HUGGIES® Pull-Ups® to drive penetration and category value

HUGGIES® Pull-Ups®, part of the KIMBERLY-CLARK® group, is upgrading its pack count and packaging design to optimise its portfolio and transform the value delivered to consumers.

As market leader, and consistent with its brand strategy, Huggies® Pull Ups® is committed to driving value and volume into the toilet training category, as well as constantly looking for opportunities to maximise penetration within the category.

As the most important developmental milestone for children of this age, the toilet training category is one that is highly valued by parents and worth over £15M annually. With an average price per pant of 24p vs. 12p nappies, training pants play an invaluable role in driving category value whilst also keeping parents in the baby aisle for longer.

Huggies® Pull-Ups® has identified an opportunity to optimise its portfolio and transform the value delivered to consumers. 2 pants will be added to the trial format convenience packs, while a further 5 pants will be added to the routine-driving Jumbo packs.

New packaging will feature one consistent purple colourway across the portfolio, for the first time creating a category signpost, so stepchanging consumers’ recognition.

Combined with a simplified recommended price and promotional strategy, this will improve value to the consumer across the total portfolio and drive an incremental £800k value into the category.

Carly Hunter, Huggies® UK Senior Brand Manager said: “Since inventing the category more than 20 years ago, it has been our mission at Huggies® Pull-Ups® to make potty training easier for every parent and toddler across the UK. To this day Huggies® Pull-Ups® remains No.1 with over 92.3% market share.”

HUGGIES® PULL-UPS

www.pottytraining.co.uk