Study Explores Marketing Tactics for Lower-Impact Menstrual Products

Study Explores Marketing Tactics for Lower-Impact Menstrual Products

Disposable menstrual products are a less-talked-about but major contributor to
global plastic pollution. A recent study investigated consumer preferences and
devised guidelines to bolster adoption of more sustainable options in different
markets.

Although menstrual cups (MCs) are a sustainable alternative to
single-use sanitary napkins and tampons, their adoption remains quite limited
for reasons that haven’t been entirely clear. So, a recent study sought to
understand consumers’ preferences regarding menstrual products in various parts
of the world.

Their efforts reveal that the cost-effectiveness of MCs may be their strongest
selling point (according to the Mayo
Clinic
,
the average woman spends between $50-150 per year on tampons or pads; a
menstrual cup costs between $20-40 and lasts from six months to 10 years) and
that promotional strategies tailored to each country could make MCs the more
popular option.

In recent decades, single-use plastics have pervaded modern society — causing a
significant surge in plastic
pollution

that exacts a heavy toll on our environment. Addressing this issue requires
prioritizing sustainable alternatives to single-use plastics wherever feasible.

Disposable menstrual products are a less-talked-about but significant
contributor to global plastic waste: Over 12 billion disposable
menstrual-hygiene products are used and discarded every year, creating an
estimated 200,000 tons of plastic waste per
year.
And according to the International Knowledge Hub Against Plastic
Pollution
,
the production of single-use menstrual products — which contain plastics and
associated chemicals — emits around 245,000 tonnes of CO₂ annually; and after
use, most of them end up in landfills — where they can take up to 500 years to
decompose.

Despite growing availability of more sustainable options such as menstrual
cups, consumer preference for single-use products remains dominant
across many countries. Many possible reasons for this have been reported in
previous studies — such as inadequate awareness of MCs’ practical and
environmental benefits; preconceived notions about comfort and health impacts;
and the still-pervasive issue of period poverty: One in four women of
reproductive
age
around the world is unable to access the
information
and
supplies
needed to manage her period. However, it is not entirely clear how consumers
incorporate these factors when deciding which menstrual products to purchase,
which in turn makes it harder to devise effective promotional campaigns for MCs.

To address this knowledge gap, an international research team from Japan’s
Ritsumeikan University, Sophia
University
, and Research Institute for Humanity
and Nature
; and France’s Université de
Versailles-Saint-Quentin-en-Yvelines
set out to
understand how different information on menstrual products affects the decision
making of consumers in different countries. Published in June in Volume 5 of
Frontiers in
Sustainability
,
the study employed large-scale online surveys and discrete choice experiments to
explore consumer decision-making across France, Japan and Indonesia
countries with diverse socioeconomic and cultural contexts.

Participants of the online surveys were presented with three options for
menstrual products — MCs, sanitary napkins and tampons. Different groups of
participants also received different types of information regarding the products
— such as their human health and environmental impact, and cost-effectiveness.

After analyzing the survey results, the researchers found that providing
information about the superior cost-effectiveness of MCs was quite impactful in
all three countries.

“While sanitary napkins remain the most commonly used menstrual products in the
surveyed countries, our study revealed that emphasizing the economic benefits of
MCs can enhance their adoption compared to health and environmental benefits
information,” explained Takuro
Uehara
, professor at
Ritsumeikan’s College of Policy Science, who led the study. “This shows that
tailored information efforts emphasizing cost saving could play a crucial role
in promoting the use of MCs as sustainable menstrual products.”

Tailored marketing strategies

The researchers then considered potential strategies to turn MCs into consumers’
menstrual product of choice. Suggestions include:

  • educational campaigns by government and non-profit organizations
    highlighting the long-term financial benefits of MCs over disposable
    products — using health professionals, companies and media outlets to spread
    this information

  • ‘simplification and framing’ strategies — placing cost-per-use
    information near MCs at points of purchase to nudge shoppers toward more
    sustainable option

  • providing free menstrual cups — particularly, in low- and middle-income
    countries and areas with high period poverty — accompanied by educational
    efforts, to inform users about their benefits and maintenance requirements
    while increasing accessibility.

The research team also explored the necessity of developing tailored strategies
for each country, taking into account differences in consumers and markets. For
instance, in Japan, influencer
marketing
and educational initiatives could effectively address public apprehensions and
limited knowledge about MCs. In France, marketing efforts should emphasize the
ease of use, comfort and adaptability of MCs to an active lifestyle. And in
Indonesia, where availability may pose a challenge, promoting locally produced
MCs could boost adoption while also supporting small- and medium-sized
enterprises.

These efforts will hopefully lead to better marketing and promotional strategies
for MCs — increasing adoption and helping to eliminate a major source of plastic pollution.

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