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Thinner, Faster, Softer



Disposable diaper makers continue to perfect their products.



By Karen McIntyre, Senior Editor



Published January 6, 2014
Related Searches: absorbent Wipes incontinence SCA
It’s been three years since Procter & Gamble introduced DryMax, its completely fluffless diaper and since then the entire diaper market seems to be working on ways to reengineer their diapers to make them thinner, softer and more comfortable for babies.

According to industry experts, the move toward a thinner diaper has several advantages. Not only are they more discrete and comfortable to wear, they take up less shelf space and are less expensive to transport.

For P&G, this market innovation, announced in 2010 has been credited with capturing marketshare within its premium product lines, and many of its competitors have responded by reengineering their diapers.

“Yes the trend is that diapers are getting thinner especially in the western world. In emerging markets it is more regular diaper with fluff pulp,” says Jessica Olvestad, press and media officer of SCA. “The super thin diapers contain less fluff but a certain amount of fluff is still needed in order to hold the SAP in place. A thinner diaper is light weight and comfortable for the child, takes less material to produce, creates less waste, and takes up less space in transports and on the retail shelves.”

Olvestad adds that during the last 20 years the weight of the average diaper has been reduced 40%, which has had a positive impact on the environment, transportation and logistics.

Leading the charge toward these thinner diapers in Europe is Drylock. The Belgian producer of private label diapers recently secured a contract with Lidl, one of Europe’s biggest retailers with 11,000 outlets in 28 countries, to sell its Drylock fluffless diapers. With an average thickness between six and eight millimeters, Drylock has been taking the European private label market by storm, already commanding a 60% share in the German private label market, where it is positioned as a premium product, according to Bart Van Malderen, CEO of Drylock.

“In time, the diaper can go even thinner,” he says. “It doesn’t stop here. There are new raw materials in development that will allow this. Forty years ago, the standard diaper was made completely of fluff but today, most diapers have only a few grams of fluff at the most.”

Drylock produces the diapers through a patented system that allows for the even distribution of superabsorbent polymer through an ultrasonic bonding system. This technology allows DryLock to spread superabsorbent polymers evenly at high speeds without waste.

In addition to the revolutionary design, Drylock’s expansion throughout Asia has been aided by better opportunities for private label brands in Europe following Kimberly-Clark’s decision in late 2012 to exit the diaper business in much of Western and Central Europe .

The move reportedly came after years of struggles caused by lower birth rates and heightened competition and did not come as a surprise to many diaper industry observers.

At the time of K-C’s exit Pricie Hanna, principal of Price Hanna consultants, described the decision as an important strategic move for K-C because it frees up cash for continuing investment in higher growth emerging markets where the company has better scale, such as Latin America, and has experienced greater market success.  “The impact on the diaper markets that they are exiting will be positive for private label diaper producers,” Hanna says.

“The strength of retailer brands in these countries combined with the lack of category growth is the reason why K-C was not able to achieve attractive profitability. K-C entered these markets too late when they were highly penetrated and had little growth prospects.”

DryLock’s Van Malderen says the exit has been good for private labelers. “In some countries private labels are stronger than brands and it is definitely getting stronger everywhere.”

Pampers’ restage

Three years after introducing DryMax, in September Pampers launched major upgrades across its entire line of diapers, training pants and wipes. The company says these changes came after it interviewed more than 9,000 moms about what was important for their baby and found the number one unmet need is a diaper that provides superior overnight dryness.

Pampers incorporated this knowledge to design Pampers Swaddlers, which provide up to 12 hours of overnight protection. Touted as Pampers’ softest diaper and the number one choice of hospitals, according to the company, Pampers Swaddlers are now available through size 5.

“At Pampers, we strive to meet the needs of every mom and baby,” says Fama Francisco, Pampers vice president and general manager. “In the last 18 months, we’ve listened to thousands of moms on what they want for their baby. They told us a diaper that provides superior dryness, comfort and fit, particularly overnight.”

Also showing P&G’s innovation in diapers is Pampers Cruisers with 3-way fit designs.

“Pampers prides itself on being at the forefront of comfort and performance which is why we’re excited to introduce newly improved Pampers Cruisers with 3-Way Fit diapers,” says John Brase, Pampers’ marketing director. “Giving babies the freedom to play their way is not only important to their growth and development, but it’s also important to us. That’s why we continuously strive to make improvements to our products that parents, and babies, not only need, but ask for and delight in.”

Pampers Cruisers with 3-Way Fit diapers incorporate improvements that parents have asked for including a softer, quilted back-sheet similar to Pampers Swaddlers diapers available now in sizes 3, 4, and 5 and coming very soon in sizes 6 and 7, a 20% longer absorbent area and new Sesame Street designs.

