Survey on Sanitary Napkins
A report by foreseegame.com & Microsec Research 2nd December 2014 | 1
Survey on Sanitary Napkins
Executive Summary
LingerieFit is the Preferred Choice of Sanitary Napkin among Women A woman is a combination of so many things. She is the adored daughter, a loving girlfriend, a caring wife and a doting mother. At the same time she is the heart of the home and soul of any gathering. She is the corporate boss consistently and efficiently handling the pressure of deadlines and she is the homemaker running all the chores with equal élan. She is today’s woman who cannot be defined using a single term.
Indeed, the Indian woman of 21st century has come off the age. Armed with education and proper upbringing she is second to none and she’s showing the path to many others like her. However, as a young girl learns to take her first steps towards womanhood, she is faced with a lot of uncertainty and has to struggle in a world that often gives out conflicting messages. One such moment is when a girl attains her puberty. The change in body and upsurge of hormones create an emotional upheaval for many young girls. The onset of menstrual period also leads to many physical and emotional uncertainties. While a sensitive and friendly elder can help the girl to come to terms with her emotional world, it takes a good sanitary napkin to care for her during those special days of the month. And just as each woman is different with her own unique need, so is the sanitary napkin. There is no ‘one size fits all’ napkin and it changes depending on the need of the woman. Based on the requirement and lifestyle of the woman, sanitary napkins come in various shapes and sizes. They come with or without wings and most of them are curved and contoured to prevent leakage on the sides. Depending upon the physical activity of the woman, a napkin can be thick or ultra thin. But what most of the women look for is a napkin that is very absorbent, hygienic and keeps them dry and comfortable during the menstrual period. To keep it simple and straight, sanitary napkins are a necessity for a woman that keep her comfortable and hygienic. But are the Indian populace aware of the proper sanitary napkin? Is it comfort or brand, absorbency or odour control that matters to Indian women most? Traditional medicine shops or modern retails, which is their favourite channel to buy sanitary napkins? Besides, are they aware of the new brands of sanitary napkins that is fast capturing the market? We resorted to the users of foreseegame.com, and sought answers to these questions. The response we got was pleasantly surprising as it clearly showed that Indian populace are not only aware of what is best for them when it comes to choosing the right sanitary napkin, but they are
A report by foreseegame.com & Microsec Research 2nd December 2014 | 2
Survey on Sanitary Napkins
Executive Summary also equally aware of the new sanitary napkin brand LingerieFit that has grabbed the shelf space of stores in its own right. The survey result shows clearly that the users are aware of various USPs of LingerieFit and as a whole they are quite knowledgeable about hygiene and comfort that a good sanitary napkin comes with. In fact, the huge positive response in favour of LingerieFit indicates that it is one of the most preferred choice of sanitary napkins for women. Foreseegame.com is the No. 1 innovative digital portal of consumer engagement, which provides a platform for two way communication and engagement between the brand and the consumers. We used the online feedback from the users of www.foreseegame.com who have been registered only on the basis of unique mobile numbers and hence, it provides authenticity and genuineness of the participants. The participation is being monitored by Google. About 12,000 participants have participated in the survey; however the limitation of this sample is that it is from the group of people who are users of internet.
