• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Applications
    • Technology
    • Market
    • Other
    • Top 40
    • Buyers Guide
    • Hygiene Directory
    • More
  • Magazine
  • News
  • Exclusives
  • Applications
  • Technology
  • Market
  • Other
  • Top 40
  • Buyers Guide
  • Hygiene Directory
  • Current / Back Issues
    Features
    Editorial
    Columns
    Digital Edition
    Southeast Asia Edition
    eNewsletter Archive
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Fluff Pulp Market Faces Year of Transition

    Roofing & Construction Report

    Investment Continues for Needlepunch Nonwovens

    Sustainability Report

    Spunmelt Nonwovens Update
    Company Cameo
    Financial News
    Machinery Equipment
    New Products
    Nonwovens News
    Patent Review
    People in the News
    Supplier News
    Top News
    Live From Shows
    Top News
    Freudenberg to Present Battery Pack and Liquid Absorbers at Battery Show

    The Honest Company to Sell Diapers, Wipes at Walmart

    Thinx Launches Moist Panties Campaign

    Weekly Recap: Ontex Confirms Possibility of Attindas Deal, Purell Launches New Wipes & More

    EDANA Celebrates 50th Anniversary
    Nonwovens Insights
    Online Exclusives
    Adult Incontinence
    Absorbent Core
    Antimicrobials
    Apparel
    Automotive and Transportation
    Face Masks
    Chemicals / Adhesives
    Construction
    Contract Services
    Diaper, Baby
    Electronics
    Feminine Hygiene
    Fibers
    Filtration
    Flame Retardance
    Geotextile / Agrotextile
    Home Products
    Hygiene Film/Components
    Industrial / Institutional
    Inspection / Quality Control
    Machinery and Equipment
    Medical
    Wipes

    The Honest Company to Sell Diapers, Wipes at Walmart

    Thinx Launches Moist Panties Campaign

    Vegeto Turns Milkweed Fibers into Nonwovens

    INDA Names Three Finalists for WOW Innovation Award

    Proof Launches Reusable Period Products in Walmart Stores
    Air Through Bonding
    Airlaid
    Carded/Carding
    Chemical Bonded
    Composite
    Meltblown
    Needlepunch
    Nanotechnology
    Spunbond
    Spunbond/Spunmelt
    Spunlace
    Thermal Bonded
    Wetlaid

    Executive Talks: 5K Fibres' President Doug Brown

    Borealis, Grabher Partner to Recycle Face Masks

    Glatfelter, Blue Ocean Closures Receives Sustainability Award at IDEA22

    Investment Continues for Needlepunch Nonwovens

    Murtra Nonwovens
    China
    Eastern Europe/Russia
    India
    Middle East/North Africa
    North America
    Pacific Rim
    South/Central America
    Turkey
    Western Europe

    Sub-Saharan Africa’s Specialist Nonwovens and Fibers Capability is Growing Steadily

    Southeast Asian 5 Nonwoven Capacity and Demand Development

    Chinese Baby Diaper Brands

    Retail Disposable Hygiene in Southeast Asia and China: Growth Outlook, Challenges, Opportunities

    Albarrie Installs Stenter
    Associations
    Contracts / Awards
    Education
    Facilities / Capacity
    Green / Sustainability
    Legal / Regulatory
    Market Data
    Flushability
    Mergers and Acquisitions
    Product Improvement / Innovation
    R&D/Basic Research
    Shows / Events

    Vegeto Turns Milkweed Fibers into Nonwovens

    Rif care Launches Hemp-Based Period Products

    Boots to Prohibit Sale of Plastic-Based Wipes

    Dyper Partners with rePurpose Global to Remove Nearly 100,000 KG of Plastic Waste from Environment

    Borealis, Grabher Partner to Recycle Face Masks
    Chart
    Companies
    All Companies
    Categories
    Company Profiles
    Add New Company
    International Buyers Guide Companies
    Investkonsult Sweden AB

