• 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
    eBook
    Top Features
    Fibers Report

    Household Wipes Market

    Sustainable Hygiene Products Gain Ground

    Moist Toilet Wipes Lead 2024 Growth, Baby Wipes Decline, and General-Purpose Wipes Bounce Back

    Dissolvable Wipes. Will They Be the Industry’s Next Big Thing?
    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
    Ontex Introduces bioSAP in Baby Diapers

    Applecrumby Launches Chlorine-Free Diaper

    Essity Recognized by CDP for Sixth Consecutive Year

    New York to Mandate Diaper Labeling

    Autoneum Develops Adhesive-Free Automotive Carpet
    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

    Video Bite: Technical Absorbents Finds Success in Self Healing Geo Liner Market

    Ontex Introduces bioSAP in Baby Diapers

    Applecrumby Launches Chlorine-Free Diaper

    Autoneum Develops Adhesive-Free Automotive Carpet

    Premier Care Industries Expands Manufacturing Operations
    Air Through Bonding
    Airlaid
    Carded/Carding
    Chemical Bonded
    Composite
    Meltblown
    Needlepunch
    Nanotechnology
    Spunbond
    Spunbond/Spunmelt
    Spunlace
    Thermal Bonded
    Wetlaid

    Softbond, A.Celli Collaborate on Spunbond Line

    Freudenberg to Showcase Advanced Foam Replacement at FOAM Expo

    Reifenhauser Reicofil GmbH & Co.

    Enka Tecnica GmbH / Reifenhauser Heinsberg GmbH

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

    Premier Care Industries Expands Manufacturing Operations

    A Look At Megasoft—Asia's Vertically Integrated Hygiene Producer

    CIDPEX Middle East to be Held in September

    Pelsan Tekstil to Add Films Production in North Carolina

    Citadel J – From Round Wipes Roll to Revenue
    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

    Premier Care Industries Expands Manufacturing Operations

    Nippon Shokubai's U.S. Group Company Acquires ISCC Plus Certification

    Joa to Acquire Cellulose Converting Solutions

    Smithers Predicts Growth for Nonwoven Battery Separators

    CIDPEX Middle East to be Held in September
    Chart
    Companies
    All Companies
    Categories
    Company Profiles
    Add New Company
    International Buyers Guide Companies
    Dukane Center of Excellence for Personal Care, Nonwovens and Packaging

    ELSNER

    Valco Melton

    Herrmann Ultrasonics, Inc.

    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
      • 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
    • eBook
    • 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
    Features

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

    New niche brands penetrate the disposable baby diaper market

    Trends in Diapers: Sustainability, Natural Ingredients or Other Features?
    Trends in Diapers: Sustainability, Natural Ingredients or Other Features?
    Natalia Richer, Diaper Testing International01.06.21
    Honest diapers’ launch eight years ago as a direct-to-consumer diaper subscription and its subsequent growth over the following two years into major retailers in the U.S., marked the first step in a diaper revolution that we still see today. While green diaper brands already existed back in 2012, Honest expanded on the safety and sustainability claims and further was able to deliver a diaper that was social media worthy. The range of available diaper prints to pick and choose into your customized diaper subscription box soon became fashion statements shared across millennial social media accounts.

    Since then, we have seen the emergence of new brands fashioned after similar features, that have found their niche in the premium segment but have recently grown to explore the new masstige trend: inexpensive goods marketed as luxurious or premium. The national brands P&G and KC launched their own high-end lines of diapers in 2018 and 2019, respectively, with Pampers Pure and Huggies Special Delivery. Also making a claim in the premium segment are newly launched Healthynest, a “plant-based” diapering subscription that includes activity trays for babies; Kudos, the first diaper to have a 100% cotton topsheet; and Coterie, high-performance super absorbent diapers. Two new launches that have demonstrated huge growth in the masstige sector are Hello Bello (marketed as “premium, plant-based, affordable baby products”) and Dyper, bamboo viscose eco-friendly diapers that can be composted in industrial composting facilities. New to this highly competitive space is P&G’s All Good diapers launched exclusively in Walmart, priced similarly to Hello Bello.

    Most of these new brands have something in common: Value added through social responsibility incentives, increase in safety-based claims (hypoallergenic, chlorine-free, “non-toxic”), a more sustainable supply chain through plant-based or PCR materials, or conversion with renewable energy.

    Consumer Feedback: How Well is Brand Message Translated to Consumer Experience?
    Euromonitor’s International Health and Nutrition Survey 2020 recently classified the top five features consumers for which consumers are willing to pay more in diapers in China. Three of the top five features Chinese consumers preferred and were willing for pay more for are reported to be: natural ingredients, sustainably sourced/produced and biodegradability. However, most of the plant-derived diapers converted in China such as bamboo viscose compostable diapers are actually exported abroad, with converters claiming there is no demand for these products in China.

    There is clearly a disconnect between what consumers aspire to want, the level of available information regarding health and environmental impact of different diapers, and what consumer habits actually demonstrate.

