• 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
    Fluff Pulp Market Faces Year of Transition

    Roofing & Construction Report

    Investment Continues for Needlepunch Nonwovens

    Sustainability Report

    Spunmelt Nonwovens Update
    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
    Weekly Recap: Ontex Confirms Possibility of Attindas Deal, Purell Launches New Wipes & More

    EDANA Celebrates 50th Anniversary

    INDA Names Three Finalists for WOW Innovation Award

    Proof Launches Reusable Period Products in Walmart Stores

    Purell Healthcare Surface Disinfecting Wipes Launched
    Nonwovens Insights
    Online Exclusives
    Adult Incontinence
    Absorbent Core
    Antimicrobials
    Apparel
    Automotive and Transportation
    Face Masks
    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

    INDA Names Three Finalists for WOW Innovation Award

    Proof Launches Reusable Period Products in Walmart Stores

    Video Bite: Curt G. Joa, Inc. Offers Speed, Quality, and Innovation

    Purell Healthcare Surface Disinfecting Wipes Launched

    Weekly Recap: Codi Introduces Wipes from Recycled Ingredients, U.K. Retailers Ban Plastic-Based Wipes
    Air Through Bonding
    Airlaid
    Carded/Carding
    Chemical Bonded
    Composite
    Meltblown
    Needlepunch
    Nanotechnology
    Spunbond
    Spunbond/Spunmelt
    Spunlace
    Thermal Bonded
    Wetlaid

    Executive Talks: 5K Fibres' President Doug Brown

    Borealis, Grabher Partner to Recycle Face Masks

    Glatfelter, Blue Ocean Closures Receives Sustainability Award at IDEA22

    Investment Continues for Needlepunch Nonwovens

    Murtra Nonwovens
    China
    Eastern Europe/Russia
    India
    Middle East/North Africa
    North America
    Pacific Rim
    South/Central America
    Turkey
    Western Europe

    Sub-Saharan Africa’s Specialist Nonwovens and Fibers Capability is Growing Steadily

    Southeast Asian 5 Nonwoven Capacity and Demand Development

    Chinese Baby Diaper Brands

    Retail Disposable Hygiene in Southeast Asia and China: Growth Outlook, Challenges, Opportunities

    Albarrie Installs Stenter
    Associations
    Contracts / Awards
    Education
    Facilities / Capacity
    Green / Sustainability
    Legal / Regulatory
    Market Data
    Flushability
    Mergers and Acquisitions
    Product Improvement / Innovation
    R&D/Basic Research
    Shows / Events

    Rif care Launches Hemp-Based Period Products

    Boots to Prohibit Sale of Plastic-Based Wipes

    Dyper Partners with rePurpose Global to Remove Nearly 100,000 KG of Plastic Waste from Environment

    Borealis, Grabher Partner to Recycle Face Masks

    Suominen Installs Solar Panels at Alicante Plant
    Chart
    Companies
    All Companies
    Categories
    Company Profiles
    Add New Company
    International Buyers Guide Companies
    Shemesh Automation

    Bast Fibre Technologies Inc.

    Robinson, Inc.

    WEIMA America, Inc.

    Pinnacle Converting Equipment & Services
    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
      • Face Masks
    • Technology
      • Air Through Bonding
      • Airlaid
      • Carded/Carding
      • Chemical Bonded
      • Composite
      • Meltblown
      • Needlepunch
      • Nanotechnology
      • Spunbond
      • Spunlace
      • Thermal Bonded
      • Wetlaid
      • Spunbond/Spunmelt
    • 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
      • Flushability
    • Top 40 Companies
      • Chart
      • Companies
    • Online Exclusives
    • Slideshows
    • Hygiene Directory
      • Brands
      • Brand Owners
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Whitepapers
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
      • Live From Asian Connections
    • Jobs
    • 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

    Diapers: A New Generation

    ...

    Related CONTENT
    • Wisconsin Gives K-C Incentives to Keep Plants Open
    • K-C Voluntarily Recalls Tampons
    • The Year that Was 2018
    • Hygiene: It Takes a Village
    • K-C Pursues Supreme Court Review in Flushable Wipes Case
    Karen McIntyre, Editor01.04.19
    Not so long ago the diaper market was heavily dominated by two giants—Procter & Gamble and Kimberly-Clark. If you look at the category sales, it seems like this is still the case and it is—when it comes to dollars and cents. However, a slew of new diaper brands are changing not only the way diapers are designed but how manufacturers do business.

