PZ Cussons strengthens Kenya’s baby care market grip

Leading personal care products manufacturer PZ Cussons is intensifying its expansion in Kenya in a bid to maintain the pole position of being the country’s largest baby groomer.

Successive national population censuses have shown that Kenya’s population is increasing at an average rate of 1 million newborns annually.

This, said the company’s Managing Director Mr. Sekar Ramamoorthy, heralded a significant opportunity to serve a burgeoning population with evolving needs for their young children.

Consumers have also become much more knowledgeable and concerned about their babies’ health, nutrition and hygiene.

Speaking during the launch of the new Cussons Baby national consumer campaign dubbed ‘Share the Joy’, Ramamoorthy explained that the firm was investing in the programme geared at engaging and rewarding existing and new customers while educating them on the essence of ‘baby-safe products.’

“Our primary aim this year is to deepen Kenyan consumers’ knowledge and awareness about the aspects to look out for in products that are safe especially for children at that tender age between new-born and 5 years,” he noted, pointing out that the country is facing a deluge of imports that exposes parents to heightened confusion.

At the same time, Cussons Baby is among the flagship brands whose annual revenue the firm targets to grow exponentially as it seeks to serve more babies and mothers.

He noted that Kenya’s young demographic would continue to be a major factor in the rise in demand for baby care products, with the average age of a young family estimated at 24 years old, and a major issue that has emerged for their children is the reactions that they have on their skin.

Time pressure and changing social habits, he said, are pushing consumers to value convenience and look for products and services that fit in with their modern lifestyles citing an example of the growing demand for baby wipes.

Ramamoorthy added that the new campaign is part of the rollout of the firm’s global Focus, Scale and Accelerate Strategy.

He added that it acknowledges that the demand for natural is expected to drive growth in the baby category, with consumers asking for more natural ingredients which would be addressed through strong consumer engagement activity to attract and interact with newlyweds and young mothers through traditional and digital channels.

In adapting to the ever-changing and increasingly evolving market place, Ramamoorthy added that the company would strengthen its focus on building, enhancing and maintaining strong links with customers and building their loyalty.

During the campaign, he confirmed that the firm would also celebrate the child-parent bond while helping the brand keep to its promise of growing together naturally.



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