The Take Away Points: 1. The Influential Factor: Is it comfort or quality, brand or hygiene, price or packaging that influences the buyer most while choosing a sanitary napkin? The participants are quite uncompromising in this case, as they refused to choose any single factor. 44% of the respondents said all the factors influence them equally when it comes to choosing a sanitary napkin. 2. Important Feature: The mindset of the users is similar while choosing the most important feature of sanitary napkin. Again 44% of the respondents said that they look for all the good aspects, like absorbency, leakage proof, length, odour control etc. in their napkins. 3. Winged Birdie: Wings are always preferable since they give you the much sought after freedom. Wings help the napkin stay in place and also reduce the chance of leakage. 49% of the respondents said they want wings in the sanitary napkin for both utilities. 4. Smart Buy: The respondents are almost equally divided between them on the ideal channel for buying sanitary napkins. While 35% have chosen modern retails, 33% still visits conventional stores, while 32% prefers to buy it online. A report by foreseegame.com & Microsec Research 2nd December 2014 | 3
Survey on Sanitary Napkins
Executive Summary
The Take Away Points: 5. Aluminium Power: Does having an extra layer of aluminium foil add to the hygiene factor of the sanitary napkins? 38% of the respondents think, aluminium foil pack has all the good advantages that were mentioned in the options. 6. Keep it Light: Lightweight is the key to comfort. 66% of the respondents said that they want their sanitary napkins to be light and convenient that will be highly absorbent as well. Just 34% wanted their napkins to be heavy. 7. Super Shapely: Sanitary napkins need to have a proper shape in order to give
maximum protection and comfort. 73% of the respondents said that the shape of their napkins should be such that perfectly fits onto the lingerie. 8. Change it Often: 49% of the respondents are unanimous in thinking that all the
reasons for changing sanitary pads at regular interval are equally important, i.e., to prevent irritation & infection and to remain fresh & hygienic. 9. Shield of Protection: 77% of the respondents think that aluminium foil wrap is
important to ensure the hygiene of the sanitary napkins. Only 23% think otherwise. 10. Yes to LingerieFit: Despite being a comparatively new brand, LingerieFit has
literally stormed into the market and it is evident from the participants’ response. 54% of the respondents have rated the new brand as ‘Excellent’; 76% are aware that LingerieFit comes in a aluminium foil pack that ensures 100% hygiene; 79% respondents said they know LingerieFit is easily disposable and biodegradable; Another 79% know LingerieFit comes with larger wings; 78% of respondents are aware of the fact that LingerieFit is lightweight despite having high absorbency and that it has a grand leak lock design; 79% know that LingerieFit is irritation free, odour free and allergy free; and finally 77% are aware that with LingerieFit multiple pad changing is not required as it comes with high absorbency rate. That’s indeed a super performance by LingerieFit within just a few days of its launch. 11. Proper Disposal : It is equally important to properly dispose off the used napkin in order to maintain hygiene and manners. 61% of the respondents are of opinion that a used napkin should be wrapped in paper and be thrown away in a dustbin. 18% think simply throwing it in the bin is enough. However, strangely 10% think one should store it in the almirah.
A report by foreseegame.com & Microsec Research 2nd December 2014 | 4
Survey on Sanitary Napkins
Executive Summary
Q 1. What factor influences you the most in choosing sanitary napkins? Influential Factor 5%
All of the above Comfort
4%
7%
The participants are quite uncompromising in this case, as they refused to choose any single factor. 44% of the respondents said all the factors influence them equally
Quality 44%
7%
Brand Hygiene
8%
Size
Price
10%
Packaging
15%
Q 2. Which feature of sanitary napkins is most important to you? 44% of the respondents said that they look for all the good features, like absorbency, leakage proof, length, odour control etc. in their napkins. 6%
Important Feature
All of the above Leak proof
7% 44%
9%
Absorbency Length
9%
Breathable backsheet Perforated top cover Odour control
12% 13%
A report by foreseegame.com & Microsec Research 2nd December 2014 | 5
Survey on Sanitary Napkins
Executive Summary
Q 3. Why do you think wings are important in a sanitary napkin?
Importance of Wings
Both
24%
Wings help the napkin stay in place and also reduce the chance of leakage. 49% of the respondents said they want wings in the sanitary napkin for both utilities
To help the napkin stay in right position 49%
To reduce the chance of leakage
27%
Q 4. Which type of retail channel do you prefer to buy sanitary napkins?
While 35% have chosen modern retails, 33% still visits conventional stores, while 32% prefers to buy sanitary napkins online Retail Platform 35%
32%
Modern retail Conventional stores Online stores
33% A report by foreseegame.com & Microsec Research 2nd December 2014 | 6
Survey on Sanitary Napkins
Executive Summary
Q 5. What according to you are the advantages of aluminium foil packing? Advantageous Aluminium All of the above
8%
38% of the respondents think, aluminium foil pack has all the good advantages that were mentioned in the options
5% 38%
9%
It ensures 100% hygiene It is well-contained and therefore, storage is convenient Flexible, therefore, resealable Eco-friendly
11%
Easy to carry since it is well-contained Looks beautiful
12%
17%
Q 6. High absorbency is the key feature of a sanitary napkin. Which other option would you like to have along with it? 66% of the respondents said that they want their sanitary napkins to be light and convenient that will be highly absorbent as well
Absorbency Factor 34%
High absorbency and light,convenient weight High absorbency and heavy weight 66% A report by foreseegame.com & Microsec Research 2nd December 2014 | 7
Survey on Sanitary Napkins
Executive Summary
Q 7. What is your opinion about the proper shape of a sanitary napkin?