Expansion in personal care

As Procter & Gamble innovates to maintain its leadership position and Kimberly-Clark focuses its efforts on markets where it knows it can succeed, a new private label rival is emerging in the personal care market.

During the past two years, paper maker Domtar has been ambitiously growing its presence in adult and baby diaper markets by acquiring a number baby and adult diaper makers. While executives have indicated that adult incontinence is in fact its star market, these efforts should have considerable impact on the disposable diaper market.

In July, Domtar acquired  privately held Associated Hygienic Products (AHP), one of the largest manufacturers and suppliers of store brand infant diapers in the U.S., from Disposable Soft Goods (DSG) International for $272 million. While executives hope the acquisition will help Domtar gain better access to retail channels for its adult incontinence business, it will undoubtedly give it instant entree into the disposable diaper market.

“The market for store brand infant diapers is growing steadily in North America driven by high quality products and a strong value proposition. The acquisition of AHP will provide meaningful market expansion opportunities and innovative product development capabilities with our existing personal care business, as well as synergies to the bottom line,” says John Williams, president and CEO of Domtar. “This will be our fourth transaction in personal care in two years, and with it the division will reach over $200 million in annualized EBITDA by 2017. This earnings runway is part of our company-wide goal of having $300-500 million in annualized EBITDA from growing businesses over the next four years.”

AHP manufactures and markets infant diapers in the U.S. with established long-term relationships in the retail distribution channels. AHP operates two large modern facilities—a 376,000 square foot manufacturing facility in Delaware, OH, and a 312,000 square foot manufacturing facility in Waco, TX. The company also has administrative offices and operates a distribution center in Duluth, GA. AHP has 621 employees and has annual run rate sales and EBITDA of $320 million and $31 million respectively. It is anticipated that the integration to Domtar’s personal care division will provide annualized synergies of $10 million within two years. The synergies will come from a combination of lower purchasing costs, a reduction in general and administrative costs and sharing of best practices in manufacturing and product development.

“This acquisition adds a key product line to our offering, a competitive manufacturing base to our existing footprint and solid access to the retail channels for our adult incontinence products,” says Michael Fagan, senior vice president, personal care, Domtar. “AHP invests heavily in research and development and brings to the marketplace quality products, a highly trained workforce and the know-how to service large retailers. I am also impressed with the substantial investments made in the past five years in the facilities which will limit the capital requirements for the foreseeable future.”

Domtar followed the AHP deal with the acquisition of Laboratorios Indas, a Spanish maker of adult and baby diapers. Executives say this deal will help broaden Domtar’s presence in the European adult incontinence market where it already operated a plant in Sweden.


Baby Diaper Manufacturers Directory

A&Z Baby Goods
Guangdong, China
86-769-884-922-22
sales@ihellobaby.com (Local)
joanmok@ihellobaby.com (Overseas)
www.ihellobaby.com
Brands: Hello Baby

Abena
Aabenraa, Denmark
45-74-31-18-18
info@abena.com
www.abena.com
Brands: Bambo

Absormex
Garcia, Mexico
81-8381-0034
www.absormex.com.mx
Brands: SofT Tails, Babysec, Pañal Brazil plus

Articulos Higenicos
Estado, Mexico
52-55-58-99-79-80
exportaciones@arthig.com.mx /
www.articuloshigienicos.com 

Artsana
Grandate, Italy
800-188-898
www.artsana.com
www.chicco.com
Brands: Chicco

Associated Hygienic Products
(see Domtar)

Braco Manufacturing
South Plainfield, NJ
800-719-8900
732-752-4914
info@bracomanufacturing.com
www.bracomanufacturing.com
Brands: MLB diapers, Bumpers, Diapees, Imperial Touch

C.I.M.
Cardificio Italiano
Vaiano Cremasco, Italy
39-0373791453
cim@cardificioitaliano.it
www.cardificioitaliano.it
Brands: New Born, Quik

Daio Paper Corporation
Tokyo, Japan
81-3-3271-1961
www.daio-paper.co.jp
Brands: GOO.N

Delipap Oy
Veikkola, Finland
358-9-260-620
sales@delipap.fi
www.delipap.com
www.muumivaipat.fi
Brands: Muumi

Disposable Soft Goods
Hong Kong, China
852-8199-8328
www.petpetdiapers.com
Brands: Fitti, PetPet, Drypers, Baby Love, Baby Joy, Cosifit

