lingeriefit sanitary napkin – preferred choice for women

Survey on Sanitary Napkins

A report by foreseegame.com & Microsec Research2nd December 2014 | 1



LingerieFit is the Preferred Choice of Sanitary Napkin among Women

A woman is a combination of so many things. She is the adored daughter, a loving

girlfriend, a caring wife and a doting mother. At the same time she is the heart of the

home and soul of any gathering. She is the corporate boss consistently and efficiently

handling the pressure of deadlines and she is the homemaker running all the chores

with equal élan. She is today’s woman who cannot be defined using a single term.

Indeed, the Indian woman of 21st century has come off the age. Armed with education

and proper upbringing she is second to none and she’s showing the path to many

others like her. However, as a young girl learns to take her first steps towards

womanhood, she is faced with a lot of uncertainty and has to struggle in a world that

often gives out conflicting messages. One such moment is when a girl attains her

puberty. The change in body and upsurge of hormones create an emotional upheaval

for many young girls. The onset of menstrual period also leads to many physical and

emotional uncertainties. While a sensitive and friendly elder can help the girl to come

to terms with her emotional world, it takes a good sanitary napkin to care for her

during those special days of the month.

And just as each woman is different with her own unique need, so is the sanitary

napkin. There is no ‘one size fits all’ napkin and it changes depending on the need of

the woman. Based on the requirement and lifestyle of the woman, sanitary napkins

come in various shapes and sizes. They come with or without wings and most of them

are curved and contoured to prevent leakage on the sides. Depending upon the

physical activity of the woman, a napkin can be thick or ultra thin. But what most of

the women look for is a napkin that is very absorbent, hygienic and keeps them dry

and comfortable during the menstrual period.

To keep it simple and straight, sanitary napkins are a necessity for a woman that keep

her comfortable and hygienic. But are the Indian populace aware of the proper sanitary

napkin? Is it comfort or brand, absorbency or odour control that matters to Indian

women most? Traditional medicine shops or modern retails, which is their favourite

channel to buy sanitary napkins? Besides, are they aware of the new brands of sanitary

napkins that is fast capturing the market? We resorted to the users of

foreseegame.com, and sought answers to these questions. The response we got was

pleasantly surprising as it clearly showed that Indian populace are not only aware of

what is best for them when it comes to choosing the right sanitary napkin, but they are

Executive Summary



also equally aware of the new sanitary napkin brand LingerieFit that has grabbed the

shelf space of stores in its own right. The survey result shows clearly that the users are

aware of various USPs of LingerieFit and as a whole they are quite knowledgeable

about hygiene and comfort that a good sanitary napkin comes with. In fact, the huge

positive response in favour of LingerieFit indicates that it is one of the most preferred

choice of sanitary napkins for women.

Foreseegame.com is the No. 1 innovative digital portal of consumer engagement,

which provides a platform for two way communication and engagement between the

brand and the consumers. We used the online feedback from the users of

www.foreseegame.com who have been registered only on the basis of unique mobile

numbers and hence, it provides authenticity and genuineness of the participants. The

participation is being monitored by Google.

About 12,000 participants have participated in the survey; however the limitation of

this sample is that it is from the group of people who are users of internet.

The Take Away Points:

1. The Influential Factor: Is it comfort or quality, brand or hygiene, price or

packaging that influences the buyer most while choosing a sanitary napkin? The

participants are quite uncompromising in this case, as they refused to choose any

single factor. 44% of the respondents said all the factors influence them equally

when it comes to choosing a sanitary napkin.

2. Important Feature: The mindset of the users is similar while choosing the most

important feature of sanitary napkin. Again 44% of the respondents said that they

look for all the good aspects, like absorbency, leakage proof, length, odour control

etc. in their napkins.

3. Winged Birdie: Wings are always preferable since they give you the much sought

after freedom. Wings help the napkin stay in place and also reduce the chance of

leakage. 49% of the respondents said they want wings in the sanitary napkin for

both utilities.

