Brand Loyalty is very strong across markets, but opportunities exist for new concepts in product development, channels of distribution and target marketing.
8 IN 10 WOMEN say they generally stay with the same brands of feminine hygiene products.
The top 3 tampon brands account for 4 in 5 purchases
made by women in the following countries.
The top 3 pad brands account for 4 in 5
purchases in the US, Europe, and Mexico
and the majority in China.
The top 3 brands of pantiliners
account for half or more of the
purchases made by women in the
Regardless of demographics or market studied, feminine hygiene products must prevent leaks, be absorbent, keep skin dry, and be functional (such as sticking to underwear, not being visible, not being bulky, etc.) AND be comfortable, soft, and hypoallergenic in order to be considered by women globally.
Purified cotton is highly absorbent:
24 grams water/gram of fiber
Cotton is naturally hypoallergenic
Cotton is strong: Wet strength is 3.7
times stronger than pulp