difficult.
Threat of Substitutes
The threat of substitutes in the global menstruation cups market is high due to its cheaper initial purchase rate, the prerequisite mindset of customers to not try new methods over traditional ones in middle-income countries, acclimatization issues faced by new users as well as lack of awareness about the product in emerging markets.
Intensity of Rivalry
The degree of competition in the global menstruation cups market is considered to be high as the line of differentiation among existing players is narrow, and a number of suppliers are very less in comparison to buyers. Moreover, the existing players are also trying to improve on their R&D investments to develop advanced products with a lighter feel and decreased sensitivity to cervix and vaginas; there is a chance of the rivalry to get intense by 2023.
