Procter & Gamble has reduced prices of its diapers in the face of growing competition.
The company Tuesday announced that it had slashed the price of all Pampers varieties by 11 per cent. The new price takes effect this month.
The use of disposal diapers has grown significantly in households with seven per cent of mothers using the commodity instead of nappies.
With the price reduction, the company expects the figure to rise to 12 per cent.
“We have decided to make our diapers much more affordable so that across the country — in rural and urban areas — babies are able to benefit from the superior protection and dryness afforded by Pampers diapers,” said brand operations manager Victoria Kieti-Chesire during the announcement.
Pampers is the leading diaper brand in the country with a market share of 80 per cent, according to the Reja survey.
“We know that in rural areas mothers desire to use disposable diapers but because of the high cost they either buy one for use at night or do not buy at all,” Ms Kieti-Chesire said.
Procter & Gamble hopes to reach out to mothers in rural areas on the benefits of using disposable diapers over clothe nappies. Cloth nappies are prone to leakages and cause skin rashes.
The firm’s move adds to the joy of Kenyan mothers reaping the benefits of free maternal health.
The government on June 1 rolled out free maternal services in public health facilities to help ease access and cut down on child mortality rate.