4. Smart Buy: The respondents are almost equally divided between them on the

ideal channel for buying sanitary napkins. While 35% have chosen modern retails,

33% still visits conventional stores, while 32% prefers to buy it online.

Executive Summary

http://www.foreseegame.com/



The Take Away Points:

5. Aluminium Power: Does having an extra layer of aluminium foil add to the

hygiene factor of the sanitary napkins? 38% of the respondents think, aluminium foil

pack has all the good advantages that were mentioned in the options.

6. Keep it Light: Lightweight is the key to comfort. 66% of the respondents said that

they want their sanitary napkins to be light and convenient that will be highly

absorbent as well. Just 34% wanted their napkins to be heavy.

7. Super Shapely: Sanitary napkins need to have a proper shape in order to give

maximum protection and comfort. 73% of the respondents said that the shape of their

napkins should be such that perfectly fits onto the lingerie.

8. Change it Often: 49% of the respondents are unanimous in thinking that all the

reasons for changing sanitary pads at regular interval are equally important, i.e., to

prevent irritation & infection and to remain fresh & hygienic.

9. Shield of Protection: 77% of the respondents think that aluminium foil wrap is

important to ensure the hygiene of the sanitary napkins. Only 23% think otherwise.

10. Yes to LingerieFit: Despite being a comparatively new brand, LingerieFit has

literally stormed into the market and it is evident from the participants’ response. 54%

of the respondents have rated the new brand as ‘Excellent’; 76% are aware that

LingerieFit comes in a aluminium foil pack that ensures 100% hygiene; 79%

respondents said they know LingerieFit is easily disposable and biodegradable;

Another 79% know LingerieFit comes with larger wings; 78% of respondents are

aware of the fact that LingerieFit is lightweight despite having high absorbency and

that it has a grand leak lock design; 79% know that LingerieFit is irritation free, odour

free and allergy free; and finally 77% are aware that with LingerieFit multiple pad

changing is not required as it comes with high absorbency rate. That’s indeed a super

performance by LingerieFit within just a few days of its launch.

11. Proper Disposal : It is equally important to properly dispose off the used napkin

in order to maintain hygiene and manners. 61% of the respondents are of opinion that a

used napkin should be wrapped in paper and be thrown away in a dustbin. 18% think

simply throwing it in the bin is enough. However, strangely 10% think one should

store it in the almirah.

Executive Summary



Executive Summary

The participants arequite uncompromisingin this case, as theyrefused to choose anysingle factor. 44% ofthe respondents saidall the factorsinfluence them equally

Q 1. What factor influences you the most in choosing sanitary napkins?

Q 2. Which feature of sanitary napkins is most important to you?

44% of the respondents said that they look for all the goodfeatures, like absorbency, leakage proof, length, odour controletc. in their napkins.

44%

15%

10%

8%

7%

7%

5%4%

Influential Factor All of theaboveComfort

Quality

Brand

Hygiene

Size

Price

Packaging

44%

13%

12%

9%

9%

7%

6%Important Feature All of the above

Leak proof

Absorbency

Length

Breathable back-sheetPerforated topcoverOdour control



Executive Summary

Wings help the napkinstay in place and alsoreduce the chance ofleakage. 49% of therespondents said theywant wings in thesanitary napkin forboth utilities

Q 3. Why do you think wings are important in a sanitary napkin?

Q 4. Which type of retail channel do you prefer to buy sanitary napkins?

While 35% have chosen modern retails, 33% still visits conventionalstores, while 32% prefers to buy sanitary napkins online

49%

27%

24%Importance of Wings Both

To help thenapkin stayin rightposition

To reducethe chanceof leakage

35%

33%

32%

Retail Platform

Modern retail

Conventionalstores

Online stores



Executive Summary

38% of the respondentsthink, aluminium foilpack has all the goodadvantages that werementioned in theoptions

Q 5. What according to you are the advantages of aluminium foil packing?

Q 6. High absorbency is the key feature of a sanitary napkin. Which other option would you like to have along with it?

