Closing a gap in the women’s health aisle
The Scintilla insights that helped i-Health rejuvenate a segment
“This whole process helped inform our innovation pipeline.”
i-Health recently rebranded and updated their AZO® brand of women’s health products to address unmet needs in the category. Along the way, they used Scintilla to guide decisions from concept to launch and beyond, ensuring that new products aligned with shopper preferences and behaviors.
Here’s how customer insights and data-driven decisions helped i-Health drive product innovation and increase access to women’s healthcare solutions.
The opportunity: Revitalizing the Intimate Health aisle
The Women’s Intimate Health aisle at Walmart was poised for a transformation that would address multiple opportunities for improvement. For one, it offered a relatively small selection of products, with just four feet of shelf space allotted in most stores.
In addition, the products it did offer targeted a narrow range of needs and were generally focused on simply masking issues. Menopause care, a major need for shoppers, was especially underrepresented, leaving the aisle out of step with customer expectations.
To support the full women’s life cycle in one aisle, Women’s Intimate Health would need more products that met more needs. Walmart merchant Candie Holland approached i-Health with a challenge: to create a “menopause destination” within the expanded, revitalized Women’s Intimate Health aisle.
i-Health’s AZO brand was already a trusted name in urinary health. Adding menopause products to the brand’s lineup could offer Walmart customers a known and trusted name in menopause.
The approach: Customer-focused improvements backed by Scintilla insights
Given the broad scope and customer-oriented nature of i-Health’s new mission, bringing it to life would require in-depth customer intelligence.
i-Health started by using Scintilla Customer Perception to gather customer input and understand their needs. For example, 51% of Walmart menopause sufferers also reported experiencing joint or muscle pain, highlighting demand for pain relief options in menopause products. Customers also reported a variety of shopping patterns, with many searching for menopause products in the Vitamins, Supplements & Minerals aisle rather than Women’s Intimate Health.
i-Health used Shopper Behavior to better understand each category’s selection and ensure that new AZO products wouldn’t overlap heavily with other categories and cannibalize sales. Not only did they find less than 2% overlap between Women’s Intimate Health and Vitamins selections, but 80% of new AZO products would be incremental to the category altogether. The brand stood to create a new customer destination for Women’s Intimate Health.
The launch plan
i-Health paired their shopper and assortment insights with SSI and Omni Sales data from Channel Performance to forecast demand for their products. Then they formed a three-part launch strategy:
The results: A lifelong feminine health destination
The expanded AZO assortment and reimagined in-store experience have been a success—the brand has seen increases of 156 bps in purchasing households and a corresponding increase of 335 bps in share. The expanded aisle is expected to reach a total of 2,000 stores in 2026, offering greater access to women’s health and menopause products to Walmart customers around the country.
Next, i-Health plans to apply more insights from Scintilla to keep optimizing their assortment. They’ll deepen their understanding of customer demographics and use Shopper Behavior and Customer Perception to help guide product innovation. And after the success of this launch in stores, they plan to collaborate with Walmart Connect to drive more business online.
