Eco-friendly baby products brand Kit & Kin is the fastest-growing nappy brand on Ocado, seeing a 48% year-on-year growth. Their biodegradable wipes have also seen growth of over 78%.
Kit & Kin launched their nappy range in 2018, and Ocado was the first retailer to stock the brand, followed by Boots, where listings have doubled in the last two years to 794 stores. Waitrose also stocks Kit & Kin, as do 39 markets worldwide.
As well as its retail presence, Kit & Kin’s D2C model enables customers to sign up for a nappy subscription doorstep delivery service.
Co-founder, Chris Money, said: “Ocado were the first retailer to list us just 5 months after our first nappy launch. They saw what we saw – parents wanted products for their children that were planet-conscious, kind to skin and didn’t sacrifice performance. The data shows that ‘eco friendly’ continues to be non-negotiable in shopper buying decisions and is the key driver in our innovation and development, including wipes, skincare and most recently household cleaning products.”
Olivia Antrobus, Senior Buying Manager at Ocado Retail, added: “It’s really great to see growth in a brand that is offering more eco-conscious nappies, which is what customers are asking for, and you can see it in the sales.”
