• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Applications
    • Technology
    • Market
    • Other
    • Top 40
    • Buyers Guide
    • Hygiene Directory
    • More
  • Magazine
  • News
  • Exclusives
  • Applications
  • Technology
  • Market
  • Other
  • Top 40
  • Buyers Guide
  • Hygiene Directory
  • Current / Back Issues
    Features
    Editorial
    Columns
    Digital Edition
    Southeast Asia Edition
    eNewsletter Archive
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    A Conversation with the Responsible Flushing Alliance

    Nice-Pak Meets Consumer Demands

    Home Care Wipes: Sustainability in Sharper Focus as Cleaning Frenzy Simmers Following Pandemic

    Face Masks in Asia

    Kingsafe’s Growth Path
    Company Cameo
    Financial News
    Machinery Equipment
    New Products
    Nonwovens News
    Patent Review
    People in the News
    Supplier News
    Top News
    Live From Shows
    Top News
    Precision Textiles Offers Biodegradable Medical Fabric

    Northshore Launches Megamax Briefs in New Colors

    Metrex Launches CaviWipe 2.0 Surface Disinfectant Wipes

    Aplix Expands in France

    Hospeco Launches WetWorks +Plus Pre-Saturated Surface Disinfecting Wipes
    Nonwovens Insights
    Online Exclusives
    Absorbent Core
    Adult Incontinence
    Antimicrobials
    Apparel
    Automotive and Transportation
    Chemicals / Adhesives
    Construction
    Contract Services
    Diaper, Baby
    Electronics
    Feminine Hygiene
    Fibers
    Filtration
    Flame Retardance
    Geotextile / Agrotextile
    Home Products
    Hygiene Film/Components
    Industrial / Institutional
    Inspection / Quality Control
    Machinery and Equipment
    Medical
    Wipes

    Precision Textiles Offers Biodegradable Medical Fabric

    Northshore Launches Megamax Briefs in New Colors

    Metrex Launches CaviWipe 2.0 Surface Disinfectant Wipes

    Hospeco Launches WetWorks +Plus Pre-Saturated Surface Disinfecting Wipes

    A Conversation with the Responsible Flushing Alliance
    Air Through Bonding
    Airlaid
    Carded/Carding
    Chemical Bonded
    Composite
    Meltblown
    Needlepunch
    Nanotechnology
    Spunbond
    Spunlace
    Thermal Bonded
    Wetlaid

    Mondi Starts Face Mask Production in Germany

    Meltblown—Nonwovens' Golden Fleece

    Armbrust Expands Product Line Up

    Spotlight on Spunlace

    Wolf Starts Up Meltblown Line
    China
    Eastern Europe/Russia
    India
    Middle East/North Africa
    North America
    Pacific Rim
    South/Central America
    Turkey
    Western Europe

    ANEX+SINCE to be Held in July

    Kingsafe’s Growth Path

    Southeast Asia Nonwoven Capacity and Demand Development

    Jofo Focuses on Expansion

    Supreme Nonwoven Group
    Associations
    Contracts / Awards
    Education
    Facilities / Capacity
    Green / Sustainability
    Legal / Regulatory
    Market Data
    Mergers and Acquisitions
    Product Improvement / Innovation
    R&D/Basic Research
    Shows / Events

    European Nonwovens Production Exceeds 3 Million Tons

    INDEX Postponed to October

    ANEX+SINCE to be Held in July

    Bondex Adds Needlepunch Line in SC

    Joa Announces Expandable Absorbent Core Wrap Solution
    Chart
    Companies
    All Companies
    Categories
    Company Profiles
    Add New Company
    International Buyers Guide Companies
    Shemesh Automation

    Fagus GreCon, Inc

    Investkonsult Sweden AB

    Cellulose Solutions LLC.

