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The consumer group of pant-type sanitary napkins is growing rapidly
Release time:
Aug 08,2024
Among disposable sanitary products, women's personal care products are a very important category. JD Supermarket sales trends show that from the perspective of the total number of users, daily sanitary napkins, panty-type sanitary napkins, night-time sanitary napkins, sanitary napkin sets, sanitary pads and other products have attracted the attention of consumers, and 48% of consumers value the product characteristics of "good absorption".
Among disposable sanitary products, women's personal care products are a very important category. JD Supermarket sales trends show that from the perspective of the total number of users, daily sanitary napkins, panty-type sanitary napkins, night-time sanitary napkins, sanitary napkin sets, sanitary pads and other products have attracted the attention of consumers, and 48% of consumers value the product characteristics of "good absorption".
JD Consumer and Industry Development Research Institute recently released the "2024 Household Paper Industry Consumption Trend Report" (hereinafter referred to as the "Report"), showing that in 2023, panty-type sanitary napkins, sanitary napkin sets, mini sanitary napkins, night-time sanitary napkins and daily sanitary napkins accounted for the top 5 of the increase in the number of users. In terms of consumer attention to products, functions such as non-stuffy, breathable, and fast absorption are more concerned, while functions such as sterilization and hygiene, 100% cotton, multiple sizes, and easy replacement are increasingly concerned by consumers, and the growth potential is considerable.
Pants-type sanitary napkins are a hot category among women's care products. 90.39% of consumers pay more attention to product brands when shopping, followed by size and material. Repeat purchasers are more concerned about the product experience, appearance, color, and product efficacy. Whether it is a high-priced or low-priced panty sanitary napkin, repeat purchasers are more sensitive to the experience.
Products are becoming more diversified to meet the diversified needs of users. Strong absorption, high breathability, lightness and no sensation, creating a relaxed and comfortable atmosphere during menstruation are the core selling points to attract users to buy. The report shows that 48% of female consumers value products that are "good absorption, clean and non-sticky". In addition, "lightness, breathability and no sensation" and "fast absorption speed" are also the core functions of products that attract female users to buy. Since female care products are high-frequency and high-repurchase rigid products, users will prefer to buy from comprehensive e-commerce companies with more favorable promotions, fast logistics timeliness, and genuine product guarantees.
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