The baby and incontinence care sectors are very dynamic similar to the beauty market with high product and packaging expectations. Competition in the market is based on highly functional product features that combine comfort and skin friendliness with high absorbency and leakage protection. As the product performance between brands are getting closer and consumers are getting more price sensitive, packaging gets more important in order to differentiate the product. Brand owners are also demanding more cost efficient packaging solutions that will increase performance while reducing materials. Elif offers a wide range of wicket bag solutions with differentiating materials and features triggering consumer experience.