    In the U.S., we have seen a rise in safety and environmental based claims for diaper brands. How effectively have these changes in diaper design and marketing claims been communicated to the end consumer and what do parents actually care about?

    To better understand what resonates the most with millennial consumers, our team at Diaper Testing International took to Amazon and did a full data scrape and review mining of the verified-purchased consumer reviews for a couple of diapers brands. The result was an analysis of more than 7000 verified reviews by parents.

    When looking at consumer complaints, 46% of all mentions were related to diaper performance: leaks, rashes, absorbency and blowouts. Other complaints included construction defects, quality perception, product consistency, fit, print patterns, price and odor. Complaints involving mentions of natural ingredients or sustainability (or lack thereof) were attributed to less than 1% of all complaints.

    In an endeavor to understand the extent of consumer interest in sustainability, our team identified a list of sustainability-related words and evaluated their prevalence across reviews of individual diaper brands. Words analyzed included any derivatives of the following (when used in context): ethic, bio-, responsible, footprint, compost, eco-, landfill, planet, recycle, renewable, earth, reuse, green, carbon, environment, sustainable. We found less than 1% of all reviews demonstrated interest (either pro or con) in sustainability.

    Considering the significant marketing claims that Pampers Pure has made in relation to sustainability including: conversion with 100% certified renewable energy, 99% of all materials being reused, recycled or recovered, and 0% production waste ending in landfill; very little of that is reflected back when consumers share what they like or dislike about the product—with only 2% of reviews mentioning sustainability (including the word “eco-friendly.”)

    On the other hand, when evaluating the consumer impact of natural or toxic-free claims we found marketing of safe and “chemical-free” diapers have produced a much more significant impact than sustainability, with a total of 3% of reviews mentioning a derivative of natural and safe. Words used to denote an interest in natural and safety included: fragrance, toxic, plant-based, hypoallergenic, harsh, harmful, chlorine, phthalates, safe, bleach, free of, chemicals, natural and organic.

    It is in the natural and safe front where we found the biggest difference in consumer perception between premium and mass brands. P&G’s Pampers Pure had a total of 15% of reviews mention natural and safety versus Pampers Swaddlers where only 1% mentioned those words. Pure’s customers surpass even Honest’s when it comes to alluding to safety and “pureness” of diapers, with 10% of Honest’s reviews mentioning natural and safe words. Kimberly-Clark’s Huggies Special Delivery demonstrated a similar pattern with 7% of reviews mentioning safety versus its lower tiered Huggies Little Snugglers at 1%. It is clear Pampers Pure has done an incredible job marketing its backsheet cotton-blend and other “toxic-free” claims.

    Other diaper features we evaluated include softness and prints. 10% of all reviews across various brands mentioned the word soft—clearly an important parameter in consumer perception. By far the largest success in delivery of soft diapers in Amazon comes from KC’s Huggies Special Delivery, with an overwhelming 40% of reviews mentioning the word “soft.” In comparison, all other popular Amazon brands evaluated ranged between 5–14% mentions of softness. “Cute” and “prints” were mentioned in only 2% of total reviews, again with a bigger distinction between mass and premium brands—where premium brands elicited higher interest in prints and designs from parent reviews.

    At the end of the day, most of the reviews across all brands of diapers primarily focused on leakages, fit and performance. Perceived value, diaper performance and containment continue to define the main concerns of all parents. In narrowing down specifics for sustainability, natural and safety claims, softness and prints we attempted to identify delivery of added value in diaper brands and found there is little consumer interest in sustainability, even from users of greener brands (sold in Amazon, including Honest, Pure and Special Delivery).

    What Will Be the Main Trends in Diapering Going Forward?
    A focus on natural ingredients and features parents can enjoy including performance related enhancements, aesthetics such as fun or customized prints and curated parenting subscription boxes, will be in the forefront of consumer demand. While a small niche of millennial parents will continue to push for greener diapers (and put their money where their stance is), most of the push towards sustainability will continue to come from NGOs and giant retailers meeting ESG goals, rather than few informed buyers.

    Until a game-changer in sustainability that can truly disrupt the way diapers are disposed of and reclaimed, such as diapers becoming part of a circular economy through recycling, or a re-working of the supply chain and logistics to compost diapers at an industrial level, diaper sustainability focus and claims will not sway most consumers except for the little added value they present or the correlation sustainability brings to an assumption of “natural” and “safer” for baby.

