The Indian Feminine Care Market: What Consumers Use and Why?




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Product Synopsis

This report provides the results for the Feminine Care market in India from Canadeans unique, highly detailed study of consumers Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Feminine Care market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Feminine Care market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 20082009, the retail market in the organized sector has been characterized by an increase in the amount of discounted and own-brand products. Most Feminine Care products such as Sanitary Pads, Internal Cleansers, Pantiliners and Shields, Tampons, and Disposable Razors and Blades are considered essential items and therefore consumption patterns have not been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?

Consumers uptake of products and the influence of consumer trends are fundamental causes of change in markets making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Sanitary Pads, Internal Cleansers, Pantiliners and Shields, Tampons, and Disposable Razors and Blades.
Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • Consumption frequency analysis reveals that more than 67% of Indian female consumers across all age categories are Non-users of tampons. While the proportion of Heavy users is highest among the Early Young Adults age group, overall use is also highest among the Early Young Adults. Marketing planners need to address the low consumption of tampons across all age groups.
  • Heavy consumption of Disposable Razors and Blades remains relatively stable across all age groups, including approximately half of consumers. Light and Medium consumption is uncommon, indicating that those who do use Disposable Razors and Blades see them as a key part of their beauty routine. As such, suppliers should focus on increasing the number of consumers using Disposable Razors and Blades, as once they begin to do so they are likely to exhibit a Heavy consumption frequency.
  • Consumption frequency varies strongly by age group in the Internal Cleansers category. While the Mid-Lifers age group has the highest proportion of Heavy Users with over one-third of the group, Light use is the most common consumption frequency in the Older Consumers age group, accounting for approximately half of consumption.

Key Highlights

  • Market valuation reveals that Sanitary Pads account for approximately88% of the total sales of Feminine Products in India. Pantiliners& Shields is the second-largest sales category, followed by Tampons and Internal Cleansers. New companies willing to venture into the Indian Feminine Care market are likely to plan a product mix accordingly.
  • Brand data analysis reveals that private labels have less than an11% penetration in the Sanitary Pads, Pantiliners and Shields and Womens Disposable Razors and Blades categories. Private labels presence is highest among Internal Cleansers, with a 24.5% share.
  • Behavioral trend analysis reveals that age structures and the changing lifestyles of modern day Indian women are the key factors driving Sanitary Pad sales. As an increasing number of Indian women pursue work, the demand for feminine care products is on the rise.