Background

Our client had recently completed a successful business turnaround and wanted to expand their brand strategy into new, potentially lucrative markets.

Identifying the feminine hygiene market, as ripe for disruption, they aimed to explore the feasibility of a direct-to-consumer approach that could potentially offer a significant cost advantage and better product standards.

This strategic move was intended to leverage their manufacturing capabilities and expand their customer pool.

Approach

We conducted a comprehensive evaluation of the feminine hygiene market, that included market mapping, a consumer survey, and interviews with industry experts.

Our approach focused on understanding existing brands, channels, and adjacent markets, analysing consumer behaviour and preferences in detail. Through this process, we developed insights into price points, product ranges, and the overall appeal of different brands.

This allowed us to assess the commercial attractiveness of the market and identify potential challenges and opportunities for market entry.

Outcome

We concluded that the feminine hygiene market is ready for disruption and presents significant opportunities for market entry.

Our findings equip our client with the necessary insights to make informed strategic decisions regarding potential product development and positioning.