Huggies and Eugene Group Jointly Reveals "What Moms Want" Survey Results

Moms in Hong Kong Are Overall Happy, But Struggle with Multiple Tasks and Seek Husbands' Support

HONG KONG, Aug. 7, 2011 /PRNewswire-Asia/ --

Key Survey Highlights:

• 80% of moms in Hong Kong say they are happy
• Over half of moms view managing multiple responsibilities as their number one concern; staying healthy and active is number two
• While 60% of moms are happy with husbands sharing the workload 50-50, one quarter of moms are looking for more support

Huggies, Kimberly-Clark's leading diaper brand in Hong Kong and Eugene Group, a well-known parenting retailer, publisher and organizer of Hong Kong's 19^th International Baby/Children Products Expo 2011, today revealed the results of a co-branded "What Moms Want" Hong Kong survey.

This survey was carried out for the first time at the Expo and was conducted from 5 August to 6 August 2011. It polled over 300 moms to understand their cares and concerns as a mom in relation to themselves, their baby, their husband and other key parenting issues. Survey results reveal what moms want to make their lives easier, how concerned they are about parenting responsibilities and what they want the most from their husbands.

"We understand that moms are juggling multiple roles and tasks every day. We also see that they are always on-the-go and want to be more mobile, particularly in Hong Kong. As a company that focuses on understanding and staying close to our local consumers, we are transforming insights into making innovative and superior quality products that help make lives better," said Robin Moriarty, Managing Director of Kimberly-Clark in Hong Kong.

"We are thrilled to have partnered with Kimberly-Clark's Huggies on the 'What Moms Want' survey. These survey results tell us that moms are embracing motherhood and the joys that come along with that," said Mr. Eugene Yau, CEO of Eugene Group.

More highlights from the “What Moms Want“ survey:

• 68% of moms want to be able to share more of the parenting responsibilities with family
• 60% of moms believe their husbands share the parenting workload 50-50; one quarter think that their husbands can do more
• Hong Kong moms care much more about focusing on their babies than having time-out for themselves
• More than half of moms hope that their children will grow up to be healthy and active as the top preference; kind and honesty as second
• Over half of moms view managing multiple responsibilities as their number one concern; staying healthy and active is number two; looking good is not a priority
• Majority of moms believe high childcare costs or access to hospital beds and facilities need to be urgently addressed; maternity and paternity leave are low on moms' agenda

About Kimberly-Clark

Every day, 1.3 billion people - nearly a quarter of the world's population - trust Kimberly-Clark's brands and the solutions it provides. The company's well-known brands and businesses include Huggies, Kotex, Kleenex, Andrex and Scott, Kimberly-Clark Professional and Kimberly-Clark Healthcare. Kimberly-Clark holds the No. 1 or No. 2 market share positions in many parts of the world, including Hong Kong. It employs nearly 56,000 employees world-wide.

Kimberly-Clark Hong Kong is a subsidiary of Kimberly-Clark Corporation (NYSE: KMB), a Fortune 500 company. To learn more about the company's brands and businesses globally, please visit www.kimberly-clark.com

About Eugene Group

Eugene Group specializes in publishing professional information of parental care, parenting, child-care and children education for parents for more than 20 years. The group's businesses include publishing, retailing, advertising and organizing exhibitions.

Eugene Group publishes a series of magazines and books related to parenting and child education. It also has established nine conceptual baby-care chain stores in Hong Kong and sells a comprehensive range of baby care and child care products. It has been organizing the large scale "International Baby and Children Products Expo" for the past 19 years. Every year, Eugene Group organizes two large-scale "Baby Show in Spring & Child Growth Education Expo".

Appendices

"What Moms Want" Survey Scope and Methodology

• Co-branded survey between Huggies and Eugene Group
• Conducted at the 19^th International Hong Kong Baby/Child Products Expo from 5 to 6 August 2011; data and findings are representative of survey respondents at Expo
• 305 moms polled in total
• Respondents are Hong Kong residents
• Conducted in-person at the Huggies booth via online survey tool (in Chinese)
• Data analysis and collection conducted in-house across 5 to 7 August 2011

Respondents' Profile

• 84% of respondents are either first-time moms or moms-to-be
• 77% of the respondents are working moms; 23% are stay-at-home moms
• Age of respondents:
  • 36% are below 30yrs;
  • 64% are between 30-40yrs  

Survey Questions

For further information, please contact:

Edelman PR on behalf of Kimberly-Clark