    In short, CO2 emission talk ain’t great; plant-based, non-toxic ingredients and perceptible features are more worthwhile endeavors to gain support of current parents.
    Related Searches
    • Diaper, Baby
    Related Knowledge Center
    • Diaper, Baby
    Suggested For You
    Richer Investment SA de CV Richer Investment SA de CV
    GPMI Expands Disinfectant Wipes Production GPMI Expands Disinfectant Wipes Production
    Lydall Inc. Lydall Inc.
    Glatfelter Glatfelter
    Jacob Holm Completes Nonwovens Investment Jacob Holm Completes Nonwovens Investment
    Fiberpartner Launches Bico Biodegradable Low-Melt Fiber Fiberpartner Launches Bico Biodegradable Low-Melt Fiber
    Improving the Sustainability of Nonwoven Products in a Cost-Effective Way Improving the Sustainability of Nonwoven Products in a Cost-Effective Way
    Nelson Peltz to Retire from P&G’s Board Nelson Peltz to Retire from P&G’s Board
    Sales Increase at Glatfelter Sales Increase at Glatfelter
    Huggies, Walgreen Address Diaper Need Huggies, Walgreen Address Diaper Need
    Freudenberg Offers Workwear Range Freudenberg Offers Workwear Range
    EDANA Runs Second Round of Pilot Audits EDANA Runs Second Round of Pilot Audits
    Bostik Announces Films Investment Bostik Announces Films Investment
    EDANA, INDA Launch Industry Standards EDANA, INDA Launch Industry Standards
    P&G Names President and CEO P&G Names President and CEO

    Related Buyers Guide Companies

    • Richer Investment SA de CV

      Richer Investment SA de CV

      ...
      Carlos Richer, CEO 04.22.24

    • Wipes

      GPMI Expands Disinfectant Wipes Production

      Manufacturer opens new site in Arizona
      09.20.21

    • Lydall Inc.

      Lydall Inc.

      ...
      09.02.21


    • Glatfelter

      Glatfelter

      ...
      09.02.21

    • Wipes

      Jacob Holm Completes Nonwovens Investment

      Line upgrade in Candler, NC wraps up on schedule
      08.31.21

    Loading, Please Wait..
    Breaking News
    • Radienz Living Adds to Board
    • Premiere Care Expands Operations in Texas
    • Ontex Introduces bioSAP in Baby Diapers
    • Ahlstrom Receives Offer for Abrasives Business From Munksjö
    • Applecrumby Launches Chlorine-Free Diaper
    View Breaking News >
    CURRENT ISSUE

    June 2025

    • Fibers Report
    • Household Wipes Market
    • Sustainable Hygiene Products Gain Ground
    • Hygiene Goods Continue to Drive Expansion in Fluff Pulp
    • 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

    Latest Breaking News From Nutraceuticals World

    Gattefossé Opens New Facilities in Mumbai, India
    TSI Group Unveils myHMB + Vitamin D Logo
    Indena to Showcase Metabolic, Brain Health Solutions at In-Vitality 2024

    Latest Breaking News From Coatings World

    ChemQuest Appoints Three New Directors
    Chemetall Site in China Receives Recognition from Commitment to Sustainability
    RPM to Announce Fiscal 2025 Fourth-Quarter and Year-End Results on July 24, 2025

    Latest Breaking News From Medical Product Outsourcing

    StimLabs's Umbilical Cord-Derived Wound Care Product Released in U.S.
    New Medical-Grade Bio-Based PVC Compounds Introduced
    Croívalve Reports 1st Tricuspid Coaptation Valve Implant in U.S. Feasibility Study

    Latest Breaking News From Contract Pharma

    Neurocrine Bioscience’s CRENESSITY Becomes Commercially Available in the U.S.
    Roche's Parkinson's Disease Drug Misses Primary Endpoint
    PTC Therapeutics Submits Vantiquinone NDA to FDA

    Latest Breaking News From Beauty Packaging

    Weekly Recap: Coty Sells SKKN, Henkel Recall, Awards, & More
    Rare Beauty to Host Pop-Up Event with Sephora UK
    Cloud Haircare Expands to Walmart Stores Nationwide

    Latest Breaking News From Happi

    Cosmetify Names Nikkie de Jager the World’s Most Powerful Beauty Influencer
    Big Lips in the Small Wonder
    L’Oréal’s Bioprinted Skin & Dove’s Deodorant Launch

    Latest Breaking News From Ink World

    BCF Sponsors Parliamentary Event to Engage with Policymakers
    Weekly Recap: DIC Corporation, BASF, Toyo Printing Inks Top This Week’s Stories
    INX International Launches Innova Plus NCF Nitrocellulose-Free Inks

    Latest Breaking News From Label & Narrow Web

    Mexico's Flexopolis adds second Bobst flexo press
    Paramount Labels installs Rotatek Brava 450
    Esko teams with Bobst for smartGRAVURE System

    Latest Breaking News From Nonwovens Industry

    Radienz Living Adds to Board
    Premiere Care Expands Operations in Texas
    Ontex Introduces bioSAP in Baby Diapers

    Latest Breaking News From Orthopedic Design & Technology

    David Thordarson Takes Charge of American Orthopaedic Foot & Ankle Society
    UPM Biomedicals Launches FibGel Injectable Nanocellulose Hydrogel for Medical Devices
    ONWARD Medical Attracts €50 Million in Capital

    Latest Breaking News From Printed Electronics Now

    Weekly Recap: DuPont, SEMI, Sun Chemical Top This Week’s Stories
    ORNL’s 3D-Printed Metal Molds Poised to Accelerate US Auto Manufacturing
    SRI, NSIC are Catalyzing Corporate Innovation in Japan

    Copyright © 2025 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