Tara Olivo, Associate Editor06.03.21
Innovation has been strong in the natural products space. Consumers’ increasing appetites for products that feature what they assume are safer, more natural ingredients that make less environmental impact has led to an abundance of new offerings in a range of industries, and this trend has been particularly apparent in the disposable hygiene market within the last decade.
While natural fibers like cotton and wood pulp have been used in some absorbent hygiene products for decades, the Honest Company has been credited with putting ingredient transparency and an eco-friendly focus in the disposable baby diaper market on the map. Since Honest’s launch in 2012, there’s been a proliferation of newcomers entering not just the baby diaper market, but also feminine care and adult care. Most of these new brands are starting off through direct-to-consumer (DTC) channels via their own websites, using the internet and social media to gain attention from consumers.
Pricie Hanna, managing partner of Price Hanna Consultants, continues to see more direct-to-consumer brands competing for consumers who
While natural fibers like cotton and wood pulp have been used in some absorbent hygiene products for decades, the Honest Company has been credited with putting ingredient transparency and an eco-friendly focus in the disposable baby diaper market on the map. Since Honest’s launch in 2012, there’s been a proliferation of newcomers entering not just the baby diaper market, but also feminine care and adult care. Most of these new brands are starting off through direct-to-consumer (DTC) channels via their own websites, using the internet and social media to gain attention from consumers.
Pricie Hanna, managing partner of Price Hanna Consultants, continues to see more direct-to-consumer brands competing for consumers who
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