66% of the respondents said that they want their sanitary napkinsto be light and convenient that will be highly absorbent as well

38%

17%12%

11%

9%

8%5%

Advantageous AluminiumAll of the above

It ensures 100%hygiene

It is well-containedand therefore, storageis convenientFlexible, therefore,resealable

Eco-friendly

Easy to carry since it iswell-contained

Looks beautiful

66%

34%

Absorbency Factor

High absorbencyandlight,convenientweight

High absorbencyand heavy weight



Executive Summary

73% of therespondents said thatthe shape of theirnapkins should besuch that perfectlyfits onto the lingerie.Only 27% said it didnot matter!

Q 7. What is your opinion about the proper shape of a sanitary napkin?

Q 8. How would you rate the newly launched sanitary napkin under the brand ‘LingerieFit’?

54% of the respondents have rated the newly launched brand as‘Excellent’, while 26% have rated it as ‘Good’

54%

26%

13%

7% Rate the Product

Excellent

Good

Average

Poor

73%

27%Raise Your Opinion

The shapeshould beperfectlyfitting withthe lingerie

It does notmatter



Executive Summary

76% of therespondents said thatthey know LingeriFit isthe first in India thatcomes with analuminium foil wrap

Q 9. Do you know that Lingerie Fit sanitary napkin is the first in India that comes with an aluminium foil wrap?

Q 10. Do you know that Lingerie Fit sanitary napkin is disposable and biodegradable?

A whopping 79% strong crowd said that they know LingerieFitsanitary napkin is disposable and biodegradable

76%

24%

Being Aware

Yes

No

79%

21%Your Know How

YesNo



Executive Summary

78% of the respondentsare aware of the factthat LingerieFit sanitarynapkin has highabsorbency rate butlesser weight

Q 11. Do you know that LingerieFit sanitary napkin has high absorbency rate along with lesser weight?

Q 12. Do you know that Lingerie Fit sanitary napkin has larger wings that fit perfectly to the lingerie?

79% of the total participants have said that they know LingerieFitsanitary napkins has larger wings that fit perfectly on to the lingerie

78%

22%Your Awareness

Yes

No

79%

21%

Perfect Fit

YesNo



Executive Summary

Yet another 78% of totalrespondents said thatthey are awareLingerieFit sanitarynapkin has Leak Lockdesign to preventaccidental leakage

Q 13. Do you know that Lingerie Fit sanitary napkin has Leak Lock design to prevent leak?

Q 14. Do you know that Lingerie Fit sanitary napkin is irritation free, odour free and allergy free?

Here also 79% of the total crowd are aware that LingerieFit sanitarynapkin is irritation free, odour free and allergy free

78%

22%Leak Lock

YesNo

79%

21%

Irritation Free

Yes

No



Executive Summary

49% of therespondents areunanimous in thinkingthat all the reasonsmentioned in theoptions for changingsanitary pads atregular interval areequally important

Q 15. Why do you think changing napkins at regular interval is important?

Q 16. Do you know that multiple pad changing is not required with Lingerie Fit sanitary napkin due to its high absorbency rate?

77% of the respondents have said they are aware that multiple padchanging is not required with LingerieFit as it has high absorbency rate

49%

19%

17%

15%Change is Constant All of the above

Because itprevents irritationand infectionBecause it helps tostay fresh all day

Because it ishygienic

77%

23%

Do You Know

Yes

No



Executive Summary

77% of therespondents think thataluminium foil wrap isimportant to ensurethe hygiene of thesanitary napkins. Only23% think otherwise

Q 17. Do you know aluminium foil wrap is important to ensure the hygiene of sanitary napkins?

Q 18. What is the appropriate method of disposal of Sanitary Napkin?

61% of the respondents are of opinion that a used napkin shouldbe wrapped in paper and be thrown away in a dustbin. 18% thinksimply throwing it in the bin is enough

77%

23%Hygienic Lifestyle

Yes

No

61%

18%

11%

10% Proper Disposal Wrapped in paper &throw it into bin

Throw it into binwithout wrapping inpaper

Throw it on the road

Store it in youralmirah

lingeriefit sanitary napkin – preferred choice for women

Healthcare