Do you know what consumers like to buy? In this article I’m analyzing the best diaper products for retailers and consumers. The number of baby diapers in the market can be confusing for both retailers to pick the best selling ones and consumers to know which one is good for their children.
If you are a startup retailer who needs to stock the best diaper products that consumers want to buy, you may have a problem making the right decision at this point. Although, what is easy is to pick and stock the most popular brands. But that may not be ideal for every location.
In each local markets, there are certain diaper brands that consumers have come to like more than others. They may not necessarily be the most popular ones. There are several factors that may affect what diaper products consumers patronize the most,
One of such reason is by recommendation. Most consumers buy products based on recommendations from other people. It may be from friends, colleagues at work, church members, experts, or just from family members. These recommendation can make consumers buy any product regardless of their quality and price.
What Consumers Think Of Diaper Products
It’s important to always know what consumers think about a product. Their perception is key to knowing what you should be selling as a retailer. For example, Guilder beer is a very good brand, but there are locations you will never see good demand for Guilder.
It has nothing to do with whether the product is good or bad, but what the consumers in that area think of it. The best diaper products may not be what’s selling in your location.
You need to understand how the consumers in your target area think about the diaper product you want to stock. It will not be wrong to investigate it properly. While I will analyze what informs consumers decision about best diaper products, it may be slightly different in your location.
So, my advise would be to also do your own little research as well. What you may find out would help you apply my advise better. Moreover, your target market maybe different from another market location. So, it’s wise to do a little bit of your own findings to balance your knowledge.
About The Best Diaper Products
In the eyes of the ordinary consumer, the best diaper products maybe the most popular brands. The one that is advertised the most, or the ones everybody seems to be using in that area. Or the ones used by those that they know and relate with on a regular basis.
There are over 50 diaper brands in the country, and most of them can pass off as best diaper products. Yet, that would not be the right assessment for every market in the country. For some markets, their best diaper products could be Molfix, while another could be Dr. brown.
For a retailer, the best diaper products would be the one that most people in your market buy regularly. It doesn’t matter what brand or price of the diaper. What matters is that it makes business sense to sell such diaper brand.
Since the COVID-19 pandemic, price point is defining the best diaper products consumers are patronizing. This post is not about making a case for any brand, but the Chinese brands are gaining strength in the diaper market with cheap unbranded diapers.
Identifying Special Diaper Features
Diaper products have evolved over the years. It has not always been diapers. There were times it was a reusable napkin that mothers used for their babies. It was washable but so messy – as mums had to deal with cleaning poop and pee from off the babies and the napkins.
At the introduction of diapers or nappies, things changed. It became disposable, making it better for mums to deal with poop. Once a nappy is soiled with poop, the mother unwraps it from the baby and dispose it together with the poop.
But this nappies also had their own problems. Some of which was also being experienced with napkins. When the baby pooped the nappies would ooze off poop smell. It’s wasn’t pleasant for mums to always had to deal with, especially when in public places.
Also, since these nappies are more or less worn like panties, some don’t fit properly on the babies, and had gaps between their legs from where poops and pee could be leaking from. Mothers often got messed up with poop and pee.
Not to mention the health problems babies experience as a result. Some of these nappies also make babies so uncomfortable.
Top Key Features:
Now, manufacturers had to include features to help solve the main problems mums had with nappies, which are majorly rashes and itching, poop smell and nappies leakage. These were solved with:
- Dry nappies
- Perfumed nappies
- Stretch nappies
The dry nappies provided the comfort and dryness for the babies skin, helping to prevent babies from having rashes and itching on their skin. These dry nappies absorb liquid collected in the nappies, which is primarily the main causes of rashes and itching.
More so, the nappies are perfumed to help hide the smell from the poop and pee, relieving mothers from the public embarrassment of smelly poop. And the stretch help to fit the nappies properly, blocking any gap for leaks, so the mums don’t have to worry about poop leaking into their cloths when in public.
How Price Affect Sales
Although diaper products are not expensive but that doesn’t mean price doesn’t affect sales of diapers. It does affect it more than you know. If not, why do you think Pampers lost its number best diaper products to Molfix?
The two products may not even be the same quality. So, many mothers should have preferred Pampers over Molfix, but the price of Pampers compared to Molfix discourages some. It’s a like a case of the best brand with a cheaper price wins. Although, there are mistakes made by Pampers which they may not want to correct.
And it has nothing to do with quality. Rather, I would blame it on Income and expenditure. Inasmuch as every family would love to give their children the best of diaper products, not many can afford it. Buying just one pack of diaper may not make significant impact on their income, but having to buy it for like 2 to 4 years of the life of that baby will drill significant hole on their finance.
