Nielsen data just released shows that the overall feeding market has grown by 0.4% this year, this is made up of sales from soothers, teethers, bottles, bottle brushes, teats, feeding, cups, manual sterilisers and milk storage units. By volume, sales of manual sterilisers and bottles saw the most growth and by value it was teethers and cups.
MAM’s overall growth within the sector was 17% to Jan 19th 2019 to secure itself 16.7% of the market helping to maintain its position as the second largest feeding brand. In particular, MAM has shown strong growth across several key categories including bottles (up 34.2%), teats (up 11.2%), cups (up 63.5%) and soothers (up 11.9%).
This is fabulous news for MAM, a brand founded in 1976 in Vienna and today a global brand with around 1,000 employees, 270+ patents and 250 designs. Its growth in the UK market is reflective of its success in other European countries and the USA with sales from its soothers making up a significant proportion of its success at 60%. So if you are not already stocking the MAM brand, as a good nursery retailer or pharmacist it is very much recommended, particularly their core product line of oral soothers.
Baby Brands Direct has been distributing MAM soothers for exclusive supply to independent retailers at trade price, with additional volume discounts and bi annual special offers including 10% off for some 10yrs now! The soothers are particularly successful regularly winning industry awards and benefiting from strong, appealing motifs that are manufactured in collaboration with designers. In addition, from an all-important functionality perspective they come with a proud 94% acceptance rate (based on market research 2010-2014, tested with 1,236 babies) and are designed with a symmetrically shaped teat, meaning they are always in the right position and reduce the risk of misaligned teeth. They also have an anti-slip surface to prevent fall out and the skin soft teats have shields with friendly air holes to reduce chances of skin irritation and additionally come with self-sterilisation boxes.
The positive growth is a reflection of the innovative products, correct pricing, functionality and appeal of the brand, outperforming market growth to take an ever increasing share of the market! With its company recording global unit sales of over 63 million a year, it’s certainly a brand success story to be a part of.
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