A study was conducted in Thailand to understand sanitary pad usage and consumer behavior. The key findings were that 98% of Thai women use traditional pads, with Laurier and Sophie being the top brands. Laurier dominates the market with 48% usage share. Absorbency and comfort were the most important criteria for choosing a brand. Most women buy pads once per month at supermarkets. Over 50% also use pads outside their period.

1. July 2015
STUDY ABOUT USAGE AND BEHAVIOR
OF THAI TOWARD SANITARY PAD
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about sanitary pad industry and usage
& behavior of Thai people
 Methodology: Online survey
 Fieldwork time: 11 days (15/06/2015 to 25/06/2015)
 Sample size: N = 803
 Gender: Female
 Geography: Nationwide

3. 2
KEY FINDINGS
• 98% Thai women use traditional sanitary pad
• Laurier( 93%), Sophie ( 93%), Modess ( 82%) are the top popular brands
• Laurier (48%) dominates the market, followed by Sophie (36%)
• Absorbency and comfort are key criteria for choosing a sanitary pad brand
• 76% women buy sanitary pad once/ month
• 84% people buy at supermarket
• 51% people use sanitary pad beside menstrual period
• 66% women choose before/ after period pad beside menstrual period

4. 3
VIETNAM VS THAILAND
 Most well- known brands: Diana &
Kotex
 Leaders of market: Diana & Kotex
 Main source of brand awareness:
TVC and Point of Sales
 Usage: 60% 3-4 pads/day
 Buying frequency: 58% Once/month
 Buying place: Grocery store
 Reasons for choosing the brand: no
leaking
 Most well- known brands: Laurier &
Sophie
 Leader of market: Laurier
 Main source of brand awareness:
TVC and Point of sales
 Usage: 56% 3-4 pads/day
 Buying frequency: 76% once/month
 Buying place: Super market
 Reasons for choosing the brand:
Absorbency

5. 4
Age Gender
Living places Occupation
N= 803
41%
16%
36%
7%
Over 30
26-30
18-25
Under 18
100%Female
38%
0%
1%
1%
7%
53%
Other
Ubon Rajathanee
Khon Kaen
Nakhon Ratchasima
Chiang Mai
Bangkok
32%
1%
2%
2%
4%
4%
5%
7%
9%
10%
23%
Others
Primary school pupil
Secondary school pupil
Job seeker/Retired
High school student
Housewife
Engineer/Doctor/Teacher
Self-employed
Officer
Factory Worker
University/college student

6. 5
98% THAI WOMEN USE TRADITIONAL SANITARY PAD
N= 803
What type of sanitary pad, do you usually use?
98%
Others Tampon Traditional sanitary pad
98%
Others Tampon Traditional sanitary pad

7. 6
56% WOMEN USE 3-4 PADS PER DAY
N= 803
How frequent do you use sanitary pad per day during menstruation?
Young women ( under 18) has lower demand compared to those in their over 30
4%
10%
7%
9% 12%
10%
56%
48%
52%
53%
61%
32%
45%
37% 34%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
1-2 pads
3-4 pads
5-6 pads
More than 6 pads

8. 7
7%
21%
22%
29%
50%
82%
93%
93%
Others
Midori
o.b.
Kotex
Whisper
Modess
Sophie
Laurier
Total
What sanitary pad brand are you aware of ?
N= 803
LAURIER, SOPHIE AND MODESS ARE THE TOP POPULAR BRANDS
8%
21%
29%
35%
59%
82%
94%
94%
Bangkok
7%
22%
15%
22%
39%
82%
92%
93%
Others

9. 8
7%
21%
22%
29%
50%
82%
93%
93%
Others
Midori
o.b.
Kotex
Whisper
Modess
Sophie
Laurier
Total
6%
20%
32%
46%
71%
83%
93%
94%
Over 30
What sanitary pad brand are you aware of ?
N= 803
12%
25%
8%
12%
12%
75%
92%
90%
Under 18
8%
20%
12%
14%
28%
82%
93%
91%
18-25
4%
25%
26%
26%
63%
83%
94%
98%
26-30
WHISPER IS FAMOUS AMONG THOSE FROM 26 TO OVER 30

10. 9
4%
2%
11%
25%
26%
29%
31%
36%
43%
70%
76%
Others
Doctor/ Pharmacist recommendation
Through promotion person
Trial products
I see others use that brand
Ads on newspaper/magazine
Online Ads (Website, facebook,
forums….)
Friends /family recommendation
Outdoor ads (banner, bilboard,…)
Point of sales
TV commercials
Total
How do you know these brands?
N= 803
TVC IS THE MOST EFFECTIVE CHANNEL TO REACH
COMSUMERS AND GAIN BRAND AWARENESS
8%
2%
8%
15%
32%
15%
35%
48%
47%
62%
70%
Under 18
3%
4%
11%
25%
34%
29%
37%
47%
47%
63%
76%
18-25
4%
2%
10%
21%
24%
20%
27%
37%
33%
79%
76%
26-30
4%
1%
11%
29%
19%
34%
26%
25%
42%
74%
77%
Over 30
Trade marketing is effective to those among 26- 30

