In Mexico, families are getting smaller, with an average of four members, according to INEGI. The population growth rate continues to be positive, at around 1% annually, supporting sales of products for babies, like nappies/diapers.
In Mexico, there are many brands in the market, from international companies like Kimberly-Clark (Huggies and Kleen Bebé), Procter & Gamble Co (Pampers), Absormerx CMPC Tissue (BabySec and Soft Dreams), Ontex (Chicolastic, Bbtips, Kiddies and BioBaby – which continue to be manufactured by Productos Internacionales Mabe), and Mexican manufacturer Lambi SA de CV (Bebin and Tiny). Lambi SA de CV has its production facilities at Nuevo Leon, in the northeast of the country.
Since Amazon arrived in Mexico, the company has started to offer its well-known Amazon Family programme in the country to Prime members, with special promotions and discounts of up to 10% on nappies/diapers, baby food and formula. Also, hypermarkets and supermarkets continue to increase their online sales, and often offer special promotions for baby products, in particular nappies/diapers.
In 2018, Huggies launched the product All Around in Mexico, which is an auto-adjustable nappy/diaper with high absorption, similar to pull ups in the way it allows movement, but instead of being a training nappy/diaper is a daily use product. The brand Kleen Bebé offers a similar product called Movilastic, with block gel and a 360° waist, which is claimed to give “total protection in all its movements”.
In 2017, the brand Soft Dreams, manufactured by Absormex CMPC Tissue SA de CV, entered the Mexican market. The brand is available at various retailers, and increased its coverage during 2018, gaining shelf space in the major retailers in the country.
In 2018, Baby Sec launched a campaign in Latin America featuring two babies with Down’s syndrome. The campaign, focusing on inclusion, was mentioned widely in social media, with a positive impact on the brand.
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This industry report originates from Passport, our Tissue and Hygiene market research database.