The document provides information from a survey of mothers in Russia on diaper brand usage and preferences over multiple waves from April 2015 to January 2016. It summarizes the following key points: - Most respondents use 2-5 diapers per day and 0-1 diapers per night, with their children being 1-2 years old. - 42.3% of respondents changed diaper brands in the last 3 months, with premium brands seeing higher inflows and outflows compared to economy brands. - The most common reasons for changing brands were quality, rising prices, and discounts. Respondents aim to find the best price-to-quality ratio. - The majority of respondents prefer bigger package

1. Brand changes
while using diapers
Russia, Wave 4

2. G O A L S
Common information
The study of diaper brand
changes during the year
 Current diaper brand preferences
 Causes of brand changing
 Reasons of brand preferences
 Period of stop using diapers
Moscow, Saint-Petersburg,
Novosibirsk
Mothers with children not
younger than 18 months
Quantitative survey 500 respondents per wave Forth wave – January 2016
Third wave– October 2015
Second wave – July 2015
First wave – April 2015
2
P U R P O S E O F
S U R V E Y
G E O G R A P H Y R E S P O N D E N T S M E T H O D Q U A N T I T Y O F
R E S P O N D E N T S
P E R I O D

3. RESUME
 Most respondents are married, have 1-2 children. Family income is about 40 000 – 70 000 rub. a month
 Mostly respondents use 2-5 diapers per day and 0-1 diapers per night. 4 respondents started using potty and refused from using diapers.
 42,3% respondents changed their brand during last 3 months (including cases, when respondent can’t find their brand in store once or gift)
 GOO.N inflow is 3,6% and outflow is 6,2%
 Premium brands inflow is 13,1% and outflow is 26,0%. Economy brands inflow is 19,6% and outflow is 10,1%.
 Main reasons of changing the brand are still brand quality, rising prices and discounts. Mothers try to find the most effective price-quality
ratio.
 80 respondents (16%) didn’t change the brand during the year (4 waves). Most of them use Merries and Pampers Premium Care. GOO.N
users are 9 respondents. 52,5% of constant users use tape-type.
 If the current brand isn’t available in store 49,0% of respondents will go to another store and 31,5% will buy another brand
 As an alternative brand most respondents prefer: Huggies Ultra Comfort, Pampers Active Baby and Merries
 Most users of GOO.N prefer Pampers Premium Care and Merries as an alternative brand
 56,7% of respondents usually buy a big pack
 The most popular reasons to buy a small pack are: current brand wasn’t available, plans to use potty soon, for testing.
 31,4% of respondents started using their current brand after the experience of testing it, 22,4% - due to the friends’ advice, 14,8% -
bought it occasionally.
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4. S O C I A L - D E M O G R A P H I C
C H A R AC T E R I S T I C S

5. Social-demographic characteristics
5
Mothers’ age and marital status:
Married/ not
official marriage
Not married Divorced Total
20-30 years old 49,3% 61,9% 50,0% 49,8%
31-40 years old 46,7% 33,3% 37,5% 46,0%
Over 41 years
old
4,0% 4,8% 12,5% 4,2%
Total 94,2% 4,2% 1,6%
Monthly family income:
1 child 2 children 3 children
20-30 years old 72,9% 47,6% 23,8%
31-40 years old 24,1% 49,6% 63,1%
Over 41 years 3,0% 2,8% 13,1%
Total 33,2% 50,0% 16,8%
Mothers’ age and quantity of children:
Per day Per night
0-2 pieces 32,2% 95,2%
2-5 pieces 56,2% 4,0%
5-10 pieces 10,8% 0,0%
More 10 pieces 0,8% 0,8%
Diapers used at a time:

