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Consumer Trends in the Feminine Care Market in India

  • Published:
  • 90 Pages
  • Canadean

Abstract

Summary

Why was the report written?

Marketers in the Feminine Care market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the 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 2008-2009 the retail market has been characterized by an increased amount of discount 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 data in this report examines over 20 consumer trends that affect the market and examine the share of sales across over 26 consumer groups - providing 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.

Scope

  • Detailed category coverage is provided, covering the Sanitary Pads, Internal Cleansers, Pantiliners and Shields, Tampons and Disposable Razors and Blades markets.
  • Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
  • Volume shares in 2011 for brands and private label sales tracked by the survey.

Reasons To Buy

  • Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
  • Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the "size of the prize" when targeting these consumer trends in each category covered.

Key Highlights

  • Sanitary Pads have the largest value share. Market valuation reveals that sanitary pads account for approximately half of the total sales of Feminine Products in India. Women's Disposable Razors and Blades is the second-largest sales category followed by Internal Cleansers and Pantiliners and Shields. New companies willing to venture into the Indian Feminine Care market are likely to plan a product mix accordingly.
  • Private label penetration is insignificant for majority of feminine care products in India. Brand data analysis reveals that private labels have less than a 5% share in the Sanitary Pads, Pantiliners and Shields and Women's Disposable Razors and Blades categories. Private label's presence is highest among Internal Cleansers, with a 20% share.
  • Changing lifestyles and Changing age structures are the key market drivers in the sanitary pads market in India. Behavioral trend analysis reveals that age structures and the changing lifestyles of modern day Indian women are the key drivers of sanitary pad sales. As an increasing number of Indian women pursue work, the demand for feminine care products is on the rise.

Table of Contents

1. Introduction

  • 1.1 What is this Report About?
  • 1.2 Definitions
    • 1.2.1 Consumer Trends
    • 1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
    • 1.2.3 End Consumers
    • 1.2.4 Volume Units and Aggregations
    • 1.2.5 Exchange Rates
    • 1.2.6 Population Profiles (for interpretation of tables and charts)
  • 1.3 Methodology
    • 1.3.1 Introduction
    • 1.3.2 Large scale, international, program of online consumer surveys
    • 1.3.3 Nationally Representative results (age, gender)
    • 1.3.4 Parents answered on their children's behalf
    • 1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
    • 1.3.6 Integrated with industry calling and secondary research

2. Consumer Segmentation, Group Value and Trend Influence

  • 2.1 Cohort Groups and Feminine Care Market Value
    • 2.1.1 Age Groups
    • 2.1.2 Gender Groups
    • 2.1.3 Location Groups
    • 2.1.4 Education Achieved Groups
    • 2.1.5 Wealth Groups
    • 2.1.6 Busy Lives Groups
  • 2.2 Cohort Groups and Market Value by Category
    • 2.2.1 Pantiliners & Shields
    • 2.2.2 Sanitary Pads
    • 2.2.3 Tampons
    • 2.2.4 Women's Disposable Razors & Blades
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Pantiliners & Shields
    • 2.3.2 Sanitary Pads
    • 2.3.3 Tampons
    • 2.3.4 Women's Disposable Razors & Blades

3. Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Pantiliners & Shields
    • 3.1.2 Sanitary Pads
    • 3.1.3 Tampons
    • 3.1.4 Women's Disposable Razors & Blades
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Pantiliners & Shields
    • 3.2.2 Sanitary Pads
    • 3.2.3 Tampons
    • 3.2.4 Women's Disposable Razors & Blades

4. Brand vs. Private Label Choices

  • 4.1 Feminine Care Brand Choice and Private Label Shares
    • 4.1.1 Pantiliners & Shields
    • 4.1.2 Sanitary Pads
    • 4.1.3 Tampons
    • 4.1.4 Women's Disposable Razors & Blades

5. The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Feminine Care
    • 5.1.2 Pantiliners & Shields
    • 5.1.3 Sanitary Pads
    • 5.1.4 Tampons
    • 5.1.5 Women's Disposable Razors & Blades

6. Consumption Impact: Market Valuation

  • 6.1 Feminine Care Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Feminine Care Value Analysis by Category
    • 6.2.1 Share by Category
    • 6.2.2 Expenditure per Capita by Category
    • 6.2.3 Expenditure per Household by Category
  • 6.3 Feminine Care Volume Impact of Consumer Behavior Trends
    • 6.3.1 Share by Category
    • 6.3.2 Consumption per Capita by Category
    • 6.3.3 Consumption per Household by Category

