Feasibility study of a new sustainable product launch: biodegradable sanitary napkins

Abstract

Menstrual products are an essential product used by at least a quarter of the world’s population with high reliance on disposable sanitary pads that are not environment-friendly since it uses plastic. As individuals become increasingly worried about the state of the environment, there has been a concomitant change toward a more sustainable way of thinking among customers. The vast majority of consumers, however, do not consider "eco-friendly" to be an important consideration when it comes to purchasing sanitary napkins. Hence, the FMCG brands must offer the value proposition of sustainability only if they continue to build their core value proposition.