Understating Hygiene Behaviour and lower-tier city sanitary napkin insights

CLIENT

A leading global sanitary napkin brand partnered with Market Xcel to understand the evolving menstrual hygiene habits, brand awareness, period product usage frequency, and category drivers among women living in lower-tier Indian cities (Tier 2–5). With growing competition and diverse consumer contexts, the brand required a data-driven understanding of category barriers, modern product adoption, and brand health metrics across markets.

The research covered 4,232 women (Wave 2) across multiple states, with comparative assessment against Wave 1 (Aug’24).

OBJECTIVE OF THE STUDY

The study aimed to uncover deep insights around:

1. Usage & Hygiene Behaviour in Lower-Tier Markets

To evaluate menstrual hygiene patterns, sanitary pad adoption in Tier 2–5 towns, and hygiene behavior transition from cloth to pads and modern products.

2. Category barriers in rural sanitary napkin markets

To understand sanitary pad’s lower-tier city brand awareness and new-age formats (reusable pads, period panties, menstrual cups), while identifying key deterrents like affordability and accessibility.

3. Brand Health Tracking

To assess the brand’s standing across:

• Unaided & spontaneous awareness

• Trial & usage conversion

• Repeat usage & loyalty

• Sub-brand performance vs Whisper & Stayfree

4. Attribute Importance & Drivers of Choice

To identify what women consider most important in a sanitary pad and assess perception gaps across brands.

5. Media Consumption & Touchpoint Strategy

To map media exposure—TV, digital, and community-level channels—to strengthen brand communication planning.

METHODOLOGY

Study Design

A quantitative tracking survey conducted across lower-tier Indian cities with structured interviews, representative sampling, and comparison across waves.

Sample Framework

• Wave 2 (Aug ‘25): n = 4232 women

• Wave 1 (Aug ‘24): n = 4278

Respondent Profile

Women aged 12–45 across Tier 2–5 towns, segmented by:

• Age groups

• SEC categories

• Town class

• Sanitary napkin users vs non-users

Data Capture & Modules

The questionnaire captured:

1. Hygiene practices & evolution

2. Category awareness & adoption

3. Usage frequency & purchase channels

4. Brand awareness & brand loyalty among young women

5. Attribute preferences & brand associations

6. Media consumption and digital engagement

KEY FINDINGS

1. Hygiene Behaviour & Modern Product Adoption

• Women are steadily shifting from cloth to modern sanitary napkins, with high future intent for period panties, reusable pads, and menstrual cups.

• 63% of women reported improved hygiene habits over time, driven by:

  • Changing living conditions

  • Health concerns

  • Advice from family/peers

2. Category Awareness & Non-User Barriers

• Cloth remains the primary alternative among non-users.

• Cost is the biggest deterrent, particularly in Tier 3–4 towns.

• Trial pack strategy of 1–2 pieces could unlock adoption among cost-sensitive consumers.

3. Usage Frequency & Purchase Patterns

• Average usage across India is ~7 pads/month; declines vs Wave 1 seen in some states.

• Pack of 6–10 pads (XL size) is most purchased—affordable, lasts one cycle, and widely available.

• Majority purchase from Kirana stores and Chemists.

4. Brand Health & Competitive Landscape

• Client gained 9pp in unaided awareness, now ranking 3rd behind Whisper and Stayfree.

• However, trial continues to lag, causing leakage in conversion from awareness → usage.

• Sub-brand: Client Bodyfit drives the SPONT uplift; Client Antibacteria shows marginal declines.

5. Attribute Importance & Brand Associations

Top priority attributes influencing choice:

1. High absorption

2. Quick absorption

3. Leakage protection

Client stands out for antibacterial pad consumer perception, but no brand leads in “quick absorption”—a whitespace the client can own.

6. Satisfaction & Retention

• Users of Sanitary Napkin brands show similar satisfaction levels across Client’s brand, Whisper, and Stayfree.

• Functional performance is not a barrier; emotional connection and positioning are the differentiation gaps.

7. Awareness & Non-Trial Reasons for Client’s brand

• TV influence drives client’s awareness.

• Lack of advocacy from family/friends delays trial.

• 64% of non-users cited “not recommended by family”, making WOM crucial.

8. Media Consumption & Digital Behaviour

• 94% of women watch TV daily — strongest brand-building channel.

• YouTube is the second most-used platform.

• High smartphone penetration among personal phone owners; shared devices limit precision targeting.

OUTCOME & BUSINESS IMPACT

1. Clear Understanding of Tier-Based Usage & Barriers

The study provided granular insights into how usage, awareness, and affordability vary sharply across Tier 2–5 towns, helping the brand tailor region-specific strategies.

2. Strong Evidence for Trial-Pack Innovation

Cost-sensitive non-users and first-time menstruators represent a large potential market for low-priced trial packs, strongly supported by the data.

3. Sharpened Communication Strategy

• "Quick absorption" identified as a white-space for messaging.

• Antibacterial communication working well, but limited differentiation beyond that.

4. Pathway to Improve WOM & Community Engagement

Based on influence patterns, programs in:

• Schools

• Anganwadis

• Community influence groups can significantly boost advocacy and trial-pack influence on pad adoption.

5. Strengthened Media Planning

With TV dominating and YouTube complementing, the brand can optimize reach while using community channels for credibility-building.

6. Brand Growth Opportunities Identified

• Improve Awareness → Trial → Repeat conversion.

• Reinforce Client’s brand as a modern, high-performance brand to compete with Whisper and Stayfree.

CONCLUSION

This large-scale wave 2 menstrual product tracking study offered a 360° understanding of menstrual hygiene adoption barriers, modern menstrual product preference, and menstrual hygiene habits in lower-tier India.

By decoding key behavioural and emotional drivers, such as affordability, influence of family, attribute importance, and early teenage habit formation, the brand now has a clear roadmap to strengthen:

• Category penetration

• Brand differentiation

• Trial generation programs

• Communication strategy across TV + community + digital

• Advocacy and word-of-mouth

Market Xcel’s consumer insights for menstrual hygiene equipped the client to build stronger category relevance, accelerate adoption, and shape the menstrual hygiene landscape in emerging Indian markets.

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