    This shift dates back to 2011 when  actress Jessica Alba started the Honest Company to provide the market with safe, effective products. Included in this new company was a line of baby diapers and wipes. True to its commitment to be “honest” with its customers about using safe and natural ingredients in all of its products, Honest became the first diaper manufacturer to identify the ingredients in its diaper and also to disclose where they were sourced. At the time, this level of transparency was groundbreaking but today  it has become an important part of many new companies’ sales strategies.

    This month, well-known diaper industry consultant Pricie Hanna discusses some of these new diaper brands in depth (see page 64), uncovering how the millennial parent, and their approach to both brand selection and parenting, has made a significant impact on the diaper market.

    Brands like Honest, Made Of, ABBY+FINN, Parasol and Poof have been able to take advantage of contract manufacturing services, internet marketing and subscription services to enter a market where once the barrier to entry was nearly impossible. Where once only large corporations with retail contacts, marketing strategies and production knowledge could enter the market, whereas today the diaper market has much more of an entrepreneurial spirit, attracting new companies and brands regularly. These brands each take their own personalized approach to the diaper market, from the ingredients they choose right down to the marketing message they use to attract consumers.

    And, while none of these brands has taken significant share from the industry giants—Procter & Gamble and Kimberly-Clark—they have certainly left their impression. Earlier this year, P&G launched its Pampers Pure line of baby diapers, which are reportedly free of fragrance, lotion and chlorine and allow only natural fibers to touch baby’s skin. This product has already been a success for P&G with sales reaching $34 million between its January launch and November (according to Information Resources, Inc.). While this is just a small blip in P&G’s mammoth near $2 billion diapers business, it does represent a nice pocket of innovation and growth for this large diaper maker and it helps position it against a new crop of baby diaper brands that seem to understand the millennial parent. We’ll see how the scrappy, smaller guys react.


    Karen McIntyre
    Editor
    kmcintyre@rodmanmedia.com
    Related Searches
    • products
    • sales
    • brands
    • diaper
    Suggested For You
    Wisconsin Gives K-C Incentives to Keep Plants Open Wisconsin Gives K-C Incentives to Keep Plants Open
    K-C Voluntarily Recalls Tampons K-C Voluntarily Recalls Tampons
    The Year that Was 2018 The Year that Was 2018
    Hygiene: It Takes a Village Hygiene: It Takes a Village
    K-C Pursues Supreme Court Review in Flushable Wipes Case K-C Pursues Supreme Court Review in Flushable Wipes Case
    Kimberly-Clark’s Beech Island Mill Celebrates 50 Years Kimberly-Clark’s Beech Island Mill Celebrates 50 Years
    P&G Offers Update on Recycling Efforts P&G Offers Update on Recycling Efforts
    Disruptions in the Baby Diaper Space Disruptions in the Baby Diaper Space
    The Plastic Problem—What’s the Answer The Plastic Problem—What’s the Answer
    Filtration Market Report Filtration Market Report
    Winning Asia, Winning the World Winning Asia, Winning the World
    Kimberly-Clark Professional Launches The Solution Squad Kimberly-Clark Professional Launches The Solution Squad
    Amazon Launches Natural Diaper Amazon Launches Natural Diaper
    International Top Companies Report 2017 International Top Companies Report 2017
    Wipes—Changing The Way We Clean and Live Wipes—Changing The Way We Clean and Live

    Related Content

    • Facilities/Capacity

      Wisconsin Gives K-C Incentives to Keep Plants Open

      $25 million deal will keep Fox Crossing site up and running
      12.14.18

    • North America
      K-C Voluntarily Recalls Tampons

      K-C Voluntarily Recalls Tampons

      Quality issue found in some lots of Kotex Sleek tampons
      12.12.18

    • The Year that Was 2018

      The Year that Was 2018

      M&A activity, line investments, product disruptors all made headlines.
      Karen McIntyre, Editor 12.07.18


