Best for baby

WaterWipes are made using 99.9% water and 0.1% fruit extract, with no chemicals
WaterWipes are made using 99.9% water and 0.1% fruit extract, with no chemicals

Recession or not, parents still want to give their baby the best they can possibly afford, which explains why brands have achieved strong year-on-year growth

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Brand Central

18 April 2011

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BabyAt a glance: BABY PRODUCTS

  • Pampers leads the nappies category in Ireland with 66.5% volume share (last 12 months to end of February 2011) and shows continued strong growth year on year (+2.2 points versus a year ago)
  • Pampers Active Fit alone had 12.9% volume share of the nappy market for the last 12 months to February 2011
  • Pampers Simply Dry now holds 3.4% of the market (last 12 months to end of Feb  2011) and is growing +2.1 points versus a year ago
  • (Source: AC Nielsen, Total Market excluding Dunnes Stores)
  • WaterWipes are the world’s first chemicals-free baby wipe, made using 99.9% water and 0.1% fruit extract, and nothing else
  • A popular brand for over 50 years, Liga provides a product suitable for every stage of infant development from four months upwards and has enjoyed strong year-on-year growth

Seen as closely related to the baby’s health and wellbeing, the baby foods category has been better insulated from the effects of the downturn than most, according to market analyst Mintel. Health credentials remain an important priority for concerned parents who want their baby’s foods to be packed with nutrients and vitamins.

A similar trend can be seen within the nappies and baby wipes sector.  When Mintel last reported on these products in August 2010, its prognosis was positive. Since its previous 2008 report, the analyst found the market has continued to grow, despite the ongoing downward pressure on prices from promotional deals and own-label products. Despite the recession, sales of nappies and wipes have held up strongly as consumers continue to want the best for their babies.

There is heightened price sensitivity because of the recession however and an estimated three quarters of nappies are bought on promotion, according to Mintel (UK). The recession could have brought about a mass desertion to own-label nappies, which tend to make similar claims to the leading brands, but are significantly cheaper. Yet the  dominant brands have held up well, achieving a high market share because of their emphasis on performance, fit and comfort.

Furthermore, the baby products market is a strong performer here, because Ireland’s fertility rate is in fact the highest in 27 EU states. Figures by the Central Statistics Office (CSO) released earlier this year, revealed the total fertility rate, or the average number of children per woman, increased from 2.05 in 2007 to 2.07 in 2008.

The CSO’s Report on Vital Statistics 2008 reveals there were 73,996 children born in Ireland in 2008. This was up 2,607 or 3.7% from 2007, and up 20,027 or 37.1% since 1998.

According to the CSO, the number of babies born in 2008 was the highest since 1980, when there were 74,064 births. That was the only year in the 20th century to have a higher birth rate.

Water world

WaterWipes are a revolutionary new baby wipe product which has been developed and manufactured by Irish Breeze Ltd in Drogheda, Co. Louth.

They are the world’s first chemicals-free baby wipe, made using 99.9% water and 0.1% fruit extract, and nothing else. Due to their unrivalled purity and mildness, they are uniquely suitable for newborns and babies with sensitive skin, nappy rash etc.
The baby wipes category is one of the toughest in the trade. Driven by a lack of differentiation, the brands and own label constantly battle it out with deep-cut and buy one get one free (BOGOF) promotions, often running concurrently. Irish Breeze argues that this devalues the category and damages brand loyalty.

AllergyWaterWipes are different. They are a premium-priced alternative to ordinary baby wipes, and uniquely are popular with midwives and healthcare professionals who usually disapprove of baby wipes for small infants because of their ingredients lists. WaterWipes, by comparison, are like cotton wool and water but without the hassle. Again unlike the leading brands, they are also 100% biodegradable.

WaterWipes are being supported by a major new online social media campaign and extensive communications with key influencers such as midwives, as well as sampling in maternity bags and ante-natal classes.

Launched in packs of 72s, WaterWipes are distributed by Boyne Valley Ltd. For more information, telephone 041-9870300.

Making babies happy

Pampers Active Fit with Dry-Max is Pampers’ driest nappy with 20% less bulk. The new nappy’s streamlined design and flexibility helps babies to feel comfortable throughout the day. The core can also absorb ten times its own weight, while the top-sheet channels liquid to the core, where the innovative Dry-Max technology locks it away- helping to give mum the peace of mind that baby is happy and dry as they play.

Pampers New Baby nappy is Irish mums’ number one choice for newborns. Pampers New Baby now comes with super-absorbing Dry-Max technology that locks wetness into the core while still retaining Pampers’ ‘dual absorb’ system, offering Pampers’ best protection for soft and runny poo.

Pampers leads the nappies category in Ireland with 66.5% volume share (last 12 months to end of February 2011) and shows continued strong growth year on year (+2.2 points versus a year ago). Pampers aims to grow trade margin and continually drives its higher margin offerings like Active Fit and Simply Dry. Active Fit alone had 12.9% volume share of the nappy market for the last 12 months to end Feb 2011. Simply Dry now holds 3.4% of the market (last 12 months to end of Feb  2011) and growing +2.1 points versus a year ago. (Source: AC Nielsen, Total Market excluding Dunnes Stores)

Pampers’ bestselling SKUs are the larger sizes of Baby Dry (Junior 5 and Extra Large 6) but the company states it is important to stock the full range of sizes (Newborn 1, Mini 2, Midi 3, Maxi 4, Maxi Plus 4+, Junior 5, Junior Plus 5+, Extra Large 6) otherwise mum may leave your store if she cannot get her desired size.

