Baby diaper manufactures continue to roll out enhanced products to cover baby bums around the world.
Following sluggish Huggies sales, Kimberly-Clark announced early in 2015 that it would make investments to improve its diapers. After re-launching its Snug & Dry line, the company saw volume improvements by the end of the year.
The P&G brand Pampers also made some upgrades to its diapers. Both the Cruisers and Swaddlers lines were enhanced with three absorbent channels in the core of the diaper that distribute wetness evenly and help prevent diaper sag.
In 2014, eco-friendly brand Seventh Generation launched Touch of Cloth diapers featuring an unbleached cotton backsheet. “The unbleached cotton has an incredibly soft touch,” says Daron Byerly, brand manager, Innovation at Seventh Generation. “These are the first and only diapers made with cotton fibers that are as natural and unprocessed as you would find in the field - cleaned without chemical processes.”
SCA also debuted a softer diaper recently. New Libero Touch diapers feature a new, soft and ductile material that provides a better fit and movement around waist, hips and legs, preventing leakage and keeping the baby dry for a long period of time.
Low penetration levels, high birth rates and growing disposable incomes have opened up opportunities for the baby diaper market in India and other emerging markets. In India, diapers and diaper pants saw retail sales growth of 38% in volume terms in 2014, according to Euromonitor. One of the key players in India is Mumbai-based Nobel Hygiene with its Teddyy brand of baby diapers.
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