From Niche to Norm in the Menstrual Product Market

Abstract

This thesis provides insights into how radical innovations can be successfully launched and adopted in stigmatized markets, specially focused on the menstrual cup. The project is based on Casey, a cleaning and sterilisation solution for menstrual cups developed by the Fem-Tech start-up CupHub. Drawing from market analysis, qualitative research, and innovation theory, the study identifies main barriers to adoption, such as hygiene concerns, social stigma, and lack of education and translates these insights into a tailored go-to-market (GTM) strategy.
The research builds on Rogers’ Diffusion of Innovations and Schuhmacher et al.’s Consumer Innovativeness (CI) framework to assess consumer readiness and develop segmentation strategies. Based on in-depth interviews, focus groups, and observational research, distinct personas were created to reflect different CI levels and psychological adoption profiles. These personas form the foundation for a phased GTM roadmap that aligns product messaging, education, and community-building with each group’s needs.
Rather than framing Casey solely as a sustainable innovation, the proposed strategy positions it around convenience and social proof: elements shown to resonate more strongly with potential users. Recommendations include prioritising peer validation, transparent communication, and phased educational efforts in order to normalise menstrual cup use and increase product adoption over time.
Ultimately, this thesis offers a replicable GTM approach for radical, user-first innovations in sensitive or habit-based industries. It combines academic theory with real-world strategy, contributing both to Fem-Tech entrepreneurship and innovation management research.