    Alliance Machine and Engraving
    Brands
    Brand Owners
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • Southeast Asia Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • All Companies
      • Categories
      • Company Profiles
      • Add Your Company
    • Applications
      • Absorbent Core
      • Adult Incontinence
      • Antimicrobials
      • Apparel
      • Automotive and Transportation
      • Chemicals / Adhesives
      • Construction
      • Contract Services
      • Diaper, Baby
      • Electronics
      • Feminine Hygiene
      • Fibers
      • Filtration
      • Flame Retardance
      • Geotextile / Agrotextile
      • Home Products
      • Hygiene Film/Components
      • Industrial / Institutional
      • Inspection / Quality Control
      • Machinery and Equipment
      • Medical
      • Wipes
    • Technology
      • Air Through Bonding
      • Airlaid
      • Carded/Carding
      • Chemical Bonded
      • Composite
      • Meltblown
      • Needlepunch
      • Nanotechnology
      • Spunbond
      • Spunlace
      • Thermal Bonded
      • Wetlaid
    • Market
      • China
      • Eastern Europe/Russia
      • India
      • Middle East/North Africa
      • North America
      • Pacific Rim
      • South/Central America
      • Turkey
      • Western Europe
    • Other
      • Associations
      • Contracts / Awards
      • Education
      • Facilities / Capacity
      • Green / Sustainability
      • Legal / Regulatory
      • Market Data
      • Mergers and Acquisitions
      • Product Improvement / Innovation
      • R&D/Basic Research
      • Shows / Events
    • Top 40 Companies
      • Chart
      • Companies
    • Online Exclusives
    • Hygiene Directory
      • Brands
      • Brand Owners
    • Slideshows
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Whitepapers
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
      • Live From Asian Connections
    • Resources
      • Suppliers Gallery
      • Literature Showcase
      • Web Showcase
      • Home Page Showcase
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Features

    Private Label: Not About No Frills Anymore

    Competition in the diaper market focuses on quality, not value.

    Private Label: Not About No Frills Anymore
    Baby diaper designs continue to be improved and private label products are no exception. Quality and performance continues to be the no. 1 criteria in customer purchasing decisions.
    Private Label: Not About No Frills Anymore
    While the diaper category proved challenging for online retailer Amazon.com, its Elements baby wipes are outperforming other major brands.
    Related CONTENT
    • Nice-Pak Meets Consumer Demands
    • U.S. Nonwovens Rebrands as Radienz Living
    • Forbes Ranks Rockline Among Best U.S. Employers
    • Edgewell Personal Care Announces Financial Results
    • Nice-Pak Receives EPA Approval for Disinfecting Wipes
    Karen McIntyre, Editor01.02.17
    Gone are the days where store brands automatically meant sacrificing quality for value for consumers. While many of these products tend to fetch a lower price point than their branded counterparts, quality has not been sacrificed. These products often offer the same level of innovation as part of an effort to foster brand loyalty and return trips to the stores they represent.

    And, in the diaper market, which has not seen significant innovation in the past 12-24 months, private label products continue to compete well with branded products, meaning many of the same bells and whistles—fit, softness, thinness, etc.—are seen in more branded stores.

    “By keeping pace with the major brands, store brands have created a new role for themselves,” says diaper market consultant Pricie Hanna. “No longer are they viewed as the low cost, lower performance alternatives to major brands. Instead, consumers have come to think of these products as just brands in their own right. They have figured out wherever they shop most frequently, what their favorite (store brand) names are.”

    As store brands have worked diligently to gain consumer loyalty and repeat purchasing, they are well aware that poor quality will always trump low pricing when it comes to influencing a consumer’s decision on whether or not to buy a product. Online powerhouse Amazon learned this quickly when it took a stab at the private label baby care market with its own Elements brand.
    Not long after announcing it would offer its own brand of diapers exclusively to its Prime subscription members in late 2014, the retailer halted production and sales of the diapers, which were made by Canada’s Irving Personal Care, to make some design improvements following consumer feedback. To date, these diapers have not returned to Amazon. “Amazon has a lot of diapers for sale on its site and they seem to be doing well selling them,” Hanna says. “I think they will wait until they have a real point of difference before they relaunch their own brand.”

    Meanwhile, Amazon Elements wipes are not only still available, according to a new online baby wipes market analysis from 1010 Market  Insights, the brand is gaining significant marketshare within the category. This new brand, which is  made by Nice-Pak, lags only market leaders Huggies, which has a 33% share, and Pampers, with a 26% marketshare.

    Even though this brand is available only to Amazon Prime subscribers, this pool is large enough to allow the brand to achieve 266% growth per year, according to the analysis.

    “Amazon is one of the most trafficked e-commerce sites on the web, so they are able to leverage their online shelf space to promote their own private label brands,” says Natalie Seidman, senior vice president of consumer insights at 1010 Marketing Insights. “Versus a new brand starting out, Amazon has the ability to get prime shelf space without necessarily having to ‘earn’ it through successful sales.  A vertically integrated retail strategy has this advantage on and off line.”

