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There is a sustainability agenda in disposable hygiene, and fulfilling that agenda will continue to put pressure on research and development departments, supply chains, and consumer education. Biodegradable claims, for example, have been appearing in an increasing number of disposable hygiene products, however many of these claims might not align with consumers’ understanding of what biodegradability means. For instance, some products that are biodegradable actually need to be processed at a special facility. This distance between product claims and consumer’s understanding of those claims highlights the need for more consumer education to meet the sustainability agenda.