Baby Care & Nutrition

Ebebek stood out as the day's most prominent name in baby products; the sales figures and growth targets it announced were recorded as the most striking development in the category. Welcome Baby, with its October campaigns aimed at mother-and-baby shopping, quickly built strong visibility right behind Ebebek. Competition in the diaper segment is heating up: Prima maintains strong brand recognition, Molfix remains one of the brands most often mentioned for diapers and care products, and Huggies made its name heard in current shopping content. In mother-and-baby retail, Chicco stands out with its strong product and brand visibility, while Philips Avent has come into the spotlight in breastfeeding and feeding products. Bblüv clearly stood out in breastfeeding week campaigns, bringing fresh momentum to the category. In care products, Bepanthol Baby is talked about as a frequently preferred brand, while Panço, closing the list, kept its place in the spotlight with its children's and baby product campaigns.

Across the category as a whole, both the sales performance of large retail chains and brand competition in diapers, care and feeding products are closely intertwined.

In conclusion, in the baby products market today Ebebek's growth story stands out, while the campaign traffic of diaper giants and care and feeding brands has created a busy picture across the category.