    The New Kid
    Meanwhile, German retailer Aldi is so far reporting success with its recent diaper launch, which is a part of the Little Journey baby care range of personal care and food products. The line includes diapers, training pants and wipes.

    In diapers, which sell for as little as 12 cents per unit, the new line claims to offer benefits like up to 12 hours leak protection, high-strength shaped side panels, stretchable waistband, hypoallergenic liners with aloe and vitamin E and others.

    The entire line of the Little Journey baby products is marketed together as a baby care regimen to take care of a child from birth and through pre-school years and is designed to save parents up to 50% on their grocery bills, according to the company.

    According to reports, the initial consumer response has been positive. While most private label products are not widely advertised in traditional media, Aldi announced the launch of its new line not only on social media but also on national TV networks.

    Aldi is not alone in upping promotional efforts of store brand hygiene products. In November, normally closed-mouthed First Quality launched its first ever national advertising campaign promoting its Dri-Fit ingredient brand. Said to bring a new standard of performance to its absorbent hygiene products, Dri-Fit innovations are found within Prevail incontinence, store brand feminine care and incontinence products and help promote skin health by managing consumers’ microclimates—the small layer of air between skin and whatever consumers are wearing. With an innovative blend of natural and synthetic fibers, Dri-Fit provides features that reduce pressure, moisture and temperature to ultimately help keep skin more dry, comfortable and healthy.

    First Quality executives say that it is innovations like Dri-Fit, which has helped grow interest in store brand products. In fact, the developments among private label companies has helped drive innovation not just among store brands but the entire category of absorbent products. According to a recent report from market tracker Mintel, 97% of shoppers aged 18-36 say they’re likely to buy a store brand, and 42% agree store brand products are more innovative than name brand ones.

    The brand’s new website provides insight into the science behind Dri-Fit innovations, featuring a detailed illustration and instructional video of Dri-Fit innovations, as well as statistics related to Dri-Fit performance. The campaign aims to educate consumers about the unique blend of natural and synthetic fibers found within products with the Dri-Fit logo and help increase knowledge related to managing consumers’ microclimates.

    Feminine care and incontinence products incorporating the Dri-Fit system span protective underwear, bladder control pads/liners, ultrathin maxi pads, thick maxi pads, and panty-liners, and can be found at all major food, drug, mass, dollar, e-commerce and club chains. Consumers can look for the Dri-Fit logo to easily differentiate which products contain this technology. 

    Marketing ingredient brands, like First Quality’s Dri-Fit technology, has become a common strategy among private label diaper manufacturers. Domtar, the owner of the diaper business once owned by Associated Hygienic Products, counts a number of trademarks within its diaper business, among these is the company’s EAM airlaid material.

    Domtar executives have credited technology assets as a key growth driver in its diaper business, which has earned $100 million in new business between 2015 and 2016, much of which was in private label.  “Our pitch in private label is we will run our brand as if it was your brand,” CEO John Williams said. “We are now seeing a number of retailers say to us, our story on brand partnership—as opposed to (offering) national brand equivalent in a different colored bag— is very compelling and where that has been implemented for some time it has been successful.”

    The inclusion of Domtar’s EAM airlaid core technology into certain hygiene products has also facilitated growth by helping customers build product innovation. “More and more we can find great technology from EAM and incorporate it into the product where we get benefits,” Williams says.

    Upping quality in private label diapers has become a necessity as price wars among the major brands have driven down diaper prices across the board, meaning that private labelers are having trouble offering a significant price advantage.