6. Size and type characteristics
6
Size and type changes:
Plans on using potty:
 64,8% plan to use potty in
close time
Panties Tape
1st wave 2nd wave 3rd wave 4th wave 1st wave 2nd wave 3rd wave 4th wave
NB - 1 (2-5 kilos) 67,70% 3,00% 0,60% 0,00% 0,00% 0,60% 3,00% 0,0%
S - 2 (3-7 kilos) 25,90% 19,20% 1,20% 0,00% 0,00% 1,20% 19,20% 5,9%
M - 3 (5-10 kilos) 1,00% 36,70% 25,30% 13,53% 17,50% 25,30% 36,70% 33,2%
L - (9-18 kilos) 5,50% 37,30% 53,10% 52,66% 82,50% 53,10% 37,30% 49,8%
XL - (18-22 kilos) 0,00% 0,00% 17,30% 28,02% 0,00% 0,00% 3,80% 11,1%
XXL - (over 20 kilos) 0,00% 0,00% 2,50% 5,80% 0,00% 0,00% 0,00% 0,0%
Total 39,90% 67,60% 32,40% 41,73% 60,10% 32,40% 67,60% 58,3%
Plan to use
potty; 64,8%
Do not plan to
use potty;
35,2%

7. P R E F E R E N C E S I N B R A N D S

8. Preferences in packages
8
Most respondents still prefer big packs:
From those, who buy small packs,
0 respondents use GOO.N
Reasons for buying small packs:
Package size for testing:
1st wave 2nd wave 3rd wave 4th wave
Big 271 54,20% 307 61,40% 287 57,40% 282 56,85%
Mega-pack 56 11,20% 79 15,80% 110 22,00% 115 23,19%
Middle 81 16,20% 68 13,60% 70 14,00% 63 12,70%
Small 92 18,40% 46 9,20% 33 6,60% 36 7,26%
1st wave 2nd wave 3rd wave 4th wave
Small 392 78,40% 380 76,00% 398 79,60% 399 80,44%
Big 58 11,50% 36 7,20% 39 7,80% 33 6,65%
Middle 46 9,10% 81 16,20% 60 12,00% 59 11,90%
Mega-pack 5 1,00% 3 0,60% 3 0,60% 5 1,01%

9. Preferences in brands
9
Brands usage:
Brands changes:
Premium brands inflow is 13,1% and
outflow is 26,0%.
Economy brands inflow is 19,6% and
outflow is 10,1%.
1st wave 2nd wave 3rd wave 4th wave
Pampers Active Baby 34 6,70% 43 8,60% 97 19,40% 131 26,41%
Merries 101 20,00% 91 18,20% 82 16,40% 84 16,94%
Pampers Premium Care 101 20,00% 107 21,60% 67 13,40% 46 9,27%
GOO.N 100 19,80% 94 18,80% 58 11,60% 38 7,66%
Huggies Ultra Comfort 34 6,70% 33 6,60% 47 9,40% 59 11,90%
Moony 50 9,90% 43 8,60% 36 7,20% 31 6,25%
Huggies Elit 51 10,10% 54 10,80% 31 6,20% 17 3,43%
Libero Up & Go 17 3,40% 19 3,80% 18 3,60% 21 4,23%
Libero Comfort 16 3,20% 15 3,00% 12 2,40% 11 2,22%
Others 0 0,00% 0 0,00% 0 0,00% 58 11,69%
Total 504 100,00% 500 100,00% 500 100,00% 496 100,00%
Changed the
brand; 42,3%
Didn't change
the brand;
57,7%
Inflow Outflow
Pampers Active Baby 52 10,40% 18 3,60%
Huggies Ultra Comfort 26 5,20% 19 3,80%
Merries 21 4,20% 30 6,00%
GOO.N 18 3,60% 31 6,20%
Moony 13 2,60% 12 2,40%
Libero Comfort 10 2,00% 8 1,60%
Libero Up & Go 9 1,80% 5 1,00%
Pampers Premium Care 7 1,40% 35 7,00%
Huggies Elit 6 1,20% 21 4,20%

