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NOVEMBER 15 - 18, 2021
The Westin Kierland
Scottsdale, AZ
Fem Care: Challenge to the Status Quo II
Wednesday, November 17
3:45 pm - 4:35 pm

Consumer Insights & Future Drivers for FemCare Products

In association with consumer research firm Nielsen, Birla commissioned a comprehensive consumer study among 300 users of sanitary napkins

Using statistical modeling Birla analyzed the purchase behavior & drivers along with the usage details of these sanitary napkin users and arrived at a set of key findings which we’d like to share with the industry. These Insights include details on:

     Prioritized feature requirements

     Willingness to shift brand and price premiums

     Impact of story-telling (and ways to avoid pitfalls)

     Quantified role of perception of sustainability in the purchase decision process

After reviewing the detailed consumer insights, we’ll highlight some possible technical approaches (along with direct consumer feedback) for materials that satisfy and delight the consumer


» Jonathan Layer

VP Sales and Marketing – Americas, Birla Cellulose/Multifibres And Yarns (USA) Inc.


Jonathan Layer is the Vice President, Sales & Marketing for Nonwoven category – Birla Cellulose (part of Aditya Birla Group). Jonathan has 12 years of experience in sales, marketing and business development in nonwoven & other industries. He completed his MBA from University of South Carolina - The Moore School of Business in 2010 and prior to that did his B.S. in Management from Georgia Institute of Technology