    “While competitive pricing has traditionally been the core proposition, in disposable hygiene quality matters and products need to work. Poor quality would not bring consumers back, despite low price,” says Svetlana Uduslivaia, head of tissue and hygiene industry research at Euromonitor International.
    Related Searches
    • media
    • aldi
    • products
    • absorbent
    Related Knowledge Center
    • Wipes
    • Diaper, Baby
    Suggested For You
    Nice-Pak Meets Consumer Demands Nice-Pak Meets Consumer Demands
    U.S. Nonwovens Rebrands as Radienz Living U.S. Nonwovens Rebrands as Radienz Living
    Forbes Ranks Rockline Among Best U.S. Employers Forbes Ranks Rockline Among Best U.S. Employers
    Edgewell Personal Care Announces Financial Results Edgewell Personal Care Announces Financial Results
    Nice-Pak Receives EPA Approval for Disinfecting Wipes Nice-Pak Receives EPA Approval for Disinfecting Wipes
    Domtar Sells Personal Care Unit Domtar Sells Personal Care Unit
    The Private Label Market The Private Label Market
    2020: The Lost Year? Not for Nonwovens 2020: The Lost Year? Not for Nonwovens
    50 Years of Nonwovens 50 Years of Nonwovens
    Hygiene Components Suppliers Adapt to Change Hygiene Components Suppliers Adapt to Change
    WaterWipes Chooses New Hampshire for U.S. Base WaterWipes Chooses New Hampshire for U.S. Base
    Bemax Expands Online Diaper Sales Bemax Expands Online Diaper Sales
    Amazon To Shut Down Quidsi Amazon To Shut Down Quidsi
    Facial Sheet Masks— A Market Grows With Diversification Facial Sheet Masks— A Market Grows With Diversification
    Adult Incontinence Manufacturer’s Directory Adult Incontinence Manufacturer’s Directory

    Related Features

    • Wipes
      A Conversation with the Responsible Flushing Alliance

      A Conversation with the Responsible Flushing Alliance

      RFA president Lara Wyss discusses the newly formed organization that aims to educate consumers about responsible and smart flushing habits
      Tara Olivo, Associate Editor 04.01.21

    • Wipes
      Nice-Pak Meets Consumer Demands

      Nice-Pak Meets Consumer Demands

      Balancing sustainability and efficacy has always been the wipes maker’s strategy but today it’s more important than ever
      Karen McIntyre, Editor 04.01.21

    • Wipes

      Wipes Manufacturers Meet Demand Surge

      Line investments and increased partnerships will increase output of disinfectant wipes
      Karen McIntyre, Editor 04.01.21


    • Wipes
      Personal Care Wipes Respond to Change

      Personal Care Wipes Respond to Change

      Manufacturers look to balance sustainability with efficacy
      Karen McIntyre, Editor 02.04.21

    • Diaper, Baby | Spunlace
      Biosphere Corporation: Expands into Baby Diaper Production in Ukraine

      Biosphere Corporation: Expands into Baby Diaper Production in Ukraine

      Consumer products company orders Andritz Diatec line; will add high quality diapers to its product lineup
      01.06.21

    • Diaper, Baby
      Trends in Diapers: Sustainability, Natural Ingredients or Other Features?

      Trends in Diapers: Sustainability, Natural Ingredients or Other Features?

      New niche brands penetrate the disposable baby diaper market
      Natalia Richer, Diaper Testing International 01.06.21


    • Diaper, Baby
      Baby Diapers: A Changing Market

      Baby Diapers: A Changing Market

      New brands, new marketing efforts have changed the way manufacturers speak to parents
      Karen McIntyre, Editor 01.06.21

    • Wipes
      Industrial & Institutional Wipes Report

      Industrial & Institutional Wipes Report

      Nonwovens producers prioritize production for wipes during pandemic
      Tara Olivo, Associate Editor 10.08.20

    • Wipes
      Take a Closer Look at Labels

      Take a Closer Look at Labels

      As consumers look to wipes to protect from Covid-19, ingredient quality cannot be ignored
      Susan Stansbury, industry consultant 09.04.20


    • Wipes

      In Conversation with National Wiper Alliance

      Owner and president Jeff Slosman discusses the impact of Covid-19 and what’s on the horizon for NWA
      Tara Olivo, Associate Editor 09.04.20

    • R&D/Basic Research | Wipes
      How Are Disinfectant Wipes Being Tested Against SARS-CoV-2?

      How Are Disinfectant Wipes Being Tested Against SARS-CoV-2?

