Tara Olivo, Associate Editor01.02.23
Raw material shortages, supply chain disruptions and inflation have tested manufacturers and brands in the baby diaper market over the last few years. Adding to these challenges, birth rates in the U.S. have steadily declined during the last decade and a half. Despite these concerns, innovation is alive in the baby diaper category and new brands have continued to launch.
“The pandemic has served as a double-edged sword for the diaper industry,” says Sonali Jagadev, research analyst - Beauty & Fashion, Euromonitor. “On one hand, greater price sensitivity has weakened the spending power of the consumer. On the other hand, increased health and eco-awareness has popularized value added product features with clean origin, natural, plant-based and organic products. Now, some questions have arisen: how do you reach the point where value and quality can meet, and how do you get this balance in the post-pandemic world?”
Although the U.S. is a mature market, Euromonitor is still expecting to see modest growth for baby diapers over the next five
“The pandemic has served as a double-edged sword for the diaper industry,” says Sonali Jagadev, research analyst - Beauty & Fashion, Euromonitor. “On one hand, greater price sensitivity has weakened the spending power of the consumer. On the other hand, increased health and eco-awareness has popularized value added product features with clean origin, natural, plant-based and organic products. Now, some questions have arisen: how do you reach the point where value and quality can meet, and how do you get this balance in the post-pandemic world?”
Although the U.S. is a mature market, Euromonitor is still expecting to see modest growth for baby diapers over the next five
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