10. Preferences in brands
Tapes and Panties
10
TAPES:
PANTIES:
1st wave 2nd wave 3rd wave 4th wave
Pampers Active Baby 17 5,60% 20 6,60% 56 16,60% 71 24,57%
Merries 50 16,50% 47 15,40% 52 15,40% 47 16,26%
Pampers Premium Care 51 16,80% 59 19,30% 48 14,20% 29 10,03%
GOO.N 50 16,50% 50 16,40% 36 10,70% 14 4,84%
Huggies Ultra Comfort 18 5,90% 19 6,20% 32 9,50% 37 12,80%
Moony 50 16,50% 43 14,10% 32 9,50% 20 6,92%
Huggies Elit 51 16,80% 53 17,40% 27 8,00% 15 5,19%
Libero Up & Go 0 0,00% 0 0,00% 3 0,90% 3 1,04%
Libero Comfort 16 5,30% 14 4,60% 11 3,30% 9 3,11%
Others 0 0,00% 0 0,00% 0 0,00% 44 15,22%
Total 303 60,10% 305 61,00% 338 67,60% 289 57,80%
1st wave 2nd wave 3rd wave 4th wave
Pampers Active Baby 17 8,50% 23 11,80% 41 25,30% 60 28,99%
Merries 51 25,40% 44 22,60% 30 18,50% 37 17,87%
Pampers Premium Care 50 24,90% 49 25,10% 19 11,70% 16 7,73%
GOO.N 50 24,90% 44 22,60% 22 13,60% 24 11,59%
Huggies Ultra Comfort 16 8,00% 14 7,20% 15 9,30% 22 10,63%
Moony 0 0,00% 0 0,00% 4 2,50% 11 5,31%
Huggies Elit 0 0,00% 1 0,50% 4 2,50% 2 0,97%
Libero Up & Go 17 8,50% 19 9,70% 15 9,30% 18 8,70%
Libero Comfort 0 0,00% 1 0,50% 1 0,60% 2 0,97%
Others 0 0,00% 0 0,00% 0 0,00% 15 7,25%
Total 201 39,90% 195 39,00% 162 32,40% 207 41,40%

11. Preferences in brands
Tapes and Panties
11
Brands changes:
Inflow Outflow
Pampers Active Baby 35 7,0% 8 1,6%
Huggies Ultra Comfort 16 3,2% 13 2,6%
Pampers Premium Care 12 2,4% 37 7,4%
Merries 12 2,4% 17 3,4%
Moony 12 2,4% 12 2,4%
Huggies Elit 9 1,8% 20 4,0%
GOO.N 4 0,8% 29 5,8%
Libero Comfort 4 0,8% 6 1,2%
Libero Up & Go 1 0,2% 4 0,8%
TAPES:
PANTS:
Inflow Outflow
Pampers Active Baby 25 5,0% 5 1,0%
Pampers Premium Care 8 1,6% 18 3,6%
Huggies Ultra Comfort 7 1,4% 5 1,0%
Merries 7 1,4% 11 2,2%
GOO.N 5 1,0% 16 3,2%
Libero Up & Go 4 0,8% 3 0,6%
Huggies Elit 3 0,6% 5 1,0%
Moony 2 0,4% 8 1,6%
Libero Comfort 1 0,2% 1 0,2%

12. Preferences in brands
(those who changed the brand)
12
Current brand
Pampers Active
Baby
Huggies
Ultra
Comfort
Merries GOO.N
Pampers
Sleep&Play
Moony
Huggies
Classic
Libero
Comfort
Libero Up
& Go
Pampers
Premium
Care
Huggies
Elite
Pampers
Active
Baby
Others Total
Previous
brand
Pampers Premium
Care
12 3 5 3 2 3 0 2 2 0 1 0 2 35
GOO.N 8 4 8 0 0 3 1 2 1 1 0 0 2 31
Merries 6 4 0 4 2 3 1 1 1 0 3 1 4 30
Huggies Elite 3 5 2 2 0 1 3 1 0 3 0 0 1 21
Huggies Ultra
Comfort
5 0 1 2 4 0 2 1 0 0 0 2 2 19
Pampers Active
Baby
0 3 2 3 2 1 1 0 1 1 1 2 1 18
Huggies Classic 3 2 0 0 3 0 0 2 0 0 0 1 2 13
Moony 2 1 2 1 0 0 2 0 0 1 1 0 2 12
Libero Comfort 1 2 0 1 0 0 1 0 2 1 0 0 0 8
Others 6 2 1 2 4 2 1 1 2 0 0 0 3 23
Total 46 26 21 18 17 13 12 10 9 7 6 6 19 210

