Flipkart'S Top Selling Diaper Brands

Diapers have low penetration in India and even more so on e-commerce. However it is an interesting category to play in. As a product diapers are largely undifferentiated but making meaningful connections with urban moms via strong emotive campaigns and channels does have an impact on brand growth.

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Huggies and Pampers are two behemoths in this category with high equity, sustained year on year high decibel campaigns. Kimerly Clark the mother company behind Huggies brand have invested heavily on social media and focus has been on child’s comfort when she uses Huggies vs P&G (Pampers Mother company) always keep the mother’s satisfaction / happiness with child’s comfort.

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These are slightly different strategies and along with this Huggies had maintained a slightly lower Average Order Value of approx Rs. 545 that is about 38% lower than that of Pampers.

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The Top 10 brands in this category collectively gather about 60% of volume share this means that the remaining 130 brands capture 40% of volume, and there is room for growth in the category.  Thus apart from strong brand connect and visibility; affordability is the key driver for scale and success in this category. 

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Blog written by : Anupam Asthana

Date: 18 May 2022

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Vumonic Datalabs is a global consumer intelligence platform. We provide high quality, deterministically linked, large structured data that can be used to derive deep consumer,  business and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in a privacy secure manner via large global panels.

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