MELBOURNE, AUSTRALIA / May 2025 – A growing number of young Australians are changing the conversation around period care. Gen Z, known for its focus on sustainability, affordability, and transparency, is leading the charge in adopting reusable menstrual products such as menstrual discs and cups – and their influence is reshaping the market.
Recent industry data shows a steady increase in sales of reusable period products across Australia, with teens and young adults accounting for a significant share of new adopters. Retailers and health brands are taking note, with product innovation and education now tailored to meet the expectations of this socially conscious and digitally savvy generation.
A Generational Shift in Period Care Choices
For decades, tampons and pads were the default choice. But times are changing. Gen Z consumers are questioning not just the effectiveness of traditional products, but their environmental impact, manufacturing practices, and long-term value.
Surveys conducted in early 2025 show that over 65% of Gen Z respondents in Australia had either used or considered using a reusable period product. For many, the switch is part of a broader commitment to reducing waste and supporting ethical brands.
One standout option is the menstrual disc, a flexible, internal product that collects rather than absorbs menstrual fluid. Discs have grown in popularity among younger users because of their comfort, capacity, and compatibility with active lifestyles.
The Appeal of Sustainability and Cost
The sustainability conversation is central to Gen Z’s purchasing habits. Disposable pads and tampons generate a considerable amount of waste. In contrast, reusable menstrual discs can last up to five years, making them a compelling option for eco-conscious consumers.
The financial argument is just as strong. With the average Australian spending hundreds of dollars per year on disposables, a one-time $49.95 purchase of a reusable disc – such as the my mimi menstrual disc – breaks down to just 83 cents per month over its lifetime.
This price-to-value ratio appeals to younger Australians juggling study, work and living expenses. A single purchase not only reduces waste but also eliminates the need for last-minute trips to the store.
Education and Comfort Are Key
Despite growing interest, switching to a menstrual disc can feel intimidating. Many first-time users report having questions about insertion, removal, and whether discs are safe to use with IUDs or during sports.
This has led to a surge in demand for trustworthy information. Brands that invest in clear, honest education – through videos, FAQs, and social content – are seeing stronger engagement from Gen Z.
One Australian brand at the forefront of this educational approach is my mimi, which recently won Best Sustainable Period Care Solution in Australia for 2025. The brand provides detailed, stigma-free guidance and support for new users, something Gen Z values highly in a product experience.
Social Media and Peer Influence
Unlike previous generations, Gen Z relies less on traditional advertising and more on peer reviews, UGC (user-generated content), and influencers to inform their choices.
TikTok, Instagram and YouTube have become powerful platforms for menstrual education. Content creators often share personal reviews, “day in the life” demos, and answers to the kinds of real-life questions people are too embarrassed to ask in person.
This community-led movement has played a key role in normalising reusable products. Reviews of menstrual discs – including the my mimi disc – are widely viewed and shared, creating a sense of trust and accessibility for curious first-time users.
Comfort and Freedom for Active Lifestyles
Another driver of interest is physical freedom. Gen Z values comfort, movement, and versatility in their daily lives – whether they’re working out, at school, or travelling.
Menstrual discs are discreet, stem-free, and often more comfortable than other internal products. They can be worn during swimming, cycling, or high-impact workouts. Some discs, including my mimi, are also suitable for mess-free period sex, something many users only discover after switching.
Athletes, dancers, and those with physically active routines have praised the convenience of discs, especially for long wear and no shifting during movement.
Health and Body Autonomy
Health transparency also plays a role. Gen Z is asking harder questions about what goes into their products. Concerns about pesticide exposure, synthetic fragrances and plastic waste have sparked increased scrutiny of mainstream brands.
Reusable menstrual discs are typically made from medical-grade silicone – a hypoallergenic, non-toxic material. This makes them suitable for people with sensitivities and a safer option in terms of long-term exposure.
Discs also collect, rather than absorb, menstrual fluid, reducing the risk of dryness and irritation. For some, this leads to less discomfort across their cycle and a more natural way of managing their period.
Period Stigma Is Still an Issue – but That’s Changing
While younger generations are more open to discussing menstrual health, stigma still exists, especially for those who experience conditions like endometriosis, PCOS, or heavy bleeding.
Reusable products can support these users, but awareness is still growing. Some brands are helping to shift the conversation, not just through product innovation, but through inclusive content and advocacy for menstrual equity.
This has positioned brands like my mimi as more than just a product – they’re seen as part of a movement. One that speaks openly, addresses real needs, and aligns with values that matter to the next generation of consumers.
Looking Ahead
The rise of reusable period care in Australia shows no signs of slowing. As Gen Z’s influence grows, brands will need to keep pace with their expectations around transparency, affordability and climate responsibility.
For brands offering well-designed, medically safe and accessible solutions – and who back that up with honest education and community support – the opportunity is clear.
Reusable period products are no longer niche. Thanks to Gen Z, they’re becoming the standard for a new era of conscious consumers.