Mothers mobilised via the Internet

Despite the recession, the baby category is solid in terms of both value and volume, since major indicators hardly changed compared to previous years. Creams, wet wipes and private labels keep on expanding. In 2008, the number of babies born was up by 1.6 percent at 99,200, completely fitting into the trend of the past ten years. Nearly half of the mothers giving birth belong to the 30-40 age group (Source: KSH, January-December 2008). The age group of 0-3 years is affected by the baby care and diaper categories, approximately 300,000 babies; or even more precisely it is their parents who are targeted here. – When we talk about products for babies, in general we can say: if a product works (it does not dry the baby’s skin or does not cause allergy), mothers will keep buying it – says Anna Bardoly, brand manager at Sara Lee Hungary Zrt. Baby care category was up by 5.2 percent in August 2008-June 2009, with private labels moving forward dynamically. Wet wipes cover 60 percent of the category in value, with private labels carving out 40 percent from this. Creams have a 10 percent share and quality products dominate, growing by an annual 25 percent. Drugstores and hypermarkets realise two thirds of value sales. Pharmacies are strong in the cream segment. The brand Gabi is present in each baby care segment. One of the brand’s basic pillars is www. gabimamiklub.hu where mothers may ask advice from two nurses. In 2009, they introduced their new wet wipe variant, Sensitive. Branded product manufacturers plan promotion activities for the so-called baby weeks in autumn and January-February. – It was our company that invented disposable diapers in 1955. SCA knew how influential diapers were in shaping the mood and well-being of babies – Dóra Pessenlehner, SCA Hygiene Products Kft. Libero’s junior brand manager says, with a touch of pride in her voice. Ever since, Libero kept on innovating and in addition to babies’ comfort, they started focusing on environmental protection too. Libero diapers in the 21 century fit perfectly and are made from breathable material. Libero gives useful advices on its website and members of the Libero Klub can collect loyalty points that they can exchange to gifts. This summer, Kimberly-Clark introduced its Huggies Little Walkers product to the Hungarian market. In the October issue of Baba magazine there will be a free sample and the company launched an intense online campaign. Kimberly-Clark’s marketing manager, Csilla Medve says: – We received direct feedback from mothers, which revealed that our target group would keep looking for our high quality products. According to Judit Sándor, SCA Hygiene Products Kft.’s trade marketing manager, promotions are important from several aspects; this is why Libero regularly offers something extra to diaper buyers.