Four Prime Developments and Trends in Baby Diapers


Published Date : Feb 01, 2016

In the past few years, the top competitors in the baby diapers market have started top-notch and advanced marketing programs as well as expansive business strategies, having a prime impact on the businesses of their suppliers. 

Trends of Neuromarketing: Advertising and marketing executives will keep on fine tuning their messages for retaining and reaching out to the attention of the buyers. Within the U.S market, companies such as Procter & Gamble started a baby photo campaign called ‘Love, Sleep & Play’. This was started on Facebook’s Pampers page and was majorly meant to increase association with the diapers of Procter & Gamble diapers. In a similar way, Kimberly Clark’s advertising messages in the U.S. display a likewise pattern. All these companies have been promoting sophisticated technologies in the diapers manufactured by them and thus are gaining traction.

Material and Performance of Diapers: A large number of nonwoven suppliers have been continuously challenged in delivering cost-competitive fabrics having particular functional aesthetic properties and functional performance. Cushioning and ultra-soft nonwovens with unique patterns have been preferred for back sheet and top sheet components. Effective and soft nonwovens have been used for leg cuffs. 

Supply Chain Risk Reduction: Since a past few years, the manufacturers of diapers have raised their efforts in working in collaboration with their major suppliers for analyzing and developing strategies for reduction of the supply chain material shortages and changes in prices owing to problems posed by natural disasters, shortages, and industrial accidents owing to changes in infrastructure demand and supply changes within upstream materials. 

Other Prime Trends: Within the mature markets, particularly within the U.S., consumers demand large diaper sizes. This is why Procter & Gamble’s Pampers Cruisers diapers have been introduced in a wide range of sizes. These diapers have been launched with size upto 7 made for babies with a body weight of more than 19 kgs or 41 pounds. Within Asia, the preference for diaper pants took place in Japan and expanded to developing markets. The introduction of market for economy pants diaper by Unicharm within India, China, and Indonesia has seen a lot of success. 

Thus, all these factors will further propel the baby diapers market in forthcoming years. However, the birth rate declines in emerged economies may impede the growth of the market in the coming years.