Kimberly invests in ' diaper ' vest

The American manufacturer of toiletries, Kimberly-Clark, owner of the Huggies brand Turma da Mônica, will invest $ 50 million this year on marketing to promote what the company calls a new category of disposable diaper, diaper layette ", for babies who have started walking and that can be dressed up with the child. The thread will receive the largest resource in communication from the company this year.
The series was inaugurated in Brazil with the launch, in 2012, the line Up & Go, which is imported from Peru and is the most expensive of Huggies. Five months ago, the multinational brought to Brazil the line Dresses Easy, with manufacturing site in Suzano (SP) and price 35% below its precursor. "The people believe so much in this thread that you thought about making it more accessible to all social classes," says Priya Patel, Director of the family care of Kimberly-Clark. The diaper Huggies is the biggest deal of Kimberly, which also manufactures toilet paper snow and Intimus absorber, among other products.
The total market of disposable diapers totaled r $ 4 billion last year, with the sale of 6.4 billion units. According to Nielsen, there was growth of 5% in volume and 15% in value in comparison with 2012, driven by the advancement of the segments more "premium". Last year, Kimberly-Clark has also released a line of products for newborns and Supreme diapers Care, which have different absorption regions for girls and boys.
In 2014, Kimberly designs that the category "brassiere" to grow 10% in volume, while the other lines of the Huggies should expand 5%. In the last three years, the market share of Huggies Turma da Mônica rose from 23.9% to 27.6% in volume and 27.3% to 30.5% in value. The brand is leader in volume but, in value, is behind the Pampers, Procter Gamble & (P&G). The third placed on the market is the Pom Pom, Hypermarcas.
The rise of class C in recent years caused a transformation in the market. "Mothers are willing to pay more for a diaper that lasts longer, vasa and don't squeeze the baby, because they understand easily the benefit," says Priya. Last year, the sale of diapers made especially for newborns grew 32% in Brazil while the segments "premium" and "superpremium" Advanced 21%. The most economical category grew only 9%. Kimberly does not act in this last segment.
The company has offered the "diapers clothes" in the United States and in some countries in Asia. "Were they were more developed markets, but Brazil is already prepared for this new category", says the Executive. According to data provided by Kimberly, the category already accounts for 40% of the diaper market in Viet Nam and 55% in Thailand. In the Brazilian market, the P&G competitor just launched the "dressing" Pampers Pants.