Even the so called cheaper diapers are not super price friendly. So, the consumers are making choices of price as they consider their income and how much they would spend on diapers in a month or a year or years.
How Consumer Interest Works
You may be surprised how consumer interest affects product sales. I did a market research on best diaper products and I was amazed at what I found. The most interesting was consumer interest. They may differ from market to market, but something was rather off and similar in my discovery.
It has to do with Prince and Princess diapers. At that time the product was very scarce in the market. So, my respondents thought I was representing all diaper companies. They asked me when I would be bringing Prince and Princess diapers. That made me curious about the brand.
At that time it was a fast selling baby diaper. I’m not saying it’s among the best diaper products now since it’s hardly in the market, but it seems to be then. When I inquired further why they wanted that diaper, the sole reason being that it comes with free wipes.
I wasn’t surprised, because their reason was in order. Mothers save cost of buying wipes when they buy Prince and Princess baby diapers. And diapers and wipes are used together.
You cannot divorce consumer interest when picking the best diaper products. The latest interest now being the stretch and affordability. While some may not consider affordability since diapers are not that expensive, many can’t ignore the stretch. It helps hold the diapers on babies and eliminate size option for many children.
The Competition With Diaper Brands
You need to know that each diaper brand is unique in some ways. Apart from the brand name, the sizes for age brackets may also not be the same with another brand diaper. Even your child who maybe 6 months old may be bigger or smaller than diaper size for 6 months old babies.
So, no two diapers are actually the same. You need to learn about every diaper as a retailer. Find out what the manufacturers are promoting about their diapers, and compare it with the reasons consumers are actually buying it.
Find out about the features that makes each diaper product stand out from the rest. There may be some features the manufacturers didn’t consider huge but might be what’s selling the product in your market.
For example, I learnt about the key reason that’s making consumers pick Chinese unbranded diapers over the Nigerian big brands, which is the lower price point. As consumers make purchase choice on limited income, price is a major consideration.
I heard they have also added stretch to make it irresistible for most mums, who merely see diapers from the disposable point of view, Even though the Nigerian big brands has stretch as well, the lower price point gave the Chinese Diapers some market advantage.
Opportunities And Market Demand
So many diapers are being sold daily across the country. Although, there’s still huge potential for diapers, as some mums are still not using diapers for their babies yet, especially in the rural areas. That still means there’s an untapped potential in the diaper market. There’s room for growth and market demand can be increased.
Although, untapped diaper markets are under the purview of the brand owners, but a retailer is in better position to understand its market. You can find out what is hindering growth in your target market and seek solutions to it.
For example, sometime in Lagos, the Aboki shops started selling ladies sanitary pads in single retail units. These Mallams didn’t know initially that it was supposed to be sold as a pack. That mistake helped ladies who couldn’t afford to buy a pack to still use pads instead of tissue paper.
A retailer can also provide such single unit sales to help mothers who couldn’t afford a diaper pack to buy as they need it. Sometimes, some mothers might only need a diaper if they are taking their kids out, and not when they are at home.
See opportunities and capitalize on them to grow your target market. It can also help increase your profit, as selling single unit will cost more as opposed to selling in packs.
The Economic Impact Of Diaper Products
Diaper products are creating Income and employment opportunities for many people in the country. There are hundreds of thousands of Nigerians who are gainfully employed in the diaper market.
We can number the brands that are importing or manufacturing diapers, but we cannot number for a fact the thousands involved in the retail of diaper products. The number keeps increasing by the day.
As a consultant for startup businesses, I get a lot of enquiries daily on people who are desiring to startup a diaper shop. This number is so high that you will question if diapers are the only product worth selling. You can also read: How To Start A Profitable Diaper Shop.
The annual diaper sales is currently at over 2 billion diapers. According to a report on Nonwoven Industries website, the growth will continue at a 9% forecast to reach 3.6 billion units sold by 2022.
The best diaper products are not necessarily the ones most consumers are buying. The idea of diapers was to solve problems mother have with caring for their babies. And I have explained the three most important ones.
As a diaper retailer, these are things you should watch out for. Even if that diaper is not selling fast already, it would sell in the future, as more and more mums found out about it’s good features. Although, I also mention price and consumer interest.
It’s not just one factor that defines the best diaper products. You have to examine several things along the line to pick what would sell for your market. That’s your key to success with selling the best diaper products.
Finally, the wearable pants are now trending. They are easy to wear the babies. Even fathers can now do the nappies without worries. This new nappies are same as baby pants but with full diaper features.