      Efficacy of products designed to fight infection needs to be proven
      James Clayton, Director of Laboratory Sciences at PDI 09.04.20

    • Wipes
      Personal Care Wipes: COVID-19-Driven Demand and Future Opportunities in Wellness Redefined

      Personal Care Wipes: COVID-19-Driven Demand and Future Opportunities in Wellness Redefined

      High demand has led to SKU shortages
      Svetlana Uduslivaia, Euromonitor International 09.04.20


    • Wipes
      Disinfectant Wipes’ Next Step

      Disinfectant Wipes’ Next Step

      Companies are seeking EPA approval to make claims that their wipes can kill SARS-Cov-2
      Tara Olivo, Associate Editor 09.04.20

    • Adult Incontinence | Diaper, Baby | Feminine Hygiene | Green/Sustainability
      Natural Hygiene: A Niche No More

      Natural Hygiene: A Niche No More

      Hygiene aisles are changing as more consumers show interest in natural and organic alternatives
      Tara Olivo, Associate Editor 06.10.20

    • Wipes
      Household Wipes Demand Soars Amid Covid-19 Pandemic

      Household Wipes Demand Soars Amid Covid-19 Pandemic

      Manufacturers ramp up capacity in response to consumer stockpiling of disinfectant wipes
      Tara Olivo, Associate Editor 06.10.20

    Trending
    • Precision Textiles Offers Biodegradable Medical Fabric
    • Aplix Expands In France
    • The "Made In" Debate And What It Means For Nonwovens
    • U.S. Nonwovens Rebrands As Radienz Living
    • Essity Acquires Distribution Rights To Sorbact In Australia And New Zealand
    Breaking News
    • Precision Textiles Offers Biodegradable Medical Fabric
    • Northshore Launches Megamax Briefs in New Colors
    • Essity Acquires Distribution Rights to Sorbact in Australia and New Zealand
    • Metrex Launches CaviWipe 2.0 Surface Disinfectant Wipes
    • Aplix Expands in France
    View Breaking News >
    CURRENT ISSUE

    Household and Personal Care Wipes Spring 2021

    • A Conversation with the Responsible Flushing Alliance
    • Nice-Pak Meets Consumer Demands
    • Wipes Manufacturers Meet Demand Surge
    • Home Care Wipes: Sustainability in Sharper Focus as Cleaning Frenzy Simmers Following Pandemic
    • View More >



    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Kyowa Hakko Launches Heat-Treated Probiotic Strain for Eye Health
    CGA-7 Green Coffee Extract by Vidya Herbs Achieves Self-Affirmed GRAS Status
    Nutritional Complex Evidenced to Reduce Preterm Birth
    Coatings World

    Latest Breaking News From Coatings World

    Chromaflo Technologies to Sponsor and Exhibit at the North American Pultrusion Conference 2021
    Barentz Expands Canadian CASE Team
    Shepherd Color Company Opens Sales Office in China
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    CMS Establishes New Payment for Pelvalon’s Eclipse System
    Varian, Google Cloud Partner to Bring Convenience to Cancer Therapy
    Resonetics Leases New Manufacturing Space in Costa Rica
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Frontage Expands Capabilities at its Clinical Site in Secaucus, NJ
    Ascendia Pharmaceuticals Poised for Expansion
    Bora Pharmaceuticals Adds Roller Compaction Capabilities
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Revlon Unveils New Fragrances Featuring Megan Thee Stallion & Sofia Carson
    Henkel Management Board Welcomes Wolfgang König
    Mielle Organics Gets a Major Investment
    Happi

    Latest Breaking News From Happi

    Nature’s Beauty Debuts Vegan Natural Body Care at Walgreens
    Estée Lauder Expands Beautiful Fragrance Collection
    The Honest Company Files for IPO
    Ink World

    Latest Breaking News From Ink World

    SE-DA Invests in Kornit Presto S
    Kumon North America Adds Speedmaster XL 106 from Heidelberg
    Iron Oxide Pigments Market to Register 4.7% CAGR from 2021 to 2028: GVR
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Dantex elevates Joseph Sanchez to digital business development manager
    Mactac's Kevin Clunie joins TLMI panel
    MacDermid announces two new global sales roles
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Precision Textiles Offers Biodegradable Medical Fabric
    Northshore Launches Megamax Briefs in New Colors
    Essity Acquires Distribution Rights to Sorbact in Australia and New Zealand
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    New Biosealant Could Stabilize Cartilage, Boost Healing After Injury
    Google Executive Joins SeaSpine's Board of Directors
    HSS and LimaCorporate Open Provider-Based 3D Design and Printing Facility
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Tive Multi-sensor Tracker Solo 5G Relies on Sensirion SHT33
    VTT in 2020: Successful Year Despite Globally Challenging Times
    Lux Research: 3D Printing Market to Reach $51 Billion in 2030

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login