Product Manager who led category team in past | Building marketplace product on Centerpoint, Homecentre,Homebox,Babyshop in GCC (Ex Reliance Retail (JioMart), Unilever, GEP)
Why all new moms speak about diapers all the time? Babies use approx 2960 diapers by the time they are one year old. Based on the brand you are using it can cost you any where between 23 thousand to 93 thousand i.e 3.2k to 7.75k per month. This is 75% of FMCG expense done for a baby during his first year. The playbook for any D2C brand in mom & baby category has been simply to come up with affortable high quality diapers, build trust followed by brand extension. There are few category nuances in this category- 1. Ship in own container packs (SIOC packs) - Similar to washing machines or refregators diaper is the only FMCG product which comes in its own container. As kids use anywher between 8-12 diapers a day these packs come in large monthly packs with 80-120 diapers. 2. No big brand selling diaper has launched Rash cream till date to ensure there brand isnt associated with baby rashes because of diaper. 3. Diaper & Wipe is always used in combination hence to maximize the One time cost (OTC) brands have launched combos / attractive gift packs to entice mothers. 4. There's a huge price spectrum when it comes to diapers - 4a. Bumtum 6.24/unit 4b. Luvlap 7.24/unit 4c. Himalaya Total Care 8.24/unit 4d. Supples Premium 9.24/unit 4e. Little's 9.35/unit 4f. Mamy Poko 10.67/unit 4g. Mamy Poko 14.35/unit 4h. Pampers Premium 19.93/unit Can you add any new insight to this?
Govind Nair
9mo
It's fascinating to see how diapers, a seemingly straightforward product, play such a pivotal role in the lives of new parents, both in terms of practicality and the brand choices they make. The second insight was an interesting one. The decision to avoid rash creams by major brands to protect their image is quite a clever move in this space.
Venkateshwaran G
9mo
Excellent insights about the category but in a fragmented market like India , what matters the most is the availability of the SKU in the shelf The brand has to be available at arms length of the customer . All said and done 80% of the sales is controlled by the traditional trade and for Modern trade and ECommerce it’s a huge opportunity.
There haven't been any new products with fragrance in this category , odor neutraliser or malador removal is an important facet in this category. Non contact safe fragrances can be incorporated in the diaper structure.
VENGATESAN G
9mo
Yes, even though it is a FMCG category, the approach and handling differs much from it
Sudeepta Sahu
9mo
Good one !
Devranjan Dash
9mo
My thoughts:- As a retailer Aniket Mehare possibly you might be well aware why " Diapers" and "Beers" go together for the Father who is always out on a Limb for getting the refills. If not then possibly you know whom to reach out to for more Data backed insights. + For the newborns till the age of around 2-3 months , In Indian Context mostly Cloth Diapers are preferred because of traditional practises + It being reusable + considered Safe.
Ganesh S
9mo
Price depends on baby's weight. What weight did you use for the prices you mentioned here? And why do some brands use words like 'pants' instead of diapers. Did you assume only moms have a say on the brand/quality 😛
Purpose-Driven Leadership Advocate | Fitness Enthusiast | Happy Warrior
9moAddressing the additional challenges associated with diaper disposal, including issues like odor and dropping the used onw in the dustbin, is crucial. I've become a fan of RSPL's new product - Lovingle as a father because it effectively addresses these pain points.