Menstrual cups - New. Sustainable. Useful?

„Neu. Nachhaltig. Nützlich? Insights aus qualitativen Konsumentinnen-Chats zu Menstruationstassen“ (2019)

Much-discussed in the media, the menstrual cup is considered practical and sustainable. They are particularly popular with younger women.

Advantages such as the sustainability of reusable silicone cups are encouraging more and more women to switch from tampons or sanitary towels to menstrual cups. At the same time, interested women who are not yet using the product would like more information.

GIM conducted qualitative consumer chats and was able to gain honest feedback on the reasons for and basic requirements of the cups.

New. Sustainable. Useful? provides you with insights into the information behaviour of users, their purchasing criteria and barriers, experiences made and also gives an outlook on the future development of the menstrual cup.

For whom are the insights interesting?

The study is aimed in particular at managers in the Beauty & Personal Care, Sport & Fitness and Healthcare sectors.

Key data on the study

Publication: 2019

Method: QuickInsights - online chats with users and prospective users of menstrual cups

This study is only available in German!

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This study is only available in German!

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Central research questions

  • How do interested parties and users find out about menstrual cups?
  • What are the purchase criteria, drivers and barriers?
  • What experiences have users had with menstrual cups?
  • How do users personalise a menstrual cup compared to tampons?
  • What could the future of the menstrual cup look like?

Your key benefits

  • You will gain insights into the needs and perceptions of the target group with regard to menstrual products.
  • We will show you the most important findings for the effective communication and positioning of menstrual cups.

Do you have questions about the study?

I will gladly advise you.

Eva von Rennenkampff

Senior Research Manager