13. Preferences in brands
(those who changed the brand)
Panties
13
Current brand
Pampers
Active Baby
Merries GOO.N Moony
Huggies Ultra
Comfort
Libero Up &
Go
Pampers
Premium Care
Huggies
Classic
Huggies
Elite
Others Total
Previous
brand
GOO.N 3 6 0 2 2 1 1 1 0 1 17
Pampers Premium Care 6 3 1 2 2 2 0 0 0 0 16
Merries 6 0 3 2 0 1 0 0 0 3 15
Huggies Ultra Comfort 2 0 2 0 0 0 0 1 0 3 8
Huggies Elite 2 1 0 1 1 0 2 1 0 0 8
Pampers Active Baby 0 1 2 1 0 1 0 0 1 0 7
Huggies Classic 2 0 0 0 1 0 0 0 0 3 6
Others 3 2 2 0 1 1 0 0 0 1 9
Total 24 13 10 8 7 6 3 3 1 11 86

14. 14
Current brand
Pampers
Active
Baby
Huggies
Ultra
Comfort
Pampers
Sleep&Play
Huggies
Classic
GOO.N
Libero
Comfort
Merries Moony
Huggies
Elite
Pampers
Premium
Care
Others Total
Previous
brand
Pampers Premium Care 6 1 2 0 2 2 2 1 1 0 2 19
Merries 0 4 2 1 1 1 0 1 3 0 2 15
GOO.N 5 2 0 0 0 1 2 1 0 0 2 14
Huggies Elite 1 4 0 2 2 1 1 0 0 1 1 13
Huggies Ultra Comfort 3 0 2 1 0 1 1 0 0 0 3 11
Moony 2 1 0 2 1 0 1 0 1 1 2 11
Pampers Active Baby 0 3 2 1 1 0 1 0 0 1 2 11
Huggies Classic 2 1 3 0 0 1 0 0 0 0 0 7
Others 5 3 4 2 1 1 0 2 0 1 5 23
Total 24 19 15 9 8 8 8 5 5 4 19 124
Preferences in brands
(those who changed the brand)
Tape

15. Reasons for changing the brand
15
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Brand quality 52,9% 28,1% 25,7% 5,7% 1,4%
Price 25,7% 37,1% 19,0% 13,3% 4,8%
Promo,
discounts
14,3% 20,5% 33,8% 26,7% 4,8%
Brand image 1,4% 11,0% 20,5% 52,4% 14,8%
Other 5,7% 3,3% 1,0% 1,9% 74,3%
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Brand quality 111 59 54 12 3
Price 54 78 40 28 10
Promo,
discounts
30 43 71 56 10
Brand image 3 23 43 110 31
Other 12 7 2 4 156
Brand quality
Price
Promo, discounts
Brand image
Tried to
test
No
current
brand
in store

16. Preferences in brands
16
Brands that were not changed: Reasons for not changing the brand:
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Brand quality 80,1% 14,7% 3,5% 1,4% 0,3%
Price 7,3% 45,5% 28,0% 16,1% 3,1%
Promo,
discounts
4,2% 22,4% 43,4% 25,2% 4,9%
Brand image 0,7% 15,0% 24,8% 54,2% 5,2%
Other 7,7% 2,4% 0,3% 3,1% 86,4%
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Brand quality 229 42 10 4 1
Price 21 130 80 46 9
Promo,
discounts
12 64 124 72 14
Brand image 2 43 71 155 15
Other 22 7 1 9 247

