Rapidly growing demand for menstrual discs in Europe – Finnish Bodyotics’ best-selling product meets women’s wishes for safe, eco-friendly, and well-fitting period protection
Over the past 12 months, Bodyotics has sold tens of thousands of menstrual discs in Europe, primarily through Amazon Germany. Now, the Finnish brand aims to expand beyond online marketplaces and bring menstrual discs into broader retail distribution, making it easier for more women to access well-fitting, non-toxic, and environmentally friendly menstrual protection.
HELSINKI (30 April 2025) – While traditional pads and tampons still dominate the menstrual protection market, many women are seeking alternatives. This shift in consumer behaviour has been influenced by findings such as a 2024 study on metals found in tampons, which outlets including CBC, Time, and Vogue widely reported. Additionally, concern is growing over the environmental impact of disposable period products. In Europe alone, more than 49 billion disposable menstrual products are used annually, resulting in approximately 590,000 tons of waste yearly.
Menstrual cups have become the most well-known reusable alternative to disposable period products. However, according to Google Analytics, interest in menstrual cups has declined in Europe since 2019. Meanwhile, awareness and demand for the menstrual disc – still unfamiliar to many European women – is rapidly increasing. For instance, sales of Bodyotics’ medical-grade silicone menstrual discs grew by more than 200 percent from 2023 to 2024.
Goodbye to uncomfortable suction and size guesswork
Like menstrual cups, menstrual discs are reusable, but unlike cups, they don’t rely on suction to stay in place. While a menstrual cup sits in the vaginal canal and creates suction pressure, which some women find uncomfortable, a menstrual disc rests higher up at the base of the cervix. It stays in place due to its shape and anatomical fit, rather than suction. Resembling a wider and flatter version of a menstrual cup, the disc holds more fluid — up to the equivalent of five tampons. Unlike menstrual cups, menstrual discs can also be used during sex.
The correct size of a reusable menstrual product depends on the height, width, and angle of the cervix, and the user’s flow level – all of which can be difficult to assess on one’s own. This uncertainty can make trying reusable period products feel intimidating, even for those interested in non-toxic and eco-friendly options.
“At Bodyotics, we want to lower the barrier for women to try menstrual discs,” says Katja Tiittanen, Product Manager at Bodyotics. “We offer our discs in two-size kits, allowing users to comfortably find the right size or alternate between the small and large disc as needed. These multi-size kits address one of the most common obstacles preventing women from trying reusable menstrual protection: uncertainty about sizing. Once the right size is found, a disc can last up to ten years.”
Data-driven growth across Europe
Before launching menstrual discs, Bodyotics’ flagship product was Kegel weights, designed for pelvic floor strengthening. The company’s strong foundation in data analysis and continuous market monitoring helped it identify the emerging menstrual disc trend in North America and be among the first to introduce the idea in Europe in 2023.
“Today, menstrual discs are widely available in North American retail stores. We want to improve access to menstrual discs in Europe, so more women can discover them regardless of the sales channel,” says Milja Merta, Assistant Product Manager at Bodyotics. “On Amazon Germany, we are currently the top-selling product in the menstrual cup and disc category. We believe we can achieve the same in European retail.”
Bodyotics’ expansion is supported by the Finnish export platform eBrands, which helps the company identify high-potential markets and scale profitably across sales channels. eBrands’ technology and diverse portfolio of wellness and beauty brands have been instrumental to Bodyotics.
“eBrands’ AI-assisted Apollo market expansion tool, along with advice from other portfolio success stories like Luonkos and ANSWR, has been a huge help on our growth journey. A major factor in our success has been our data-driven approach, which is made possible through eBrands’ export platform,” says Katja Tiittanen.
In 2025, Bodyotics aims to grow its business by 26 percent, focusing particularly on the Nordic countries, Germany, Italy, France, the UK, and Spain. Currently, the brand’s European retail partners include, among others, the German retailer OTTO, the Austrian Ecco Verde and the Finnish Ruohonjuuri and Dufry.
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Bodyotics
Bodyotics, a Finnish brand specializing in women’s intimate wellness, supports women through every life stage – from their first period to menopause and beyond. Bodyotics is paving the way for women’s health by speaking openly about challenges and concerns, and by offering solutions through its award-winning products. The company is part of the eBrands export platform’s brand portfolio.
