Trends and Developments in the Baby Diaper Market

During the last year, the leading competitors in the global baby market have pursued both sophisticated marketing programs and aggressive business expansion strategies, which have had major impacts on their suppliers’ businesses.

Neuromarketing in the baby diaper market

Marketing and advertising executives continue to fine-tune their messages to effectively reach and retain buyers’ attention and loyalty for consumer products, especially in rapid turnover categories such as baby diapers. For example, in the U.S. market the leading brands’ advertising for newborn and infant diapers emphasize the connection, Softness = Love. As babies grow, the message focus for larger size diapers is typically, Absorbency = Sleep, both for the baby and parents. For active, older babies, advertising highlights the security and comfort provided by the stretch features of diapers expressed as, Flexibility and Snug Fit = Play.

In the U.S. market, Procter & Gamble’s “Love, Sleep & Play” baby photo campaign on the Pampers Facebook page reinforces these claims for parents so that they will