17. Brands were not changed during the year: total
17
Brand Respondents Share
Merries 19 3,8%
Pampers Premium Care 17 3,4%
Pampers Active Baby 13 2,6%
GOO.N 9 1,8%
Libero 9 1,8%
Huggies Ultra Comfort 7 1,4%
Moony 4 0,8%
Huggies Elite 2 0,4%
Total 80 16,0%

18. 18
Constant users:
Constant users of brands during the year: by types
Pants Tape Total
Merries 11 8 19
Pampers Premium Care 3 14 17
Pampers Active Baby 7 6 13
GOO.N 7 2 9
Huggies Ultra Comfort 3 4 7
Libero 4 3 7
Moony 0 4 4
Libero 2 0 2
Huggies Elite 1 1 2
Total 38 42 80

19. Brands were not changed:
Social-demographic characteristics
19
Portrait of respondents, who did not change the brand during the year
19
Mothers’ age and marital status:
Married/ not
official marriage
Not married Divorced Total
20-30 years old 50,7% 33,3% 25,0% 48,8%
31-40 years old 45,2% 33,3% 75,0% 46,3%
Over 41 years old 4,1% 33,3% 0,0% 5,0%
Total 91,3% 3,8% 5,0% 100,0%
Monthly family income:
Per day Per night
0-2 pieces 35,0% 97,5%
2-5 pieces 57,5% 2,5%
5-10 pieces 7,5% 0,0%
More 10 pieces 0,0% 0,0%
Quantity of diapers used at a day/night: Causes of staying on the same brand:
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Brand quality 84,4% 13,0% 2,6% 0,0% 0,0%
Price 6,5% 44,2% 29,9% 16,9% 2,6%
Promo,
discounts
1,3% 20,8% 48,1% 26,0% 3,9%
Brand image 0,0% 20,8% 19,5% 53,2% 6,5%
Other 7,8% 1,3% 0,0% 3,9% 87,0%

20. Brands were not changed:
Social-demographic characteristics
20
Portrait of respondents, who changed the brand during the year
20
Mothers’ age and marital status:
Married/ not official
marriage
Not married Divorced Total
20-30 years old 49,0% 66,7% 75,0% 50,0%
31-40 years old 47,0% 33,3% 0,0% 46,0%
Over 41 years old 4,0% 0,0% 25,0% 4,0%
Total 94,8% 4,3% 1,0% 0,0%
Monthly family income:
Per day Per night
0-2 pieces 32,0% 95,7%
2-5 pieces 56,5% 4,3%
5-10 pieces 11,5% 0,0%
More 10 pieces 0,0% 0,0%
Quantity of diapers used at a day/night : Causes of changing the brand:
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Brand quality 38,6% 28,0% 26,1% 5,8% 1,4%
Price 26,1% 36,7% 18,8% 13,5% 4,8%
Promo, discounts 14,5% 20,8% 33,8% 26,1% 4,8%
Brand image 1,4% 11,1% 20,3% 52,7% 14,5%
Other 19,3% 3,4% 1,0% 1,9% 74,4%

21. Alternative brands
21
If the current brand isn’t available in store 49,0% of
respondents will go to another store and 31,5% will
buy another brand
As an alternative brand most
respondents prefer:
 Any available brand or
 Merries
 Huggies Ultra Comfort
 Pampers Active Baby

