Feasibility Study of the New Economy Diaper Product in Rural India

Client

A leading FMCG manufacturer is planning to relaunch an economy-tier baby diaper variant in rural India. The company aimed to improve product relevance for rural mothers facing leakage and hygiene challenges while competing with strong local low-price players, supported by rural diaper insights and mass segment baby care research in India.

Objective

To assess the feasibility and acceptance of a new economy diaper concept, including product specifications, pack design formats, and value proposition, among rural R2/R3/R4 mass consumers who use diapers weekly for outings and night-time needs, guided by rural baby care purchase behavior insights, economy diaper feasibility assessment in India, and affordability drivers.

Methodology

Research Approach

• Home Visits (Core Method):
Conducted detailed in-home interactions to observe real usage behavior, understand emotional drivers, inspect storage conditions, evaluate product handling, and collect spontaneous feedback on pack designs and product samples. This allowed for a rural household diapering behavior study, diaper usage patterns, and baby hygiene product trial behavior analysis.

Home visits ensured authentic, contextual insights into daily diapering habits in rural households, revealing mothers' decision patterns and hygiene needs analysis trends.

Design & Execution

• Location: Villages around a Tier-6 town in Western Uttar Pradesh (near Meerut).
• Timeline:

• Round 1: 9–10 Sept 2025

• Round 2: 18 & 23 Sept 2025

• Sample Size: 16 respondents (4 per day × 4 days).

Respondent Profile

Mothers aged 21–30 years, primarily housewives in R2/R3/R4 rural segments who:

• Use NB/S diapers 1+ pcs weekly (outings, night usage during rainy/winter seasons)

• Purchase from grocery/cosmetic shops in villages

• Are the primary diaper decision-makers

• Have used another brand in the last 3 months

• Use economy brands such as local ₹5–6 packs, value-tier brands, and select standard-range options, reflecting value-tier diaper acceptance research, rural shopper value perception study, and emerging baby hygiene trends.

Stimulus Tested

• Pack Designs (Price + Non-Price variants)

• New economy pack

• Current standard pack

• Competing brands

  
  

• Product Spec Samples

• New economy variant

• Current standard variant

• Competitor economy diapers

• Front & Back Panel Evaluations for clarity, consumer trust cues, and feature communication supported by diaper pack communication preference insights and diaper pack cues.

Key Findings

1. Leakage prevention is the top unmet need

Mothers consistently face leakage during longer outings and nighttime winter use. They perceive current economy diapers, including competitors, as unreliable for extended wear, highlighting a clear diaper performance improvement opportunity study and observable diaper performance gaps.

2. Odor masking is a significant hygiene concern

Odor becomes more noticeable during humid or rainy months. This causes embarrassment during outdoor changes and leads to faster diaper replacement. This insight reinforces the low-income mother hygiene needs analysis, and broader hygiene needs analysis signals.

3. Strong demand for clear, trustworthy pack design

Rural mothers prefer:
• Simple, bold features
• Clear icons
• Visible benefit callouts
• Price printed on pack to prevent overcharging

These cues build trust in the economy segment where quality perceptions vary greatly, tying into consumer value perception and rural pack design insights.

4. High switching tendency in rural diaper users

Users often shift between brands depending on:
• Local availability
• Perceived performance
• Small price differences
• Shopkeeper recommendations

Local ₹5–6 brands remain common, but mothers acknowledge quality compromises, reflecting diaper switching behavior, rural market diaper switching patterns, and rural purchase triggers.

5. Clear whitespace for an improved economy diaper

A product offering better leakage control + odor masking, at a competitive economy price, can effectively bridge the gap between cheap local options and standard-tier diapers, an opportunity identified through economy diaper testing, rural FMCG insights, and rural market gaps.

Business Implications

1. Strengthen product performance for rural needs

Enhance the economy diaper with:
• More reliable leakage protection
• Odor-control features suited for humid/monsoon environments
• Performance assurances that resonate with outing and nighttime use

These align with rural consumer product performance evaluation, baby product evaluation, and diaper demand drivers.

2. Redesign the pack for quick rural comprehension

Adopt a pack design with:
• Clear front-panel communication
• Benefit icons
• Simple, bold visuals
• Price callout aligned with rural price sensitivity

Supporting value tier positioning, product concept feedback, and economy diaper positioning strategy in India.

3. Position as “Value + Trusted Performance”

Differentiate from local brands by delivering superior protection while staying budget-friendly. This positioning gives rural shoppers a quality-assured upgrade from local options, strengthened by rural shopper study and consumer trust cues.

4. Drive trials through small packs

Small-count packs will:
• Reduce entry barriers
• Encourage trial from switch-prone rural users
• Address affordability while showcasing improved performance

This leverages diaper trial behavior, baby product feasibility, and insights from budget-conscious baby care decision drivers.

5. Strengthen rural distribution

Ensure availability across small grocery/cosmetic shops, the primary channel of purchase, especially in R2–R4 villages.

6. Build communication around the two most valued benefits

• “No leakage, even when out”
• “Fresh & hygienic, controls odor”

These map directly to insights from diaper acceptance metrics and the rural shopper value perception study.

Conclusion

The study clearly demonstrates that rural mothers are seeking a reliable, value-driven diaper option that addresses their two biggest unmet needs, leakage protection and odor control, without stretching household budgets. Home-visit insights reinforced that while price remains a strong driver, rural consumers are equally motivated by performance consistency and clear, trustworthy communication on the pack. This reflects core learnings from rural diaper insights, rural FMCG insights, and baby care research.

With the right balance of product enhancement, simplified pack messaging, and focused rural distribution, the new economy-tier diaper has strong potential to secure a differentiated position between low-end local options and mid-tier standard brands. The relaunch can effectively unlock higher brand affinity, better usage confidence, and increased penetration across R2–R4 villages, supported by value tier positioning and rural shopper study insights.

Ready to bring these insights to life? Contact us to translate these opportunities into a high-impact market launch, from product development to communication planning.