• 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
    Personal Care Wipes Respond to Change

    Spotlight on Spunlace

    Face Mask Market Report

    Biosphere Corporation: Expands into Baby Diaper Production in Ukraine

    Trends in Diapers: Sustainability, Natural Ingredients or Other Features?
    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
    Believe Diapers Launch in U.S.

    Ontex Develops Smart Adult Diaper

    GDM Virtual Days to Showcase B6-W Red Machine

    Armbrust Expands Product Line Up

    Freudenberg Masks Gain FDA Approval
    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

    Believe Diapers Launch in U.S.

    Ontex Develops Smart Adult Diaper

    GDM Virtual Days to Showcase B6-W Red Machine

    Armbrust Expands Product Line Up

    Freudenberg Masks Gain FDA Approval
    Air Through Bonding
    Airlaid
    Carded/Carding
    Chemical Bonded
    Composite
    Meltblown
    Needlepunch
    Nanotechnology
    Spunbond
    Spunlace
    Thermal Bonded
    Wetlaid

    Armbrust Expands Product Line Up

    Spotlight on Spunlace

    Wolf Starts Up Meltblown Line

    Armbrust American Adds Meltblown Manufacturing

    Radici Adds Meltblown Line
    China
    Eastern Europe/Russia
    India
    Middle East/North Africa
    North America
    Pacific Rim
    South/Central America
    Turkey
    Western Europe

    Non-Regulatory Face Mask Standard Approved

    Lotus Teknik to Add Wetlace Line

    Shemesh Adds U.S. Headquarters

    Domtar Sells Personal Care Unit

    Jacob Holm to Expand Spunlace Capacity in Candler
    Associations
    Contracts / Awards
    Education
    Facilities / Capacity
    Green / Sustainability
    Legal / Regulatory
    Market Data
    Mergers and Acquisitions
    Product Improvement / Innovation
    R&D/Basic Research
    Shows / Events

    Non-Regulatory Face Mask Standard Approved

    Techtextil to be Held in June 2022

    Armbrust American Adds Meltblown Manufacturing

    Techtextil, Texprocess Postponed to 2022

    Shemesh Adds U.S. Headquarters
    Chart
    Companies
    All Companies
    Categories
    Company Profiles
    Add New Company
    International Buyers Guide Companies
    Top Polymer Enterprise, LLC

    Alliance Machine and Engraving

    Mechanical Specialties, Inc.

    Fagus GreCon, Inc

    Schott & Meissner Maschinen- und Anlagenbau GmbH
    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
    Editorial

    The next great frontier

    ...

    Related CONTENT
    • Right at Your Fingertips
    • Spunmelt Still Sells
    • Bust or Boom?
    • Kimberly-Clark (K-C)
    • Turning Trash into Treasure
    Karen McIntyre, Editor03.02.18
    Some of the world’s keenest observers of the global baby diaper market were surprised by the Chinese consumers’ thirst for ultra-premium, soft baby diapers. Many of the major multinational brands entered the market with value offerings, thinking that the way to the Chinese consumers’ heart was their pocketbooks, and they were wrong. Chinese consumers rejected these products, opting instead for premium Japanese diapers forcing many companies to rethink their strategy on China.

    Japan’s Kao Corporation, the maker of Merries diapers, was probably the first success story in the Chinese diaper market. After Chinese tourists in Japan were stuffing their suitcases full of premium diapers, Kao launched them in Chinese baby shops. Other Japanese companies like Unicharm and Daio followed suit, replacing Chinese-made diapers with Japanese-made ones, and finding success.

    Western companies like P&G and Kimberly-Clark were a little slower to the change but most feel like they have finally cracked the market. In a recent earnings call, P&G said the launch of premium designs had helped it grow sales and marketshare in the country and executives remain optimistic for growth prospects.

    But should they?

    According to industry observers, there are already some rumblings of marketshare gains from local manufacturers who have the advantages of local manufacturing on their side. Also, the reversal of China’s one-child policy has not led to the baby, and subsequent, diaper boom, expected. In fact, many Chinese couples are intimidated by the thought of more than one child, both economically and emotionally. This is a generation of people who know no siblings, who were raised by a set of parents and two sets of grandparents so the thought of raising multiple children is daunting.

    So what is the next great frontier for baby diapers?

    Many say that it will be India; that is not a question of it but a matter of when. Unicharm has already invested heavily in the subcontinent and is currently adding its third plant there in an effort to catch market leader P&G and has been steadily gaining marketshare. On the supply side, new nonwovens operations from Toray and Avgol, both strong suppliers to multinational hygiene companies, should indicate that growth is expected in the near term. However, there are many local producers already operating in India, who understand the highly fragmented market, and it is too soon to say what Indian consumers will want—an ultra-premium diaper like the Chinese or a value-priced option like the many that have paved the way in many other developing markets. Surely, everyone doing business in diapers is trying to figure this one out.


