Трекинговые исследования

Brand changes while using diapers

Russia, Wave 4

G O A L S

Common information

The study of diaper brand

changes during the year

Current diaper brand preferences

Causes of brand changing

Reasons of brand preferences

Period of stop using diapers

Moscow, Saint-Petersburg,

Novosibirsk

Mothers with children not

younger than 18 months

Quantitative survey 500 respondents per wave Forth wave – January 2016

Third wave– October 2015

Second wave – July 2015

First wave – April 2015

2

P U R P O S E O F

S U R V E Y

G E O G R A P H Y R E S P O N D E N T S M E T H O D Q U A N T I T Y O F

R E S P O N D E N T S

P E R I O D

RESUME

Most respondents are married, have 1-2 children. Family income is about 40 000 – 70 000 rub. a month

Mostly respondents use 2-5 diapers per day and 0-1 diapers per night. 4 respondents started using potty and refused from using diapers.

42,3% respondents changed their brand during last 3 months (including cases, when respondent can’t find their brand in store once or gift)

GOO.N inflow is 3,6% and outflow is 6,2%

Premium brands inflow is 13,1% and outflow is 26,0%. Economy brands inflow is 19,6% and outflow is 10,1%.

Main reasons of changing the brand are still brand quality, rising prices and discounts. Mothers try to find the most effective price-quality

ratio.

80 respondents (16%) didn’t change the brand during the year (4 waves). Most of them use Merries and Pampers Premium Care. GOO.N

users are 9 respondents. 52,5% of constant users use tape-type.

If the current brand isn’t available in store 49,0% of respondents will go to another store and 31,5% will buy another brand

As an alternative brand most respondents prefer: Huggies Ultra Comfort, Pampers Active Baby and Merries

Most users of GOO.N prefer Pampers Premium Care and Merries as an alternative brand

56,7% of respondents usually buy a big pack

The most popular reasons to buy a small pack are: current brand wasn’t available, plans to use potty soon, for testing.

31,4% of respondents started using their current brand after the experience of testing it, 22,4% - due to the friends’ advice, 14,8% -

bought it occasionally.

3

S O C I A L - D E M O G R A P H I C

C H A R A C T E R I S T I C S

Social-demographic characteristics5

Mothers’ age and marital status:

Married/ not

official marriageNot married Divorced Total

20-30 years old 49,3% 61,9% 50,0% 49,8%

31-40 years old 46,7% 33,3% 37,5% 46,0%

Over 41 years

old4,0% 4,8% 12,5% 4,2%

Total 94,2% 4,2% 1,6%

Monthly family income:

1 child 2 children 3 children

20-30 years old 72,9% 47,6% 23,8%

31-40 years old 24,1% 49,6% 63,1%

Over 41 years 3,0% 2,8% 13,1%

Total 33,2% 50,0% 16,8%

Mothers’ age and quantity of children:

Per day Per night

0-2 pieces 32,2% 95,2%

2-5 pieces 56,2% 4,0%

5-10 pieces 10,8% 0,0%

More 10 pieces 0,8% 0,8%

Diapers used at a time:

Size and type characteristics6

Size and type changes:

Plans on using potty:

64,8% plan to use potty in

close time

Panties Tape

1st wave 2nd wave 3rd wave 4th wave 1st wave 2nd wave 3rd wave 4th wave

NB - 1 (2-5 kilos) 67,70% 3,00% 0,60% 0,00% 0,00% 0,60% 3,00% 0,0%

S - 2 (3-7 kilos) 25,90% 19,20% 1,20% 0,00% 0,00% 1,20% 19,20% 5,9%

M - 3 (5-10 kilos) 1,00% 36,70% 25,30% 13,53% 17,50% 25,30% 36,70% 33,2%

L - (9-18 kilos) 5,50% 37,30% 53,10% 52,66% 82,50% 53,10% 37,30% 49,8%

XL - (18-22 kilos) 0,00% 0,00% 17,30% 28,02% 0,00% 0,00% 3,80% 11,1%

XXL - (over 20 kilos) 0,00% 0,00% 2,50% 5,80% 0,00% 0,00% 0,00% 0,0%

Total 39,90% 67,60% 32,40% 41,73% 60,10% 32,40% 67,60% 58,3%

Plan to use potty; 64,8%

Do not plan to use potty;