    ELSNER

    Schott & Meissner Maschinen- und Anlagenbau GmbH

    Shemesh Automation

    WEIMA America, Inc.
    Brands
    Brand Owners
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • Southeast Asia Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • All Companies
      • Categories
      • Company Profiles
      • Add Your Company
    • Applications
      • Absorbent Core
      • Adult Incontinence
      • Antimicrobials
      • Apparel
      • Automotive and Transportation
      • Chemicals / Adhesives
      • Construction
      • Contract Services
      • Diaper, Baby
      • Electronics
      • Feminine Hygiene
      • Fibers
      • Filtration
      • Flame Retardance
      • Geotextile / Agrotextile
      • Home Products
      • Hygiene Film/Components
      • Industrial / Institutional
      • Inspection / Quality Control
      • Machinery and Equipment
      • Medical
      • Wipes
      • Face Masks
    • Technology
      • Air Through Bonding
      • Airlaid
      • Carded/Carding
      • Chemical Bonded
      • Composite
      • Meltblown
      • Needlepunch
      • Nanotechnology
      • Spunbond
      • Spunlace
      • Thermal Bonded
      • Wetlaid
      • Spunbond/Spunmelt
    • Market
      • China
      • Eastern Europe/Russia
      • India
      • Middle East/North Africa
      • North America
      • Pacific Rim
      • South/Central America
      • Turkey
      • Western Europe
    • Other
      • Associations
      • Contracts / Awards
      • Education
      • Facilities / Capacity
      • Green / Sustainability
      • Legal / Regulatory
      • Market Data
      • Mergers and Acquisitions
      • Product Improvement / Innovation
      • R&D/Basic Research
      • Shows / Events
      • Flushability
    • Top 40 Companies
      • Chart
      • Companies
    • Online Exclusives
    • Slideshows
    • Hygiene Directory
      • Brands
      • Brand Owners
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Whitepapers
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
      • Live From Asian Connections
    • Jobs
    • Resources
      • Suppliers Gallery
      • Literature Showcase
      • Web Showcase
      • Home Page Showcase
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Online Exclusives

    K-C Executives Outline Plans for Growth

    Focusing on the consumer’s needs will drive product development and market growth

    Related CONTENT
    • The South African Diaper Market
    • Nigeria Hygiene Space is About to Get Exciting
    • Asahi Kasei Opens ASEAN Regional Headquarters
    • Slideshow: Plant-based Ingredients Increasing Role in Nonwovens
    • Organic Sales Up at Kimberly-Clark
    09.19.19
    Hygiene products leader Kimberly-Clark outlined plans to drive marketshare performance at the latest Barclay’s Investors' conference in Boston, MA last month. CEO Michael Hsu and CFO Maria Henry reported an update on K-C Strategy 2022, the company’s mid-term strategic plan to drive growth and improve shareholder performance.

    According to Hsu, K-C Strategy 2022 aims to drive impact in five areas—social, forest and fiber, waste and recycling, energy and climate and supply chain.

    Hsu introduced this strategy not long after becoming CEO in 2018. “The plan will allow us to create balanced and sustainable growth and create shareholder value in a challenging environment,” he says.

    So far in 2018, organic sales have grown thanks to higher selling progress and product innovations, allowing the company to increase its yearly forecast. “While we are pleased with this improvement, we are not satisfied,” Hsu says.

    Future growth will be achieved by focusing on the top tier of its consumer categories. In the diaper market, the difference between the bottom and top tiers of the market is not as high—only about three times—as in other consumer categories, but new technology is allowing the company to fetch more than the industry average—20 cents per diaper—for many of its Huggies products.

    K-C’s most recent launch, Huggies Special Delivery, an ultra-premium, plant-based diaper product is priced 40% higher than K-C’s other Huggies premium product offerings, showing how innovation can still drive growth in the category. According to Hsu, it is comprised of Huggies’ best technologies from around the world, featuring plant-based ingredients, softness and the ultimate in comfort.