    Karen McIntyre
    Editor
    Related Searches
    • diapers
    • sales
    • diaper
    • Hygiene
    Suggested For You
    Right at Your Fingertips Right at Your Fingertips
    Spunmelt Still Sells Spunmelt Still Sells
    Bust or Boom? Bust or Boom?
    Kimberly-Clark (K-C) Kimberly-Clark (K-C)
    Turning Trash into Treasure Turning Trash into Treasure
    There’s Something About China There’s Something About China
    Kao Corporation Kao Corporation
    2017: The Year That Was 2017: The Year That Was
    Not Your Mother’s Product Not Your Mother’s Product
    K-C Earns Perfect Score on 2018 Corporate Equality Index K-C Earns Perfect Score on 2018 Corporate Equality Index
    Unicharm To Add Third Plant in India Unicharm To Add Third Plant in India
    Technavio Identifies Top Trends in Baby Wipes Technavio Identifies Top Trends in Baby Wipes
    Unicharm Strong in India Unicharm Strong in India
    Giving Diapers a Second Chance Giving Diapers a Second Chance
    Let’s Play Nice Let’s Play Nice

    Related Editorial

    • Keeping It Local

      ...
      Karen McIntyre, Editor 02.04.21

    • Changing Times

      ...
      Karen McIntyre, Editor 01.06.21

    • The Year of the Nonwoven

      ...
      Karen McIntyre, Editor 12.11.20


    • Cheers to 50 Years

      ...
      Karen McIntrye, Editor 11.12.20

    • Bigger and Better

      ...
      Karen McIntyre, Editor 10.08.20

    • The New Normal

      ...
      Karen McIntyre, Editor 09.11.20


    • Going Global

      ...
      Karen McIntyre, Editor 08.05.20

    • Mask Up. Or Stay Home.

      ...
      Karen McIntyre, Editor 07.09.20

    • Good Times, Bad Times

      ...
      Karen McIntyre, Editor 06.10.20


    • Face Masks on the Rise

      ...
      Karen McIntyre, Editor 05.05.20

    • Wipes—Open for Business

      ...
      Karen McIntyre, Editor 04.03.20

    • Nonwovens in Crisis Mode

      ...
      Karen McIntyre, Editor 04.03.20


    • Southeast Asia—Still Thriving

      ...
      Karen McIntryre, Editor 03.05.20

    • Data Driven

      ...
      Karen McIntyre, Editor 02.07.20

    • Paving the Way

      ...
      Karen McIntyre, Editor 01.03.20

    Trending
    • Fiber Bond VE3 Technology Inactivates SARS-CoV-2 In HVAC Filtration Systems
    • Believe Diapers Launch In U.S.
    • H&V Announces Price Increase
    • Lemu Group Engineers Mask-Making Machine
    • Citizens Provides $325 Million Senior Credit Facility To Nice-Pak
    Breaking News
    • Mexico City Single-Use Plastics Ban Leads to Tampon Shortage
    • Believe Diapers Launch in U.S.
    • Forbes Ranks Rockline Among Best U.S. Employers
    • H&V Announces Price Increase
    • Fiber Bond VE3 Technology Inactivates SARS-CoV-2 in HVAC Filtration Systems
    View Breaking News >
    CURRENT ISSUE

    February 2021

    • Personal Care Wipes Respond to Change
    • Spotlight on Spunlace
    • Face Mask Market Report
    • 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

    New FDA Traceability Rule Appears to Omit Dietary Supplement Manufacturers
    Clinical Trial Finds Metabolic Benefits for Polyphenols Formula
    JRF Technology Debuts Elderberry Oral Film Strip
    Coatings World

    Latest Breaking News From Coatings World

    Universal Display Corporation, PPG Expand Global Production of UniversalPHOLED Materials
    OQ Chemicals Increases Carboxylic Acids, Esters Prices
    Sensory Analytics Announces Issuance of Broad New Patent Covering Coating Thickness Measurement
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Japan to Lead APAC Assisted Reproductive Technology Devices Market
    Portescap Slotless Brushless DC Motors Receive ISO 13485 Certification
    FDA Breakthrough Device Designation Given to MI Transcatheter Heart Pump
    Contract Pharma

    Latest Breaking News From Contract Pharma

    High Purity New England Bolsters Biopharma Solutions Services
    AMRI Contributes to Efforts to Increase COVID-19 Vax Supply
    CatSci Opens New Site in UK
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Inahsi Naturals Achieves EU Compliance
    Biden Prioritizes PPP Relief for the Beauty Industry
    Christie Brinkley Joins SBLA Beauty
    Happi

    Latest Breaking News From Happi

    Clean Beauty Collective Supports EarthDay.org
    Freckle Pens Are Spot On!
    The Detox Market Partners with Good Face Project
    Ink World

    Latest Breaking News From Ink World

    Etiflex Enters New Markets with Nilpeter FA-22 Installation
    Hydrocarbon Solvents Market to Surpass $8.1 Billion by 2030
    Lowe-Martin Adds 2 KODAK NEXFINITY Digital Presses
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    UFlex adds capacity in packaging films
    CEC expands into labels and packaging with Heidelberg
    ABG delivers Digicon Series 3 to UK printer
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Mexico City Single-Use Plastics Ban Leads to Tampon Shortage
    Believe Diapers Launch in U.S.
    Forbes Ranks Rockline Among Best U.S. Employers
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Kaia Health Unveils Next-Gen Complete MSK Care Solutions
    First Implantation of CTL Amedica's Minimally Invasive Flex Tower
    NuVasive Nabs Simplify Medical for $150M
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Comercial Kywi Improves Customer Service, Front-Store Operations with Zebra Mobile Solution
    Global Printed Circuit Board Market Projected to Reach $69.32 Billion by 2027
    RFID Locks Market to Reach $9.93 Billion by 2027: Allied Market Research

    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