Happy baby, relaxed mom

In 2022 diaper value sales grew, while volume sales stayed put – reported NielsenIQ.

Izabella Kowalska
category manager
Essity Hungary

Izabella Kowalska, Essity Hungary Kft.’s category manager:

“Our products produced moderate growth, because of the difficult economic conditions.”

Drugstores were responsible for more than 50% of sales. Demand is going in the direction of bigger packs of diapers, which also has to do with the category’s dynamic expansion in the e-commerce channel. Manufacturers such as Essity are concentrating on more efficient and sustainable production.

Holistic approach

In the diaper pants segment manufacturers are regularly coming out with new innovations, such as the anti-leak barrier on small-sized Libero Touch diapers, which prevent the leakage of thin stools.

Sales are growing in the pants segment, even if they are more expensive than classic nappies.

Gréta Tölgyesi
senior brand manager
Essity Hungary

Gréta Tölgyesi, Essity Hungary Kft.’s senior brand manager:

“Environmental protection is a pillar of every innovation we work on, should it be a new product, packaging, manufacturing or logistics.”

Recommendation-based purchases

The parents of babies in the 0-36 month age group are also buying wet wipes, baby care and protection creams, baby soaps and shampoos. Consumers like bigger, more economical products.

Noémi Makai
marketing manager
Hipp

Noémi Makai, Hipp Termelő és Kereskedelmi Kft.’s marketing manager:

“When it comes to the composition of products made for babies, they must contain ingredients that do no harm to the protective layer of the skin, and don’t hinder its development.”

HiPP Babysanft cosmetics for babies don’t have ingredients that might irritate any sensitive skin, so they are good for not only babies but the whole family.

Medicinal, natural components

Kimberli Habon
brand manager
Alveola

Kimberli Habon, Alveola Kft.’s brand manager:

“In the baby and children’s wash and care category, our sales data indicate a sales drop for hypermarkets, and growing sales for discount supermarkets and drugstores.”

Private labels are strong in the baby soap and cleanser segment, while branded products are dominant in the skin care segment. Ingredient-wise those products are gaining ground which contain medicinal, natural ingredients, and are free from artificial additives. Shoppers are willing to pay a higher price for these.

Elérkezett az a pont, hogy a szülők egyre inkább előtérbe helyezik a költséghatékonyságot

For the babies and for the moms

JimJams Baby is the new product range in the JimJams portfolio, which hit the market this year. Alveola Kft.’s brand manager explained that besides Rossmann stores, they want to be present with the new products in as many online shops as possible. From the JimJams Baby line baby wash and shampoo 3in1 is the most popular product. JimJams Baby products are free from SLS and SLES, paraben, silicone oil, mineral oil and artificial colours, and they contain 0% allergen fragrances.

Doing the laundry: only naturally!

Katalin István
marketing manager
Herbow International

Katalin István, Herbow International Zrt.’s marketing director:

“Parents should avoid using products containing fragrances and artificial colours. Textile that is in direct contact with the baby’s skin should be washed using a natural laundry detergent.”

In 2022 the company developed Herbow Baby laundry detergents. These are made from plant-based ingredients and natural soapnut extract. In 2023 they will roll out Baby household cleaners. //

This article is available for reading in Trade magazin 2023/5.