Monday, May 16, 2011

Ann Klein Replacement Button

opportunities and left the diaper

Inside the basket, nappies is one of the categories you have done well this past year. How is this market? What trends do you have? Where is is heading?
By Claudia Paan
Now more than a million Peruvian children are wearing a diaper. Sean these small, medium or jumbo, with maximum protection or regular, with a picture of someone or simple cloth or disposable. There is something for everyone. Unlike what happened decades ago, the diaper market in recent years has been growing baby step, but quite the opposite. is a 'child' which weighed approximately S/.458 million in 2010. According to the RCC consultant, this is one of the most dynamic categories in the basket of care, with an 8% increase in sales volume last year compared to 2009.
  • Moreover, according to World Panel Kantar figures in the second half of 2010, a home with baby diapers consumed 110 more than in the first half of 2010 What is this?
  • might think that a higher birth rate, but Augustine Tantaleán, Ransa business manager, explains that it is not.
  • "People are changing their consumption habits to have greater purchasing power. Have access to supermarkets and looking to buy new products " said.
  • With the inclusion of more women into the labor market, household income began to improve and has been ignoring the use of cloth diapers and disposables.
  • But also, as indicated by Rafael Belmont, executive vice- Perufarma practical recommendation and parents are opting for this presentation.
  • is why in past ten years, disposable diaper market has been increasing its participation in the home, coming-today-about 85% penetration, according to Martin Barua, category manager Infant Care P & G Peru.
  • "In about 15% of households where there is a baby diaper stage, we use cloth diapers and disposable diapers are not. Ten years ago, that number was almost double, "he remarks.
  • But with these results, producers can not rest on its laurels, as in rural areas the presence of cloth diaper is very strong.
  • According to Miguel Cillóniz, line manager Child Care Kimberly-Clark, consumers buy cloth diapers disposables for special occasions: when they want to have a quiet night or leave.
  • HIGHER QUALITY
  • César Buelot, Kantar World Panel consultant, explains that the main attributes or more prominent in priority order are the mark and then the size.
  • "The mother who comes to the category, is left with a brand if it works and would not risk to change, since the user is the baby," explains .
  • But, as the specialist, the price factor is not very relevant to the purchase option, because the opportunity cost of an election that does not favor the baby is very high.
  • regard, Belmont says in cities moms seeking better quality products and presentations no longer economic.
  • This is well aware of Kimberly-Clark, brand from this year decided to withdraw from this segment to bet on its portfolio of value-added diaper. A move that may be hazardous to one of the market leaders (has nearly 62% stake) but so far they are bringing good results in sales.
  • Miguel Cillóniz says in the last 4 years, the share of premium products has tripled at the expense of the segments and economic means.
  • "Most modern channel penetration has helped make the presentations more value with this growth. About 90% or 92% of the market is concentrated by means and premium products " indicated.
  • The commitment of the producers, "says the executive, has been that the poorest sectors can access these products. But how did they do? In 2004, Kimberly-Clark launched their unit presentations, which he notes, began to thrive not Huggies sales only, your product, but also the sector in general.
  • César Buelot notes that smaller packaging (1 and 3) grow, since in the lower sectors see in them the easiest way to access the category without much cost and, thus, " generates a constant frequency of purchase and even larger expense. "
  • This also sees Martin Barua Procter & Gamble, who believes that having more confidence in disposable diapers, innovations are very important.
  • is why we have recently invested $ 15 million in our country to a new plant in diapers, as well as its commitment to new product niches, for people with different income levels can afford diapers regularly, according to their needs.
  • But Kimberly-Clark does not want to be left behind. Also derive its efforts to make innovations in the category, increasing the consumption of value-added products in all segments and not lose its market share.
  • HEAVY PACKAGE
  • In the past two years, there has been a worldwide increase in the use of diapers, so that the price of raw materials also rose, which has impacted-to time-in the price of diapers.
  • But, as indicated by Rafael Belmont, this increase has been mitigated by the volume of production that are increasingly high, the entry of new competitors and the various options that producers have given parents of different segments.
  • "Of course, compared with 20 years ago, the price of diapers has fallen. Before it was a luxury use " he recalls.
  • But how much families are spending on these products? According to World Panel Kantar, spending per occasion in a foster home is S/.10 Lima, while in one province, S/.6, 20.
  • César Buelot explains that this is due to the high penetration in the capital has the modern channel and the increased purchasing power of its inhabitants. However, households in the provinces are often higher consumption for Lima (was every 6 days during 2010, while the capital was 9 days).
  • And, as noted Cillóniz, to buy more in the traditional channel, consumers purchase the unit presentations which can cost about S/.0, 80.
  • Thus, as in other categories, inside the consumer thinks about the day-to-day purchase option.
  • But Not only that, despite the growth that is taking more inside, still looking for cheaper presentations unlike Lima, according to Belmont.
  • "The consumer chooses Lima highest quality products and price, since it is a connoisseur," he says.
  • A NEW DIAPER
  • face of a more affluent consumer and looking for better quality, producers are hoping that this year the market continues its growth path.
  • Miguel Cillóniz Kimberly-Clark expects this category to grow by 10% in 2011 and in equal proportion to the company.
  • For his part, Martin Barua Procter & Gamble Pampers confident that grow above the market (whose level-expected growth, will be lower than GDP) thereby enhancing its market share significantly.
  • Meanwhile, Rafael Belmont said that projections for growth this year Zaimella-Ecuadorian company which are represented Perufarma 15%.
  • To this end, the company that markets diapers Panolini plans new launches of increasingly sophisticated products to meet the demands of discerning consumers.
  • What happens next? Although not expected a significant increase in the birth rate over the next three years, the consulting firm Euromonitor International believes that the growth of this category is driven by the increased purchasing power of parents and a different lifestyle. In short: this child will grow strong and healthy.

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