Stigma attached to menstruation seen as an obstacle to wide use of sanitary napkins among local women

By Ifham Nizam

Hemas Consumer Brands, through its FEMS line, is on a mission to change the feminine hygiene market in Sri Lanka. Sachini Gamage Welungoda, Marketing Manager for the Feminine Hygiene Category, spoke about the brand’s ambitions, challenges and its commitment to driving positive change. She said, among other things, that the stigma attached to the women’s menstruation cycle locally is one of the biggest obstacles to the wider purchase and use of sanitary napkins among Sri Lankan women.

Despite not being the market leader, FEMS is determined to change the landscape of feminine hygiene in Sri Lanka, she told The Island Financial Review when journalists visited the Hemas Manufacturing Plant in Dankotuwa recently.

Gamage stressed that the brand has been instrumental in introducing an economic range of sanitary napkins, addressing the needs of the 70 per cent of women who do not use these products regularly. “Affordability is just one aspect. We identified that only 30 per cent of females use sanitary napkins regularly, and we wanted to change that, Gamage stated.

The introduction of the economic range was a strategic move to democratize access to menstrual hygiene products. However, the brand’s mission goes beyond mere affordability. FEMS aims to ensure transparency in its processes and co-creation with consumers, believing that this approach will lead to more effective and acceptable products in the market.

FEMS prides itself on its research and development (R&D) team, which, although based locally, brings global knowledge to the table and adapts it to Sri Lankan needs, Gamage said. “We don’t just bring products from outside unless they fit with the Sri Lankan consumer. Our R&D team takes global technology and localizes it to meet the specific needs of our consumers, Gamage explained.

This localized approach ensures that FEMS products are not only affordable but also tailored to the diverse needs of Sri Lankan women. Whether addressing heavy flow or providing a lighter feel, FEMS is committed to offering a range of options that meet various consumer preferences.

Gamage pointed out that one of the most significant challenges in the market is the stigma surrounding menstruation. “The biggest problem is that people are not aware of sanitary napkins and periods are not openly discussed. This taboo creates vulnerability, she said. The lack of awareness, rather than affordability, is the primary reason for the low penetration of sanitary napkins in the market.

Looking ahead, FEMS is focusing on expanding its product range to include premium options that cater to specific consumer needs, such as different flow levels. While the current focus remains on the local market, given its low penetration rate, Gamage hinted at the brand’s potential to explore international markets in the future.

With a 33% market share, FEMS is trailing behind the market leader, who holds 60%. However, with its commitment to innovation, transparency, and consumer education, FEMS is poised to continue its upward trajectory in the Sri Lankan market, Gamage explained.