Pampers offers an extensive range and choice of available sizes. All packs are available in Carry Pack size with the best sellers also available in larger Economy Packs and larger still Jumbo and Mega Boxes also.

A detailed list of what SKUs to stock in your size of store is available from your Pampers sales representative or via your franchise head office.

What makes Pampers Irish mums’ number one choice of nappies?

1. A strong portfolio: Pampers nappies are specifically designed to meet the changing needs of babies. For each stage of the babies’ development there is a Pampers nappy to help babies feel comfortable with trusted Pampers dryness.  There is also a Pampers nappy for every type of budget. So while Active Fit is Pampers’ driest nappy with 20% less bulk, and Baby Dry provides up to 12 hours of Golden Sleep, Simply Dry provides trusted Papers dryness at an affordable price* (*All pricing decisions are at the sole discretion of the retailer.)

Pampers is an award winning brand

Pampers is an award winning brand

2. Continuous product innovation across all product ranges: Most recently, Pampers Baby Dry has been upgraded to feature Extra Absorbent Zones. Specially created to provide faster absorption than before, this super-absorbent nappy helps keep babies dry for up to 12 hours. The Golden Sleep logo on the pack symbolizes the outstanding 12 hours dryness performance.

3. Continuous TV support: Pampers Share of ‘voice’ is regularly 100%, driving brand awareness and equity.

4. UNICEF one pack = one vaccine campaign: The Pampers UNICEF mission is to eliminate maternal and newborn tetanus globally by 2012. Since the campaign started in 2006, UK and Irish mums have raised 163.9 million vaccines, showing the campaign’s engaging power. In 2010, Irish mums and dads raised 3.8 million vaccines.

5. Pampers Village Parenting Panel: To help mum and dad along the parenting journey, the Pampers Village Parenting Panel is designed to provide advice and information for the whole family’s well being, every step of the way. It is made of a group of professionals specially selected from all fields of pregnancy and child development providing Pampers with the latest advice and information to aid baby’s and parent’s well being.

6. Baby events: In the current macroeconomic context, Pampers wants to provide mums with a helping hand and therefore supports baby events in store, enabling mums to find everything they need in one place and at good value.

The Pampers extensive range of products also includes Pampers Baby Wipes to match every Pampers nappy; Underjams, super comfort overnight pants; as well as Pampers Bed Mats and Pampers Change Mats.

Solution for every meal occasion

Heinz offers a comprehensive baby food range offering everything from Heinz Mum’s Own Recipe jars and trays, to rusks, baby cereals, juice, potted fruity custard desserts and the Heinz Cook at Home rangeHeinz has been taking care of little appetites for generations with its comprehensive baby food range offering everything for baby from Heinz Mum’s Own Recipe jars and trays, to rusks, baby cereals, juice, potted fruity custard desserts and the Heinz Cook at Home range.

The successful Heinz Mum’s Own Recipe range is a unique concept in that all the varieties in the range are based on recipe suggestions that Heinz have gathered from real mums. Heinz Mum’s Own Recipe in its bright, eye-catching packaging, offers lots of breakfast, savoury and dessert varieties across all age stages.  Heinz Mum’s Own Recipe also offers some of it most popular savoury recipes across all age stages so baby can enjoy his or her favourites, such as Cottage Pie, Spaghetti Bolognese and Sunday Chicken Dinner for longer while still discovering new, exciting textures.

Heinz understands that mums believe that home cooked food is the best food for their baby so the Heinz Cook At Home range of premium pastas, sauces and gravies have been specially developed for babies and toddlers.  Suitable from seven months onwards, Heinz Cook at Home makes it easy for mum to cook for baby confidently at home with minimum effort.

Heinz Fruity Custard Desserts are a blend of creamy custard and fruit purees such as Fruit Medley, Apple & Mango and Banana. Suitable for all ages from 4-6+ months, each pack contains four 100g desserts in convenient plastic pots making them the ideal dessert or snack solution at home or on the move.

Heinz Farley’s Rusks, available in packs of nine or 18, are rich in calcium, iron and vitamins and contain no added colours, flavourings or preservatives. Heinz Rusks are also available in Reduced Sugar and Gluten-Free varieties.

The popular Heinz Farley’s cereals range is ideal for breakfast or dessert and includes all the favourites such as Sunrise Banana Cereal and Strawberry Yoghurt which are available in 125g packets.

The Heinz baby food range also offers a range of recently repackaged baby juices with varieties such as Pear and Apple in handy 750ml packs. 

Giving little ones Liga goodness

For over 50 years, Irish mums have trusted Liga as a nutritious and energy rich addition to their baby’s diet. This iconic range, which includes Liga Original, Junior, Snack Packs and Milk Breaks, has a product suitable for every stage of infant development from four months upwards and has enjoyed strong year-on-year growth.

Liga states that Liga Original, fortified with vitamins and minerals, is a must-stock item in the baby category. It is free from artificial colours, flavours and preservatives, while having the added reassurance of reduced salt and sugar. Like all products in the Liga snack portfolio, it is also portion packed for handy on-the-go eating.

Liga Junior and Snack Packs are suitable for children aged nine and 15 months old respectively and perfect for busy toddlers on-the-move. Each Snack Pack contains fun-shaped biscuits, easy for little hands to hold, whilst Liga Junior is free from artificial colours and preservatives.

The Liga brand will be supported this year by a programme of highly targeted activity, including direct mail and in-store consumer promotions.

 

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