Hygiene Products for MENA

Mohammed Minawi, General Manager - Research for IPSOS (Jordan) presented data from a consumer survey commissioned by EDANA specifically for this conference.  1500 females in the 18-45 age group from the top 2 or 3 cities in each of 5 MENA countries (Jordan, Lebanon, Saudi Arabia, Egypt and Morocco)  were subjects for “Qualitative Consumer Immersions” in 3 sectors - Diapers, Fem-Care and Wipes.)

“Consumer and Industry Alignment” was gauged from answers to the questions:

“Do I care about the brand names in this sector”

Brand names proved very important for Diapers and Femcare, less so for Wipes, but even wipes ranked well above facial and toilet tissues. Diaper brands were most important in the Kingdom of Saudi Arabia, followed by Egypt, Morocco, Jordan and Lebanon in that order.  However even Lebanon’s average score was above the average for all brands.

Fem-Care brands were most important in Egypt, followed by KSA, Jordan, Morocco and Lebanon.  Here Lebanon was below the average for all brands. Wet-wipe brands were most important in KSA, followed by Egypt, Morocco, Jordan and Lebanon.  Here Jordan and Lebanon were below the all-brands average.

“Do I actively seek information about these products”

Diaper engagement was best in Egypt, Femcare engagement was best in KSA, and Wipes engagement was best in KSA followed by Egypt, Jordan, Lebanon, and Morocco. Overall, consumers were judged insufficiently engaged to seek information, but Femcare scored highest followed by diapers and wipes.

Brand selection is mainly based on Quality across all sectors.  For diapers, 45.6% of the consumers had never tried more than one brand and the brand was the main factor in choosing.  For Fem-Care, 47.6% had never tried more than one brand.  Product length, thickness and absorption came ahead of the brand name.

For Wipes, 50.6% of users had never tried more than one brand. The fragrance was a key factor in selection...

Overall satisfaction with the brands was high at 8.8 (out of 10) for diapers and femcare and 8.7 for wipes. For Diapers and Femcare, Absorbtion, Allergy Free and No Leakage were the satisfaction drivers, with Bad Odour, Low Quality Material and lack of formats being the dissatisfaction drivers.

For Wipes, fragrance, moisturising and sanitising were the drivers.  Skin problems, unappealing packaging and lack of formats drove dissatisfaction.

Asked how Diapers could be improved:

• 47% wanted more absorbency
• 28% wanted a design which reduced leakage
• 12% wanted thinner diapers with less packaging
• 11% wanted something new to improve infant comfort.
• 2% wanted new decorations

Asked how Femcare could be improved:

• 62% wanted more absorbency
• 16% wanted thinner pads
• 16% wanted multiple wings for more secure attachment to underwear
• 5% wanted improve shapes.

Asked how Wet-wipes could be improved:

• 49% wanted easier opening and better sealing lids
• 21% wanted improved structure and performance of the fabric
• 15% wanted wet wipes packaged together with other personal care products
• 10% wanted travel or single wipe packs.
• 5% wanted flushability.

In conclusion, MENA consumers are ready to learn, appreciate and adopt new ideas, features and products in these categories.  It is up to the industry to engage them more closely.

(from EDANA Middle East Symposium  - Dubai - 14th and 15th Feb 2012 - More papers to come)