    • Hygiene: It Takes a Village

      ...
      Karen McIntyre, Editor 12.07.18

    • Legal/Regulatory | Wipes

      K-C Pursues Supreme Court Review in Flushable Wipes Case

      K-C filed a petition following a Ninth Circuit decision denying the company's motion to dismiss
      12.06.18

      Trending
      • Ontex Confirms Possibility Of Attindas Deal | Nonwovens Industry
      • Ontex Confirms Possibility of Attindas Deal
      • First Quality To Discontinue Tampon Operations | Nonwovens Industry
      • Weekly Recap: Ontex Confirms Possibility Of Attindas Deal, Purell Launches New Wipes & More | Nonwovens Industry
      • First Quality to Discontinue Tampon Operations
      Breaking News
      • Weekly Recap: Ontex Confirms Possibility of Attindas Deal, Purell Launches New Wipes & More
      • TSG Finishing Starts Modernization Project
      • Berry Global Sets New Target to Reduce Scope 3 Emissions
      • PCMC and Hudson-Sharp Help Outfit Press & Packaging's New Flexible Packaging Division
      • Ontex’s Revenues Increase
      View Breaking News >
      CURRENT ISSUE

      April 2022

      • Roofing & Construction Report
      • Investment Continues for Needlepunch Nonwovens
      • Sustainability Report
      • Spunbonded/Spunmelt Polypropylene Capacity and Demand Outlook 202
      • Spunmelt Nonwovens Update



      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

      Lonza Expands Capsugel Capsule Offering with Titanium Dioxide-Free, White Hard Gelatin Capsules
      Cargill to Double Production of Tapioca Syrup
      Southwest College of Naturopathic Medicine to Become Sonoran University of Health Sciences
      Coatings World

      Latest Breaking News From Coatings World

      The 13th International R-M Best Painter Contest Final Set for June 2022
      Jason Woods Joins The ChemQuest Group as Director
      Indorama Ventures Achieves Record 1Q22 Performance
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      MPO's Most-Read Stories This Week—May 14
      Teleflex Launches UroLift 2 System and UroLift ATC System in the U.S.
      ENDRA Life Sciences Achieves ISO 13485 Recertification
      Contract Pharma

      Latest Breaking News From Contract Pharma

      LOTTE to Purchase BMS East Syracuse NY Manufacturing Facility
      Bora Pharmaceuticals Acquires CDMO Assets from Eden Biologics
      Cytiva Opening New Facility in Switzerland
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      5 Packaging Execs Inducted into NJPEC Hall of Fame
      Nautica Unveils New Eco-Conscious, Alcohol-Free Fragrance
      Sigma Beauty Launches Clean Blushes, Bronzers and Highlighters
      Happi

      Latest Breaking News From Happi

      Proposed Senate FDA Legislation Includes Cosmetics Reform
      China Beauty Sales Slow; Blueland Enters Personal Care Category; Lady Gaga’s Cosmetics Relaunch
      Method For Stabilizing Retinoic Acid Precursors
      Ink World

      Latest Breaking News From Ink World

      Weekly Recap: INX’s New VC Fund, Flint Group and Siegwerk Lead This Week’s News
      The 2022 CPIPC Golf Outing Set for June 22
      NUtec’s NUbis Bulk Ink System Enables Continuous Printing
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      LemuGroup hosting Open House, Lynn Perenic honored and more
      PCMC and Hudson-Sharp assist Aspen Press & Packaging
      LemuGroup prepares for Open House in Spain
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      Weekly Recap: Ontex Confirms Possibility of Attindas Deal, Purell Launches New Wipes & More
      TSG Finishing Starts Modernization Project
      Berry Global Sets New Target to Reduce Scope 3 Emissions
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      ODT's Most-Read Stories This Week—May 14
      Steven Haddad Joins Extremity Medical as Chief Clinical Officer
      FDA OKs Accelus' FlareHawk TiHawk11 Interbodies
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Graphene Flagship Launches Its First Customizable Wafer Run
      CCL Industries Announces 1Q 2022 First Quarter Results
      LG Display Showcases Innovative OLED Technology at SID 2022

      Copyright © 2022 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