Debutant Libero Beats Huggies to become India’s Most Attractive Diaper Brand: MAB India Study 2016

India’s much-awaited consumer desire indicator, India’s Most Attractive Brands 2016, a study comparing the ‘Attractiveness’ held in brands, has been released. TRA Research, a Comniscient Group company, has listed the brands that have successfully elicited the desire-based yearning in their audience. LG has taken the crown of India's Most Attractive Brand in the just launched 2016 study.

India’s Most Attractive Brands is a primary research which lists 1000 brands in over 270 categories across India. In the Diapers category, new entrant Libero has been come out as the Most Attractive Diaper Brand for the first time in India’s Most Attractive Brands Study 2016.

Commenting on this new development in the Diaper category, N. Chandramouli, CEO, TRA stated, “The Diaper category has seen a surprising shift in the top ranks, with new entrant Libero ranking higher than last year’s leader, Huggies. The difference in their Attractiveness Quotient, which is a measure of their overall attractiveness, is roughly 40% and depicts the changing consumer preferences with regards to diapers.”

Huggies has seen a dip in the rank, from being the category leader in 2015 with All India Rank 220 to ranking 2^nd in 2016 with All India Rank 401. Pampers managed to secure the third position in the Diaper category falling from rank 301 to rank 417 across India. The Japanese brand MamyPoko Pants which had featured in previous reports could not make it to the list this year.

Commenting on the occasion, Mr. Kamal Kumar Johari - Managing Director Nobel Hygiene (manufacturers of Teddyy diapers) said, “Consumer is the king and the shift clearly indicates that consumer preferences are changing rapidly. We are the only Indian diaper manufacturers and understand the Indian body type well. We have customised our products according to Indian baby body type and are competing with the multi-national brands, innovating and consistently delivering better quality.”

In India the hygiene industry is experiencing an unprecedented growth as hygiene products are being adopted by masses. With the awareness and increasing purchasing power, customers are fast shifting from cloth nappies to baby diapers. Indians give birth to around 27 million babies each year, yet the penetration rate of baby diapers remains at less than two per cent. According to “India Diaper Market Outlook, 2021”, India’s diaper market will be growing at a CAGR of 22.23%  Y-o-Y.

These revelations were a result of The Most Attractive Brands 2016 Report, the third in its series, published by TRA Research (formerly Trust Research Advisory), a leading research organization dedicated to brand analytics. This year’s study covered 2338 consumer -influencers across 16 cities in India, generating 5 million datapoints and 10,000 unique brands from which the top 1,000 brands have been listed in this year’s report. The 208 page, hardbound report is available for Rs. 14,000/-. 

 About India’s Most Attractive Brands 2016 Report

India’s Most Attractive Brands 2016 Report (ISBN: 978-81-932924-1-9), the third in the series, is the result of a primary research based on the proprietary 36 Traits of Attractiveness Matrix. This year’s research was conducted among 2,338 consumer - influencers across 16 cities and generated nearly 5 million data points and 10,000 brands, making it the most intensive study on Brand Attractiveness across the globe.

About TRA Research

TRA Research, a Comniscient Group company, was conceived in 2008 as an actionable brand insights company dedicated to understanding and analyzing stakeholder Buying Propensity, which is made up of its proprietary matrices of Brand Trust and Brand Attractiveness. TRA conducts primary research with consumers and other stakeholders to assist business decisions and give brands insights on solutions to consumer behavior. TRA provides Brand Intelligence Reports mined from its 11 million data-points on brand intangibles of 20,000 brands and also undertakes custom-made studies for brands. TRA is the publisher of The Brand Trust Report and India's Most Attractive Brands. TRA also publishes the Buying Propensity Index, an economy index that measures the buying sentiment of India.