22. Alternative brands
22
Most users of GOO.N prefer Merries or Pampers Premium Care as an alternative brand
Alternative brand
Merries
Huggies
Ultra
Comfort
Pampers
Active
Baby
GOO.N
Pampers
Premium
Care
Huggies
Elite
Libero
Comfort
Libero Up
& Go
Moony Other Total
Current
brand
Pampers Active Baby 6 7 0 1 0 2 2 2 1 7 28
Huggies Ultra Comfort 1 0 5 0 6 0 2 0 1 1 16
Merries 0 1 2 5 1 1 0 0 1 3 14
Pampers Premium Care 0 1 1 2 0 2 1 0 0 5 12
Libero Up & Go 0 3 1 0 1 0 0 0 0 0 5
Moony 2 0 1 1 0 0 0 0 0 1 5
GOO.N 2 0 0 0 1 0 0 1 0 0 4
Huggies Elit 2 0 0 0 0 0 0 0 0 1 3
Helen Harper 0 0 0 0 0 1 0 0 0 0 1
Pampers Sleep&Play 0 0 1 0 0 0 0 0 0 0 1
Other 0 0 0 0 0 0 0 0 0 1 1
Total 13 12 11 9 9 6 5 3 3 19 90

23. Place to meet the current brand
23

24. Communication channels (current brand):
24
Pampers
Active
Baby
Huggies
Ultra
Comfort
Merries GOO.N
Pampers
Sleep&Play
Moony
Huggies
Classic
Libero
Comfort
Libero Up
& Go
Pampers
Premium
Care
Huggies
Elit
Pampers
Active
Baby
Others TOTAL
Personal experience 12 7 4 10 7 5 5 5 3 2 0 3 3 66
Frineds' advice 8 4 11 4 3 3 1 2 1 2 2 1 5 47
Bought occasionally 7 5 2 1 2 0 2 2 1 0 3 1 5 31
TV 13 5 0 0 1 0 1 1 3 1 1 1 0 27
Promo in stores 2 1 0 3 1 1 1 0 0 1 0 0 2 12
Child-thematic sites 0 2 0 0 2 1 1 0 0 0 0 0 2 8
Free samples in stores 1 0 3 0 0 0 0 0 1 1 0 0 0 6
Social media 0 1 0 0 0 2 0 0 0 0 0 0 1 4
Other sites 0 0 0 0 0 1 0 0 0 0 0 0 1 2
Doctor's advice 0 0 1 0 1 0 0 0 0 0 0 0 0 2
Advertisement in hospital 1 1 0 0 0 0 0 0 0 0 0 0 0 2
Magazines 1 0 0 0 0 0 0 0 0 0 0 0 0 1
Hospital neighbours advice 1 0 0 0 0 0 0 0 0 0 0 0 0 1
Advertisement in maternity
hospital
0 0 0 0 0 0 1 0 0 0 0 0 0 1
TOTAL 46 26 21 18 17 13 12 10 9 7 6 6 19 210

25. SUMMARY
 Most respondents are married, have 1-2 children. Family income is about 40 000 – 70 000 rub. a month
 Mostly respondents use 2-5 diapers per day and 0-1 diapers per night. 4 respondents started using potty and refused from using diapers.
 42,3% respondents changed their brand during last 3 months (including cases, when respondent can’t find their brand in store once or gift)
 GOO.N inflow is 3,6% and outflow is 6,2%
 Premium brands inflow is 13,1% and outflow is 26,0%. Economy brands inflow is 19,6% and outflow is 10,1%.
 Main reasons of changing the brand are still brand quality, rising prices and discounts. Mothers try to find the most effective price-quality
ratio.
 80 respondents (16%) didn’t change the brand during the year (4 waves). Most of them use Merries and Pampers Premium Care. GOO.N
users are 9 respondents. 52,5% of constant users use tape-type.
 If the current brand isn’t available in store 49,0% of respondents will go to another store and 31,5% will buy another brand
 As an alternative brand most respondents prefer: Huggies Ultra Comfort, Pampers Active Baby and Merries
 Most users of GOO.N prefer Pampers Premium Care and Merries as an alternative brand
 56,7% of respondents usually buy a big pack
 The most popular reasons to buy a small pack are: current brand wasn’t available, plans to use potty soon, for testing.
 31,4% of respondents started using their current brand after the experience of testing it, 22,4% - due to the friends’ advice, 14,8% -
bought it occasionally.
3