35,2%

P R E F E R E N C E S I N B R A N D S

Preferences in packages8

Most respondents still prefer big packs:

From those, who buy small packs,

0 respondents use GOO.N

Reasons for buying small packs:

Package size for testing:

1st wave 2nd wave 3rd wave 4th wave

Big 271 54,20% 307 61,40% 287 57,40% 282 56,85%

Mega-pack 56 11,20% 79 15,80% 110 22,00% 115 23,19%

Middle 81 16,20% 68 13,60% 70 14,00% 63 12,70%

Small 92 18,40% 46 9,20% 33 6,60% 36 7,26%


Small 392 78,40% 380 76,00% 398 79,60% 399 80,44%

Big 58 11,50% 36 7,20% 39 7,80% 33 6,65%

Middle 46 9,10% 81 16,20% 60 12,00% 59 11,90%

Mega-pack 5 1,00% 3 0,60% 3 0,60% 5 1,01%

Preferences in brands9

Brands usage:

Brands changes:

Premium brands inflow is 13,1% and

outflow is 26,0%.

Economy brands inflow is 19,6% and

outflow is 10,1%.


Pampers Active Baby 34 6,70% 43 8,60% 97 19,40% 131 26,41%

Merries 101 20,00% 91 18,20% 82 16,40% 84 16,94%

Pampers Premium Care 101 20,00% 107 21,60% 67 13,40% 46 9,27%

GOO.N 100 19,80% 94 18,80% 58 11,60% 38 7,66%

Huggies Ultra Comfort 34 6,70% 33 6,60% 47 9,40% 59 11,90%

Moony 50 9,90% 43 8,60% 36 7,20% 31 6,25%

Huggies Elit 51 10,10% 54 10,80% 31 6,20% 17 3,43%

Libero Up & Go 17 3,40% 19 3,80% 18 3,60% 21 4,23%

Libero Comfort 16 3,20% 15 3,00% 12 2,40% 11 2,22%

Others 0 0,00% 0 0,00% 0 0,00% 58 11,69%

Total 504 100,00% 500 100,00% 500 100,00% 496 100,00%

Changed the brand; 42,3%

Didn't change the brand;

57,7%

Inflow Outflow

Pampers Active Baby 52 10,40% 18 3,60%

Huggies Ultra Comfort 26 5,20% 19 3,80%

Merries 21 4,20% 30 6,00%

GOO.N 18 3,60% 31 6,20%

Moony 13 2,60% 12 2,40%

Libero Comfort 10 2,00% 8 1,60%

Libero Up & Go 9 1,80% 5 1,00%

Pampers Premium Care 7 1,40% 35 7,00%

Huggies Elit 6 1,20% 21 4,20%

Preferences in brandsTapes and Panties

10

TAPES:

PANTIES:



Merries 50 16,50% 47 15,40% 52 15,40% 47 16,26%


GOO.N 50 16,50% 50 16,40% 36 10,70% 14 4,84%


Moony 50 16,50% 43 14,10% 32 9,50% 20 6,92%

Huggies Elit 51 16,80% 53 17,40% 27 8,00% 15 5,19%

Libero Up & Go 0 0,00% 0 0,00% 3 0,90% 3 1,04%

Libero Comfort 16 5,30% 14 4,60% 11 3,30% 9 3,11%

Others 0 0,00% 0 0,00% 0 0,00% 44 15,22%

Total 303 60,10% 305 61,00% 338 67,60% 289 57,80%



Merries 51 25,40% 44 22,60% 30 18,50% 37 17,87%


GOO.N 50 24,90% 44 22,60% 22 13,60% 24 11,59%


Moony 0 0,00% 0 0,00% 4 2,50% 11 5,31%

Huggies Elit 0 0,00% 1 0,50% 4 2,50% 2 0,97%

Libero Up & Go 17 8,50% 19 9,70% 15 9,30% 18 8,70%

Libero Comfort 0 0,00% 1 0,50% 1 0,60% 2 0,97%

Others 0 0,00% 0 0,00% 0 0,00% 15 7,25%

Total 201 39,90% 195 39,00% 162 32,40% 207 41,40%

Preferences in brandsTapes and Panties

11

Brands changes:

Inflow Outflow




Merries 12 2,4% 17 3,4%

Moony 12 2,4% 12 2,4%

Huggies Elit 9 1,8% 20 4,0%

GOO.N 4 0,8% 29 5,8%


Libero Up & Go 1 0,2% 4 0,8%

TAPES:

PANTS:

Inflow Outflow




Merries 7 1,4% 11 2,2%

GOO.N 5 1,0% 16 3,2%

Libero Up & Go 4 0,8% 3 0,6%

Huggies Elit 3 0,6% 5 1,0%

Moony 2 0,4% 8 1,6%


Preferences in brands(those who changed the brand)

12

Current brand

Pampers Active

Baby

Huggies

Ultra

Comfort

Merries GOO.NPampers

Sleep&PlayMoony

Huggies

Classic

Libero

Comfort

Libero Up

& Go

Pampers

Premium

Care

Huggies

Elite

Pampers

Active

Baby

Others Total

Previous

brand

Pampers Premium

Care12 3 5 3 2 3 0 2 2 0 1 0 2 35

GOO.N 8 4 8 0 0 3 1 2 1 1 0 0 2 31

Merries 6 4 0 4 2 3 1 1 1 0 3 1 4 30

Huggies Elite 3 5 2 2 0 1 3 1 0 3 0 0 1 21

Huggies Ultra

Comfort5 0 1 2 4 0 2 1 0 0 0 2 2 19

Pampers Active

Baby0 3 2 3 2 1 1 0 1 1 1 2 1 18

Huggies Classic 3 2 0 0 3 0 0 2 0 0 0 1 2 13

Moony 2 1 2 1 0 0 2 0 0 1 1 0 2 12

Libero Comfort 1 2 0 1 0 0 1 0 2 1 0 0 0 8

Others 6 2 1 2 4 2 1 1 2 0 0 0 3 23

Total 46 26 21 18 17 13 12 10 9 7 6 6 19 210


Panties

13

Current brand

Pampers

Active BabyMerries GOO.N Moony

Huggies Ultra

Comfort

Libero Up &

Go

Pampers

Premium Care

Huggies

Classic

Huggies

EliteOthers Total

Previous

brand

GOO.N 3 6 0 2 2 1 1 1 0 1 17

Pampers Premium Care 6 3 1 2 2 2 0 0 0 0 16

Merries 6 0 3 2 0 1 0 0 0 3 15

Huggies Ultra Comfort 2 0 2 0 0 0 0 1 0 3 8

Huggies Elite 2 1 0 1 1 0 2 1 0 0 8

Pampers Active Baby 0 1 2 1 0 1 0 0 1 0 7

Huggies Classic 2 0 0 0 1 0 0 0 0 3 6

Others 3 2 2 0 1 1 0 0 0 1 9

Total 24 13 10 8 7 6 3 3 1 11 86

14

Current brand

Pampers

Active

Baby

Huggies

Ultra

Comfort

Pampers

Sleep&Play

Huggies

ClassicGOO.N

Libero

ComfortMerries Moony

Huggies

Elite

Pampers

Premium

Care

Others Total

Previous

brand

Pampers Premium Care 6 1 2 0 2 2 2 1 1 0 2 19

Merries 0 4 2 1 1 1 0 1 3 0 2 15

GOO.N 5 2 0 0 0 1 2 1 0 0 2 14

Huggies Elite 1 4 0 2 2 1 1 0 0 1 1 13

Huggies Ultra Comfort 3 0 2 1 0 1 1 0 0 0 3 11

Moony 2 1 0 2 1 0 1 0 1 1 2 11

Pampers Active Baby 0 3 2 1 1 0 1 0 0 1 2 11

Huggies Classic 2 1 3 0 0 1 0 0 0 0 0 7

Others 5 3 4 2 1 1 0 2 0 1 5 23

Total 24 19 15 9 8 8 8 5 5 4 19 124


Tape

Reasons for changing the brand15

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Brand quality 52,9% 28,1% 25,7% 5,7% 1,4%

