Sanitary Napkin – Consumer Insights - Home Visits

CLIENT

A leading feminine hygiene brand conducted in-home consumer evaluations in Chandigarh to understand user perceptions of its new AntiBacteria Flat sanitary napkin variOant. The target group included women aged 18–24, SEC B & C, who are current or recent users of client’s AB Flat.

OBJECTIVE OF THE STUDY

The primary purpose of this qualitative home-based consumer testing study was to gain deep consumer insights around:

1. User Experience & Needs

Understanding emotional and physical experiences during menstruation, feminine hygiene trends including expectations from a sanitary napkin such as leakage protection, absorption, softness, skin-friendliness, trust, and price sensitivity.

2. Brand Awareness & Switching Behavior

Evaluating awareness, drivers behind initial trial, and repeat usage of client’s AntiBacteria Flat, including motivations such as recommendations, packaging, price, and functional benefits.

3. Pack & AB Flat product evaluation

Assessing preference for client’s AB Flat versus competitive brands like Whisper Choice, Stayfree Secure, and Proease, focusing on packaging communication, perceived value, and purchase intention.

4. Media & Purchase Behaviour

Understanding digital media influence on pad choice, media exposure, and preferred purchase channels.

METHODOLOGY

Approach

A 40-minute structured in-home discussion was conducted with each respondent, following a moderator-led guide.

Target Profile

• Females aged 18–24, SEC B/C

• Regular menstrual cycles

• Decision-makers for sanitary napkin purchases

• Current client’s AB Flat users

• Location: Chandigarh

Discussion Flow

1. Warm-up & rapport building

2. Menstrual habits & brand preferences

3. Awareness, trial triggers & usage experience of AB flat

4. Pack comparison & purchase intention

5. Media and purchase behaviour

Sensitivity Protocol

Moderator guidelines emphasized creating a safe, comfortable, and non-judgmental environment due to the personal nature of the topic.

KEY FINDINGS

1. Menstrual Habits & User Needs

Sanitary pad user experience insights reflected a mix of emotional and physical experiences during periods ranging from discomfort and fatigue to anxiety about leakage.

Top needs from a pad included:

• No leakage

• Softness & comfort

• Absorption efficiency

• Skin friendliness

• Affordability & trust

Purchase was largely from chemist or kirana stores, driven by accessibility and familiarity.

2. Awareness & Trial of Client’s AntiBacteria Flat

Awareness stemmed from:

• Store visibility

• Shopkeeper recommendations

• Free samples

• Friends or family

• Advertising

Drivers of initial trial included:

• Length and leakage prevention

• Antibacterial protection

• Skin-benefit claims & herbal shield

• Attractive packaging

3. Usage Experience & Comparison with Previous Brands

Respondents evaluated client’s AB on:

• Absorption

• Length suitability

• Comfort against skin

• Overall reliability during heavy-flow days

Feedback highlighted both positives and areas needing improvement, such as:

• Desire for softer texture

• Packaging clarity

• Better assurance against side leakage

Due to anti-bacterial pad consumer feedback benefits and better length options, several users preferred client’s AB over previous brands.

4. Pack comparison & Competitive Mapping

When comparing client’s AB Flat with Whisper Choice, Stayfree Secure, and Proease, respondents assessed:

• Pack appeal

• Value perception

• Functional cues like length, wings, absorption claims

Users selected preferred packs based on a balance of price, protection, and trusted brand equity.

5. Media Behaviour

Most respondents were heavy smartphone users, spending significant time on:

• YouTube

• Instagram

• WhatsApp

• Snapchat

Online platforms influenced both awareness and brand discovery.

OUTCOME & BUSINESS IMPACT

1. Enhanced Understanding of young female sanitary napkin preferences

The study offered granular insights into period behaviour, emotional triggers, shopping channels, and unmet needs, enabling the brand to shape relevant product messaging.

2. Clear menstrual product trial drivers & Repeat Purchase

The evaluation revealed what drives both initial period product adoption research and long-term brand loyalty, helping refine:

• In-store sales pitches

• Packaging communication

• Digital engagement content

3. Competitive Differentiation

The pack design and usability evaluation highlighted areas where client’s AB stands strong (length, antibacterial claim) and where competitive brands score higher (softness, price options).

4. Inputs for Product Enhancement

Feedback on discomfort, design preferences, and desire for clearer benefit cues provided direction for potential product upgrades.

5. Media Strategy Optimization

Understanding high engagement on YouTube, Instagram, and WhatsApp helped identify priority channels for future brand campaigns.

CONCLUSION

According to the attached discussion guide, this qualitative home visit consumer audit enabled the client to develop a 360° understanding of the client’s AntiBacteria Flat consumer from menstrual health behavior analysis and purchase behavior of young women to competitive brand perception and competitive positioning.

The insights provide a robust foundation for:

• Strengthening product communication

• Enhancing packaging clarity

• Optimizing sampling & retail strategies

• Tailoring digital campaigns to young female consumers

The in-home menstrual product study successfully uncovered both functional and emotional drivers that influence trial, switching, and future purchase intent, equipping the brand to strengthen its hold in the highly competitive sanitary napkin market.

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