The skin of newborn babies is delicate and highly susceptible to rashes and irritation, which has been top concern of parents regarding wellbeing and health of their newborns. This has further fuelled demand for organic and natural baby care products, and baby diapers are no exception. Demand for organic and natural baby diapers can be attributed to absence of artificial preservatives and harmful additives.
A significant trend being witnessed in the global baby diapers market is the surge in R&D investments by leading companies for improving safety and efficacy of baby care products. Several baby diaper manufacturers have been focusing on developing products that are devoid of the fluff pulp. Fluff-less baby diapers are gaining higher momentum on the coattails of their attribute of containing more liquid by rupturing the bond between merged layers for increasing space.
According to a recent FactMR report, the global baby diapers market will expand at a steady 5.9% value CAGR between the forecast period 2017 and 2026. Volume sales of baby diapers across the globe are expected to close in on approximately 483,000 million units by 2026-end. Key market participants profiled by the report are Kimberly-Clark Corporation, Procter and Gamble, Svenska Cellulosa Aktiebolaget SCA and others.
Robust Promotional Campaigns by Manufacturers to Drive Demand for Baby Diapers
Baby diaper manufacturers are launching promotional campaigns in order to increase their product visibility and market penetration. According to studies carried out by Kimberly-Clark, as babies become mobile they are capable of travelling nearly 7 km in a single day. Banking on this surprising statistic, the company launched its funny online campaign, called “World’s First Baby Marathon”, in 2017, in a bid to promote its diapers as the prime choice for mobile babies. Entering a new market is usually challenging for niche market players, particularly when competing against well-established brands.
This further entails the requirement for gaining consumer attention through innovative strategies. A Japanese baby diaper manufacturer, Genki!, faced similar challenge when the company launched its first pant diapers in 2016. For standing out from the crowd, Genki! worked with the ADK Global Kuala Lumpur for launching the campaign called “WOW Bersama Genki!” in 2017. Post-campaign launch, the company experienced robust sales expansion and increased brand awareness among consumers. Such promotional campaigns by leading as well as niche market player will rub off on future demand for baby diapers worldwide.
Diaper Recycling Efforts of Manufacturers will Regain Consumer Loyalty & Fuel Sales
With growing adoption of disposable baby diapers driven by increasing hectic lifestyle of consumers across the globe, along with adverse effects of these diapers on the environment have led manufacturers to focus on recycling of disposed diapers. Procter & Gamble, a leading manufacturer of baby diapers, is taking efforts for diaper recycling in Amsterdam, by partnering with AEB Amsterdam. This initiative is similar to that being carried out by a P&G subsidiary, Fater, in Italy.
The effort toward recycling disposable diapers is likely to be completely operational by 2018-end, and would cater to production of nearly 10,000 tons of new disposable diapers annually. Local authorities are subsidizing this recycling program of P&G, with an aim of alleviating strain of the diaper industry on the environment. Such recycling efforts by manufacturers will also help them gain consumer attraction coupled with reduction in their environmental footprint. This will further support the demand for disposable baby diapers in the near future.
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