It is argued in this thesis that the stigmatization of menstruation and the atypical product features of the menstrual cup constitute a unique marketing challenge for vendors of the menstrual cup. The purpose of this study is therefore to investigate these issues and the ways in which Scandinavian vendors approach them. Further, the possible effects of this approach on the rate of adoption of the menstrual cup are analyzed. In order to do so, interviews with four Scandinavian vendors of the menstrual cup were conducted. The main findings are that the stigmatization of menstruation is the most influential factor in the marketing of the menstrual cup as it hinders the spreading of knowledge about menstruation and the menstrual cup. It is found that the vendors take an educational approach in order to spread information, which in turn enables learning. Information is spread primarily through word-of-mouth.

School attendance is an important part of socio-economic development. In South Africa school girls miss 25% of their education due to menstrual related issues. The menstrual cup is increasingly considered as a sustainable menstrual hygiene product for girls, and is included in programs for improving menstrual health. This study deals with menstruation in school environments focusing on a menstrual cup program in the North West province of South Africa. Twenty school girls have been interviewed about their thoughts and feelings of menstruation. Also investigated is how the menstrual cup relates to girls’ capabilities to attend school and what obstacles there are for girls’ school attendance. An intersectional phenomenological approach is used together with theories of stigmatization, capabilities and sexualization. The menstrual cup is shown as a way of avoiding the stigma as female students are teased about their menstruation when leaking due to insufficient menstrual hygiene products. Even though menstruation is considered normal, it should kept a secret, especially from boys. Girls’ capabilities improved as they were using the menstrual cup because they did not have to face the embarrassment of leakage. Economic capabilities are enhanced as the menstrual cup is distributed free of charge. Stigmatization and sexualization of menstruation and the female body is presented to affect how girls feel about their menstruation. Concludingly, the cup is not reducing the stigma but reducing the encountering of it. Social change regarding sexualization of women and stigmatization of female attributes must be done for the girls to have full human capabilities.

This bachelor thesis is based on a field study conducted in Nairobi, Kenya, and intends to elucidate the systematic crimes against humanity that the inability to handle menstruation properly causes every day. Women who live under poor circumstances and lack access to basic needs, such as sanitary facilities and running water are the ones who suffer the most. Menstruating women are victims of not only physical and mental abuse, but also the stigma and neglect pervading the subject. This leads to the exclusion of women, both in school and at work, which in turn causes negative economic effects for the whole society. Besides elucidating the substantial economic and health consequences that menstruation can result in, the purpose of the thesis is to examine the market conditions in Nairobi and suggest sustainable solutions for menstrual cups. The menstrual cup is a durable product that might improve the situation for both women and the society, because of its suitable features. The study focuses on the informal settlements of Nairobi, and the purpose is not to examine other informal settlements or rural areas in Kenya.  This is a qualitative study, primarily based on a field study, profound interviews, as well as a limited survey. To achieve the purpose, we have tried to answer questions concerning the fundamental conditions for the current market of menstrual cups; the conditions for an increase in demand; and what a well-functioning structure for the menstrual cup would be. Besides answering these research questions, the methods were necessary in order to get an understanding of the conditions in Nairobi. The interview respondents represent both the consumers and the producers, with the purpose of getting a wider perspective regarding the market conditions. The questionnaire targeted the parents and caretakers, whom are the economic decision makers in the households. The aim was to get a comprehension about the life situations and economic conditions characterising the informal settlements, but also to get a general idea about the attitude towards the menstrual cup, since the product is rather unfamiliar.  The current market structure is characterised by charity organisations who distribute the menstrual cups for free. Their main concept is to educate young girls and secure a better future for them by securing the supply of menstrual management products. The study has shown the biggest challenge to overcome is the inability to pay, however, the result shows there are different possible solutions for producers and distributors to approach the market of menstrual cups. Instalments, price discrimination, Multi-Level Marketing, governmental subsidies and sponsoring from global organisations are some of the proposed strategies discussed in this thesis.  A sustainable market solution is necessary to utilise the positive externalities that emerges from menstrual cup usage, and satisfy the need for good quality menstrual management products in Nairobi in the long run. Today, because the cup usage is low, the positive externalities are lost, resulting in deadweight losses.  In conclusion, there are several possible market strategies for both incumbents and potential new entrants. The study has also found that menstrual health does not get enough recognition by neither national authorities, nor global actors, like the United Nations. This matter needs to be acknowledged in order to improve the conditions for millions of women suffering from menstrual related problems today.