11. 10
What sanitary pad brand do you use the most?
N= 803
LAURIER (48%) DOMINATES THE MARKET, FOLLOWED BY SOPHIE (36%)
Income group from $1515 - under $1818 prefer Laurier the most
5%
3% 3%
2% 3%
9% 12% 11%
7%
9%
36% 33% 34%
39%
38%
48% 50% 49% 50% 47%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
5%
6%
14%
9% 10% 9%
10% 12%
14%
36% 35% 38%
36%
24%
36%
48% 50% 49% 45%
59%
36%
Total Under
$606
From
$606 –
under
$910
From
$910 -
under
$1515
From
$1515 –
under
$1818
From
$1818 and
over
Laurier
Sophie
Modess
Whisper
O.B
Midori
Others

12. 11
What sanitary pad brand are you aware of ?
What sanitary pad brand do you use the most?
N= 803
93% 93%
82%
50%
29%
22% 21%
48%
36%
9%
3%
0% 0% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Laurier Sophie Modess Whisper Kotex o.b. Midori
Awareness
Usage
DESPITE OWNING HIGH AWARENESS RATE, MODESS ARE NOT
HIGHLY CONSUMED

13. 12
ABSORBENCY AND COMFORT ARE KEY CRITERIA FOR CHOOSING A
SANITARY PAD BRAND
N= 803
What are criteria effecting your choice of sanitary pad ?
People from 26 - 30 also have high demand on Thickness/ Thinness
2%
5%
15%
18%
5%
27%
40%
38%
52%
47%
63%
75%
Under 18
0%
10%
16%
14%
20%
30%
51%
48%
63%
68%
76%
76%
18-25
1%
5%
8%
13%
22%
33%
49%
51%
57%
71%
86%
87%
26-30
1%
4%
9%
13%
25%
30%
38%
52%
50%
65%
79%
83%
Over 30
1%
6%
12%
14%
21%
30%
45%
49%
56%
66%
78%
81%
Others
Fragrant
Germicide
Package
Materials
Brand
Design ( have wings/not
wings)
Price
Size
Thickness/ thinness
Comfort
Absorbency
Total

14. 13
AGAIN, ABSORBENCY AND COMFORT ARE REASONS FOR CHOOSING
THE BRAND
N= 803
What are criteria effecting your choice of sanitary pad ?
Laurier is chosen for its thickness/thinness
0%
7%
12%
12%
21%
30%
44%
52%
56%
71%
78%
81%
Laurier
1%
5%
10%
15%
22%
34%
48%
52%
59%
63%
81%
84%
Sophie
1%
8%
17%
13%
18%
22%
49%
34%
57%
63%
72%
76%
Modess
1%
6%
12%
14%
21%
30%
45%
49%
56%
66%
78%
81%
Others
Fragrant
Germicide
Package
Materials
Brand
Design ( have wings/not
wings)
Price
Size
Thickness/ thinness
Comfort
Absorbency
Total

15. 14
N= 803
What sanitary pad brand are you aware of ?
What sanitary pad brand do you use the most?
Awareness
Usage
high
highlow
low
LAURIER AND SOPHIE ARE DOMINATING BRANDS OF
SANITARY PAD MARKET
Laurier
Sophie
Modess
Whisper

16. 15
How often do you buy sanitary pad?
N= 803
16%
10%
17%
18% 15%
76%
71%
71%
78% 79%
6%
15%
8%
2% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
2-3 times/week
Once/month
Once every 2-3 months
Once every more than
3 months
76% WOMEN BUY SANITARY PAD ONCE/ MONTH
People under 18 have tendency to buy more frequent

17. 16
Where do you usually buy sanitary pad?
N= 803
84% PEOPLE BUY AT SUPERMARKET
Under 18-25 age group buy at convenient store more often
Under 18: 8%
18-25: 22%
26-30: 18%
Over 30: 14%
Under 18: 70%
18-25: 72%
26-30: 63%
Over 30: 55%
CONVENIENT
STORE (63%)
Under 18: 45%
18-25: 34%
26-30: 21%
Over 30: 15%
TRADITIONAL
MARKET (25%)
Under 18: 67%
18-25: 80%
26-30: 85%
Over 30: 91%
PHARMACY
STORE (17%)
SUPERMARKET
(84%)

18. 17
N= 803
How much on average do you spend each time on buying sanitary pad?
51% PEOPLE SPEND OVER $2- $5 ON EACH TIME
22%
14%
22% 21%
24%
51%
35%
43%
62% 57%
23%
35%
30%
15% 18%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Below $1
From $1-$2
Over $2-$5
Over $5
I don’t buy
Under 18 group spend less than others

19. 18
N= 803
Beside menstruation period, do you use sanitary pad?
51% PEOPLE USE SANITARY PAD BESIDE MENSTRUATION PERIOD
49%
45%
51% 52%
47%
51%
55%
49% 48%
53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Yes
No

20. 19
66%
36%
55%
77% 78%
32%
42%
44%
25%
22%
0% 0% 0% 0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total Under 18 18-25 26-30 Over 30
Before/after period sanitary pad
Daily sanitary pad
Others
Night sanitary pad
What type of sanitary pad do you use beside menstruation period?
N= 409
66% WOMEN CHOOSE BEFORE/ AFTER PERIOD PAD
BESIDE MENSTRUATION PERIOD
Older age groups have higher demand for using before/after period pad

21. 20
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

22. 21
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

23. 22