Domtar
(Formerly Associated Hygienic Products)
Duluth, GA
770-497-9800
www.domtar.com
Brands: Fischer-Price Happy Days and Happy Nights

Drylock Technologies
Hradek nad Nisou
Czech Republic
info@drylock.eu
www.drylock.eu

Ever Green Industria e Comercio
Sao Bernardo do Compo, Brazil
55-11-4173-4043
sac@evergreen.com.br
www.evergreen.com.br
Brands: Huppy Baby; Natural Baby; Backyardigans

Evyap Sabun YAG
Istanbul, Turkey
90-0-212-289 23 00
marketing@evyap.com.tr
www.evyap.com.tr
Brands: Evy Baby

Fanalpade
Valencia Caracas, Venazeula
58-0241-238-40-47
info@fanalpade.com
www.fanalpade.com
Brands: Comoditos

Fippi
Rho, Italy
39-0293207920
info@fippi.com
www.fippi.com
Brands: Pillo

First Quality Enterprises
Great Neck, NY
516-829-3030
fqe@firstquality.com
www.firstquality.com
Brands: Cuties, WonderPants, Sleep Overs

Flexico
Halmaj, Hungary
46-474-415
flexico@axelero.hu
www.flexico.hu
www.pelenka.com
Brands: Pelenka

Futura Line
Casterta, Italy
39-0823-820939
info@flisrl.it
www.futuraline.it
Brands: Bimbo Mio

Grupo Familia
Caloto Cauca, Colombia
www.familiasancela.com
www.pequenin.com
Brands: Pequenin

Hain Celestial Group
Melville, NY
631-753-3299
www.hain-celestial.com
www.earthsbest.com
Brands: Earth’s Best

Hayat Kimya
San Istanbul, Turkey
90-216-554-40-00
export@hayat.com.tr
www.hayat.com.tr
Brands: Molfix, Bebem

Hadera Paper (Hogla-Kimberly Ltd.)
Hadera, Israel
972-08-9772707
hogla@hogla-kimberly.co.il
www.hadera-paper.co.il
www.huggies.co.il
Brands: Huggies

Hospital Specialty Co.
Cleveland, OH
800-321-9832
www.hospeco.com
Brands: Precious

Hyga
Rüti b. Büren Schweiz     
Germany
41 (0)32 352 04 70     
Fax: 41 (0)32 352 04 79     
info@hyga.com
www.hyga.com

Hygienika SA
Lubliniec, Poland
48-34-35-15-701
info@hygienika.pl
www.hygienika.pl
Brands: Bambino

Indelpa
Mexico City, Mexico
52-55-50270500
info@indelpa.com.mx
www.indelpa.com.mx
Brands: Suabebe, Suavisec, Kinder

Kao Corporation
Tokyo, Japan
www.kao.com/jp/en/corp
Brands: Merries

Kimberly Clark
Neenah, WI, U.S.
888-525-8388
www.kimberly-clark.com
www.huggies.com
Brands: Huggies, Pull-Ups, GoodNites, DryNites, Little Swimmers, Snugglers, Peaudouce, Kleen Bebe, Kleen Bebe Pingos, Green

Finger
KNH Enterprise
Taipei City, Taiwan
886-2-2345-9909
knh@knh.com.tw
www.knh.com.tw
Brands: Carnation

Laboratorios Indas
Madrid, Spain
34-902-760-600
indas@indas.es
www.indas.com
Brands: IndaSlip, Bambino, Nene, MayBaby

Lambi
Monterrey, Mexico
52-81-8154-9000
lambimty@lambi.com.mx
www.lambi.com.mx
Brands: Lambi, Bebin, Happy Baby, Smarty Baby

Linette
Nicosia, Cyprus
357-22484600
m.chrysaphis@linette.com
www.linette.com
Brand names: Nannys

Mabesa
Sao Paulo, Brazil
55-11 3474-5200
www.mabesa.com.br
Brand names: Plim Plim, Puppet

Mega Disposables
Aharnes, Greece
30 210 2419800
mega@megadis.gr
www.megadis.gr
Brands: Babylino, BabyGo, Daipers Air

Napco
Dammam, Saudi Arabia
966-3-847-3111
ncpc@napcogroup.com
www.napcogroup.com
Brands: Sanita BAMBI

Ontex International
Zele, Belgium
32-52-454-611
ontexinternational@ontexglobal.com
www.ontex.be
Brands: Private label

Pigeon Corporation
Tokyo, Japan
81-3-3661-4200
investorrelations@pigeon.co.jp
www.pigeon.co.jp
Brands: Pigeon Pom Pom