    Meanwhile in adult care, where K-C is the market leader with more than a 50% marketshare, Hsu views the company’s role in the under penetrated adult incontinence segment as a leader in category development.

    In the past few months, K-C has made two new products launches—Depend Active and Poise Flex—in the category. Both have accelerated fit and comfort and opened up new users to the category. “We are reducing stigma of the conditions. Show how Poise and Depend can help our users continue to enjoy active lifestyles.”

    Beyond product innovation, Hsu pointed at strong opportunities in developing and emerging markets as a key growth driver for K-C moving forward. Currently, these markets account for just 30% of K-C’s global sales but this figure is significantly higher than it was five years ago.

    “We have had historical success but we are still in the early innings of development,” he says. “Penetration is low because our products are used several times per day so they require a moderate household income to participate.”

    If India, Africa and China reach the spending levels of U.S. consumers, the market could see as much as $100 million in additional revenues. While it will undoubtedly take many years for these markets to reach this level of spending power, K-C is many consumers’ core needs.

    In China, the company has returned to profitabltiy after a challenging period with the development of Huggies No. 5,  a sophisticated product—featuring fit and softness—to appeal to the sophisticated Chinese consumer. K-C is now rolling out similar technology to mid-tier products in China.

    Outside of China, K-C has been focusing on expanding the scope of its products launching products that have already been successful in China into countries like Malaysia, Thailand, Singapore, The Phillipines and Vietnam. 

    “Vietnam is leading innovation across the value spectrum - in both open diaper sand diaper pants. Our team is doing a great job of taking best innovation from lead markets like China and Korea and rapidly rolling them out across the region," Hsu says.

    In Singapore, K-C has focused on investment, adding capacity for for baby wipes and creating a dedicated formulation lab to boost product innovation in Tuas, Singapore. The Tuas site exports to markets across the Asia-Pacific including Australia, New Zealand, Taiwan, China and multiple ASEAN countries. It was first opened in 1981. The investment brought the site’s baby wipes capacity from 2.4 million to about 5 million per year, according to reports.

    Meanwhile, in another important growth region, Africa, K-C announced plans to close its factory in Lagos, Nigeria, later this year to build a new factory in its place. The decision to build a new factory with enhanced technology and capabilities was driven by strong growth in demand for its products in the region. About 60 permanent employees will be affected by the closure. However, the company insists it remains committed to the Nigerian market where it will expand its team and open an additional office this year.
    Related Searches
    • softness
    • Wipes
    • india
    • new technology
    Suggested For You
    The South African Diaper Market The South African Diaper Market
    Nigeria Hygiene Space is About to Get Exciting Nigeria Hygiene Space is About to Get Exciting
    Asahi Kasei Opens ASEAN Regional Headquarters Asahi Kasei Opens ASEAN Regional Headquarters
    Slideshow: Plant-based Ingredients Increasing Role in Nonwovens Slideshow: Plant-based Ingredients Increasing Role in Nonwovens
    Organic Sales Up at Kimberly-Clark Organic Sales Up at Kimberly-Clark
    Andtex Held in Thailand Andtex Held in Thailand
    Huggies Launches Special Delivery Diapers Huggies Launches Special Delivery Diapers
    K-C Invests in Singapore Site K-C Invests in Singapore Site
    Kimberly-Clark Installs One of Singapore Kimberly-Clark Installs One of Singapore's Largest Solar Roofs
    Kimberly-Clark Announces Q1 Results Kimberly-Clark Announces Q1 Results
    The Wipes Market, Africa Region The Wipes Market, Africa Region
    K-C to Close Diaper Plant in Australia K-C to Close Diaper Plant in Australia
    Kimberly-Clark Kimberly-Clark

    Related Content

    • Diaper, Baby

      The South African Diaper Market

      South Africa is Africa’s second biggest economy and the most developed
      Raymond Chimhandamba, Handas Consulting (Africa Market Specialist), Johannesburg, South Africa 09.13.19

