Research paper - Reusable pads
Budget: $750 – $1,500 AUD
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CHAPTER 1: MARKET DYNAMICS ON THE HYGIENIC PADS MARKET IN AFRICA
Introduction
This chapter aims to present an overview of the complete sanitary pads business, covering characteristics of both disposable and reusable products markets. Its main purpose is equipping the reader with a general understanding of the sanitary pads business, along with identifying characteristics unique to reusable products segment. The chapter is subdivided in four (4) main sections as follows:
• Buyer and end-user profiled
• Market sizing
• Overview of business model in the reusable pads industry
• Overview of key market players
1- One market, three realities
Sanitary pads manufacturers in Africa interact with three segments of clients:
• Individual buyers of reusable pads
• Individual buyers of disposable pads
• Organization buyers of reusable or disposable pads
It is essential to differentiate buyers from end-users, in the document. While individual buyers may also be end-users (e.g. a young woman buying products for herself), it is not uncommon for a family member (e.g. a husband, a dad, or a mom) to purchase products for their female relatives.
In contrast, organization buyers are never end-users, as they donate or sell heavily discounted products to their beneficiaries, who are the real end-users.
1-1/ The typical profile of an individual buyer of disposable pads
The characteristics of a typical individual buyer of disposable pads are as follows:
• Daily income: $15 or more
• Professional situation: owns a job or an economic activity that generates regular revenues.
• Social background: educated or exposed to the way of life in developed countries and western influences
• Continental mapping: 67% of people in this category live in five countries (Egypt, Nigeria, South Africa, Morocco, Algeria).
• Location: lives in African capitals and big cities
• Knowledge of menstrual health management practices: good command of risks, dos and don't
Within this category, customers with the highest income generally seek world-known brands of reusable pads like Always or Vania. They are perceived as more innovative, more modern, and safer than regional or local brands. However, given the high prices of those products, a significant share of this segment also relies on low-cost disposable pads imported mainly from Asian countries.
1-2/ The typical profile of an individual buyer of reusable pads
The characteristics of a typical individual buyer of reusable pads are as follows:
• Daily income: between $5.5 and $15
• Professional situation: owns an informal job or a small economic activity that generates irregular revenues.
• Social background: poorly educated with low exposition to the way of life in developed countries and western influences
• Continental mapping: this category is present in all African countries and represents a share of the population ranging from 20 to 70% depending on the country .
• Location: lives in African capitals in poorer neighborhoods and suburbs.
• Knowledge of health Central management practices: a general understanding of risks, dos and don't
This category of customers understands the importance of handling their menses with appropriate products, and the associated risks. However, due to the unaffordability of disposable pads, reusable pads are great alternatives. Most women and girls purchase products from local manufacturers, and shops importing mostly from Asian countries.
1-3/ The typical profile of an end-user served by an organization buyer of reusable or disposable pads
In Africa, a population counting 350 million women and girls of reproductive age live with less than $1.90 a day. Unfortunately, this population cannot afford healthy sanitary pads of any kind.
Find below an extract from the document.
---------------
CHAPTER 1: MARKET DYNAMICS ON THE HYGIENIC PADS MARKET IN AFRICA
Introduction
This chapter aims to present an overview of the complete sanitary pads business, covering characteristics of both disposable and reusable products markets. Its main purpose is equipping the reader with a general understanding of the sanitary pads business, along with identifying characteristics unique to reusable products segment. The chapter is subdivided in four (4) main sections as follows:
• Buyer and end-user profiled
• Market sizing
• Overview of business model in the reusable pads industry
• Overview of key market players
1- One market, three realities
Sanitary pads manufacturers in Africa interact with three segments of clients:
• Individual buyers of reusable pads
• Individual buyers of disposable pads
• Organization buyers of reusable or disposable pads
It is essential to differentiate buyers from end-users, in the document. While individual buyers may also be end-users (e.g. a young woman buying products for herself), it is not uncommon for a family member (e.g. a husband, a dad, or a mom) to purchase products for their female relatives.
In contrast, organization buyers are never end-users, as they donate or sell heavily discounted products to their beneficiaries, who are the real end-users.
1-1/ The typical profile of an individual buyer of disposable pads
The characteristics of a typical individual buyer of disposable pads are as follows:
• Daily income: $15 or more
• Professional situation: owns a job or an economic activity that generates regular revenues.
• Social background: educated or exposed to the way of life in developed countries and western influences
• Continental mapping: 67% of people in this category live in five countries (Egypt, Nigeria, South Africa, Morocco, Algeria).
• Location: lives in African capitals and big cities
• Knowledge of menstrual health management practices: good command of risks, dos and don't
Within this category, customers with the highest income generally seek world-known brands of reusable pads like Always or Vania. They are perceived as more innovative, more modern, and safer than regional or local brands. However, given the high prices of those products, a significant share of this segment also relies on low-cost disposable pads imported mainly from Asian countries.
1-2/ The typical profile of an individual buyer of reusable pads
The characteristics of a typical individual buyer of reusable pads are as follows:
• Daily income: between $5.5 and $15
• Professional situation: owns an informal job or a small economic activity that generates irregular revenues.
• Social background: poorly educated with low exposition to the way of life in developed countries and western influences
• Continental mapping: this category is present in all African countries and represents a share of the population ranging from 20 to 70% depending on the country .
• Location: lives in African capitals in poorer neighborhoods and suburbs.
• Knowledge of health Central management practices: a general understanding of risks, dos and don't
This category of customers understands the importance of handling their menses with appropriate products, and the associated risks. However, due to the unaffordability of disposable pads, reusable pads are great alternatives. Most women and girls purchase products from local manufacturers, and shops importing mostly from Asian countries.
1-3/ The typical profile of an end-user served by an organization buyer of reusable or disposable pads
In Africa, a population counting 350 million women and girls of reproductive age live with less than $1.90 a day. Unfortunately, this population cannot afford healthy sanitary pads of any kind.