73% of the respondents said that the shape of their napkins should be such that perfectly fits onto the lingerie. Only 27% said it did not matter!
27%
Raise Your Opinion The shape should be perfectly fitting with the lingerie It does not matter 73%
Q 8. How would you rate the newly launched sanitary napkin under the brand ‘LingerieFit’? 54% of the respondents have rated the newly launched brand as ‘Excellent’, while 26% have rated it as ‘Good’
7%
Rate the Product
13% 54%
Excellent Good
Average 26%
Poor
A report by foreseegame.com & Microsec Research 2nd December 2014 | 8
Survey on Sanitary Napkins
Executive Summary
Q 9. Do you know that Lingerie Fit sanitary napkin is the first in India that comes with an aluminium foil wrap? Being Aware 24%
76% of the respondents said that they know LingeriFit is the first in India that comes with an aluminium foil wrap
Yes No
76%
Q 10. Do you know that Lingerie Fit sanitary napkin is disposable and biodegradable? A whopping 79% strong crowd said that they know LingerieFit sanitary napkin is disposable and biodegradable Your Know How 21%
Yes No
79%
A report by foreseegame.com & Microsec Research 2nd December 2014 | 9
Survey on Sanitary Napkins
Executive Summary
Q 11. Do you know that LingerieFit sanitary napkin has high absorbency rate along with lesser weight? Your Awareness 22%
78% of the respondents are aware of the fact that LingerieFit sanitary napkin has high absorbency rate but lesser weight
Yes No
78%
Q 12. Do you know that Lingerie Fit sanitary napkin has larger wings that fit perfectly to the lingerie? 79% of the total participants have said that they know LingerieFit sanitary napkins has larger wings that fit perfectly on to the lingerie Perfect Fit 21%
Yes No
79%
A report by foreseegame.com & Microsec Research 2nd December 2014 | 10
Survey on Sanitary Napkins
Executive Summary
Q 13. Do you know that Lingerie Fit sanitary napkin has Leak Lock design to prevent leak?
Yet another 78% of total respondents said that they are aware LingerieFit sanitary napkin has Leak Lock design to prevent accidental leakage
Leak Lock
22%
Yes No
78%
Q 14. Do you know that Lingerie Fit sanitary napkin is irritation free, odour free and allergy free? Here also 79% of the total crowd are aware that LingerieFit sanitary napkin is irritation free, odour free and allergy free Irritation Free 21%
Yes No 79%
A report by foreseegame.com & Microsec Research 2nd December 2014 | 11
Survey on Sanitary Napkins
Executive Summary
Q 15. Why do you think changing napkins at regular interval is important?
49% of the respondents are unanimous in thinking that all the reasons mentioned in the options for changing sanitary pads at regular interval are equally important
15%
Change is Constant 49%
17%
All of the above Because it prevents irritation and infection Because it helps to stay fresh all day Because it is hygienic
19%
Q 16. Do you know that multiple pad changing is not required with Lingerie Fit sanitary napkin due to its high absorbency rate? 77% of the respondents have said they are aware that multiple pad changing is not required with LingerieFit as it has high absorbency rate Do You Know 23% Yes No
77% A report by foreseegame.com & Microsec Research 2nd December 2014 | 12
Survey on Sanitary Napkins
Executive Summary
Q 17. Do you know aluminium foil wrap is important to ensure the hygiene of sanitary napkins? Hygienic Lifestyle
23%
77% of the respondents think that aluminium foil wrap is important to ensure the hygiene of the sanitary napkins. Only 23% think otherwise
Yes No
77%
Q 18. What is the appropriate method of disposal of Sanitary Napkin? 61% of the respondents are of opinion that a used napkin should be wrapped in paper and be thrown away in a dustbin. 18% think simply throwing it in the bin is enough 10%
Proper Disposal
11%
Wrapped in paper & throw it into bin Throw it into bin without wrapping in paper Throw it on the road
18% 61%
Store it in your almirah
A report by foreseegame.com & Microsec Research 2nd December 2014 | 13