Price 25,7% 37,1% 19,0% 13,3% 4,8%

Promo,

discounts14,3% 20,5% 33,8% 26,7% 4,8%

Brand image 1,4% 11,0% 20,5% 52,4% 14,8%

Other 5,7% 3,3% 1,0% 1,9% 74,3%


Brand quality 111 59 54 12 3

Price 54 78 40 28 10

Promo,

discounts30 43 71 56 10

Brand image 3 23 43 110 31

Other 12 7 2 4 156

Brand quality

Price

Promo, discounts

Brand image

Tried to test

No current brand

in store

Preferences in brands16

Brands that were not changed: Reasons for not changing the brand:


Brand quality 80,1% 14,7% 3,5% 1,4% 0,3%

Price 7,3% 45,5% 28,0% 16,1% 3,1%

Promo,

discounts4,2% 22,4% 43,4% 25,2% 4,9%

Brand image 0,7% 15,0% 24,8% 54,2% 5,2%

Other 7,7% 2,4% 0,3% 3,1% 86,4%


Brand quality 229 42 10 4 1

Price 21 130 80 46 9

Promo,

discounts12 64 124 72 14

Brand image 2 43 71 155 15

Other 22 7 1 9 247

Brands were not changed during the year: total17

Brand Respondents Share

Merries 19 3,8%

Pampers Premium Care 17 3,4%

Pampers Active Baby 13 2,6%

GOO.N 9 1,8%

Libero 9 1,8%

Huggies Ultra Comfort 7 1,4%

Moony 4 0,8%

Huggies Elite 2 0,4%

Total 80 16,0%

18

Constant users:

Constant users of brands during the year: by types

Pants Tape Total

Merries 11 8 19

Pampers Premium Care 3 14 17

Pampers Active Baby 7 6 13

GOO.N 7 2 9

Huggies Ultra Comfort 3 4 7

Libero 4 3 7

Moony 0 4 4

Libero 2 0 2

Huggies Elite 1 1 2

Total 38 42 80

Brands were not changed:Social-demographic characteristics

19

Portrait of respondents, who did not change the brand during the year19


Married/ not

official marriageNot married Divorced Total

20-30 years old 50,7% 33,3% 25,0% 48,8%

31-40 years old 45,2% 33,3% 75,0% 46,3%

Over 41 years old 4,1% 33,3% 0,0% 5,0%

Total 91,3% 3,8% 5,0% 100,0%


Per day Per night

0-2 pieces 35,0% 97,5%

2-5 pieces 57,5% 2,5%

5-10 pieces 7,5% 0,0%


Quantity of diapers used at a day/night: Causes of staying on the same brand:


Brand quality 84,4% 13,0% 2,6% 0,0% 0,0%

Price 6,5% 44,2% 29,9% 16,9% 2,6%

Promo,

discounts1,3% 20,8% 48,1% 26,0% 3,9%

Brand image 0,0% 20,8% 19,5% 53,2% 6,5%

Other 7,8% 1,3% 0,0% 3,9% 87,0%

Brands were not changed:Social-demographic characteristics

20

Portrait of respondents, who changed the brand during the year20


Married/ not official

marriageNot married Divorced Total

20-30 years old 49,0% 66,7% 75,0% 50,0%

31-40 years old 47,0% 33,3% 0,0% 46,0%

Over 41 years old 4,0% 0,0% 25,0% 4,0%

Total 94,8% 4,3% 1,0% 0,0%


Per day Per night

0-2 pieces 32,0% 95,7%

2-5 pieces 56,5% 4,3%

5-10 pieces 11,5% 0,0%


Quantity of diapers used at a day/night : Causes of changing the brand:


Brand quality 38,6% 28,0% 26,1% 5,8% 1,4%

Price 26,1% 36,7% 18,8% 13,5% 4,8%

Promo, discounts 14,5% 20,8% 33,8% 26,1% 4,8%

Brand image 1,4% 11,1% 20,3% 52,7% 14,5%

Other 19,3% 3,4% 1,0% 1,9% 74,4%

Alternative brands21

If the current brand isn’t available in store 49,0% of

respondents will go to another store and 31,5% will

buy another brand

As an alternative brand most

respondents prefer:

Any available brand or

Merries

Huggies Ultra Comfort

Pampers Active Baby

Alternative brands

22

Most users of GOO.N prefer Merries or Pampers Premium Care as an alternative brand

