Magazine: Shoppers don’t economise on the health and comfort of babies

Izabella Kowalska
junior category
manager
Essity Hungary

Izabella Kowalska, junior category manager of Essity Hungary Kft. told our magazine that both value and volume sales had increased in the baby wipe market. Her experience is that among sales channels drugstores are the most important. Gréta Tölgyesi, senior brand manager of Libero added that Hungarian shoppers prefer scented baby wipes. She revealed that the diaper market had increased in both value and volume – despite the fact that fewer babies were born. Pull-up nappies are increasingly popular: although this segment only made up for one quarter of the market in 2018, sales were growing dynamically. Libero is the 2nd biggest brand in the segment (Libero Up&Go products), with sales increasing by two-digit numbers.

Zita Horváth
brand manager
DunaPro

Sales of DunaPro’s Huggies diapers are also on the rise – reported brand manager Zita Horváth. Besides Auchan and Brendon stores, the nappies are already available in selected Rossmann stores and more and more online shops. Ms Horváth has found that demand is growing for premium products; natural product components, the feeling of comfort and special diapers are also more important for consumers than before.

Guba Ilona
marketingigazgató
Hipp

Ilona Guba, sales and marketing director of Hipp Production and Trade Kft. talked to our magazine about new market players, which tend to focus on a single segment of the market. She mentioned the innovations of private label products and their entering new categories. From Hipp Babysanft product sales wet toilet paper sales are increasing. A growing number of shoppers are looking for products that contain as few allergen and irritative components as possible.

Essity Hungary Kft.’s experience is that the quattro variant is the most important in the wet wipe category. This year the company intends to relaunch Libero Sensitive and Scented wet wipes. They will get a new, modern look but the product content will stay the same. Hipp Production and Trade Kft.’s latest products are a baby lip balm stick, a baby wash cream in a hippo-shaped tub and a wet toilet paper.

Last year they put a 150ml sunscreen spray (SPF 50) on the market, and they are currently introducing a 48-piece dry wipe product. DunaPro’s objectives include making normal and special Huggies diapers – these premium products are already very popular in the international market – available in as many retail channels as possible. The company wishes to achieve this goal by means of in-store marketing activities and by educating consumers. //