“This product was designed after making some focus groups with target consumers and giving them a new innovative use experience for the product,” says Ernesto Ortegon, exports manager. “Lambi backed up this product with a special Well-Sleep Clinic in Mexico. The main purpose is to offer a sensorial experience for the final user who does not play a decision factor role in the diapering selection.”
Bebin Super Buenas Noches overnight diapers launched in Mexico in October, and Lambi is rolling the product out to Latin America markets and independent grocers in the U.S. in the coming months. Currently they are available in Caribbean markets and regional supermarkets in Mexico, according to Ortegon.
A unique wetness indicator line on the Bebin Super Buenas Noches diapers, along with some of Lambi’s other diaper products, allows parents to save the amount of diapers used. David Pastor, a representative of Lambi, says a new mom typically changes her baby’s wet diaper as soon as she sees the indicator line turn a little blue, but the diaper doesn’t really need to be changed unless the full line is blue, or if the baby has a bowel movement.
When it comes to the private label baby diaper market, Ortegon sees that it’s growing in some markets of Mexico, especially in the hard-discount store formats, but he’s not seeing significant growth in Latin America. “In Latin American countries, competitiveness of the market leaders are usually at private label pricing, so it does not make sense for the consumers to opt for alternatives to the top of mind brands,” he says.
As Lambi continues to expand its offerings in baby diapers, the company has also made moves in the wipes market—it recently opened its own wet wipes division. According to Ortegon, Lambi has been selling wipes for over 10 years, but has been outsourcing the product, which in recent years left them behind in competitiveness, since the company’s main markets are price sensitive. “For that reason,” he adds, “Lambi decided to invest in a state of the art new production line. This has let us develop the wipes business in the sales channels we have been successful selling diapers and feminine protection items.”
Currently, Lambi is only manufacturing spunlace-based baby wipes in flow-packs. Lambi also produces feminine care pads and adult briefs. All of Lambi’s products are made in Mexico.