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This CPG list puts marketers in touch with consumers who purchase name brand diapers to prevent an infant’s clothes from being soiled and keep wetness off baby’s skin. Major diaper manufacturers also produce training pants as baby transitions from diapers to toddler underwear. Pre-moistened, sanitary wipes clean baby’s bottom to help prevent rashes and skin irritation. Disposable diapers and wipes give parents the freedom to keep baby fresh whether at home or on the go. Individuals who purchase diapers also buy related merchandise ranging from nursing pillows to children’s furniture. This audience makes appointments with a pediatrician on a regular basis to assess baby’s growth and development, treat for illness, and receive recommended vaccinations. When they find a product that delivers results, this audience remains brand loyal and is receptive to product offerings like discounts, coupons, free samples and more.
Name Brands: Goodnites, Huggies, LUVS, Pampers, Wet Ones
Products Purchased: Lifestyle and parenting magazines, cloth diapers, disposable diapers, baby clothes, baby shampoo, formula, baby food, changing tables, cribs, nursery furnishings, car seats, jumpers, strollers, hand and body lotion, hygiene products, moisturizers, teethers, baby toys, children’s books
List Purchasers: Publishers, pediatricians, drug store merchandisers, pharmaceuticals, furniture stores, educational game suppliers, daycares, preschools, vitamin and supplement providers, diaper manufacturers, food and beverage suppliers, health food stores, and credit card issuers.
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