Consumer Awareness and Purchase Decisions with respect to Feminine Hygiene Products in

the Indian Urban Market

Agenda

• Introduction

• Design and Methodology of Study

• Data Analysis

• Findings and Recommendations

• Consumer Behaviour Concepts

Introduction

Global Feminine Hygiene MarketOne of the rapidly growing segments in the FMCG category

Projected to reach US$40 billion by 2020.

Intense competition, product innovations, rising health and hygiene awareness among women

Increase in global sanitary protection market from $ $24.2 billion to $26.5 billion between 2010 and 2011

Key Players - Albaad Corporation, Rostam Ltd, Energizer Holdings Inc, Johnson & Johnson, Kimberly-Clark Corporation

Indian Feminine Hygiene Scenario• Lowest usage rate of feminine hygiene products in the world

• 6% of 496.4 million women use some sort of hygienic sanitary

protection

• RTIs - 70% greater among women who lack access to hygienic

supplies

• Drop in productivity levels in 31% of adult women in India when

they menstruate

Urban adolescent girls Rural adolescent girlsAwareness 68.38% 47.57%

Usage of sanitary products 62.03% 43.4%

Indian Feminine Hygiene Market• 20% of sanitary napkin market - Urban women

• Growth rate of 21% in the past; estimated growth rate at 25%

Growing awareness

Availability of low cost products

Increase in women

population

Rise in disposable

incomes

Design and

Methodology

Design of the Study• Sample

- 100 women

- Age range - 16 to 40

- Residing in urban areas

- Students, working professionals, homemakers

• Sampling methodology: Convenience (non-random) sampling

• Data collection method:

- Online questionnaire circulated via email and social media site

(Facebook)

Data Analysis

Bangalore Dubai Bangkok Sharjah Coimbatore Mumbai Mangalore Kolkota0

10

20

30

40

50

60

70

80

9081

81 3 2 1 3 1

Age

Occupation

Location

Usage of Feminine

Hygiene Products during

menstruation

0

20

40

60

80

100

120

99

1525

Sanitary Napkins/Pads TamponsPanty liner Others

Feminine Hygiene Product(s) used

0

10

20

30

40

50

60

70

80

9081

31

57

2

26

Series1

Point of Purchases

Self Parents Friends Sibling(s) Others0

10

20

30

40

50

60

70

80

90

100

89

51

7 9

0

Purchaser of Feminine Hygiene Products

Average monthly expenditure on feminine hygiene products

AbsorbencyBrand

Comfort

Length/si

ze

Odor neutra

lization

Price

Scent

Thickness

Wings

Others0

10

20

30

40

50

60

70

80

90

67

56

8580

49

21 21

34

76

Key product attributes sought

Planned Vs. Need-based purchases

Carefree Helen Harper

Kotex o.b She Sofy Stayfree Tampax Whisper Other0

20

40

60

80

100

120

73

9

67

10

43

65

90

19

96

4

Brand Awareness

Carefree Helen Harper

Kotex o.b She Sofy Stayfree Tampax Whisper0

10

20

30

40

50

60

70

80

18

25

27

16

41

55

9

71

Logo Recall

2% 2%1%

1%31%

58%

5%CarefreeHelen HarperKotexo.bSheSofyStayfreeTampaxWhisperOther

Price Sensitivity

Brand Preference

Awareness of diseases related to usage and non-usage of feminine hygiene products

Skin rashes/cuts Toxic Shock Syndrome

Cervical Cancer Irritation/itching Others0

10

20

30

40

50

60

70

63

9

45

55

4

Types of diseases that the sample is aware of

Internet Friends Parent(s) Doctor/Gynecologist Others0

10

20

30

40

50

60

70

8069

44

37

65

0

Source of information in case of queries on feminine hygiene products

Celebrity endorsements affecting purchase decisions

Findingsand

Recommendations

Key FindingsPurchase and Usage related:

• Usage rate of sanitary products: 100%

• Major point of purchase: Super markets, pharmacies

• Type of purchase: Mostly planned

• Primary purchaser: Self, parents

Product related:

• Preferred product: Sanitary napkins/pads

• Price paid:

• Product attributes sought: Comfort, length/size

Key FindingsBrand related:

• Awareness + Logo recall + Preferred: Whisper, Stayfree

• Price sensitivity: 88% price inelastic

• Effect of celebrity endorsements: No impact

Others:

• Disease awareness rate: 67% positive

• Most commonly known infections: Skin rashes, irritation

• Information sought from: Internet, doctor/ gynaecologist

Recommendations• Sanitary products that offer greater comfort

• Tailor products for an active lifestyle

• Offer products at various price ranges to maximize market

share

• Product bundling to boost tampon, panty liner sales

• Niche segment for hypo-allergenic products

• In-store signage and marketing at key locations in super-

markets; end-caps for new products

Recommendations• Tailor advertisements to target primary purchaser i.e., end-

user

• Promotions and advertising themed on realistic scenarios

• Investments in distribution channels rather than on celebrity

endorsements

• Utilize company websites to address consumer clarifications;

partner with gynaecologists for credibility

Concepts of Consumer Behaviour

Applicable ConceptsBuyer’s DecisionProd

uct Choic

e

Brand

Choice

Dealer

Choice

Purchase

Timing

Purchase

Amount

Buying Roles

Initiator

Influencer

Decider

Buyer

User

Dissonance- reducingComplex

Habitual

Buying Behaviour

Applicable Concepts• Needs and Motivation

• Trait Theory

• Brand Personality

Self-Actualization

Esteem

Needs

Social Needs

Safety and Security Nee

ds

Physiological needs

Thank You