Alternative brand

Merries

Huggies

Ultra

Comfort

Pampers

Active

Baby

GOO.N

Pampers

Premium

Care

Huggies

Elite

Libero

Comfort

Libero Up

& GoMoony Other Total

Current

brand

Pampers Active Baby 6 7 0 1 0 2 2 2 1 7 28

Huggies Ultra Comfort 1 0 5 0 6 0 2 0 1 1 16

Merries 0 1 2 5 1 1 0 0 1 3 14

Pampers Premium Care 0 1 1 2 0 2 1 0 0 5 12

Libero Up & Go 0 3 1 0 1 0 0 0 0 0 5

Moony 2 0 1 1 0 0 0 0 0 1 5

GOO.N 2 0 0 0 1 0 0 1 0 0 4

Huggies Elit 2 0 0 0 0 0 0 0 0 1 3

Helen Harper 0 0 0 0 0 1 0 0 0 0 1

Pampers Sleep&Play 0 0 1 0 0 0 0 0 0 0 1

Other 0 0 0 0 0 0 0 0 0 1 1

Total 13 12 11 9 9 6 5 3 3 19 90

Place to meet the current brand23

Communication channels (current brand):24

Pampers

Active

Baby

Huggies

Ultra

Comfort

Merries GOO.NPampers

Sleep&PlayMoony

Huggies

Classic

Libero

Comfort

Libero Up

& Go

Pampers

Premium

Care

Huggies

Elit

Pampers

Active

Baby

Others TOTAL

Personal experience 12 7 4 10 7 5 5 5 3 2 0 3 3 66

Frineds' advice 8 4 11 4 3 3 1 2 1 2 2 1 5 47

Bought occasionally 7 5 2 1 2 0 2 2 1 0 3 1 5 31

TV 13 5 0 0 1 0 1 1 3 1 1 1 0 27

Promo in stores 2 1 0 3 1 1 1 0 0 1 0 0 2 12

Child-thematic sites 0 2 0 0 2 1 1 0 0 0 0 0 2 8

Free samples in stores 1 0 3 0 0 0 0 0 1 1 0 0 0 6

Social media 0 1 0 0 0 2 0 0 0 0 0 0 1 4

Other sites 0 0 0 0 0 1 0 0 0 0 0 0 1 2

Doctor's advice 0 0 1 0 1 0 0 0 0 0 0 0 0 2

Advertisement in hospital 1 1 0 0 0 0 0 0 0 0 0 0 0 2

Magazines 1 0 0 0 0 0 0 0 0 0 0 0 0 1

Hospital neighbours advice 1 0 0 0 0 0 0 0 0 0 0 0 0 1

Advertisement in maternity

hospital0 0 0 0 0 0 1 0 0 0 0 0 0 1

TOTAL 46 26 21 18 17 13 12 10 9 7 6 6 19 210

SUMMARY

Most respondents are married, have 1-2 children. Family income is about 40 000 – 70 000 rub. a month

Mostly respondents use 2-5 diapers per day and 0-1 diapers per night. 4 respondents started using potty and refused from using diapers.

42,3% respondents changed their brand during last 3 months (including cases, when respondent can’t find their brand in store once or gift)

GOO.N inflow is 3,6% and outflow is 6,2%

Premium brands inflow is 13,1% and outflow is 26,0%. Economy brands inflow is 19,6% and outflow is 10,1%.

Main reasons of changing the brand are still brand quality, rising prices and discounts. Mothers try to find the most effective price-quality

ratio.

80 respondents (16%) didn’t change the brand during the year (4 waves). Most of them use Merries and Pampers Premium Care. GOO.N

users are 9 respondents. 52,5% of constant users use tape-type.

If the current brand isn’t available in store 49,0% of respondents will go to another store and 31,5% will buy another brand

As an alternative brand most respondents prefer: Huggies Ultra Comfort, Pampers Active Baby and Merries

Most users of GOO.N prefer Pampers Premium Care and Merries as an alternative brand

56,7% of respondents usually buy a big pack

The most popular reasons to buy a small pack are: current brand wasn’t available, plans to use potty soon, for testing.

31,4% of respondents started using their current brand after the experience of testing it, 22,4% - due to the friends’ advice, 14,8% -

bought it occasionally.

3

Marketing

Трекинговые исследования