Beyond absorbing capacity

Requirements for diapers are becoming increasingly diverse, but consumers continue to be sensitive to price. According to market research data, hyper markets are taking an increasing share from the sales of diapers and large package sizes are also becoming popular. The intention of Bella Hungária Kft is to provide solutions in all areas of baby care. Judit Tóth, marketing director of Kimberly Clark believes that companies generally raise their prices by reducing package sizes instead of directly increasing prices. – All market players are trying to be innovative, like we have been with our Huggies diapers for swimming. Kimberly-Clark Kft. is present in both the higher and lower price categories and also has products for sensitive skin. – A special form of communication we use is when we interview mothers directly during consumer promotions – she adds. –In line with market requirements, Libero has also introduced smaller and larger package sizes recently in both segments – says Szilvia Cserepes, marketing co-ordinator of SCA Hygiene Products Kft. They sell Libero Megapack and Up&GO jumbo packages in four sizes. Hyper markets and drugstores are the two primary sales channels for Libero. Coupon promotions have generated significant growth in the latter.