    • Nigeria Hygiene Space is About to Get Exciting

      Nigeria Hygiene Space is About to Get Exciting

      Country is Africa’s biggest market by population size.
      Raymond Chimhandamba, Handas Consulting, South Africa 08.05.19

    • Facilities/Capacity | Pacific Rim

      Asahi Kasei Opens ASEAN Regional Headquarters

      Company currently has 16 entities in five ASEAN countries
      08.01.19


    • Green/Sustainability
      Slideshow: Plant-based Ingredients Increasing Role in Nonwovens

      Slideshow: Plant-based Ingredients Increasing Role in Nonwovens

      Sugar cane, bamboo, cotton are being used in disposable products
      08.01.19

    • Organic Sales Up at Kimberly-Clark

      Personal Care sales increase 1%
      07.23.19

      Breaking News
      • 'Right' Hygiene Conference to be Held in June
      • Freudenberg to Present Battery Pack and Liquid Absorbers at Battery Show
      • H&V Appoints Vice President and General Counsel
      • The Honest Company to Sell Diapers, Wipes at Walmart
      • Jim Cree Joins Monadnock Nonwovens
      View Breaking News >
      CURRENT ISSUE

      May 2022

      • Fluff Pulp Market Faces Year of Transition



      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      Bilberon Bilberry Extract Receives U.S. Patent For Eye Strain, Neck/Shoulder Pain
      Jordan Process Receives Nutrasource ICAP Certification for CBD
      FDA Warns About Steroids or Steroid-Like Substances in Bodybuilding Supplements
      Coatings World

      Latest Breaking News From Coatings World

      Award for Sustainability: Evonik Receives EcoVadis Platinum Rating Again
      HMG Paints Gets Their Running Shoes On
      AGM Secures Exclusive Distribution Agreement with Indian Partner Imkemex
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      VenoStent's SelfWrap Bioabsorbable Perivascular Wrap Earns Breakthrough Status
      Guard Medical Closes $11 Million Series B Investment
      OMNIVISION, Silicon Line Partner on Optical Fiber Endoscope Cables
      Contract Pharma

      Latest Breaking News From Contract Pharma

      Sartorius Expands Manufacturing Site in Tunisia
      BioMoti Partners with Pharma Company to Develop Ovarian Cancer Treatment
      AGC Biologics Expands Capabilities at North America Campus
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      Lush Cosmetics Launches ‘Gay is OK’ Soap
      Mielle Organics Welcomes Steve Pamon to Advisory Board
      Makeup Revolution Expands into Walgreens
      Happi

      Latest Breaking News From Happi

      Bath & Body Reports $1.45 Billion in Net Sales In Q1
      Indie Beauty Brand Arey Expands with New Anti-Aging Shampoo, Conditioner
      Croda Supports 2022 IFSCC Congress with Platinum Sponsorship
      Ink World

      Latest Breaking News From Ink World

      Award for Sustainability: Evonik Receives Platinum Rating Again
      Nazdar Ink Technologies to Showcase Latest Ink Innovations at FESPA Global Print Expo 2022
      Epson Introduces First Direct-to-Fabric Printer for North America
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      Avery Dennison announces Global Supplier Award winners
      Vetaphone adds support for American customers
      EyeC unveils revamped website
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      'Right' Hygiene Conference to be Held in June
      Freudenberg to Present Battery Pack and Liquid Absorbers at Battery Show
      H&V Appoints Vice President and General Counsel
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      Paragon 28 Rolls Out TenoTac 2.0 Hammertoe and Soft Tissue Repair
      Cionic Expands Scientific Advisory Board
      First Surgeries Performed Using Globus Medical's Excelsius3D
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Wiliot Launches Battery-Assisted Version of its IoT Pixel Tags
      From Phygital to Virtual IDs
      Zebra Technologies Board Approves Additional $1 Billion Share Repurchase

      Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login