While the product has been proven environ- mentally sound, underlined by official recogni- tion from the Canadian government, the fact that women can flush spent items makes it uniquely convenient. So while its green appeal may help Flushaway™ pull a five point share of a $10.0 billion annual market, its conven- ience appeal should help it build a much stronger following. Industry insiders have esti- mated up to a 20-point share.
The basic design of the Flushaway™ product has been tested in two more key product lines: the adult protective under-garment and the disposable infant diaper—both flushable and both biodegradable. Combined, those market amount to another $20 billion, bringing the