Karen McIntyre, Editor01.04.19
In recent years, private label diapers have continued to rise to new standards, differentiating themselves from their counterparts of the past, by competing not just on price but with innovation. Retailers are increasingly looking to their own brands to draw customers into their stores, and as new retail formats pop up, private label products are becoming more important than ever.
In fact, a second type of private label diaper is emerging—the specialty diaper—like the products being sold by The Honest Company or Parasol. These products are made by contract manufacturers to very specific needs of the brand and the customer it wants to attract and are finding success in a new selling format, the subscription model.
“Technically speaking, subscription models like Honest or Parasol, are not private label brands but in essence they are because they are not a part of the large multinational companies and they still strip away the costs to provide the best product at the lowest possible cost,” says Diana Meehan, vice president, retain and shopper insights, Kantar Consu
In fact, a second type of private label diaper is emerging—the specialty diaper—like the products being sold by The Honest Company or Parasol. These products are made by contract manufacturers to very specific needs of the brand and the customer it wants to attract and are finding success in a new selling format, the subscription model.
“Technically speaking, subscription models like Honest or Parasol, are not private label brands but in essence they are because they are not a part of the large multinational companies and they still strip away the costs to provide the best product at the lowest possible cost,” says Diana Meehan, vice president, retain and shopper insights, Kantar Consu
Continue reading this story and get 24/7 access to Nonwovens Industry for FREE
FREE SUBSCRIPTION