7. Appendix

  • 7.1 About Canadean
  • 7.2 Disclaimer

List of Tables

  • Table 1: Volume Units for the Feminine Care Market
  • Table 2: Foreign Exchange Rate - INR Vs. US$, 2011
  • Table 3: India Survey Respondent Profile (weighted), 2011
  • Table 4: India Feminine Care Value Share (%), by Age Groups, 2011
  • Table 5: India Feminine Care Value Share (%), by Gender, 2011
  • Table 6: India Feminine Care Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 7: India Feminine Care Value Share (%) by Education Level Achieved Groups, 2011
  • Table 8: India Feminine Care Value Share (%) by Wealth Groups, 2011
  • Table 9: India Feminine Care Value Share (%) by Busy Lives Groups, 2011
  • Table 10: India Pantiliners & Shields Consumer Group Share (% market value), 2011
  • Table 11: India Sanitary Pads Consumer Group Share (% market value), 2011
  • Table 12: India Tampons Consumer Group Share (% market value), 2011
  • Table 13: India Women's Disposable Razors & Blades Consumer Group Share (% market value), 2011
  • Table 14: India Total Pantiliners & Shields Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 15: India Total Sanitary Pads Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 16: India Total Tampons Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 17: India Total Women's Disposable Razors & Blades Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 18: India Pantiliners & Shields Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 19: India Pantiliners & Shields Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 20: India Sanitary Pads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 21: India Sanitary Pads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 22: India Tampons Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 23: India Tampons Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 24: India Women's Disposable Razors & Blades Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 25: India Women's Disposable Razors & Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 26: India Pantiliners & Shields Consumer Profiles (% consumers by sub-group), 2011
  • Table 27: India Sanitary Pads Consumer Profiles (% consumers by sub-group), 2011
  • Table 28: India Tampons Consumer Profiles (% consumers by sub-group), 2011
  • Table 29: India Women's Disposable Razors & Blades Consumer Profiles (% consumers by sub-group), 2011
  • Table 30: India Pantiliners & Shields Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 31: India Sanitary Pads Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 32: India Tampons Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 33: India Women's Disposable Razors & Blades Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 34: India, Overall Feminine Care: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 35: India, Pantiliners & Shields: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 36: India, Sanitary Pads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 37: India, Tampons: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 38: India, Women's Disposable Razors & Blades: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 39: India Feminine Care Market Value (Indian Rupee million), by Category, 2011
  • Table 40: India Feminine Care Market Value (US$ million), by Category, 2011
  • Table 41: India Feminine Care Market Volume (Ltrs m or Units m), by Category, 2011
  • Table 42: India Feminine Care Market Share (US$ million), by Category, 2011
  • Table 43: India Feminine Care Expenditure Per Capita (Indian Rupee), by Category, 2011
  • Table 44: India Feminine Care Expenditure Per Capita (US$), by Category, 2011
  • Table 45: India Feminine Care Expenditure Per Household (Indian Rupee), by Category
  • Table 46: India Feminine Care Expenditure Per Household (US$), by Category
  • Table 47: India Feminine Care Market Volume Share , by Category, 2011
  • Table 48: India Feminine Care Consumption Per Capita by Category, 2011
  • Table 49: India Feminine Care Consumption Per Household by Category, 2011

List of Figures

  • Figure 1: Consumer Panel Report Methodology
  • Figure 2: India Feminine Care Value Share (%), by Age Groups, 2011
  • Figure 3: India Feminine Care Value Share (%), by Gender, 2011
  • Figure 4: India Feminine Care Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: India Feminine Care Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: India Feminine Care Value Share (%) by Wealth Groups, 2011
  • Figure 7: India Feminine Care Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: India Pantiliners & Shields Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: India Pantiliners & Shields Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: India Sanitary Pads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: India Sanitary Pads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: India Tampons Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 13: India Tampons Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 14: India Women's Disposable Razors & Blades Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 15: India Women's Disposable Razors & Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 16: India Feminine Care Market Share (US$ million), by Category, 2011
  • Figure 17: India Feminine Care Expenditure Per Capita (US$), by Category, 2011
  • Figure 18: India Feminine Care Expenditure Per Household (US$), by Category
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