Karen McIntyre, Editor01.05.18
The importance of China to global diaper manufacturers cannot be overestimated. Major brands are focusing on growing sales and marketshare in the country and the Chinese consumer preferences—like softness and improved fit—are spreading around the world.
“The influence of the Chinese middle class can be felt throughout the global diaper market as major manufacturers of baby diapers have incorporated ultra softness and three dimensionality into the nonwovens used in their diaper designs,” says Pricie Hanna, principal of Price Hanna Consultants, and a well-known diaper market expert. “All of the majors are trying to pick up share and hold onto it in the premium diaper market of China.”
In fact, the Made in Japan label is an important selling point to Chinese consumers, who still mistrust many things made domestically. Japan’s Unicharm realized this in 2016 when it shifted its Chinese strategy and began exporting diapers there from Japan rather than selling ones manufactured locally. As one of the early entrants into China’s diaper market, Unicharm at that time op
“The influence of the Chinese middle class can be felt throughout the global diaper market as major manufacturers of baby diapers have incorporated ultra softness and three dimensionality into the nonwovens used in their diaper designs,” says Pricie Hanna, principal of Price Hanna Consultants, and a well-known diaper market expert. “All of the majors are trying to pick up share and hold onto it in the premium diaper market of China.”
In fact, the Made in Japan label is an important selling point to Chinese consumers, who still mistrust many things made domestically. Japan’s Unicharm realized this in 2016 when it shifted its Chinese strategy and began exporting diapers there from Japan rather than selling ones manufactured locally. As one of the early entrants into China’s diaper market, Unicharm at that time op
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