The Seal of Cotton Trademark Drives Consumer Loyalty in Period Care

The period care industry stands at a pivotal moment—one that demands both responsibility and bold action. Consumers are no longer treating menstruation as a mundane fact of life, but rather an act of essential self-care. People worldwide are scrutinizing their product choices and demanding transparency about the materials that come into contact with their bodies. Brands that fail to respond risk being left behind. 

To stay competitive, manufacturers must champion natural materials and harness the power of clear, recognizable trust signals—like the Seal of Cotton trademark—to communicate cotton’s inherent benefits simply and credibly.

The Natural Advantage

The data regarding consumer preference is overwhelming. Consumers say comfort, absorbency, and leak prevention are among the top four features they look for in period care products.1 When asked about fiber preference, global consumers overwhelmingly chose cotton for their tampons (63%), pads (68%), pantiliners (69%), and period panties (69%).¹ 

In general, cotton consistently outperforms other fibers across key perception metrics. Over three-quarters (76%) of U.S. consumers say that cotton is the most natural fiber when compared to synthetic and other materials like polyester, rayon, wood pulp, hemp, and polypropylene.² Globally, consumers believe that if their period care products were made with cotton, they would perform better across the board.¹

Addressing the Plastic Problem

Modern consumers are increasingly driven by environmental concerns. Research indicates that synthetic textiles are a primary source of microplastics in the world’s oceans, accounting for approximately 35% of primary microplastics pollution³. For consumers, that’s a factor in their decision-making—and their unease. 

Two-thirds (67%) of global consumers and half (51%) of U.S. consumers say they are bothered by the environmental impacts of period care products, including landfill waste, biodegradability, and the use of non-natural materials.^1,6 Currently, nearly 70% of U.S. consumers report significant concern about microplastics getting into the products they eat and drink and damaging fish and other marine wildlife. Another 63% report that they have major concerns about microplastics polluting beaches.⁴

Cotton offers a renewable solution that’s gentle on skin and our oceans. Consumers are even willing to pay a premium for products made with natural fibers like cotton.⁵ By moving away from plastics, product manufacturers can better align themselves with many consumers’ deeply held values.

Driving Purchase Decisions

The Seal of Cotton trademark serves as a powerful driver for purchase, conveying instant trust and transparency. Most (90%) consumers search for information on their period care products, with half looking to ads or product packaging for that information. Therefore, the presence of the Seal is vital.¹

According to the Cotton Incorporated’s 2026 Global Period Care Survey, 75% of U.S. respondents say the Seal of Cotton trademark is likely to influence their purchase decision. They also expect products carrying the trademark to be better for their health and equate the mark with better quality.⁶ 

This influence extends to overall brand confidence too: 79% of U.S. period care product shoppers expect period care products with the Seal of Cotton trademark to be more sustainable⁶, an attribute consumers assess when shopping for period care items. This holds true all around the world, as 62% of global consumers would be likely to purchase cotton-based period care products even if it meant switching brands and paying a bit more.¹ 

How to License the Seal of Cotton Trademark

The Seal of Cotton trademark is an undeniable strategic asset. Brands that use the mark instantly communicate benefits like comfort and natural performance, all without the need for extensive explanation. 

Modern consumers are increasingly informed and intentional—they are actively rejecting synthetic materials in favor of options that feel safer, cleaner, and kinder to their bodies. In a crowded market, adopting the trademark provides the competitive edge necessary to win over these eco-conscious buyers who are raising the bar in terms of what they expect from their period care products. To learn how to license the Seal of Cotton trademark and reap its benefits, visit CottonWorks.com/Seal.

Sources

1. Cotton Incorporated’s Global Period Care Survey, 2026, data from respondents in Brazil, China, France, Germany, India, Italy, Mexico, the U.K., and the U.S., n=2,334-9,652
2. Cotton Incorporated’s Lifestyle Monitor™ Survey, 2026. U.S. only, n=498.
3. International Union for Conservation of Nature (IUCN). (2017). Primary microplastics in the oceans: A global evaluation of sources (IUCN Issues Brief No. 2017-002). Gland, Switzerland: IUCN. Retrieved from https://portals.iucn.org/library/node/46622
4. Cotton Incorporated’s Microplastics Survey, 2025, U.S. only, n=969
5. Cotton Incorporated’s Lifestyle Monitor™ Survey, 2025. U.S. only, n=6,000
6. Cotton Incorporated’s Global Period Care Survey, 2026, U.S. only, n=1,088

AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated © 2026 Cotton Incorporated.