Kit & Kin is the fastest growing nappy brand at Ocado, seeing a 48% YOY growth of their eco nappy range. Their biodegradable wipes have also seen growth of over 78% vs 2024.
Kit & Kin launched their nappy range in 2018, in response to customer demand for eco-friendly baby products with great performance. Their commitment to quality has seen them earn the badge of ‘most accredited eco nappy on the market’ with 87 awards, and approval from dermatologists.
Ocado was the first retailer to support the brand a few months after their launch, 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 retail partners, Kit & Kin’s successful D2C model enables customers to sign up to a nappy subscription doorstep delivery via the brand website.
Co-founder, Chris Money says: “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”