Produtos Higienicos
Sao Paulo, Brazil
55-11-6482-8200
www.pompom.com.br
Brands: Pom Pom, Protek Baby

Pozzani Disposables
Chiuppano, Italy
39-0445 896100
info@naturell.it
www.pozzanidsp.com
Brands: Naturell

Procter & Gamble
Cincinnati, OH
513-626-2500
www.pg.com
www.pampers.com
www.luvs.com
Brands: Pampers, Luvs

SCA
Stockholm, Sweden
46-8-788-5100
www.sca.com
www.libero.se
Brands: Baby Sens, Baby Star, BabyFral, BioCare, Cuddlers, DryBaby, Drykids, Drypers, EQ Dry, Hey Baby, Libero, Pequenin, Plisse, Tessy, Treasures

Sano Bruno’s Enterprises
Hod Hasharon, Israel
972-9-7473222
info@sano.co.il
www.sano.co.il
Brands: Premium Stretch, Bebe

Sanita
Halat, Lebanon
961-9-477-001
info@sanitalb.com
www.sanitalb.com
Brands: Happies

Seventh Generation
Burlington, VT
800-456-1191
www.seventhgeneration.com
Brands: Free & Clear

Shiawasedo Inc.
Kobe, Japan
81-78-954-7001
info@shiawasedo.co.jp
www.shiawasedo.co.jp
Brands: Merries, Genki

Silc Trescore
Cremasco, Italy
39-0373-271-1
info@silcitalia.com
www.silcitalia.com
Brands: Assorbello, Voila, Trudi

Tzmo
Torun, Poland
48-56-612-3900
bella.marketing@tzmo.com.pl
www.tzmo.pl; www.happy-pieluszki.pl
Brands: Bella Baby Happy

Unicharm
Tokyo, Japan
81-3-3447-5111
www.unicharm.co.jp
Brands: Moony, Mamy Poko

Valor Brands
Alpharetta, GA
866-949-9098
info@valorbrands.com
www.valorbrands.com
Brands: Pure’n Gentle, Nurtured by Nature, Classic, Munchkin, bbtips

Zaimella
Amaguana, Ecuador
593-2-396-9500
rfernandez@zaimella.com
www.zaimella.com
Brands: Panolini, Pompis, Piccolin, Pototin


WHO’S WHO in Baby Diaper Machinery
 
Heng Chang Machinery Co., Ltd. (HCH)
Xiao Gu Shan Road Development Zone
Anqing, Anhui 246005 China
Tel: 86-556-532-5888
Fax: 86-556-535-7893
Email: acqhch@mail.hf.ah.cn
Web: www.aqhch.com.cn
 
Beijing Wallong I.E Corp.
No. 26 South Yuetan Street
Beijing 100825 China
Tel: 86-10-62698064
Fax: 86-10-62698109
Email: fanjp2001@yahoo.com
 
BICMA Hygiene Technologie GmbH
Basaltweg 3 / Industriegebiet Nord-
Grubenfeld
D-56727 Mayen / Germany
Tel: 49-2651-94294-17
Fax: 49-2651-94294-94
Email: mail@bicma.com
Web: www.bicma.com
 
Bikoma GmbH
Am Layerhof
Mayen 56727 Germany
Tel: 49-2651-8001-0
Fax: 49-2651-8001-40
Email: sales@bikoma.de
Web: www.bikoma.de
 
Caldiroli Srl
Via Giolitti 19
Castellanza (Varese) 21053 Italy
Tel: 39-0331-505840
Fax: 39-0331-505840
Email: caldsrl@tin.it
Web: www.caldiroli.it
 
Cellulose Converting Solutions
Viale Kennedy 40
C. de Valle del Molino
Tel: 39-0859-75621
Fax: 39-085-97-560200
Email: info@ccsol.it
Web: www.ccsol.it
 
Curt G. Joa, Inc.
100 Crocker Ave.
Sheboygan Falls, WI 53085
Tel: 920-467-6136
Fax: 920-467-2924
Email: info@joa.com
Web: www.joa.com
 
Delta Srl
Via Dell’Artigianato
Castelleone (CR) 26012 Italy
Tel: 39-0374-350-903
Fax: 39-0374-353-070
Email: sales@deltaconverting.com
Web: www.deltaconverting.com
 
Diatec
Strada Statale 151 km. 13
65010 Collecorvino (PE) Italy
Tel: 39-085-82060-1
Fax: 39-085-82060-22
Email: staff@diatec.it
Web: www.diatec.it
 
