Progressive Grocer - June/July 2009 - (Page HBW4)

HEALTH BEAUTY WELLNESS category, we have seen some slight movement into lower-tier offerSurveys indicate that consumers are more ings,” says Tim Abate, Huggies’ senwilling to cut out multiple lotions and other baby products before ior brand manager at KimberlyClark, in Irving, Texas. “Through sacrificing the convenience of disposable diapers and wipes. February 2009, private label share has increased less than 0.5 share points vs. last year (Nielsen Measured Outlets,YTD ending Feb. 28, 2009, dollar share). points as part of the “Pampers Gifts to Grow products and brands they can trust,” Foglizzo notes. “We’re continuing to see the super-premium Rewards Program,” redeemable for items such as The original NUK orthodontic-shape nipple, developed by physicians over 50 years ago, mimics the segment do well, with moms showing a willingness free Pampers products and gift cards. The use of disposable wipes and towelettes away mother’s shape during breast-feeding. NUK’s line to pay a premium for the right additional benefits,” Abate notes. “Huggies Overnites, a super-premium from the changing table has helped grow the seg- includes natural feeding products, orthodontic nipment. “Moms are using baby wipes for more than ples and pacifiers, bottles, cups, oral care, utensils, offering, experienced tremendous growth in just cleaning bottoms. Research has shown and tableware. 2008.” Abate says the same trend is seen in The latest line of pacifiers and cups from NUK that some moms are concerned about using newborn through size 2 diapers. “Across the wipes for face and hand cleaning,” says Josh features popular new designs: Wild Life and Animal category, super-premium has held strong, Thyren, Huggies’ brand manager. The com- Faces. Also new this year are wide-necked despite the tough economy.” pany is launching Huggies Supreme Thick’n polypropylene baby bottles that are BPA-free. Other Consumers have not traded down when Clean wipes for hands and face, which new accessories are based on the current trend purchasing training pants either, accordare hypoallergenic, fragrance-free and toward breast-feeding, sometimes for economic ing to Mintel. Kimberly-Clark’s Pullalcohol-free. Another new towelette: reasons, Foglizzo notes, which is the reason that Ups is the leading training pants Huggies Soft Skin wipes with Shea NUK developed new accessories in addition to its brand. The launch of Pull-Ups Nightcurrent milk bags, pads and balm. A breast pump Butter. Time training pants over a year ago will join the rebranded line next year. is helping drive category growth, Pacifying Sales according to Michael Krebsbach, Sales of baby bottles and nipples Going Natural Pull-Ups’ senior brand manager. Parents looking for safe baby products often are down 7.9 percent from last year To meet customer demand for while baby and nursing accessories seek natural or organic items. “Moms will spend natural products, Kimberly-Clark just are down just over 6 percent (The more on natural baby skin care, but they want the launched Huggies Pure & Natural Nielsen Company, 52 weeks ending assurance of a proven and trusted natural brand,” diapers, a super-premium product March 21, 2009, excluding super- notes Jessica Iclisoy, founder of California Baby, a line with soft natural, organic materials. centers). NUK USA, LLC is not of 45 organic products, mainly skin and bath items. “This new diaper includes organic daunted by these numbers. NUK The former fashion executive began planning her cotton in the outer cover, aloe and purchased the complete line of Ger- Culver City, Calif.-based company after the birth vitamin and renewable materials in ber baby care accessories in January of her first son. After reading a list of baby shampoo the inner lining, and uses packaging 2009 and is developing NUK-branded ingredients, Iclisoy decided to create an alternative sourced from 20 percent post-conproducts to complement the Gerber product using only pure essential oils and nontoxic sumer recycled materials,” Abate items. “We will address the need for oral cleansers. After years of research, California Baby explains. Mothers have an additional incentive to pur- care items at each stage of baby development,” went to market in 1995. “California Baby Calming Shampoo & Bodywash chase Huggies with its new program, “Enjoy the says Olivier Foglizzo, VP, marketing & business develRide,” offering chances to earn rewards and instant opment, at NUK USA in Parsippany, N.J. “With the was our first product and remains a top seller to prizes. Huggies will also give away a one-year’s sup- purchase of Gerber accessories, NUK became not this day,” Iclisoy says. Seasonal items like the comjust the No. 1 brand of pacifier in the United States, pany’s nonchemical SPF line sell out during sumply of diapers every day for the next year. During these tough times, Pampers is promoting but also the No. 1 vendor (including NUK and Ger- mer even though they carry a high retail. “California its disposable diapers as helping keep baby drier ber branded bottles) of reusable baby bottles. In Baby has a top seller for every category — diaper longer, so fewer diapers may be needed. The Procter 2010, the NUK brand will be in all categories of care, shampoos, bubble baths or sun care.” The key driver in the baby care category, accord& Gamble product adds lotion to “protect baby’s oral development and feeding.” “More than ever, parents are looking for safer ing to Mintel, is the birth rate. The number of chilskin better than brands without lotion.” Pampers dren age 3 and under rose 5.8 percent from 2003 to recently launched its newly designed Web site, 2008; growth estimates for 2008 to 2013 are an including Pampers Village, where moms can chat Natural and organic products like California Baby skin additional 3 percent. The economy may exert some online. Special offers and benefits are also avail- care and bath items (above) have made great strides in influence on future growth. ■ able. By registering on the site, moms can collect the baby care category. HBW4 • Progressive Grocer’s Health Beauty Wellness • June/July 2009 www.progressivegrocer.com http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - June/July 2009

Progressive Grocer - June/July 2009
Table of Contents
Nielsen’s Shelf Stoppers/ Spotlight: Cheese/Shredded Cheese
Market Snapshot: Sacramento-Stockton-Modesto, Calif.
Independents Report: The Advantages of Older Associates
Lempert Report: Food Experts Tackle the Economy
Industry Achievement: The Top 100 Women in Grocery
Multicultural Marketing: 2050 is Today
Retailer of the Year: Celebrating Kroger
2009 Deli/Bakery Operations Review: Shrink-Wrapped
Fresh Developments: Consumer Shifts Create New Complexities for Fresh Food Trading Partners
Produce: Brimming With Possibilities
Meat: Fired Up!
Store of the Month: Giant Eagle’s Express-Ohhh!
Cheese: Cooked Cheese and Other Spiritual Revelations
Beverage Alcohol: A Cup of Cheer
Frozen Foods: Frozen Vegetable Sales are Steaming
Real Estate: Bigger is not Always Better
Technology: At Your Service
Equipment Innovations
What’s Next: Editors’ Picks for Innovative Products

Progressive Grocer - June/July 2009