BusinessDay
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Kimberly-Clark introduces ‘Nappy Pants’ into Nigeria market 

As competition into the absorbent hygiene products, especially baby diapers, continues to increase on the back of Nigeria’s birth rate and population growth, Kimberly-Clark, makers of Huggies baby diapers, recently introduced its new form of diaper, ‘Nappy Pants’ into Nigeria to push for more market share.

The new Huggies Nappy Pants are specially designed for the comfortability of mothers and their babies providing ease of use and fitness that also guarantee all night dryness for babies at all times. The Huggies Nappy Pants was launched to further reinforce the brand’s position on its commitment to deliver quality products to Nigerian mothers and babies.

The Nigeria market has over 15 diaper brands jostling for market share, while some have emerged top brands with national spread; others are confined to regional segment of the market, holding down their share of the market. Therefore, Huggies seeks to increase its market share with innovative offerings to beat stiff competition in Nigeria, especially within the retail segment of the market.

Kemi Saliu, head of marketing, WECA region, said the new diaper comes in innovative pull-up pants formats, which are ultra-soft ‘diaper-pant’ developed to protect a baby’s delicate skin with soft and flexible waistband that provides comfort for baby and ease of use for mum at all times.

“As consumers increasingly adopt the practice of using diapering solutions, we will continue to put all efforts behind understanding consumers’ needs better and providing them with innovative solutions and products. Huggies Nappy Pants is specifically designed to meet evolving needs of parents,” said Saliu.

Martha Kayode, brand manager for Huggies, said the newly introduced nappy pants is a result of research findings that keys into the brand’s overall objective to offer mothers the ease of use, fitness and all-day superior dryness and protection for their babies. “Huggies Nappy Pants are a result of research findings and an overall objective to offer mums all-day superior dryness and protection for babies,” Kayode stated.

According to her, Huggies Nappy Pant is available in stores and outlets nationwide in sizes 3, 4 and 5 suitable for babies from three months upward. She opined that with the new line of product, Huggies aim to ensure mothers’ convenience and babies’ freedom and comfort that come with wearing a nappy pant.

Modupe Oni, a nursing mother, who witnessed the launch of the ‘Nappy Pants’ stated that she and her family have long waited for this kind of diaper because she uses Huggies for her baby. While Tosin Ekanem, a banker said she was always for any product that offer her comfort and ease of wear.

To both mothers, the introduction of Huggies nappy pants is a welcome initiative, well received by mothers who believe in the unique offerings of “superior quality, innovative stretchy waistband, easy on and easy off, softness and every minute dryness” of Huggies.

SEYI JOHN SALAU

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