Fameccanica Data SpA
Via Aterno 136
Sambuceto di S. Giovanni
Teatino (Chieti) 66020 Italy
Tel: 39-085-45531
Fax: 39-085-44609-98
Email: staff@fameccanica.com
Web: www.fameccanica.com
 
GDM SpA
Coesia Group
Via Circonvallazione Sud 8
26010 Offanengo, Italy
Tel: 39-0373-247011
Fax: 39-0373-780686
Email: infogdm@gdm-spa.it
Web: www.gdm-spa.com
 
Guangzhou Xingshi Equipments Co., Ltd.
No. 11 Zhonghan Road
Panyu, Guangzhou
Guangdong, China
Tel: 86-20-84515266
Fax: 86-20-84776421
Email: xingshi@xingshi.com.cn
Web: www.xingshi.com.cn
 
Hangzhou Creator Machinery Manufacture Co., Ltd.
No. 392 Xingguo Road
Yuhang Economic Development Zone
Hangzhou, Zhejiang 311100 China
Tel: 86-571-88548368
Fax: 86-571-88548379
Email: crt@createmachine.com.cn
Web: www.createmachine.com.cn/en
 
Hangzhou New Yuhong Machinery Co., Ltd.
Pinyao Town Hangzhou City
Zhejiang Province 311115 China
Tel: 86-0571-88546558
Fax: 86-571-88543365
Email: sales@yhig.com
Web: www.yhjg.com
 
Inveskonsult Sweden AB
Hostpiatlgatan 8
602 27 Norrkoping Sweden
Tel: 46-11-106075
Fax: 46-11-124026
Email: info@ik.se
Web: www.ik.se
 
Jinjiang Haina Machine Co., Ltd.
Beihuan Industrial Area, Anhai Town
Jinjiang City, Quanzhou 362261 China
Tel: 86 595 85716116
Fax: 86 595 85717272
Email: hannajx@vip.163.com
Web: http://hainamachine.globalimporter.net
 
M.D. Viola Macchine Srl
Via Lombardia 16/18
Valle Salimbene Pavia
Italy 27010
Tel: 39-0382-587-355
Fax: 39-0382-587-707
Email: mdviola@mdviola.com
Web: www.mdviola.com
 
Mathec
ZAC Les Jasses
280 rue l’Oliveraie
34130 Valerques France
Tel: 33-4-99-6227-51
Fax: 33-4-99-62-27-54
Email: info@mathec.com
Web: www.mathec.com
 
Quanzhou Hanwei Machinery Co.
Fuqiao Industrial Zone
Quanzhou, Fujian 362000 China
Tel: 86-595-22488988
Fax: 86-595-22487588
Email: hanwei@public.qz.fj.cn
Web: www.han-wei.com
 
Three Wood Machinery Industry
No. 138 Jinhu West Road Jinhu County
Jiangsu Province, PR China
Tel: 86-517-86959098
Email: threewoodmachine@163.com
Web: www.threewoodmachine.com
 
Zuiko
15-21 Minamibefu Settsu
Osaka 566-0045 Japan
Tel: 81-6-6340-2215
Fax: 81-6-6340-4182
Email: inquiry@zuiko.co.jp
Web: www.zuiko.co.jp
 
Packaging Machinery
 
CB Packaging
Via Libero Grassi 1
26010 - Bagnolo Cremasco (CR)
Italy
Tel: 39 0373 649620
Fax: 39 0373 649611
Email: sales@cbpackaging.it
Web: www.cbpackaging.it
 
FOCKE & CO (GmbH & CO KG) - General Packaging
Industriestraße 16
Barßel D-26676
Germany
Tel: 49 4499 82-0
Email: sales@focke-gp.com
Web: www.focke.com
 
Focke & Co., Inc.
5730 Millstream Road
Whitsett, NC 27377
Tel: 336-449-7200
Email: sales@fockegso.com
Web: www.focke.com
 
OPTIMA Filling and Packaging Machines GmbH
Steinbeisweg 20
74523 Schwaebisch Hall
Germany
Tel: 49 791 506-0
Fax: 49 791 506-9000
E-mail: info@optima-ger.com
Web: www.optima-ger.com
 
MBS
Residenzstrasse 14
D-32657 Lemgo
Germany
Tel: 49-0-52-61-66782-45
Fax: 49-0-52-61-66782-47
Email: herzog@herzog-services.com
Web: www.mbs-machines.com
 
Vire Automation
Via Mengolina, 22
48018 Faenza, Ravenna,
Italy
Tel: 39-0546-670111
Fax: 39-0546-26679
Email: davide.montanari@igmi.it
Web: www.vire.it
Contact: Davide Montanari