Progressive Grocer - April 2010 - (Page 92)

Nonfoods The Dry Season The latest generation of diapers offers innovation, quality and — perhaps most important these days — value. By Bridget Goldschmidt abies’ needs are paramount, recession or not. Still, cash-strapped parents must consider prices when purchasing those seemingly endless supplies of diapers, wipes and other incidental items their little ones require, although most shoppers are loath to trade quality for lower cost when it comes to their precious infants and toddlers. What to do? The trusted brands in the category are providing a simple answer: keep buying their products. “Parents are currently looking for value,” affirms Joffrey Mendoza, diaper category associate director at Cincinnati-based Procter & Gamble (P&G), which offers a variety of baby and toddler care products under its Pampers and Luvs brands, including disposable diapers, training pants, bed-wetters, swim pants, nighttime diapers and baby wipes. “They are looking for products that perform well and that are worth every penny they spend on them. Even in these difficult economic times, we see that parents are less willing to take risks, and they continue to stick with brands that they have come to know and trust The newest addition to the Huggies lineup is Pure and Natural, which uses gentle and more natural materials. B for their performance.” “Following the recession, moms are giving more thought to everything they purchase,” notes Craig Wanous, brand/category manager for Huggies, a division of Dallas-based Kimberly-Clark Corp. that offers baby wipes, diapers, Little Swimmers swim pants and Pull-Ups training pants, as well as Goodnites absorbent underwear for older children. “They are looking deeper at what they are getting for their money, asking what features/benefits are they getting for the price.” Despite this economydriven focus on value, though, “[m]oms are still willing to pay more for products if they truly believe the products offer some meaningful benefits over less expensive options,” Wanous points out.“In addition, after seeing declines in birthrates (vs. prior year) for both 2008 and A H E A D O F W H AT ’ S N E X T 2009, we are forecasting a return to growing birth rates in 2010.” The recent declining birthrates no doubt contributed to the 4.2 percent dip in dollar sales experienced by disposable diapers for the 52 weeks ended Jan. 23, 2010, according to Nielsen, which further found that, during the same time period, the baby needs category (consisting of such items as pacifiers, nipples, bottles, powders, lotions and oils), which it breaks out separately from disposable diapers, fell 5.9 percent. Expansions and Introductions To provide some of those meaningful benefits Wanous mentions, both companies are introducing new products and implementing creative marketing approaches. “Our research shows that Mom is looking for dryness and fit for [her] baby,” says P&G’s Mendoza.“We are responding to this need with one of the biggest innovation news from Pampers … in the past 25 years”: Pampers Dry Max. On March 15 of this year, P&G debuted Pampers Swaddlers and Cruisers with Dry Max, a high-performance diaper line that Mendoza describes as “our driest ever, and 20 percent thinner than before.” Replacing the previous lineup of Pampers premium diapers, the new Dry Max products offer “significant innovation without a price increase,” according to Mendoza.Also in March, the brand expanded its line of Swaddlers sensitive diapers to sizes 3 and 4, “as moms have told us that they have a need to www.progressivegrocer.com 92 • Progressive Grocer • April 2010 http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - April 2010

Progressive Grocer - April 2010
Table of Contents
Nielsen’s Shelf Stoppers/Spotlight: Baby Needs/Baby Powder
The Lempert Report: Ways to Improve the Nutrition Facts Panel
Best Practices: The Employee Satisfaction, Productivity and Profit Connection
State of the Industry Report: Looking Up, Cautiously
Store of the Month: Standing Ovation
GMA President’s Note: Tackling Obesity: A New Blueprint for Success
Natural Meat: Where Was the Beef?
Produce: Swinging Springtime Sales
Beverage Alcohol: The Case for Beer
Breakfast Foods: The Start of Something Big
Dairy: Probiotics in Dairy and Frozen: A Healthy Pursuit
Baby Care: The Dry Season
Pet Care and Supplies: Where the Margin Is
Case Study: King of the Jungle
Tech Toolbox: A Look at the Latest Solutions
Foodservice: No Strain, No Pain
Sustainability: Green Energy is Blooming
What’s Next: Editors’ Picks for Innovative Products

Progressive Grocer - April 2010